Getting started on YouTube

How Your Business Can Get Started on YouTube

YouTube, the Google-owned video network, boasts over a billion users — almost one-third of all people on the internet — and every day people watch hundreds of millions of hours on YouTube and generate billions of views. On mobile alone, YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

What’s amazing, though, is that only 9% of small businesses in the U.S. are actively using YouTube, and my hunch is that figure would be pretty accurate worldwide, too.

So, why aren’t businesses investing in YouTube?
Also, how can your business get started on YouTube?

In short, because video is harder to produce than a blog post or an image. Or at least that’s the perception many of us have.

In reality, though, video is becoming much easier and cheaper to create. This means there’s a huge opportunity for your business on YouTube.

If you’ve been debating getting started on YouTube or have maybe experimented a little and not yet found your feet, this post is for you. Throughout this post we’ll dive into:

  • The basics of getting your account set up
  • How to create a YouTube channel
  • How to create the perfect channel art
  • Top tips for optimizing your channel

How to create a YouTube channel

Creating a YouTube channel using your Google account

If you have a Google account, you can watch, share and comment on YouTube content. However, Google accounts don’t automatically create YouTube channels. Getting a new channel set up is a simple and quick process, though.

1. Go to YouTube and sign in

Head over to YouTube.com and click ‘sign in’ in the top right corner of the page:

Then log in using the Google Account you’d like your channel to be associated with:

2. Head over to your YouTube settings

In the top right corner of the screen, click on your profile icon and then the ‘Settings’ cog icon.

3. Create your channel

Under your settings, you’ll see the option to “Create a channel,” click on this link:

Next, you’ll have the option to create a personal channel or a create a channel using a business or other name. For this example, we’ll choose the business option:

Now, it’s time to name your channel and select a category. The channel options available include:

  • Product or Brand
  • Company Institution or Organization
  • Arts, Entertainment or Sports
  • Other

Note: a new Google+ page will also be created for your brand.

Congratulations! You’ve just created a new YouTube channel.

Next, let’s fill out all the information and create some channel art to get your page looking awesome.

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Why Millennials Aren’t Liking Your Posts

Every company wants to build a Millennial following on social media, yet few succeed. Successful businesses make interacting with their audiences look completely natural, leaving other business owners asking, “How is it so easy for them but so hard for me?”

The truth is, most of the mistakes that companies make on social media are both common and easily correctable. Understanding those mistakes is the first step toward creating a social-media strategy that actually works.

What You’re Doing Wrong

Common mistakes business owners make in trying to reach Millennials through social media include:

Insensitivity. Millennials are a socially conscious and socially active generation. It’s fine to poke fun at certain universal issues, but one mindless or callous post can quickly lead to trouble. This is a lesson IHOP learned the hard way after a successful campaign was derailed byone insensitive tweet.

Spokesperson Reliance. People listen to cultural icons not only because of who they are but also because of what they say. While celebrities might get a promotional message out there, a good Klout score does not necessarily lead to conversions. Fendi’s ad campaign featuring Kendall Jenner failed to impress fashion fans, despite her celebrity and social engagement, because the message was not on point.

Trying Too Hard. Sometimes a tongue-in-cheek reference to Millennial slang works well, but shoehorning phrases like “FOMO” and “on fleek” into your posts out of context will only alienate your audience. For example, negative response to the PepsiMoji keyboard shows that Millennial love for emojis goes only so far.

Millennials can sense insincerity a mile away, so don’t try to beat them at their own game. If it rings false for you, chances are it will for them, too.

What Actually Works

The surest way to get Millennials to look at your content is to make them laugh or get them excited. Once they get their eyes on it, make them chase you on social platforms instead of the other way around. Tease with header copy or curiosity-inspiring imagery, and don’t disappoint when they engage with the call to action. If you satisfy their curiosity, you’ve gone a long way toward earning their loyalty.

Ensuring their satisfaction means making the content relatable. Millennials who see their personality quirks, niche interests, and common experiences reflected in content are bound to react by liking, retweeting, tagging, and sharing, spreading the influence of your content like wildfire.

Here are more methods to revamp your social-media strategy and get Millennials talking about your brand:

1. Invest in social analytics and content testing. Don’t push forward with your strategy just because you have a “feel” for what Millennials love–get data to back up your campaigns. Perform dark testing on content to measure engagement while minimizing full impact, and stay up-to-date with what people are saying right now about your brand to avoid mistakes in your editorial calendar.

