Good Radio – Good Content – Customers show up. How? The answer, in a word, and it only needs one, Content.
This isn’t TV or print marketing. There never was any such thing as “Social TV Marketing”. It’s online marketing talked about on the Radio.
The old marketing approaches aren’t working online. Why is content so vital?
Long ago in 1923, Claude Hopkins, revered as the father of modern advertising wrote about adding Science to Advertising. Clause already knew one fundamental law of the trade which has never changed:
Try to sell something to people, and they run away.
He was also the person first to put into words another fundamental principle: If your advertising content gives people something of value, the content is as good as a sales pitch.
One of the most irritating statements in online marketing at the moment is that “Content is king”.
By looking, you’d never guess that. So much social media is not solid marketing content. Most social media marketing content falls flat on its face, simply because it has no value to the audience, telling them things they already know or can easily ignore. It’s long past time that marketing got real on this subject and started producing social media materials of value to consumers. And once you have the unique story, and it’s social, Put it on the Radio and the Region Lights Up!
There’s now a new principle involved. People gravitate to their areas of need online.
People don’t really “surf” the net. They go looking for things they want. SEO is based entirely on making things easier to find. With SEO comes the need for content to provide information of value to consumers, because if the information isn’t of value, they’re a click away from going somewhere else.
Plan your content basics and provide value, and you’ll get value. The key to good social media content, good Radio, is planning your materials. Basic criteria includes:
- Define the consumers you’re you trying to attract.
- What sort of information is required by these consumers?
- How do you present that information to be attractive and of value?
- Can you do a blog, an RSS feed, a link to a podcast, etc. to enhance your content?
- How do social media users connect with your product?
- Then tell the story on Radio, link up, talk about it ON-AIR.
This gives substance to the original Four Ps of Marketing in that old blue marketing book by Edmund Jerome McCarthy (born 1928) was an American marketing professor at Michigan State University and others such as the University of Notre Dame. He is the author of the influential book Basic Marketing.
What’s missing here from this 50 year old marketing principle is the focus on content value. It’s the only way to get people to stay on any sort of web page. Provide them content based on those points, tell the story on Radio and you’ve solved the problem.
My team at Great Lakes Radio, Inc. in Marquette Michigan does tis well.
Give a call to discuss this at 906-228-6800
Content First! give content…Content First!