A quick followup on the last post about online videos for SMB’s. For years most marketers and business owners have tossed around the phrase, “Content is King.” That’s all well and good, but what does it really mean?
Bitemark takes a short swing at the answer.
Effectively dealing with the infinite choice of consumers on the web involves a mind-shift from old marketing where commercial messages are thrust on people. The messages that work best on the web are chosen by them. There’s a huge benefit to making this mindshift – it’s easy to create the content that your customers are looking for.
What they call “Useful Information” is probably better expressed with the word “Relevance”. A idea championed, refined and systematized by my friends, Jeff & Bryan Eisenberg, and their latest bestselling book. Being mindful of what information people are looking for, and actually delivering it in an intuitive way is a simple idea on paper, but tricky to implement in practice. Hence their book, Waiting for Your Cat to Bark?, which I highly recommend.
In regards to SunPop Studios’ unscripted video work, the “Relevance” is aimed squarely at relational customers who need trust, confidence and familiarity when deciding to do business with a person / organization. That entire production process is designed to communicate the real and unposed value of worthwhile people, ultimately making the decision to do business with them an easy one.
Filed under: Authenticity, Marketing etc., Online Video
hehe. Of course Bryan and Jeff are *always* right…. They practically invented the space. But I still like my definition. For me it’s a practical one.
I ust it as an acid test for content – i.e. How is this useful to a website visitor? It weeds out the commercials. It also helps to define relevance for the uninitiated – relevant to what?
‘Tis a good point regarding the uninitiated. Keeping things clear and understandable is important when the audience may not be privy to industry lingo.
In my experience, communicating an unfamiliar concept to clients is usually a balancing act between making things accessible, while not oversimplifying.
Lord knows I’ve slipped into geek-speak more times than I care to remember.