But, to get the "Gooey" engagement part, all of it has to work together.Your e-marketing strategy may include distribution points like:corporate website company blogsemail campaignsthemed micro-siteswebinarsvideosBut, that's just distribution. Often companies allow distribution to drive their online strategies. Instead, create your story slate and then determine how to coordinate distribution to create the interest that pulls people into your story.Assess Your Gooey Qualities:How integrated is your marketing content?
Does all of it tie into a consistent storyline that attracts your target markets to want to interact with you?Is it more about them, than you?Does it all work together to empower them to visualize the value your company provides?When they jump from a blog post to a video does the story expand? Have you made it easy for them to continue following your story by linking the "episodes?"In an age where permission is achieved with increasing levels of engagement, you've got to go for more than momentary attention.
When you go after the Gooey Center, every content resource you send into the ether needs to build a consistent story that increases your credibility. And a valuable reason to follow the threads.The challenge for marketers today is to get their content to intersect with their prospects where they hang out online. The better you share your story, the more attraction quality you have to pull people back for more. And that's when your company establishes itself as the Gooey Center because people "get" the value you provide.
Going after the Gooey Center is a good way to build demand in a trying economy - by providing value that increases the appetite of the people you want to engage.This doesn't happen by accident. It doesn't happen because you write #X content articles a month. It happens when all of your content works together. And that takes a plan.
Getting to the Gooey Center isn't a piece of cake (sorry, couldn't help it). But it does produce worthwhile, measurable results. Not to mention demand.Now, I'm going to find chocolate! But, seriously, what are you doing to coordinate your content marketing efforts to create your Gooey Center payoff?
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