Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the potential nail in the coffin for local newspapers is the
ease with which readers can access national and international content thanks
to the Internet. Conversely, I believe that the potential salvation for
local newspapers is to become resoundingly local.
Local Newspaper News Monopoly Disa... (more)
When you publish a monthly print or electronic newsletter that targets an
important audience segment, you probably invest heavily in generating the
content that will make this newsletter relevant and valuable to its
readers. That is obviously critical. But you can do much more to make
that newsletter and its content work harder for your organization. How? Easy.
Think outside the newsletter.
After all, the newsletter has a relatively finite reach, even online. Think
beyond this single content product. You can dramatically increase the
impact of your content marketing by thou... (more)
Jump Start Your Online Public Relations for Free
They call it public relations for a reason. Although PR methodology has
focused primarily on getting the traditional media to write about your
company or your client’s company, the goal has always been to influence
‘the public’, that is those members of the population that you want to
Thanks to the infinite reach of the Internet, you have the capability to
extend that influence dramatically. But, you need to change your approach
and your toolkit as part of a 21st century PR strategy.
If your primary public rela... (more)
When you make it obvious to your customers how you can help them, you will
grow your revenues.
Some of the smartest people I know run very small companies in the
business-to-business market. They are dedicated to helping their customers
succeed. In one-on-one discussions with customers and prospects, they make
it clear how they can help. That’s terrific. And it generates sales.
But it’s just a start.
I am convinced that white papers–and their first cousins, e-books– can
extend that in-person knowledge sharing and trust building to the entire
world. A great example is a c... (more)
Toss Out the Company-Centric USP and Bring In the Customer-Centric ‘UBP’
to Underlie Your Content Marketing Strategy.
Don’t get me wrong. The unique part is critical. But the age old
concept of a unique selling proposition views the problem of positioning
The idea of a unique selling proposition is that you need to differentiate
yourself from the hundreds or thousands of other vendors with whom you
compete. Theoretically, if you have a really good USP, you can stand apart
from all the same old same old that everyone else is selling.
I think it’s much better ... (more)