Apply Content Best-Practices to Supply Chain Marketing

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Re: Media choices abound
HaileyMcK   11/19/2013 11:04:58 PM

@Ford, i have to agree that case studies are really valuable espeically in the b2b world. Organizatoins like to see world examples especially if hte organizaiton in question is in the same vertical market that they are.

Ford Kanzler
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Media choices abound
Ford Kanzler   11/19/2013 10:57:18 PM

I have no data on the question but media choice depends sloy on what you have to say and available budget. Likely younger audience members may reply well to video. But there's no hard rule. Some topics lend themselves to video, others not. Traditional tactics like white papers tend to be over-used and announcements are certainly still viable...WHEN there's significant, hard news. (There's been WAY too much written about the death of the news release as a PR tactics. It's not happening, as long as the news is there.)

I feel case histories, done in print or video, are still highly valuable and persuasive, especiallly when customers or users are in or part of the story. Little is more persuasively real than comments from existing, paying customers. The difficulty is involving them and the associated complexity that may entail.

Today, one of the challenges is figuring out which of the many available media will get you the most bang for the buck. So, as with many marketing decisions..."it depends."

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What media?
HaileyMcK   11/12/2013 8:34:54 PM

@Ford, thanks...interesting topic. Do you find that the types of content are shifting? More video? More graphical? Or are the old standard types (whitepapers, case studies, press releases, etc) still the most used? How do yo uthink that will evolve for the supply chain?

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