Michelle Davidson wrote this piece for RainMaker blog. There is a great audio interview with Michael Stelzner the Founder of Social Media Examiner, which is a household word in the social media world. He says:
"Marketing rules have changed. Your buyers are inundated with marketing messages and most of them don’t trust you. That means you must change how you market to them."
Michael built a very successful business by using content that educated, informed and provided solutions to his audience. The interview was so good, I listened to it more than once.
For all of us who are using content to build our busineses, there are some very valuable insights and information here.
Here's an excerpt:
All types of professional services firms can use this strategy,
“If you’re, for example, an attorney, and you’re targeting marketers in the world of social media and you’re trying to help them to understand the ins and outs of sweepstakes and maybe how they’ve been doing it wrong, you can create some great content that demonstrates that you’re an expert, draws a lot of people to you, and becomes very popular,” Stelzner says:
“That content could open up opportunities for you to get public speaking opportunities, craft ebooks or books, do webinars, and so on and so forth. It can get you that thought leadership. And at the same time it’s a great form of marketing, but it’s not perceived as marketing.”