In this video interview, Internet marketing expert Rebecca Lieb discusses how a small business can develop a strategy to use online media such as blogs, Facebook, Twitter, YouTube, and Flicker at very low cost, a kind of "roll your own media" approach.
Using these free platforms you can create content using text, images, and video that informs, entertains, or engages people about your brand, products, or services.
To develop a content strategy, first define your goals -- what you want to accomplish. This is also the first step in develop an advertising campaign. But instead of thinking: What can I buy? think: What can I create?
Since you're developing your own content, you can put your own keywords into your content that are highly relevant to your business and will attract search engine traffic.
Assess the skills and capabilities you have in your organization to create content.
Then "think like an editor," that is, create a calendar for your content creation, stick to it, think of new ideas and angles. Perhaps you can position yourself as an expert by discussing new developments in the industry.
Rebecca Lieb, former editor of ClickZ, has opened a US office for eConsultancy.com, the largest provider of interactive and digital marketing best practices, news, information, research, training, and events in the UK. This interview was taped in August 2009 at the Search Engine Strategies (SES) Conference in San Jose, California.
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