Creating Content That People Want to Share (10:03)

Posted on by Abby Johnson |

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The Web has drastically changed the way business is conducted. Fortunately, it not only provides many new opportunities, but it also, simplifies certain tasks. According to David Meerman Scott, Author of World Wide Rave and New Rules of Marketing and PR, there were essentially three ways to generate attention before the Web.

As he explains to WebProNews, these ways were buying advertising, the media, which he calls begging, and a sales force. These tactics work well for generating attention offline, but online, it’s a different story. Generating attention online requires marketers to create content just like a publisher.

Scott says the old rules make it hard to generate attention. However, the new rules allow any organization to earn attention, if it creates valuable information. He points out that organizations need to stop thinking like marketers, advertisers, and public relations specialists, and instead, think like publishers.

Once businesses create content, what can they then do to get people to share it? According to Scott, most companies talk about their product, which is not what users want to hear. He advises businesses to create content for their target market, or as he likes to call it, their buyer personas.

“It gets an organization away from talking about themselves in an egotistical way,” says Scott.

In reality, consumers only care about themselves and solving their problems. As a result, Scott suggests that marketers create individualized content for each of their buyer personas.

Once this is done, he recommends creating trigger points to encourage users to share. These trigger points could involve contests, humor, blog posts, videos, and many other ideas. If the content is good, then users will naturally share.

Lastly, Scott says marketers need to point users back to a place where some type of action can take place. Once again, as long as the content is valuable, it will draw users back to make a purchase.

Are you creating valuable content for your buyer personas?

Posted in: Advertising and Marketing, Books, Content, David Meerman Scott, Digital Media, SES New York 2010
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