Full Sale Ahead: Are Social Media Buys Eroding Your Media Buys?
5. Sell to the top.
Selling content value is often an "expertise sell," where you are selling your content as having more weight than competing content. Often this approach is best received when there is market expertise on the buyer's side. Typically the higher in an organization you go, the more expertise is found. If you can meet with the chief marketing officer level or higher, you will encounter more expertise and appreciation for quality content than at the media buying level.
6. Sell print power as a content marquee.
When a print magazine is part of your brand portfolio, you have an advantage. Even if your client does not buy ads in your print publication, print provides an offline "promotion," which constantly reminds readers about its online content. While search engines can blur the boundaries between different online media, there is no blurring about the ability of print to provide media brand exposure before and after readers go online. If print is part of your media brand, it has an offline marquee in the market it serves.
All of these tips reinforce the idea that your brand is not just a guy pounding out a blog, but a content system, which regularly attracts the attention of a target audience. While individual pieces of content can attract a market's attention, successful marketing campaigns need the ongoing consistency that a media brand can provide. PE
Josh Gordon is president of Smarter Media Sales (SmarterMediaSales.com), where he helps publishers monetize their content assets. Visit his blog at AdSalesBlog.com.