fbpx
Banner

Improving the brand and the business through better content distribution

by John McGee 25 Jan 2019

The Problem with content:

Let’s face it: there are two kinds of content: the kind people want-to-read and the kind that gets ignored or deleted because it’s boring or irrelevant. In today’s fast paced news cycle, most content falls solidly into the “delete” category. As a Marketer you need to start thinking about your content in the context of what the customers want to “hear” and being relevant to their situation, environment, interests and needs.

The key to understanding what your customers want to read is to understand your customers in greater detail. Segment them, create personas, append additional data to them to get a better picture of what’s important to them and then (and only then) communicate to them with want to read content.

The next issue is where to get this magical content – if you are like many people, you are already doing the jobs of two people and don’t have time to throughtfully write content. Here are a few places you can start looking:

  • Find it at your company
  • Hire staff to write
  • Hire a specialist to write
  • Outsource writing
  • Buy syndicated content
  • Work with a big company
  • research thought leaders
  • hire a copywriter
  • leffcommunications.com
  • textbroker.com
  • aberdeen.com
  • brafton.com

OK, now you have segmented your customers and prospects and you have great want to read content – NOW you need to activate it. Here are a few ideas on how to do that:

  • Blog
  • Enewsletter
  • White Paper
  • Article
  • eBook
  • Case Study
  • Testimonials
  • Microblogging
  • Webinar/Webcast
  • Video
  • Facebook Stories page
  • Customer-Focused Community Site Online news Release
  • Custom Social Network
  • Custom Print Magazine
  • Digital Magazine
  • Video Blog
  • E-Learning Series
  • Mobile Application
  • Online Media Site
  • Conte
  • Teleseminar
  • Podcast
  • Executive Roundtable
  • Industry Ranking System
  • Book
  • Print Newsletter
  • Virtual Tradeshow
  • Company-Focused Community Site
  • Comic Book
  • Facebook Application
  • Road Show
  • Audio Book
  • Screencast
  • Widget
  • Branded Content Tool/Application
  • Online Game
  • Infographic
  • Online Survey Research Project
  • Discussion Forum
  • iPad Application
  • Multimedia Content Platform

Just remember three things when talking to your customers:

  • Take your existing plan and ask “what’s in it for the buyer to give me their media-time?”
  • Align your communications to the buyer’s journey
  • How can I make it more relevant and interesting?
Summary
Improving the brand and the business through better content distribution
Article Name
Improving the brand and the business through better content distribution
Description
Imagine your presentations, your office docs, your PDF’s, your media files, training materials, contract templates and detail product information – all neatly organized in a common cloud folder, and all ready to be easily accessed whenever they’re needed.
Author
Publisher Name
Optifinow
Publisher Logo

Leave a Comment:

We respect your privacy and will not publish your personal details.

Recent Blogs

  • Meet Us at the 2021 MBA Convention & Expo

    Come see us in sunny San Diego at the 2021 Mortgage Bankers Association (MBA) Annual Convention and Expo Oct. 17-20. Every MBA member knows this is the industry event of…

  • Why Oaktree Funding Chose OptifiNow

    To continue Oaktree Funding’s motto of “the relentless pursuit of perfection,” they upgraded to OptifiNow to get one step closer. As a wholesale mortgage lender with Non-QM and conforming loan…

  • Wholesale Mortgage Lenders Need a “Whole-istic” CRM

    As a wholesale mortgage lender, you need a CRM custom-tailored to the B2B industry that’s equipped with the functionality to meet your specific needs –– especially now that an increasing…

  • Conference Season is Here, Folks! Join Us at the WSMC!

    It’s been a long time since we gathered in person, which makes getting together at the 2021 Western Secondary Market Conference on August 24th even more exciting! Organized by the…

  • Discover the Possibilities of Innovative Marketing

      We’ve all heard the phrase, “communication is key,” but what does that mean for mortgage lenders? What are the most effective ways to reach your audience? What’s the game…

View All

Ready to exceed your sales targets?

OptifiNow is a powerful all-in-one platform that helps enterprise teams easily handle the entire sales cycle – for results you can measure on your bottom line.