We created high quality content for our clients long before the internet became popular. In fact, I started Venmark because the first step in any effective marketing plan always involved getting publicity. Why was publicity so effective? Because the editors were “telling your story for you by publishing news about your products and the coverage was free.” A message sanctified by an editor was more believable than advertising, and therefore, much more valuable.
To get an editor’s attention required a superior press release. Prior to the advent of the internet and growth of Google, for over a quarter century, Venmark International received accolades from editors and clients alike because we “knew how to get news published” about our clients’ products and services. And, fortunately, we’re still receiving them today.
Our clients, receive advertising-like exposure that is better and more cost-effective and to the editors of numerous B2B publications, we became and still are a valuable source of news about products, services, and companies they otherwise wouldn’t know about. That has been essential to our “brand.”
Our clients get terrific SEO today because we produce high quality content for them. The same content editors have valued for many years. Today, however, it appears on their websites too. In his book, “Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing, Lee Odden writes about B2B content marketing optimization. He states, “There’s usually a lot more content romance involved with B2B prospects before they become customers.”
The idea of product publicity as a marketing tool is ever more powerful because of the internet. As Odden writes, publicity is an opportunity for journalists to discover the brand story through search engines or social referrals. Google alone handles more than a billion searches every day. High quality content is the key to SEO and landing on page one search results.
© 2012 Steven M. Stroum All rights reserved