In a recent article in the prestigious Harvard Business Review, David Edelman of McKinsey & Company argues that publishing a regular flow of quality, market-centric content has a funny way of generating a regular flow of revenues. Of course, he warns, not to do so . . . is a choice made with potentially perilous consequences!
Four Ways To Publish Content
EDUCATION / ENTERTAINMENT — Sears posts cooking videos on Youtube, Macy’s and Target also have topical treatments (i.e. content, content and more content!) on topics they believe appeal to their market and will cause sales of their products. Seems to be working!
PROBLEM-SOLVING — Williams-Sonoma offers content on how to best choose food and wine, Home Depot offers DIY videos on all kinds of topics.
SOCIAL PROOF — LL Bean hosts ‘stories’ from actual customers and many bloggers are being encouraged to create content about topics that lead readers to (DUH!) learn about and purchase products these firms offer for sale.
RELATIONSHIP BUILDING / MAINTAINING –– perhaps the most challenging because it requires robust monitoring, ongoing analysis and immediate response. This is also the most potent and measurable means of marketing. Best example? Amazon.com
We advocate the publishing model as a key to modern marketing for many reasons. Here’s why — it works! Try it. You’ll like it, too!