But, if you plan an effective marketing strategy using a media mix, I believe you can use the Internet cost effectively and build relationships that will produce new business.
The other approach is to study Disney and adapt their methodology. When our kids were young, we got Disney music videos that were 30-minute compilations of songs from longer movies. The studio took the same content and packaged it in different forms.
As a professional writer and marketer, I used content effectively to expand a non-profit.
Here is how I see businesses being able to use content in expanding their marketing efforts. In this case, give prospective customers concise "how to" information.
Start with a Topic
I'll use real estate agents for this example.
Let's say you know the Top 5 Ways to Improve a Home
That's your topic.
Put the topic into the following media:
- Videos to upload on YouTube, Revver and other outlets
- Articles to upload to online directories
- Postcards that reference the online articles and video
- Brochures to distribute. These can be produced simply - or elaborately depending on budget.
- Fact sheets - simple one pagers referencing the videos and articles and your contact information, of course.
And, of course, there are email newsletters as well.
This is your media mix.
I can see having 5 video clips edited to 90 seconds each, 5 - 7 articles of 300 words to 500 words each, 2,000 postcards mailed to a couple of zip codes, brochures and fact sheets to hand out at networking events and open houses.
You're displaying your knowledge and giving customers value. After all, they come on to the Internet to search for information to help them solve a problem.
If you can do that consistently, you're going to build your brand as knowledgeable and a problem solver.
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