Content Marketing and the Ability to be Transparent

A lesson developed from modern times

Transparency implies openness, communication and accountability – characteristics deeply important in building relationships.

The Internet has created a place for those who want to communicate through social media, blogs, email, etc., but how many people truly take advantage of this?

Since political elections just took place, let’s start there…

It was impossible to avoid political advertisements this season. In fact, according to an article from the New York Times, the American public saw more political ads this October, than in October 2008 – when an even greater political position, the national presidency, was on the line.

According to the article, “last month, American TV viewers were exposed to almost 1.48 million political ads, up from 1.41 million political ads aired in October 2008.”

The same article discussed how “some viewers were turned off by the constant noise of attack ads.”

Constant negativity can definitely turn off an audience. However, the aspect of not spreading actual, valuable information is something else that can turn off an audience.

If politicians wanted to genuinely make a difference in the lives of citizens, they should be selling themselves in that manner.

For instance, there are always questions asked to politicians that do not receive legitimate answers. A transparent policy of content marketing would help develop answers to questions, appease a wondering public and begin forging those relationships necessary in success.

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Content marketing and transparency

Politicians, just like online publishers, could make a positive impression with their publics by staying active in their community and addressing questions, comments or concerns of importance.

For the publishing world, pay close attention to topics that relate to your niche audience. Create Google alerts on these terms even, so you get notified any time new content is produced regarding the topics. This will save you time and face, as you’ll be able to address the relative content as soon as you’re notified.

Next, address the new content by creating your own, fresh content. For instance, let’s say you have a publication focused on the green building design industry and a competitor publishes an article that discusses five necessary components of green building design. You could add a sixth or seventh component to the article if comments are allowed, or you could create an entirely new piece discussing the necessary components of green design and include new components.

Furthermore, if some new government legislation is enacted that impacts your industry, you can be transparent by addressing the legislation and giving your perceptions on it. To be of the most value, your content should discuss how the entire community will be effected, not just your own company.

Finally, be vocal about all of these actions. If your community is impacted, make sure they hear your voice one way or another. That’s how true recognition and respect will grow. Thankfully the Internet has given you many options for spreading your thoughts and opinions.

Content marketing has a lot of depth to its subject matter. From ways of being a content marketer, to strategies for implementing and executing campaigns, its evolution is consistently on an upward path; especially since online publishers and marketers have been adopting the process with success. For more on the topic, join Don and Kim for our Content Marketing 2010 Seminars, which will be starting this month. Learn more and register now, as space is limited.


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