In this episode of Marketing Obsessions, Paul Dunay, managing director of Services Marketing for Avaya and author of “Facebook Marketing for Dummies,” shares his vision for the rise of what he calls “inbound marketing.”The concept: Marketers are offering more published content across more channels than ever. As those channels proliferate, marketers will need to manage that content to a unified voice across all of them.
Is your inbound marketing up to speed? Watch here to find out.
Tags: Blogging, Email Marketing, Facebook, Marketing, Social Media, Strategy and Tactics, Twitter
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I think the answer to create a seamless experience for the customer or would-be customer is having someone “owning” and managing that content at the corporate/enterprise level. A Chief Content Officer, if you will, whose job it is to map out the content strategy, create it (or manage its creation) — including developing a voice and all the other particulars that go into the actual creation — and then publishing it on the company site and seeding it into various social channels.
As Paul points out, this is a critical direction for businesses — particularly in the B2B space — but elsewhere, as well (nonprofits, etc.)
Random Acts of Content just don’t cut it any more.
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The problem with inbound marketing is the need to identify the visitors by company name as only 2 to 3% will ever leave their contact details behind or contact you.
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