Many CMO’s are currently thinking of getting a blog, a YouTube channel, a Facebook group or an iPhone app for their products. The dangerous thing about this is that this advice alone is already considered by many to be a creative accomplishment. Many neglect to really make use of the respective medium channel and don’t offer anything relevant to the user. So, instead of saying, “Let’s have a blog” and then thinking about what you actually want to communicate through that blog, you should rather approach things the other way around. This means: Go and find some really relevant content you would like to communicate and then choose the best medium channel through which to address the desired people.
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