2. Let them be co-creators. Don’t just show them–include them. Millennials appreciate personalization and the ability to actively enter the conversation. Studies show that people remember user-generated content 35 percent better than other content, and trust the information within it up to 50 percent more.

3. Give them a talking point. High follower counts mean nothing without generating conversations. Push content about topics Millennials are talking about, and build partnerships through that commonality to create advocates for your brand. Remember, you don’t just want them to consume, you want them to influence their peers.

4. Serve the unexpected. Rather than throw the overused expressions of Millennials back at them, be authentic–even if that means putting a mirror to their experiences. Millennials almost demand to be inspired by brands, so give them something unusual through your experiences and content.

Remember that Millennials aren’t aliens. Like any other demographic, they just want content that appeals to them. From a marketing standpoint, making that connection is up to you.

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Marketing Mistakes that Put Your Startup at Risk

When starting a business there is without a doubt a learning curve and mistakes will be made. If you’re not making mistakes, you’re not taking enough risks. Through these experiences I have seen the kinda that are good, the kind that are ugly and the kind that are deadly to your business. When marketing your new start-up there are a few items to avoid.

Avoid #1: Forget About Pre-Launch Hype

When you’re building your startup, marketing may be the last thing on your mind. With that being said, growing the hype of your start up prior to launch is exactly what you want. If you hold off until everything is “perfect” to plan your marketing strategy, you will have wasted a valuable opportunity to gain traction prior to launch. Get you’re brands name out there as soon as possible.

Avoid #2: Fail to Build Your Audience

Prior to your product/service launch you will need your people. You’ll need to test what you are building and ask for genuine feedback – this goes beyond your inner circle. When you pitch your start-up to potential they’ll want to know your audience size. They’ll want to see tangible evidence of your audience showing hype and interest, in the early stages that will substitute for your sales figures.

Avoid #3: Overvalue Your Website

We’re all in the pursuit of perfection, however, “Perfect is the enemy of good”. Instead of focusing on the aesthetic of your website, you should be focusing on the reputation of your brand and delivering on quality and value. Creating something people talk about helps to strengthen your brand. Many companies end up pivoting at some point due to an evolution of their brand and offerings. In this pivot you will end up rebranding and relaunching your website.

Avoid #4: Undervalue Content

There’s a mantra at Tech 1 Peripherals, that is “Content is King”.  The best way is to 1) build solid SEO and 2) develop thought leadership and authority in your industry. Offer insight, behind-the-scenes peeks and company updates to your viewers. Optimize the content you develop with keywords and push your content through all of your social channels.

Avoid #5: Networking Without a Strategy

When you’re stretched thin and stressed you know one thing is for sure, time is money. Before you begin your networking, make sure to create goals and prioritize them. This list should tell you who you wish to reach and where you can reach them. Follow up in a timely manner to remain fresh and relevant in their mind.

Avoid #6: Look Too Closely at the Competition

It’s completely natural to look at what your competition is doing, see what their tweeting, what products and service their developing, we aren’t saying to avoid this. What you should avoid though is taking cues from your competition. This is your start-up not theirs and what works for them may not work for you. Also when you start taking cues from your competition you will find yourself playing catchup to the needs and desires of your target audience. Your start-up is about innovation, not copying the other guy.

Avoid #7: Put the Wrong People in Charge

You’re running a business which means that you have multiple moving cogs that require your attention. However, this doesn’t require you to work on each portion yourself all the time. Hire a dedicated support team to assist you in particular areas, such as your digital marketing. Not only is launching a startup a rather sizable task it also requires expertise. One thing not to do is hand your social media accounts to a college intern. While they may be social media savvy you must realize that these outlets are the voice of your start-up. Make sure that voice is one that is invested in your start-up’s success.

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10 Mistakes to Avoid When Starting an Online Business

Starting an online business is essentially the same as starting any other business. You begin by finding a need and filling it all while building credibility. The factors that go into making your online business a massive success don’t stop there. While it is fairly easy to start up a company, the majority of people who start an online business fail due to mistakes that seem obvious after the fact.

To enhance your odds of success, we have compiled 10 common mistakes to avoid when starting an online business.

