SMART Marketing and PR

S = Strategy to Meet Goals
M = Media Mix
A = Art & Creative that Sells
R = Research to Identify Buyers and Measure the Results for ROI
T = Tactics & Channels that Fit the Situation

Wednesday, June 3, 2009

Content Marketing

Most businesses are starting to realize they are in the publishing business: websites, eblasts, white papers, brochures, technical papers, manuals, newsletters, blogs, Twitter (really short publishing), etc.  

Many of your documents are in Acrobat PDF format – or should be.

It’s great that you provide these documents online to be downloaded.  However, if you only create the document to be downloaded you’re missing a great shot at marketing. 

Smart marketers include helpful “links” or an occasional “call to action” or promotion link from your PDF file to additional content on your website or blogs.  These links are a traffic builder. 

Most people don’t print PDF documents.  They view them on their screen so your links become a marketing channel.

Think of helpful documents you can create for your customers and stakeholders, put them in easy-to-find places on your website, and make sure you link from these downloadable files back to your website and blog.

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