So imagine your marketing a company that is just entering the social space. And you see the NCAA Tournament, also known as March Madness, coming down the calendar with determination. What do you do?
What do you do if you're marketing Nike, or some other sporting wear brand? What do you do if you market a college or university, especially one in the tournament?
What would you do if you market any product or service that targets men 18 - 49 who follow college sports?
You got Facebook, Twitter, Google +. Those are your advertising media. They present the way that you get word out to consumers. But what word to you send out to those people? This is what they call content marketing.
Now, not tomorrow but now, is the time for you to start blogging. Not about your product or service, but about how your product or service answers the questions of your targeted customers. If you're that university, you're blogging about student life and how it changes when exciting things happen during the tournament. If you're a sporting goods manufacturer you're blogging about how many players in the tourney are wearing your gear and how well those players are doing (not how well your products are doing, those players... it's about them, not you!) If you market beer or nacho cheese or delivery pizza you probably want to blog about how basketball fan celebrates the tournament. Viewing parties. Menus. Recipes. Stories of fellowship and great times.
Me? I'll be a consumer. I'll be following sports commentators and bloggers on Twitter while I watch. I'll be following friends who will be rabid in their interest, people who will probably be following brands and people that I don't directly follow through social media and commenting on those brands on Facebook and Google +. I'll be looking out for contacts on all these sites, maybe a few more, who I think I should probably follow. And above all... I will be involved in a huge, wide-reaching conversation with friends and their friends and their friends and the products and services with which they most closely connect, with whom who I will probably come connected.
I wouldn't have been doing any of that three years ago.
What will you be doing? As a marketer? As a consumer? Are you thinking about these things?
What do you do if you're marketing Nike, or some other sporting wear brand? What do you do if you market a college or university, especially one in the tournament?
What would you do if you market any product or service that targets men 18 - 49 who follow college sports?
You got Facebook, Twitter, Google +. Those are your advertising media. They present the way that you get word out to consumers. But what word to you send out to those people? This is what they call content marketing.
Now, not tomorrow but now, is the time for you to start blogging. Not about your product or service, but about how your product or service answers the questions of your targeted customers. If you're that university, you're blogging about student life and how it changes when exciting things happen during the tournament. If you're a sporting goods manufacturer you're blogging about how many players in the tourney are wearing your gear and how well those players are doing (not how well your products are doing, those players... it's about them, not you!) If you market beer or nacho cheese or delivery pizza you probably want to blog about how basketball fan celebrates the tournament. Viewing parties. Menus. Recipes. Stories of fellowship and great times.
Me? I'll be a consumer. I'll be following sports commentators and bloggers on Twitter while I watch. I'll be following friends who will be rabid in their interest, people who will probably be following brands and people that I don't directly follow through social media and commenting on those brands on Facebook and Google +. I'll be looking out for contacts on all these sites, maybe a few more, who I think I should probably follow. And above all... I will be involved in a huge, wide-reaching conversation with friends and their friends and their friends and the products and services with which they most closely connect, with whom who I will probably come connected.
I wouldn't have been doing any of that three years ago.
What will you be doing? As a marketer? As a consumer? Are you thinking about these things?
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