Lee Odden in Online Marketing Blog has a interesting view on content for the right audience.
Content can be for lead generation, but also for industry analysts, journalists and bloggers.
Content for lead generation
The lead generation content is a direct approach to get visitors that buy.
This is the most commonly use of content and SEO.
That’s straight forward.
Content for getting media coverage
Whereas the second is indirect: getting interest from people in the media, who will hopefully broadcast your information further than your reach.
This is not evident as it is a multiple stage process – involving several people in case of a journalist:
1) The journalist or blogger needs to find your content
2) He need to pay attention and find it interesting enough
3) He needs to write about it
4a) A blogger can decide to post it whenever he wants.
4b) A journalist needs to get approved by the editor: one decision maker (or hurdle) more
Steven Jobs of Apple is good at this: getting media coverage.
He saves Apple millions of advertising whenever he announces a new product or service.
Media coverage valuation
Although writing content for getting media coverage is less used, good media coverage can have the same value as an advertising campaign.
The Time Magazine Rates for 4-color ad space:
Page $ 255,840
Spread $ 511,680
$51 per 1,000 potential viewers.
The valuations of media coverage can be from $2,000 to $20,000.
Thus getting bloggers and journalists to visit, read and then write about your products, solutions or company has a high value.
What has the highest value?
- Lead generation
- Media coverage
You need to evaluate this for your company.
Is your content being read by the right audience?
In order to know if your content is getting the right audience, you need to know who is reading your articles, web pages and blog posts.
You need to identify and to measure.
That can only be achieved by knowing who is visiting your website.
You cannot ask people to let you know. A web service is that reveals the company names of the visitors is required.
This will allow you to categorize your visitors:
- Residential Internet surfers: they still can be a journalist or blogger at home
- Companies in Media
- Companies not in Media – can be potential customers, financial institutions, …
Once you can categorize you can count.
Not only count the number of visits or the number of unique visitors by company, but also the pages visited and the duration of page views.
Still remains the problem of journalists using their home Internet connection.
If you would be able to generate a comment or an email reply from them, the changes of identifying the journalist of blogger at home increase significantly.
Such a web service is provided by LEADSExplorer.