Like a little ragdoll, the term content gets tossed around. It has become the out-of-the-box one-size-fits-all word of the day.
To put it bluntly, content is the various ways you communicate with your customers. It could be a tri-fold brochure or a Twitter feed. Just depends on the best way to reach your clients.
I get asked, almost on a daily basis, do I need Twitter, Pinterest, Facebook, a blog, Instagram, Google+? The answer isn’t as simple as yes or no. A good marketing plan depends on knowing your clients and how often and how fast you want to reach them.
Let’s compare two companies:
Sal’s Sweet Spot is a cupcake confectionery truck that strategically parks at various places around the downtown area during the morning and lunch rushes.
Sal’s Pipes is a plumbing supplier that provides plumbing supplies for professionals and offers free classes on the weekends for DIYs.
Sal’s Sweet Spot needs to communicate on the fly with their customers. A Twitter feed, as well as Instagram, would be a must simply because of the speed of communication. Facebook would be right up there too. The blog should be used as a place to also announce where the trucks will be at every day as well as in advance. Maybe offer a recipe for the clients and solicit catering for weddings, birthdays, anniversaries, etc. of ALL those business people getting their sugar fix.
However, Sal’s Pipes doesn’t really need to worry about speed. A blog would help them answer questions about plumbing and promote the classes as well as show-off some of the finished plumbing projects. Twitter and Instagram would be a waste of time. But, Facebook would be a good option and could easily tie in with the blog posts.
As you can see content and how you distribute can vary greatly it but at the core of content is knowing your customers.