  1. Not having a plan of attack.
  2. Focusing too much on the little stuff.
  3. Not worrying about money.
  4. Undervaluing what you’re selling.
  5. Ignoring customer service.
  6. Giving away too much and getting nothing in return.
  7. Spreading yourself too thin on social media.
  8. Skimping on early hires.
  9. Underestimating the obsession and drive it takes to succeed.
  10. Thinking that everything is one size fits all.

While this list may seem obvious it never hurts to look over your business plan and how your business will operate. For a consultation feel free to contact Tech 1 Peripherals today to see how we can help your business succeed.

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Google My Business Helps Businesses and Customers Connect

Google wants to create a better business directory and, this time, they mean business.On Thursday the tech giant launched Google My Business, a one-stop way for merchants to manage their presence on a variety of the company’s properties including search, maps and Google+.

Business owners that had been using Places for Business or Google+ will be transitioned to the new platform. There is also an Android app that can be used to manage business information and respond to customer reviews.

“The Internet is connecting more businesses with their people every day. However, our users tell us that finding these loyal customers can be complex and time-consuming. We believe it shouldn’t be,” Google posted in a blog entry.

Google lauds the program as a way for businesses to better understand their customers and cater to their needs. The new system will integrate with Google’s AdWords platform and provide businesses with data about customers and engagement.

The program is a simple way for Google to compile accurate business information that its various properties can then use to improve its other properties. Having a directory of accurate and easily referenced business data should be particularly helpful for mobile and contextual search, which heavily relies on combining user data with search results to provide better results.

Users already tend to ignore search results past the first few items. One study found that the first three returns of a search receive about 60% of the traffic.

Mobile search is an important part of the future for Google, which made its name as a search engine. Desktop search is expected to decline as mobile search grows — a trend that has already had an impact on Google’s revenue.

Google isn’t the only tech company to try to embrace businesses. Yahoo has also made moves to bolster its mobile search offering, partnering with Yelp to provide information that will be similar to the data compiled by Google My Business.

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Barriers To Successful Digital Marketing

So let’s chat about those barriers.

No. 1: Lacking a Model or Process

First, the process of moving to a new digital marketing system (CMS, email, automation, personalization, analytics, etc.) is not straightforward, Person said. “And there is much more than just IT,” he added.

Businesses depend upon their digital marketing to drive a significant portion of their revenue so implementing with less-than-best practices is putting revenue, and careers, at risk. Marketing and IT must, Person said, use clear and proven processes.

“It is critical that marketing uses leading-edge best practices when they implement a new digital marketing system,” he added. “They can’t just market the same old way.”

To this end, digital marketers should:

  • Map content to persona and lifecycle to get maximum marketing impact with minimum resources
  • Identify key visitor segments through a data analysis
  • Use A/B multivariate testing to optimize response
  • Identify areas that get maximum return using simple rules-based personalization

“Marketers moving to cross-channel digital marketing is analogous to when manufacturing moved to ERP systems in the 90s,” Person said. “It was a tough process, but those manufacturers that successfully made the move leaped ahead of their industry. The new cross-channel digital marketing systems are to marketing what ERP was to manufacturing. Follow a proven process and do it right, and you leap ahead of your competitor. Use the wrong processes and you’re in for a painful experience.”

No. 2: Restricted Budget

When thinking about “budgets,” marketers need to start with corporate objectives. “Show what marketing objectives will achieve corporate objectives,” Person said. “And then they have to show how digital strategy will impact the marketing objectives. It’s like creating a cause-and-effect diagram. You’ve got to connect the dots.”

Show how digital marketing helps the executive’s bottom line, then build a business case or sensitivity analysis to see how a 5 percent to 20 percent boost in web conversions impacts the business.

Remember, if you buy just a CMS to keep costs down, you may later face high costs and increased risks as you cobble together a system from disparate vendors.

“The alternative solution is to buy an integrated solution up-front, where all the digital marketing pieces are designed to work together,” Person said. “They can implement an integrated system by bringing on new capabilities, such as marketing automation, as they need them and not have to worry about technical integration.”

Not considered hiring additional high-skill people? You should.

“Two of the most difficult skills to find are digital strategists and digital marketing analysts,” Person said. “People with these skills need to be brought in to help plan the new system and then develop it.”

No. 3: Pressured for Short-Term Gains

Not enough people? No budget to hire? Yeah, we’ve heard that, too. “We see lots of organizations who have pushed their home-grown systems or their single-purpose CMS, as far as it can go,” Person said. “Maintenance is taking more time than new marketing efforts. They are running as fast as they can, but they can’t get enough momentum to jump to a new system, either in people-resources or in budget.”

