There are times when rapidly-unfolding events can provide openings for new ways to market a product or service. In her October 28, 2014 article for Business 2 Community, writer Nicole Jenet says:
Journalists are a rare breed. They get this addictive adrenaline rush from breaking news. It starts with the initial tip from first responders or other trusted sources…
Nothing satisfies a journalist more than not only covering breaking news, but especially being the first one on the scene to start reporting.
You might be asking “What does that have to do with content marketing?”
The nose for news is never more prevalent than in Houston, TX, with some events profoundly affecting locals. Last October 29, 2014, students at a Houston school were saddened to see a NASA resupply rocket marked for the International Space Station crash just seconds after launch. The rocket carried materials they had prepared for experiments on the station.
There’s a potential to miss out on a rare window that may have the best exposure for your product or service. That’s why you should enlist expert content marketing professionals in Houston, TX like the team at Digital Sales Development to get you on the best position when you need it.
Good content should always be fresh and come from the most credible sources you can find. Jenet states that your preferred content marketers can go for the top news media sites for raw but accurate material. Trade publications or online industry-specific sites can work when you want to create specialized materials; a company dealing with military technology, for example, can go for Defense News or anything from the Jane’s Information Group.
You need to orient the content towards your community, especially the target demographics, and highlight how they can relate to your brand or industry through original, supported analysis. Jenet cited how the current Ebola outbreak allowed healthcare providers to educate clients with accurate content about the virus and prevent future cases.
Although breaking news can grab a person’s attention for a while, you need to temper your content marketing efforts to ensure that you’re on top of the situation. Be careful with the timing to prevent customer misconceptions that you’re taking advantage of the story even if it turns out to be a dud. Jenet said a certain food website committed this flap by making food suggestions for Boston residents already reeling from the Boston Marathon bombing.
It’s part of human nature to seize the day, and the right amount of content marketing will work some way to a positive end. Skilled brand optimization specialists in Houston, TX are ready to help you get there.
(Source: What Breaking News Can Do For Content Marketing, Business2Community, 29 October 2014)