Archive for the Uncategorized Category

You Can’t Afford Not to be Linkedin

Some months ago we were researching specifics about the commercial real estate market for a client who does very specialized consulting in that arena. Before diving deep into analytics, competitive sites, and blogs. I checked the LinkedIn profiles of the principals to be sure I had the correct facts about their past experience. I was surprised when I could not locate a profile on one of owners. This is a gentleman who had run one of the largest and most prestigious commercial real estate brokerages in the country.

I sent an email asking if it was possible that he was not on LinkedIn. Indeed, he was not. The next week when we met, his partner and I nearly bolted the door until we got his profile up and trained him in the basics. He clearly had not seen the value in being on LinkedIn, or he would have had a profile long ago. His reasons were that he was not comfortable with how LinkedIn worked, and he didn’t feel that C-level executives used it. Less than two weeks later he was evangelizing the benefits of LinkedIn. A C-level former colleague wanted to reach him about a project, and asked his assistant to track him down. Where did the assistant go? LinkedIn. He got the call, they met, and he got the deal. What if she wasn’t able to find him?

Is Print Dead? Does it Matter if it Is?

There was a small part of me that felt like a traitor when I changed my newspaper subscription from driveway delivery to an electronic version on my Kindle. I now download the majority of the books I read too. Seven years ago I would have been appalled at the thought, telling you that nothing would replace holding a book or magazine. I am a former décor magazine editor who knows the value of beautiful photos on glossy paper. I still love the smell of fresh ink on paper. The fact is that how and where I read information has changed¾dramatically. Not to mention that some of the most informative sources I read regularly are blogs only available online. Sites like Mashable are a source of invaluable updates and trends, and I cannot afford not to read them.

I hear many laments that print is dead. It’s not. There is less of it and to be sure there is likely to be much less in the future. But what does it matter? We will always want to hold National Geographic in our hands and collect them in stacks on the coffee table. What will be different is where we go to read and research the trip the magazine inspired us to take. What really matters is knowing where your audience needs and wants to get its information and making sure that you are in those formats. I may start my day reviewing the feeds in my Google reader, but I’ll still grab a copy of Vanity Fair to read on the plane. Where do you want to reach me? Do you know how best to get your message there so I can find it?

Publish or Perish

Tenured academics have long lived under the pressure of “Publish or Perish.” With the shifts towards inbound marketing and the importance of good content driving marketing programs online, businesses are finding themselves thrust into the publishing business. A well written and targeted blog, regular enewsletters, case studies, and articles not only ensure that a company shows up well in online search, but it builds the vital relationship that comes before the sale. By providing information and expertise that is valuable to others, you establish yourself as an authority and trusted resource.

It takes a great deal of time and effort to do the research and create the content to solidify your brand online. Words are carefully chosen and arranged so that not only is the message concise, clear, and easy to understand, but it is also picked up and ranked well in search. Just like a traditional publisher, you need to understand who your market is, what they need and want to know, and how best to get the message to them. Do you have the time and expertise to do that and to run your business too? Most likely the answer is no. Online Content Producers is passionate about content. Let’s turn “Publish or Perish” into “Publish and Flourish.”