Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Advertising Media – Part 4a: Original content delivered by web

with 3 comments

As I mentioned in my last entry, “advertising on the Internet” is just too broad of a statement to make. There are too many ways in which to get your message out via the Internet as a delivery platform. That’s way I decided this week to create a sub-topic which is a new and creative way to soft-sell yourself and your company.

I have been working with companies to develop original content delivered to viewer’s desktops, laptops, TiVo’s, iPods, and so on. These days, people want their content when they want it and how they want it. But simply tacking on a :15 or :30 pre or post roll commercial onto a video podcast, for example, is only slightly better than advertising on TV. It’s an excellent way to reach a highly targeted audience with your message, but that audience is increasingly adversarial toward traditional advertising methods. A :15 preroll might be marginally acceptable. A full :30 spot is just too long to endure in a podcast environment. Other traditional modes within podcasts include product placement, sponsored segments, and lower thirds. I have a more effective solution.

What I wanted to talk about today is something even more creative and acceptable. I also believe that it’s far more effective. Imagine creating a 5 minute video podcast in which you teach your audience about something they didn’t know about, but something that your business does well. It should be something connected to your company’s core business. As you teach your audience, it will become clear that you are an expert in this topic. At no point do you try to overtly sell your business, but it’s clear that you know what you’re doing. Plus, you have the benefit of teaching your audience something new. Ultimately, if your audience finds they need someone with your talents, they will contact someone they know to be an expert. They will call someone they’ve had interaction with, even if that interaction is just through the podcast. They will contact you.

And after all, isn’t that the whole goal of marketing?

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Written by Jeff York

May 10, 2008 at 12:50 pm

3 Responses

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  1. Yes, teach them something. People want to buy, they just don’t want to be sold. One of the powerful and ingenious ways to use the new world of information exchange is to deliver truly valuable content for free (since you can do it practically for free anyway). Show them how to solve a current problem of theirs, and you become their hero. I am new to the whole marketing thing, as a psychologist who is in the process of transitioning from a traditional psychotherapy practice to the world of information products. I did a facinating interview just this last week with a thought leader in this industry, David Meerman Scott, who wrote “The New Rules of Marketing and PR”. I think it is a must-read for those of us who want to use the new media to get our message out there. You can listen to my interview with David (For Free!) at http://www.liveonpurposeradio.com/radio/2008/05/05/playing-by-the-new-rules/

    Dr. Paul

    May 10, 2008 at 1:06 pm

  2. […] unknown wrote an interesting post today onHere’s a quick excerptAs I mentioned in my last entry, “advertising on the Internet” is just too broad of a statement to make. There are too many ways in which to get your message out via the Internet as a delivery platform. That’s way I decided this week to … […]

  3. Topher

    May 12, 2008 at 4:40 am


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