Rising Above the Noise
Posted by Chris Tarango on Thu, Oct 06, 2011 @ 06:32 PM
There is no secret that your attention is in high demand. In the 21st Century, there are businesses, entrepreneurs, and every kind of promoter vying for the chance to pull you closer to their brand. Their marketing and advertising efforts have expanded with the ease of web publishing tools and the growth of social media. While promotion techniques have become more accessible to users, audiences are being overloaded with information.
The goal for any businesses is to be heard above the noise and to differentiate itself from competitors. The first step to connecting with your audience is to understand the various kinds of user generated content they are exposed to while on the Web. This content can be broken down into three general categories - enterprise generated content, mainstream media content, and consumer generated content.
Enterprise content typically refers to podcasts, corporate websites, and corporate blogs.
- Podcast: A podcast is a series of digital media files released in episodes, like a syndicated program. This allows the audience to stay connect with engaging content on regular basis, usually without having to download files.
- Corporate Website and Blogs: The most common tools for businesses are their corporate website and blogs. These are essential to the company, because they provide basic information about the group, including bios, company news, and contact info. Blogs are important because they provide a free vehicle for thought leadership. This is an easy way to show audiences why the company is special among its competitors.
Mainstream media typically refers to established news organizations who have anchored into Web 2.0 communications, which include blogs and analyst forums.
- MSM Blogs: While corporate blogs share industry insights, MSM blogs tend to focus on analysis from leading reporters within news organization. Like an editorial section of a newspaper, MSM blogs often feature special guests, such as academic authorities and other public influencers.
- Analyst Forums: In the newspaper tradition of providing audiences with expert insight, analyst forums bring together industry influencers. For example, Seeking Alpha, a financial publication, hosts four annual analyst conferences bringing together valuable sources in the financial industry.
The internet has become a place where anyone can have a voice and a chance to meet their audiences online. Up to this point in time consumer generate content has centered on social media, detractor sites, reviews, and personal blogs.
- Social Media: By now most people online are familiar with Facebook, Twitter, and a host of other social media sites. These tools are great for staying in touch with friends, but they also provide an avenue for the marketing and promotion of ideas. The correctly phrased status update or tweet can speak volumes to the right audience.
- Detractor sites: Web publishing has never been easier. One effect this has had on the internet is the rise of detractor sites. These carry powerful messaging, especially on controversial subjects.
- Reviews: Consumers want to be heard. Personal reviews on restaurants and products have become an easy way for consumers to the businesses in their lives. The goal for businesses is not to have the most sparkling reviews, but to listen to their audiences and nurture an honest conversation.
- Personal Blogs: While corporate blogs and MSM blogs are directly related to organizations, the personal blog gives consumers the opportunity to express themselves away from their professional duties. Today Tumblr and Blogger are popular because users can post about their personal interests and connect with friends and family.
With so much content on the web distracting readers, it is crucial that business develop a communications strategy before they engage.
There are always specific industry related considerations, but the following should always be taken into account:
- Who are my audiences? (client groups, referral sources, influencing groups, the media, bloggers, analysts)
- What are these audiences reading offline and online?
- What keyword terms are these groups looking for when they are searching for information on my topics?
- Are there direct ways to reach the business-minded clients on social media using LinkedIn, Facebook and Twitter?
- Do we have social media guidelines for the company?
Finding the right messages for the right audiences where they are online and using the right channels to reach them is important. Real content value needs to be provided. By engaging with compelling content and executing with the right techniques, your business can connect with the audience that wants to hear from you.