Content is Collateral

Tyler.MeyerIf you’re having trouble understanding why the new standards in marketing require you to blog and post social media updates and pictures and all kinds of stuff about your daily business and life, this blog post may help. Because if you use the internet to market your small business, the first thing you learn is that content is collateral.

It’s almost like currency. Businesses used to market, purchasing attention with cash. Now we garner that attention through publishing. We used to count on advertisers to create clever slogans. There did not need to be a close relationship between your products and the slogans; you only needed the ads to be attractive in themselves. Many a corporation still uses these old methods (for instance, what does Geiko’s gecko have to do with a good insurance deal?)

But the internet introduced a different kind of marketing, one that’s closer to publishing than advertising. Online marketing counts on the value of a brand to be a deep well of useful information for the customer; and on the staff of an organization to share that information regularly. [Read more…]

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