Here’s an important message for you: If you are in the public relations, marketing or advertising business at a company or organization, you need to be in the content-generation business.
People are tired of traditional ads. If they have TiVo or DVR’s, they are skipping through the ads. If you are buying print, broadcast or Internet ads ask yourself this: Is my ad truly remarkable? That is, will your ad truly get people to change their behavior? Sure if they are ordering something, but short of an online retail purchase, most ads are just that to consumers: An Advertisement.
If you really want to change behavior, change how you do things. YOU need to be in the content generation business. People read interesting stories. If you start an interesting and relevant story in an email newsletter or on Facebook and link the rest to your website, they will click through as long as it is interesting and relevant.
Shoot interesting pictures your stakeholders care about. Shoot interesting videos — especially “How To..” videos your stakeholders care about. Give your stakeholders interesting and relevant tips and information THEY care about.
It’s not about the tools, it’s about how you use them. And if you are interesting and relevant, they will come.