The new rules of Marketing & PR: we all become entertainers

The era of interruption marketing

In a world not so long ago, there were about six ways to get noticed or to get attention from the public or companies:
– Cold call using a huge staff of people
– Buy advertising: print, broadcast or online
– Beg journalists to write about your products or solutions
Bribe journalists to write about your products or solutions
– Issue a press release containing interesting information or original content to get attention from journalists
– Getting into the news due to an event or hazard related to your business or products (even car crashes)
– Presenting on conferences

Observations:
– Cold calling, buying advertising and presenting on conferences only last as long the money supply lasts.
– PR agencies are good at begging journalists due to their contacts.
– Once you have bribed a journalist, you cannot beg them to write for free.
– Writing an interesting press release requires creativity and distributing was still not free.
– Hoping on an event or hazard to get press coverage is like hoping to win the lottery.
– Presenting on conferences needs: presentation skills, content and a room with an audience

This was the era of interruption marketing where coercion was not far as products and solutions could almost be imposed by the mass media to the public.

Content marketing benefits and challenges

Since the Internet became the default source of information for both consumers and companies, you can get noticed by publishing interesting or valuable or original content on the Internet.
Moreover content that has been published can be found long afterward: the long lasting effect of the free content on the Internet that your buyers want to consume.

All kinds of organizations (public, private, non-profit, individual) are becoming content publishers.

One of the problems related is the Internet noise all this content marketing makes as there is so much content available and published almost every second that even the search engines have problems keeping up to date.

Even if people find your content on the Internet through search or links, you need to grab, catch and keep their attention.
This can only be achieved by serving:
– Highly interesting or unique content
– Shocking content.
– Content generating emotions.
– Entertaining content.
or both.

Almost in all cases it needs to be entertaining.
The emotional content is entertaining.
Even the shocking content is a form of entertainment: shudder or shiver your audience.

Eventually in marketing we all will become entertainers bringing entertainment adjusted for each specific market segment.

That’s all folks !

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