Mick Say: Online Business Development

From Push to Pull Marketing via Content Curation

Posted in Diary by Mick Say on April 26, 2012

Robin Good: Cory O’Brien writes on his blog: “…Over time, as trust shifted and consumers were more willing to look outside of the traditional sources for new content, additional verticals started to adapt to this trend, including ad networks and daily deal sites.


… [here] I’ll give a few examples of daily deals sites that have harnessed the power of content curation.


And then he presents three online services that are making the best of content curation for marketing products.


From the article conclusions: “By becoming the source of curated content, brands can shift some of their energy from push to pull marketing.


Instead of constantly pushing out messages through banners spread far and wide, they can pull in their desired audience by sharing content those customers will enjoy, and then retain those customers for long-term interaction with the brand.


This gives the brand additional opportunities to develop a deeper relationship with their customers without additional media spend, and puts the focus on a channel that they have much more control over.


Curating content that customers will enjoy does take time, and you can’t be everywhere at once, so brands need to choose channels wisely, but for those that have the personality and the resources it takes, content curation can be a great way to attract and retain an audience that will trust the brand for more than just a one time sale.


Insightful. 7/10


Full article: http://thefutureofads.com/a-shift-to-curation 

See on thefutureofads.com


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