No matter how you look at things these days marketers are becoming more like publishers than ever before. And their tactics are shifting from more Outbound Marketing like email and direct mail to more Inbound Marketing using SEO, Blogging and Social Media.
So the game is changing right before our eyes! If you are pursuing a balanced approach of Outbound and Inbound marketing - you will quickly find you have a tremendous need for content!
5 of the top 10 media properties are blogs - and blogging has become a "quantity game" with the most successful blogs being multiblogger blogs who can post 5 times before lunch. As a solo blogger or corporate blog - you have a lot to compete with. Plus don't forget the 50 Million bloggers that China has going strong.
But the stat that really scares me is User Generated Content has surpassed that of publisher content - so now we marketers and publishers are "white noise" to their Content.
So what can you do?
Some people call it getting content where the fish are - I am calling it Spray and Pray Marketing 2.0. And while that sounds harsh I don't really mean it that way, I mean that media is fragmenting and like the retailer who takes cash, check, credit cards, debit cards, food stamps they have to take it all and you have to get your content out into every corner of the web possible.
There are things like Ping.FM - that can send it out for you - I don't subscribe to that model but I do subscribe to the model of posting your content in as many places that make sense. So a blog post on you blog should go to your feed, to your Facebook account, your Twitter feed, your FriendFeed, maybe even a friend can StumbleUpon or Digg it if they like it. This way it gets in front of as many of these audiences as possible since you never know how someone will consume your media today.
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