{"id":141,"date":"2011-06-06T23:49:20","date_gmt":"2011-06-06T23:49:20","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=141"},"modified":"2011-06-08T17:05:58","modified_gmt":"2011-06-08T17:05:58","slug":"how-to-make-your-marketing-material-and-all-your-other-content-end-up-on-your-customers-office-walls","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/how-to-make-your-marketing-material-and-all-your-other-content-end-up-on-your-customers-office-walls\/","title":{"rendered":"How to make your marketing material (and all your other content) end up on your customer&#8217;s office walls"},"content":{"rendered":"<div><a href=\"http:\/\/www.dreamstime.com\/register?jump_to=http%3A%2F%2Fwww.dreamstime.com%2Froyalty-free-stock-image-various-groups-of-collaboration-image4633326\"><img decoding=\"async\" id=\"myimage\" title=\"Various Groups Of Collaboration\" src=\"http:\/\/www.dreamstime.com\/various-groups-of-collaboration-thumb4633326.jpg\" alt=\"Various Groups Of Collaboration\" \/><\/a><\/div>\n<p><strong>The most powerful marketing content today, the content you should be striving to create, is the stuff that creates the right discussions in the right context among the right people. <\/strong><\/p>\n<p>If your content is all about your company, your brand and your products, you&#8217;re missing the point of what makes today&#8217;s marketing content more effective and memorable.\u00a0 In other words, you&#8217;re not getting what you&#8217;re paying for.\u00a0 If your outreach is basically driven by cultivating a few opinion leaders and staying in control of your message, you&#8217;re not making the most of the new landscape and the new tools available to you.\u00a0 Worse, you&#8217;re likely losing ground to competitors who are.<\/p>\n<p><a href=\"http:\/\/bit.ly\/lfFtV3\">To Bob Duffy<\/a>, senior social-media strategist at Intel, it&#8217;s not about controlling the message so much as <em>providing the context<\/em> in which information is exchanged and interpreted.<\/p>\n<p>Duffy told <a href=\"http:\/\/www.socialmediaexplorer.com\">Social Media Explorer<\/a> that brands, not unlike Intel, are doing a lot of what the traditional media (and industry analysts) have always done: publishing what they learn from developers, for example, revealing best practices and creating connections between different tech  players. Like his counterparts at other technology brands today, Duffy is creating the context for important discussions in the industry that will ultimately pay off down the road for his employer.<\/p>\n<p>The takeaway for today&#8217;s marketing pros? Reach out to anyone who could be part of your community  and jump-start the discussions you want to be part of.\u00a0 Discussions to which you can add value and build your reputation as somebody who&#8217;s worth engaging on a long-term basis.\u00a0 Just keep in mind that you have to stick to the subject matter of the discussion and not be a shill for your brand.\u00a0 Your community is street-wise.\u00a0 It is more than capable of connecting the dots. Do as Duffy does: \u201cWe don\u2019t try to control the conversation or message, we just want to provide the context.\u201d<\/p>\n<p>What are you doing as a marketer to instigate industry discussions and <em>engage<\/em> your communities?\u00a0 What are you learning from, and sharing with, the people who matter to your brand?\u00a0 What kinds of connections are you creating among them?\u00a0 How are you measuring it?<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The most powerful marketing content today, the content you should be striving to create, is the stuff that creates the right discussions in the right context among the right people. If your content is all about your company, your brand and your products, you&#8217;re missing the point of what makes today&#8217;s marketing content more effective [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[52,36,37,30],"tags":[66,14,63,26,64,67,65],"class_list":["post-141","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-content-strategy","category-marketing","category-rx-for-content","tag-bob-duffy","tag-branding-content","tag-community-engagement","tag-content-creation","tag-content-publishing","tag-mark-ivie","tag-social-media-explorer"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to make your marketing material (and all your other content) end up on your customer&#039;s office walls - The Write Stuff<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.write-angle.com\/thewritestuff\/how-to-make-your-marketing-material-and-all-your-other-content-end-up-on-your-customers-office-walls\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to make your marketing material (and all your other content) end up on your customer&#039;s office walls - The Write Stuff\" \/>\n<meta property=\"og:description\" content=\"The most powerful marketing content today, the content you should be striving to create, is the stuff that creates the right discussions in the right context among the right people. 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