Friday, March 04, 2011

Share What You Know

7 days a week, this website is updated 3 to 4 times a day with sales, advertising, marketing and media information and tips.

This only works because others are willing to share what they know. I subscribe to lots of newsletters, blogs, and the like and pick out my favorite to share with you.

If you would like to get updates in your email or an RSS reader, there are links on the right side of this page.

And speaking of email, this piece from tells you how you can share what you know:

How to Make Content King. Again.

"The experts have apparently decided that content marketing is back for 2011," writes Mark Brownlow at Email Marketing Reports. "The new (old) mantra is 'quality content.' And everyone should be producing it: publishers, retailers, service companies."

If you're wondering what quality content is—and how it might differ from what you've been doing all along—Brownlow offers this workable definition:

Quality content is "any element in the message that provides standout value to the recipient (aside from the inherent 'value' of any offer)." It should be useful and/or entertaining and/or capable of emotional impact, he adds.

Good news: Consistently finding material for quality content need not be an onerous task. Brownlow outlines basic rules for discovering hidden gems. Among those rules:

Look for low-hanging fruit. "If you've not thought much about content before, start small," he suggests. "See what you already have lying around the office or website that might find use in your newsletters."

Repurpose or reuse content. That series of tweets can become a blog post; or that debate in your forum might make an entertaining article at your website. And it's fine to reuse content your new subscribers might not have seen. "Nobody on your email list today remembers the article you sent out in 2002 to your first 37 subscribers," he explains.

Create new content that stays relevant over time. You can discuss a news item that may be old news by next month, or offer a how-to primer that retains relevance. "Both make good content," Brownlow notes, "but one needs constant updating to have long-term value, the other doesn't."

The Po!nt: Set a royal standard. Don't make the mistake of producing email content for content's sake. "Always bear in mind how that content contributes to your business success," Brownlow concludes.

Source: Email Marketing Reports.

Looking for great email marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Email Marketing Factbook (May 2010). With 129 pages and 90 charts, it is full of relevant email marketing stats and trends. The Email Marketing Factbook is Part 1 of the complete Digital Marketing Factbook (our 296-page full report).

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