Digital Media is Publishing 

Digital Media is publishing 



You own the printing machines, editors, distribution channels and sales people – its all you!

Don’t let it scare you – your idea is just as important as anyone else’s!

Three Steps – 1.Connect

Connected – is the key word. As a business, your customers want to find you online, firstly that you exist and secondly that you are trustworthy enough to deal with.

This means you strategy must address two criteria at a minimum. – Lets move from macro to micro here…

Social Media is Social

Social Media is Media (I know, not rocket science🙂 – but lets make some inferences.

There is a lot of “noise” (noise = interruption in communication) online. To create something which your target market seesreads and understands is a key communicative role. You must connect with current customers and potential customers.

We are doing three things…

1. Build a target following

2. Publish information that is valuable

3. Attract wider interest

Lets stop for a rest after this…

To build a following, we use platforms (social + search + display). Each platform is distinct and has individual nuances. I tend not to like Facebook, as me, because I spend all day talking to my cousins and school friends – but other people seem to love it. I do like Twitter, as do most other power social media users – even though MSM main stream media) gives it a bad rap, {possibly because of its reach and power}. So there is an element of personal choice – or personal branding.

To publish information that is valuable – we must use the power of topic related content, allied to the platform we are on. For example, You Tube is the No.2 Search Engine.  Many brands cannot devote the time to creating, uploading and editing video – so if you build on You Tube you need to take the time to learn your {advertising} craft. Blogging, on the other hand, has a deep well of platforms on which to draw water (good pun!).

TIP. If you blog, publish on multiple platforms. Then index the content back to your main site, using keywords that match your topic.

Attract Interest. Here we come to the part about developing, you, your brand and your audience. Like most media forms it takes time to build a readership. Matt Damon and Ben Affleck aside, writing tends not to push you into the spotlight too often. Your writing must strike a chord with your audience. 

TIP.The 80/20 rule works here – you do not sell all the time, make your sales patter 1/5th of the overall content. People expect to be sold something, after all its media, not meditation.

Another key point is being consistent – offline businesses run seasonal campaigns, regular ads and targeted promotions, online is no different; be freshtopicalEngage customers – not “leave them engaged” (UK idiom for hanging on a call:).


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