Chapter 12
Packaging Your Message for Blogs and Other Online Channels
In This Chapter
Looking inside the world of blogs
Starting and enhancing your own blog
Using your blog to promote your business
Ten years ago, advertising was the backbone of marketing communications. Whether you used print, radio, TV, flyers, sandwich boards, or any other information-delivery mechanism, the whole push — and push describes it perfectly — was to elbow your way in front of prospective customers with messages that aimed to grab their awareness, gain their interest, and stimulate their desire to buy whatever you were advertising.
Times have changed. Push marketing — which involves intruding on customers with outbound, one-way marketing messages — has been eclipsed by a preference for pull marketing programs that draw customers into interactive relationships with marketers. (Chapter 10 defines the differences between push and pull marketing in more depth.)
What drives pull marketing efforts is content in the form of valuable, relevant, entertaining, educational, and conversational messages that people encounter online and act upon, whether by visiting the business in person or online, reposting or ...
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