Category: Content Marketing

Categories
Content Marketing Measurement Media Social Media Strategy

Control vs. continuation: a shift in marketing strategy

From the HB Blog

Last week, I overheard a conversation between our PR team and a representative from a prominent wire service.

“When I started, we concentrated solely on media. We differentiated ourselves from our competitors through speed – as soon as you faxed something to us, we had two people proof it as soon as possible.”

That was only 10 or so years ago.

Then, media strategy stressed control. An agency suggested key messages – and that would be the only thing you heard from a business.

Lack of control

And then the internet happened. Through the birth – and rapid explosion – of social networks, companies soon learned a then-awful truth: they no longer controlled their messages and stories.

The customers had a new playground to express their opinions. Gasp!

Embrace uncontrollability

As companies learned to harness their networks over the last few years, the power of the customer grew exponentially. Companies now interacted directly with customers… and often, the customers drove business decisions. What a novel concept!

The shift to continuation

More recently, companies’ social strategies matured into something Gary Varynerchuk called “continuing the story.” Instead of fearing the uncontrollable, businesses began crafting their own story… and extending it online with a microsite, hashtag, or Facebook URL.

Customers are now characters, taking the beginning of an idea and crafting it into a story of their own, providing ample opportunities for brands to re-engage.

Now that’s continuing the story.

Categories
Apple Books Business Content Marketing Strategy

The new publishing

From the HB Blog

Gone are the days where writers and content creators needed a publishing house to help them distribute their latest work. Today, a piece of content can be shared effortlessly through a company’s web site or social media channel(s).

Where does that leave books?

Going digital

eBooks exploded over the past couple of years – first, with the development of Amazon’s Kindle and Barnes n Noble’s Nook. Now, the iPad has taken the market to new heights. In fact, the move has destroyed some businesses – most notably, Borders.

Publishers and authors can decide to release a book… without printing. Via Amazon, Barnes n Noble, or the iTunes Store, users can purchase directly from a publishing house.

The self-author

More recently, authors are foregoing the business model all together. Rather than work with a publisher to determine cost, shipments, and logistics, forward-thinking creators can work with Amazon’s Domino Project to offer free, short-form books. A good example: Julien Smith, who previously wrote (and distributed in the traditional fashion) “Trust Agents,” released a book through Amazon with a free digital download.

Beyond reading

Apple’s latest investment goes beyond the printed word. Their iBooks Author program provides content creators another distribution stream… but with interactive content.

Authors can create books that feature animations, photos, and videos for use on the iPad. And they can be sold for as little as $0.

Opportunities abound

So we’ve gone from the printed word, to eBooks, to interactive offerings (all within a few years). Needless to say, the creation of free eBooks or iBooks should be a part of many companies’ future content marketing plans.