Companies need to become content providers
According to The Razorfish Digital Brand Experience Report, (shared with me by @JohnnieFirari) “those who follow a brand on Twitter seem to be engaged beyond deals or customer service: 23% cite “interesting or entertaining” content as their main reason. Perhaps this points to the emerging trend of brands needing to become content providers to better connect with consumers.”
I became aware of this trend mid-2009, when I started following Gary Vaynerchuk. Gary was a wine salesman before he became a host of his own online show, Wine Library TV, which eventually led to the explosion of his personal brand with several national TV appearances, multiple speaking engagements, book deals, numerous business opportunities, and ultimately, increased awareness and growth of his wine business.
If you are a business - any business, really - I am convinced that you can greatly benefit from creating your own online content around your product or service. Whatever you are - a wedding vendor, a health store, a hospital, a realtor, a lawyer - you should focus on creating engaging content, distributing it online and growing your own online community around it.
Are you already doing this? Are you thinking about doing this? What kind of content do you think your customers would enjoy interacting with? Let me know in the comments below.
