Publishing for both Quantity AND Quality
Although I did select this image for this post, the idea that we have a situation of Quality vs Quantity frustrates me.
While it’s true that more and more of us offer opinions about everything under the sun over and over and over, that does not mean that you can’t provide a contribution to a topic or discussion in a positive way.
The key to success (in my humble opinion) is…….
Inbound Marketing is Journalism Wrapped with Marketing Intention
Allow me to explain.
The standard publishing/journalism model is to offer a publication in various formats (newspapers, magazines, radio, TV, Internet, etc) that gathers an audience. Advertising is then sold to people who want access to that audiences who in turn provide ads whose intention is to nudge them into buying the advertised products and services.
Inbound marketing is journalism of that nature, minus the advertising.
Inbound marketing is when a publication is used to gather an audience, and nudge them into buying YOUR products and services.
It’s Been Done Before
In 1897, John Deere, who make tractors, started a quarterly magazine titled The Furrow they distributed free to farmers via farmer’s Coops and feed stores. The articles were useful and interesting to farmers.
Preparing fields, new developments in fertilizers, irrigation, etc, etc.
The magazine was popular. As you can guess there were no ads, except for John Deere tractors.
Through this magazine, John Deere sold a lot of tractors, which was their intent.
If you’re a content marketer, you’re a journalist. You’re not publishing “content”. You’re publishing stories.s
And just like journalists everywhere you’re constantly on the search for stories that will be interesting to your audience, whether that audience is knitters, car buffs, gardeners, or IT consultants.SEO Needs Link Building