I Do Not Want to Be an “Interrupter.” Do You?

        I am very invested in both marketing and public relations; this is my chosen path of professionalism. David Meerman Scott, author of, “The New Rules of Marketing & PR,” discusses the difference between interrupting consumers and producing useful content for consumers when marketing to them. 
      The main problem is not knowing how to deliver useful content. Advertising is all about “pop” and “sparkle.’ This is understandable because companies have 30 seconds to convince you that #1 they are a credible company and #2 they have a product you cannot live without. The move from television to the internet is good news for companies that do not want to be an “interruption” to their publics any longer; instead of having to seek out consumers, they will come looking for you! The bad news is companies are having a difficult time making the transition from old (interruption) marketing to new (Content-Driven) marketing. I too struggle with what makes “great content.”
        Scott provides a great example of a Web site providing appropriate content to viewers. The site www.cervelo.com is awesome because it is clean, well-organized, and has information clearly labeled. The site is very personalized; the background is a slideshow picturing organization members. This is when “content” marketing clicked for me. It is not about looking the most professional, or boasting the most awards—it is about sharing your brand’s unique story. Little touches like photos and blogs add character and charm that can compete with even the largest of chains. Online everything is equal, everyone has equal space to explain what makes them better than the competition.
        Just as important as content is accessibility. If information is not easily accessible, site visitors will jump to the next link on their Google search. On www.cervelo.com information is clearly organized and you do not have to dig. The opening page is not jumbled and confusing; it directs traffic to exactly what viewers need. People expect the internet to be an instantaneous source of answers, if they have to work too hard to find answers; they look elsewhere.
        As Aggie (our Professor) says, you have to “give to get” in this world. Give relevant information and get a customer for life.