Marketers must:

  • Show executives there is a serious chance of falling behind the competition. Sitecore found in its research of more than 800 companies that 84 percent of organizations are at the first two out of seven stages of digital marketing. “But, every industry had one organization that was at the highest level,” he said. “There is momentum here in brands, loyalty, and minds of consumers. If you are slow to implement the new digital strategy you may never catch up – think Amazon versus Barnes and Noble or Netflix versus Blockbuster.”
  • Show how marketing directly effects business objectives. If you don’t know how to do this, hire a process consultant.
  • Build a business case or sensitivity analysis that shows what the impact on the business objectives will be.
  • Use proven processes when implementing the IT and new digital marketing plan
  • Build the skills of their people

No. 4: Lacking Resources

People skills, Person said, are the biggest things missing in this space. Every CMO and digital strategist Person’s talked with mentioned they can’t find enough skilled people or they can’t get enough budget. Digital strategists and marketing analysts are the hardest skills to find, he said.

“With the greatest respect to brilliant women I work with, marketers can no longer be ‘Mad Men.’ They must become ‘Math Men,'” Person said. “They have to use data-driven decisions. Instinct-driven marketing is great for innovation, but it has to be tested with analytics to prove which is the best solution.””Digital strategists are tough to find,” Person said. “There just aren’t enough of us around that have brains for both technical and marketing. The digital strategist (DS) is especially needed by organizations moving out of silo-channel marketing. A DS is needed to put together a technical and marketing strategy. What portfolio balance across channels best meets the target audience? What technical implementation and HR skills are needed to make that happen? How do we do the analytics to prove success?”

No. 5: Managing Change:

Anything new is tough to implement, Person said. “Most of the move to cross-channel digital strategy (customer experience) is an organizational change,” he added. “A smart CMO is going to get advice from an OD (organizational development) consultant on how to implement and train people for their new roles. Some skills will stay the same, but a wider breadth of knowledge will be needed as you move up the career ladder.”

In addition to the IT project management you need, Person said, a skills/HR implementation and training plan.

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Digital Marketing: Things You Need to Know

Businesses always need to find new ways to leverage themselves through innovative marketing applications. They often make use of multichannel communications to reach their target audiences. Digital marketing can help to raise awareness of business. It comprises distinct sets of tools including blogs, wikis, email marketing, social-networking sites and search engine optimisation among other channels. Nowadays, entrepreneurs can build stronger ties with their networks through the following tactics:

  1. Mobile Friendly Web Pages: Corporate sites have to be compatible with different browsers on mobile devices including smart phones and tablets.
  2. Easy Navigation: Navigation in the corporate sites should be as easy as possible, with user-centred design. Corporate businesses’ sites may possibly enable interactive information sharing, inter-operability and collaboration across Twitter, Facebook, LinkedIn, Google +, Digg, Reddit, Pocket, StumbleUpon, Pinterest, Tumblr,Paper.li and ScoopIt among others.
  3. Testimonials, Blogs and Forums: Rotating testimonials are used to pull customers by providing views of satisfied customers. Marketers can create a forum where clients or web visitors can ask questions, get tech support, or post comments. Consumers themselves are quickly becoming ambassadors for businesses’ products and services. For instance, Trip Advisor and Yelp offer trusted advice, opinions and reviews from real customers. Very often, customers are posting their pictures and experiences associated with products and brands on Instagram and Pinterest.
  4. Pay per Click Advertising: Online marketing is usually carried out through Google AdWords, Bing Ads, and Facebook.
  5. SEO: The purpose of search engine optimization is to enhance the visibility of web sites in search engine results. Through effective SEO, relevant keywords will direct more traffic to web sites. Nowadays there are many firms offering professional SEO software. In addition to marketing analytics software, customers will usually access SEO and inbound marketing resources.
  6. Google Maps/Places: Google has changed the search landscape with the introduction of GoogleMaps. When web users search for places, Google locates all the businesses on its map.
  7. Social Media Marketing: Social media accounts are also open for business. Some of the latest networks allow their prospective users to login to their site from Facebookor Twitter.
  8. Video: Businesses can showcase their products or services throughYoutube, Dailymotion, Vimeo and Vine. Marketeers are increasingly uploading short, fun videos which often turn viral.
  9. Email Marketing: Emails are forwarded to lists of customers and prospects which are based on their past purchases. Emails and e-newsletters are an effective way to retain existing customers. Many customers like to be informed of the latest products and offers.
  10. Hashtags: Customers’ are often invited or rather pushed to share Facebook statuses / tweets about business offers and deals as a requirement to take part in competitions. Businesses and customers alike have also learned how to use the hashtag (#) to enhance the visibility of their posting.

