Every once in awhile I come across a quote that really nails it for me. Words that seem to be a crystallized manifestation of my thoughts, and with all of the writing that I’ve been doing for the new site, I’ve had quite a few thoughts that have needed a little crystallizing.
A main theme of our marketing message is that organizations should take a journalistic approach to telling their stories, and that they should publish those stories online because that’s the best way to attract and hold an audience these days. We call it independent journalism, and because it’s pivitol to our message, I have been looking for ways to express the independent journalism idea. So when I read the following David Meerman Scott quote in the book Get Content Get Customers I could hardly believe it. From page 54,
A journalist skillfully creates interesting stories about how an organization solves customer problems and then delivers those stories in the form of e-books, white papers, content-rich Web pages, podcasts, and video. And consumers love it. How refreshing to read, listen to, and watch these products of journalistic expertise instead of the usual product come-ons that typical corporations make. -David Meerman Scott
Wow, talk about your crystallized manifestations. Thank you, Mr. David Meerman Scott, for expressing exactly what I need my potential customers to know about the role of journalists in the new marketing world. BTW, David’s book, The New Rules of Marketing & PR, is essential reading for marketers. It’s a book written like a blog, and it’s packed with what works and why. As I read it, I became increasingly convinced that just about every business out there could benefit from hiring our service, I hope it has the same effect on you.