Beyond your website presence, two pre-packaged “marketing missiles” can carry your message throughout your target industries. They will permeate your markets under their own steam. Each one is an encapsulation of expertise and insight that shares your company’s unique character.
Ideally, someone familiar with your brand could read or view these compact information sources or hear buzz about your media, and identify your company as the source. A style, a catchphrase, or a unique point of view which informs your media is what you need to stand out.
In pop culture, ads have a signature style and content designed to grow a personality for the brand. A style can be playful like a leisure brand, serious like insurance, or innovative like a fashion label. It provokes a flash of recognition. So it should be with your own style, no matter what your product is!
White papers and video shorts are compact, complete, and easy for web users to share far and wide. In other words, perfect for carrying your message. Dry and authoritative or entertaining and informative, each can be fact-laden or conversational. Both, with accompanying metadata, can be used to boost your SEO score.
Mix and Match, SMEs and TLs
Subject Matter Experts (SME) and Thought Leaders (TL) put the meat on your media but in very different ways. SMEs can tell you what you need to know, loading you up with detail and background. TLs carry around the same tool box as SMEs, but they invent as well. They’re using phrases like “why don’t we…” and “what happens if you…” and they shout “aha!” on the freeway during the ride home. TLs are suitable sources for either media type, so select SME or TL according to your message.
Combining Far and Wide
Getting your media out means flinging it far via search engines and social media. Clickbait titles, keywords, trending topics and recognizable names help users to reach out and pull your message in. Flinging wide among your audience happens when you make your message useful in specific ways. Present industry trend discussions, secrets of the trade, and case histories which readers can relate to.
Bring it To the People
Your media should be useful first, and impressive second. Useful media engages and brings users back for more. Impressive media can help establish your thought leadership, but it has fewer ways to bring in the audience. Action-oriented users are looking to you for information to use now, like how-to and quick answers. Thoughtful users will consume your impressive content and learn, seeing your company as a source for more information and high-quality products. Here are a few questions to ask about your media:
- Is the user implementing your answer now?
- Did the user search for a specific tip or technique?
- Did you establish your company as an authority in its field?
- Did you entertain the user as you informed him?
- Is the user sharing your link with others right now?
Who are Your Reader and Viewer?
Unless you have a very specific clientele, you’ll be targeting everyone from technicians and engineers who use and specify your product, to CEOs and purchasing personnel who want to know about your company’s reputation and reliability. This means a mix of media will project your image broadly.
- Strongly technical white papers about current topics
- Future-oriented white papers discussing evolving technology and market needs
- Video presentations with slides and overlays, up to 30 minutes or more
- Five-minute shop talks demonstrating a feature, technique, or procedure
Production and Distribution
Your white papers and videos will distil the knowledge and ideas of in-house personnel and deliver them to your audience. Make sure your media identifies your brand and personnel clearly! For white papers, you can create a library or generate marketing leads by asking site visitors to provide contact information in exchange for access.
Your videos can be hosted in a prominent media site such as YouTube, where mechanisms already exist to help you target your audience. They will let visitors subscribe to you and hear about new videos. Embed hosted videos on your site or share them with industry and marketing partner sites. Users will share their favorites on social media, reaching wider markets!
In an age when almost anyone can produce a technically excellent video short, and your technical notes can be turned into a respectable white paper on demand, you need to give a professional look to your material which impresses. Consistent styling, language use, and presentation need to be defined so that your company imprint is recognizable. Knowing that you are building a library that will help carry your reputation, you don’t need to start at the top — go to your wheelhouse, your comfort zone, and start with a message that you know by heart.