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I have always said one good published editorial about your business or the work you do is worth more than ten published adverts.  Why do I and all other public relations professionals think this?  Because it’s not directly selling, it’s informative, it’s unintrusive on people’s psyche and it’s seen to be credible.

People have become so desensitised by the avalanche of advertising in the market these days, that people are craving information, not sell.  If you can adequately inform and educate your public about your products or services, you are far more likely to build a stronger long term relationship with your consumer base.

Now I’m not saying don’t advertise, as advertising is still an essential part of any marketing mix.  But what I am saying is have a think about how you can integrate some editorial into your marketing mix. 

You might hear a lot of talk about Content Marketing, so what is Content Marketing really I hear many business owners and managers ask?

Put simply, Content Marketing is just one form of marketing you need to consider when structuring your marketing activity.  It is focused on creating, publishing and distributing content for a targeted audience online. The aim of Content Marketing is to convert prospects into paying customers by creating and sharing highly valuable, free content.  So not dissimilar to media publishing editorial about you. The difference is Content Marketing is editorial you create yourself about your business, products and services. 

The content needs to be relevant to your business or area of expertise so you position yourself with your audience as an expert in this field and when customers think of this topic in future, your name or business name will be top of mind. 

The main purpose of Content Marketing is to help your business create true brand loyalty and provide valuable information to impress consumers, as well as let them be willing to purchase the products in the future. 

This form of marketing encourages the audience to make the purchase from your company when and where they are ready.  

So what are some places where you can publish your content?


  • Your Website

  • Your Social Media Channels (Facebook, Twitter, LinkedIn etc)

  • YouTube, Vimeo etc

  • Third Party Online Forums/Communities

  • Your Blog

  • eBooks

  • Don’t forget that you can be a guest contributor on your strategic partners/alliance partners blogs, social media or websites too.  I often share my clients content through my online channels to give them extra leverage.  So have a think about how you can leverage your relationships/partnerships with suppliers.


Content Marketing is a very powerful, low cost way to market your business.  

I encourage you to give it a try!

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