A client recently offered those words at the close of a conference call. And right then it dawned on me: Our clients tend to be experts in their particular field – not experienced multi-media communicators like we are. That’s in our DNA and we sometimes take it for granted. It’s our secret weapon.
Content Marketing is an oft-overused term originally conjured up to describe paid print editorial. In a platform agnostic marketing environment of 2012, truly great content must be deployed across multiple platforms, where consumers want, and how they want.
Any organization can leverage its expertise to create compelling media content – especially if it enjoys a thought-leadership position in the marketplace. An experienced and quality content creator can help these brands literally evolve into media properties that can engage followers with a myriad of specific interests and motivations.
North America’s largest trade association and the leading producer of housing market data had several goals. It sought a way to deliver information on buying, selling, and owning a home as well as other housing market information directly to consumers.
NAR previously relied almost exclusively on the national media to interpret their releases and present the information through their varying lenses. The Association also wanted to create and disseminate credible and timely messages that represented the immense collective expertise and professional acumen of their 1.1 million REALTOR® membership.
With the help of media marketing experts, Real Estate Today was born and within 24 months the weekly 2-hour audio program, hosted by award-winning talent Gil Gross, and its associated web-deployed and social media-driven content became America’s #1 real estate program.
Real Estate Today is now available on on-air, on satellite, on-line, via mobile, and is consumed by over 1 million consumers every month. www.RETradio.com
Example: The National Association of REALTORS® – Real Estate Today
The winning formula for producing great content starts with a comprehensive brand strategy and is fulfilled with highly produced and informative, engaging content that can activate the target audience in a natural and powerful way.
No tactic can rival the successful deployment of superior multi-platform content marketing delivered by a credible organization by proven and professional content creators. It truly is a godsend.
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