Content publishing and marketing is the most important element in a social marketing strategy. Let’s face it, if you have subpar content, you’ll build a subpar community. Pamela Wilson at Copyblogger wrote an excellent article that includes a simple plan to content creation. I am going to take it a step further and share tools that I use to execute her plan.
Building a community using technology requires the ability to identify and foster relationships with evangelists, however raising up internal evangelists (hint, they’re employees of your company) should be the top priority. If your associates are not brand ambassadors of your product and services, then how can your customers?
On the challenges facing marketers in 2012:
Recognizing that they are part of the problem. Today, much of what we see is still traditional marketing disguised as social media. It’s still 1-to-many. And, by default, they have created a marketing silo in their organizations. Marketers need to connect the entire organization and put everyone to work for marketing. We need to move to an era of 1-to-1-to-many.