On The Web You Are What You Publish
As the old saying goes you are what you eat. On the web you are what you publish. The information you put out into cyber space becomes your company face and your brand. Since you can’t really make a first impression in person on the web, you’re judged by the quality of your content.
No matter what format, a website, video, blog, podcast, etc. your content needs to not only be persuasive but also provide real value to your reader in a genuine and transparent way and without being an advertisement.
This type of marketing is truly conversational, which is what marketing has always been about. An excellent example of this type of marketing is done by Michael Seaton from Scotia Bank in Canada. For an example of how to do it right take a listen to a few of his podcasts, The Money Clip. The money clip podcast offers real value for listeners which in turn is reflected onto the Scotia Bank brand.
March 19th, 2008 at 3:23 am
Thanks for the mention Bobby. I’m no longer at Scotiabank, I moved to the agency side with Thornley Fallis.. and loving it!
Nice to know that the work my team and I did has left a legacy at Scotiabank.
And, The Client Side podcast will be back again soon.
Take care,
Michael
August 21st, 2008 at 3:28 pm
This is very, very true! And only emphasizes the need for brand consistency across various social networks. You don’t need to be “selling” all the time, but you need to be conscious that what you say has the potential to increase or (more importantly) diminish your brand value.