The online world is awash in â€œcontent.â€ Most of it garbage. Not surprisingly, many of the Internetâ€™s hottest sites arenâ€™t content generators as much as content controllers. Search, filtering, ratingâ€¦ itâ€™s all designed to separate the relevant from the irrelevant. And the wheat from the inedible.
For writers, thereâ€™s opportunity in all the mayhem. For example, Iâ€™m pitching a corporate blog. Outside of the obvious traffic/loyalty/revenue benefits, Iâ€™m also offering the company a chance to salvage control of their brand.
You see, as I write this, industry message boards and lists are discussing my prospectâ€™s products. Which means the company has lost control of their brand on the Internet. To any savvy marketer, thatâ€™s not an appealing prospect.
Itâ€™s a problem they may not see – until you point it out to them. Itâ€™s also a problem you can solve. Through the blog, you build a loyal community and let them direct direct the online conversation. You rescue the brand. And become a Blogging Superhero.
And hereâ€™s the beauty; the smaller the company, the bigger the benefit (and competitive advantage). But more on this in another post. For now, look at your client list. See if thereâ€™s a blog pitch in your future.