This contribution provides some good advice on contemporary digital marketing. The most successful business practitioners are those who are capable of forging direct relationships with their customers. Consumers ought to be involved in marketing and selling activities; from product development to after-sales feedback. In this day and age, it is imperative that companies value their consumers’ opinions and preferences on various aspects of the marketing mix.

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Don’t Let These Excuses Become Part of Your Brand

An excuse tells people where our priorities fall. Here are five excuses the people around you are tired of hearing.

1. I didn’t get your message. You can call, text, email and direct message your contacts. Having so many forms of communication is meant to make our lives easier, not more confusing. Spend 10 minutes at the end of the day to check all texts, voice-messages and emails. If you really didn’t get a message, let the sender know the best ways and times to contact you in the future.

2. There wasn’t enough time. This translates to “there were priorities more important than this one.” If those priorities are valid, be prepared to share them. If they aren’t valid, be sure to explain where your time was spent and how there can be a more efficient course of action in the future.

3. Internet was down. This excuse will become extinct within 10 years, when everyone possess a smart phone and every coffee shop, gas station and highway has Wi-Fi. As much as we rely on this world-changing technology, we cannot blame it for why we don’t get stuff done. Go to the library while they still exist.

4. Traffic was terrible. Traffic is not a valid excuse unless your car was caused the accident. This excuse is the worst with repeat offenders. Leave earlier. Make a habit of being 10 minutes early to every meeting. If you have a “10 minutes early” reputation, the rare traffic excuse is credible.

5. I had a “rough” night. You can do whatever you want the night before a meeting, as long as you are bright-eyed and sharp in the morning. If your tardiness or constant head-bobbing isn’t a tip off, then your hangover trifecta of coffee, vitamin water and Red Bull might be. Not many people will speak this excuse but it can be evident when your focus level is off.

When results aren’t there take responsibility for your actions by stating what took priority and what you will do in the future to ensure success.

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5 Digital Marketing Resolutions for 2014

With the new near and new budget assessments upon us, this is a critical time for merchants to assess and reevaluate their strengths and opportunities. Marketers may experience many stages of resolutions, but to truly reap the benefits of 2014, all the following outlined should be realized.

1. The IT Epiphany

We live in a brave new world where the digital customer is king. The growing multitude of digital marketing technologies in firms today reflects the clear cut value they bring to customer experience, brand posture and revenue growth.

However, understanding the potential benefits of tech assets and utilizing them correctly are two different animals. When the devil is in the details for supporting well defined strategies, taking control of IT can make or break a marketer.

As disparate marketing technologies are integrated into marketing suites, IT’s experience must be harnessed. Ultimately, it is the alignment of culture, organization, and technology around customer-centric approaches that will turn the tide.

2.  The Meaningful, Real-Time, Change

At the heart of every digital marketer, should be the ability to react on the fly, but without a hasty, reactionary approach.

Responding to the behavior of your visitors should come with both a historical and current context. Trends can have a systemic impact, flooding social channels and ultimately driving visitors to your site. Regardless of why they visit, if you’re only reviewing analytics occasionally, you’re going to miss a trick. And if your competitors see the trends first, you could lose out badly.

Real-time isn’t just taking note of your visitors or customer attributes and customizing, its taking note of their behaviors, and serving them the meaningful content they need.

3.  The Details Matter

Digital technologies are bringing the who, what and where back to marketing. The hindsight factors are now center stage and marketers will be remiss to ignore them. Weather can have a huge impact across the digital marketing sphere. It can contribute to your CSR campaigns or consumers shopping habits.

For ecommerce brands, simple trends, such as increased reliance on online shopping during heavy snow can be leveraged to drive sales. Additionally, brands, particularly ecommerce, have long taken it for granted that they serve local visitors, not some imaginary national archetype.

