- Cache the news sites via Online PR: distribute targeted, keyword-specific press releases announcing company news or the availability of your new content offers via online news hubs. Your goal is to generate automated web pages that point back to strategic points within your site, in order to boost interested traffic and SEO.
- Cache the content networks via Pay per Click advertising: the Haiku of marketing – tightly focused, personalised and relevant ads that contain offers related to your banner content. Again, the goal is to drive interested, prospective customers, and to ask them to engage with you in some way – sign up for more content, register for an event, etc.
- Cache your prospect’s inboxes via (permission-based) e-Mail marketing: a series of newsletters or ‘blasts’ that draw your database of contacts towards your content assets and into new sales conversations.
- Cache the Blogsphere: using words, video and audio to showcase your thinking, your product developments and all of your news via your own blog. Your goal is to engage with key influencer communities and to position yourself within important industry level debates as a thought leader. This will drive new, interested parties to your site and into the sales funnel. At the same time, comment on other people’s blogs and drive their readership to yours.
- Cache your key content destinations via Affiliate and Display Advertising: use traditional methods to reach new audiences in niche, cost-effective areas – eg, newsletter sponsorship, blog advertising, etc. Again, your goal is to drive engaged traffic and new leads towards your content jewels.
- Cache your influencer networks via Social Media: engage with prospects via your LinkedIn, Facebook, YouTube, de.icio.us, by posting valuable content, links, alerts, opinions, etc, that lead back to your site and your (related) content assets. (Note: this needs to be handled smartly – poor content and poor engagement strategies will benefit nobody.) Your goal here is to seed compelling content and ideas into active networks where your audiences already exist, and to encourage them to pass it on.
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Comments
Pete Jakob January 10th, 2008
Dang – another crackerjack post. However I think it’s only part of the story. You offer some great suggestions around content, and some extremely valid suggestions around attracting/engagement, but isn’t that really only setting up the conditions for an engagement. Are you gonna have Stan call everyone who visits your website, or are you gonna score visitors, take them through self-segmentation paths etc??
Roger Warner January 11th, 2008
Yes – spot on.
The digital stuff is the stealth submarine. Stan is the missile.
Ooops – actually I need a better metaphor there cos it’s all about nurturing relationships.
How about: digital engagement is the flowers, Stan is the kiss-o-gram…??? : )