Slideshare’s Content Marketing, Social Media and Marketing Predictions for 2009 cites research commentary from Q2 Marketing. Find the presentation, full of great resources, here:
http://www.slideshare.net/ambal/clickdocuments-content-marketing-cheat-sheet
This series grew out of my heartfelt conclusion that B2B and B2G blogging isn’t for everyone. Sometimes I get the sense that non-bloggers feel guilty about not yet joining the fray. Conversely, a hearty helping of business-to-business bloggers that, it turns out, have very little to say, have jumped in. The series began by highting the four attributes a would-be blogger absolutely must have:
Business-to-business blogs are everywhere these days. But that doesn’t mean that blogging is really for everyone. Maybe it’s a fit for your and your business. Maybe it’s not. This article highlights the four most essential attributes needed before blogging. We’ll review even more in part two. If you’re missing any one of the four below, regroup and consider if blogging makes sense for you.
Member communities such as social networks and blogs are now the fourth most popular online category, surpassing email according to the new Neilson report, Global Faces and Networked Places.
This entry is adapted from our upcoming white paper on SEO for public relations. It focuses on the important strategy of building credibility, and using SEO for PR to help you get there.
In traditional media terms, bylined stories are articles ostensibly written by an executive and credited to him or her with a byline. Today, many sites, directories, online media firms and related industry sites are open to distributing content by way of their electronic outlets. Do you see the value in delivering your content to the world and leveraging existing channels? If so, begin by building a database of targeted channels. Base this on industry segments you want to reach and/or solutions you provide.
A world of caution: you can get creative, but don’t stray too far from your core business. Contributing content for the sake of a byline that doesn’t reflect the work you do isn’t much of an asset. Here is an example of a meaningful connection.
This process should consist of:
An extension of this program is contributing to an online media source on an ongoing basis. This can be achieved through a dedicated effort like the bullets outlined above. Sometimes, it can be a byproduct of a proactive PR program. Recently, Q2 scheduled the second interview for one of our clients with an influential business and technology outlet. Impressed with the spokesperson’s subject matter expertise, the editor invited him to contribute a monthly piece.
This is great exposure that came out of a dedicated PR strategy. If you have executives and/or subject matter experts who can dedicate some time to regular contributions in important outlets in your industry, this content development will go a long way. It can also be a determining factor in being selected for speaking engagements, industry awards and media interviews. But most importantly of all, this visibility can be a determining factor in being vetted and selected by a customer.
Come back to the Technology Marketing Blog for more SEO PR tips and to be among the first to download the upcoming white paper.
We’re all getting ready to close the book on 2008 and many of us are looking optimistically to 2009. At least I hope you’re putting your game face on getting ready to take on the world.
Q2 is looking back affectionately on a terrific 2008. If you had any part to play in helping us achieve this milestone year, our most sincere thank you! We provided web strategy and development, public relations, advertising, tradeshow strategy and support, collateral development, strategic messaging, branding and more to many new and returning clients. We’ve proudly gained a record number of new clients and, even more proudly, continue to serve the needs of many returning software and services businesses.
Below are some observations and trends from 2008 that we hope will help you get a jumpstart on a successful new year. These range from analyst findings to our feet-on-the street observations.
Federal sector stays strong
Many of Q2’s clients, friends and business associates provide services to the federal government. If these individuals are fearful of a slumping economy or a change in administration, they aren’t letting on. These tend to be a tough and resilient group of people anyway, determined to be successful no matter what.
Still gold in the IT hills
The tech industry will still grow, with the exception of hardware, according to the latest from Forrester.
Good business principles still in style
Companies with business models that were not entirely viable before the economic slowdown are struggling with traction, funding, etc. Many companies with great ideas, service, delivery, savvy and sound principles are well positioned to win. An oversimplification perhaps, but sometimes life is simple.
Many business owners and marketing executives are wisely looking for a flat 2009 versus focusing on growing the business. However, we talk with companies, many selling to the public sector that are hiring and growing. There are healthy organizations out there.
D.C. Tech sector strong
The Washington, D.C. area is still a burgeoning region in the tech sector, just ask the Inc. 500.
SEM and direct marketing are the spending trend winners
Direct marketing spending predictions are hot.
Search marketing is already a proven winner. Chances are it’s usurped some of your marketing budget.
So what can I do?
Here is some of Q2 Marketing’s uncommon sense wisdom for a down economy. It’s timeless.
Come back frequently for our tech marketing New Year’s resolutions and more practical insight.
Americans who use social media feel better about companies when they can interact with them through social media. At least those are the conclusions of Boston-based Cone’s 2008 Business in Social Media Study.
Cone defines social media as “technology facilitated dialogue among individuals or groups, such as blogs/microblogs, forums, wikis, content sharing, social networking, social bookmarking and social gaming.”
They find that 93% of social media users believe a company should have a presence in social media. A full 85% believe a company should also interact with customers via this media.
Below are select findings:
–30% of Americans use social media sites and tools two or more times a week.
–13% of social media users interact with companies via these sites two or more times a week. 12% interact one a week. 13% interact once a month and 21% interact a few times a year.
–Those surveyed believe the role of companies within social networks is to:
1. Provide virtual customer service (43%)
2. Solicit feedback (41%)
3. Provide new ways to interact with the brand (37%)
–The bottom line is that 56% of respondents feel a stronger connection with companies that offer social media technology, and 57% feel better served.
The survey was fielded by Opinion Research Corporation on September 11-12, 2008 to 1,092 adults.