After all, a shopper in California might have different taste then New York, and you’ve got to recognize and respond to those demands. But the ability to serve different sites to users in different locations is a must if you want to increase your conversions over this.

4. The Truth About Social

Marketers, while embracing this new age of customer engagement, might have forgotten the fundamentals of customer experience. In truth, the channels don’t matter if your website is uninspired.

Multichannel management is certainly paramount but once your visitors arrive, what matters most is what you do with that time. Content should be cultivated, reflecting the understanding of the visitor, their needs, and how you can meet them. Further, brands need to create cohesive CSR campaigns, ensuring their socially responsible messages are the same on all channels and the home website is true to brand.

The channels create a new agility but in a world of real time communication, there should never be a disconnect between the messages and the action.

5.  The Customer Journey Investment

A consumer Googles your brand and lands on your site through an affiliate link or an industry blog. A couple of days later, they’re on their phone and click through to your website. Later that evening, they’re on their laptop, they see your adwords ad and click on it.

Once they’ve made an inquiry or purchase from your site, which channel do you reward between these three?

Understanding how to allocate marketing spend must come from following your customer’s journey and reevaluating your attribution models. Using a last-click or first-click model ignores the rest of the route to purchase, and a linear, weighted model will always end up with inaccuracies and do not easily integrate with other platforms.

Without a carefully organized data set, many attributions become unreliable, and no better than using a last-click model. Investing in understanding your customer journey will extend the shelf life of your existing technologies and overall budget.

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Distasteful Marketing Ploys to Avoid

As we move closer to the new year here are some tips to consider to ensure prosperous growth in the next year.

Automated social media updates: Robo messages are not a proxy for interaction.

I can’t say it never makes sense to automate updates to your company Twitter, Facebook, LinkedIn or Google+ page, because it can be efficient in some cases. For example, automation tools can help you share new blog posts in a few places at once, and many platforms offer a handy central dashboard for monitoring a brand’s social presence. That’s good stuff.

The problem comes when companies abuse automation by taking a “set it and forget it” mindset. For example, when companies don’t respond to customer inquiries (or even just a simple shout-out) on Twitter or Facebook, or when their automated tweets continue to cluelessly post during a crisis.

Proper etiquette: Use automation to enhance your social efforts, not supplant it. Have a real human being at your social media helm, someone with actual blood pumping through actual veins who can participate in real conversations with customers, as well as monitor and tweak your social presences.

And for the love of Pete, please disable robo direct messages on Twitter–those automated messages some folks set to greet any new follower on that platform. They reek of insincerity. What’s more, they run counter to the spirit of social media and the opportunity for one-to-one interaction it affords.

Social spam: Give more than you take.

The opportunities presented by social media to connect directly with the people you want to reach are immense. Don’t squander that by ignoring context or by overstepping boundaries. Don’t be known as the social spammer–the one who simply shills his or her business or products. At best, you’ll appear to be clueless; at worst, it’s a social pitch-slap.

Proper etiquette: If you join a Linked-In group to connect with others in your industry, contribute to the group with discussion and input. If you connect with a potential business contact on Facebook, restrain from posting your affiliate links on their wall. General guidelines: Be useful. Be helpful. Be known as a source of solid information.

Oversharing: Think personable, not personal.

Social platforms do present an opportunity to reveal more of the people and personalities behind a company. But there is a fine line between sharing a little of yourself and sharing too much of yourself.

Proper etiquette: Think of personalizing your brand, not getting personal. Be sure you aren’t sharing details that are too intimate or too specific to you to have relevance for the larger community you are trying to build.

Irresponsible content: Publishing is a privilege, not a right.

Many companies have assumed the “we’re all publishers now” mantra–without a clear understanding of the ground rules. No matter what kind of content you might be creating as part of your marketing efforts, you can learn much from journalists.

Proper etiquette: Thinking like a publisher is not enough; you need to act like one. In fact, those creating content on behalf of brands should adhere more strictly to standards than mainstream journalists do, because readers are naturally skeptical of material produced by a brand.

What does that mean? It means posting trustworthy content. It means citing original sources in anything you produce (not the blog post that references a research summary). It means sharing news that’s actually news outside of your boardroom. It means not deleting or ignoring any negative feedback your brand receives. And it means publishing what’s actually useful to your customers, instead of what’s useful only to you.

Treat publishing as a privilege–not a right. And treat marketing, more broadly, as an opportunity to help–not to hinder.

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