Kinetic Marketing and Design - Grimsby Graphic Design, Advertising and Marketing

I came across a great phrase which I am going to share - ‘pimping your content’. This is a phrase coined by John Watson, CMO of ShipServ and 2010 B2B Marketer of the Year. He talks about the intelligent re-using of content.

Create some content that supports your proposition. That demonstrates and substantiates what you want to be known for, what you are experts in and what the benefits your clients are left with. Once created, make sure this is intelligently recycled across all media and contact points of your campaigns.

So if you have written a blog or white paper, make sure you post it on social media sites. Email it to your client and prospect base. Add onto your website. You may even be able to get media coverage.

Most businesses do a number of things – multiple products, services and markets. So you want to make sure you are talking about as much of this as possible in your marketing communications so as many people as possible know as much about you as possible ... right?

Well there is a problem with this. In terms of advertising we are taught to have a ‘single minded proposition’ to be specific about what the campaign should achieve and the specific message it is communicating.

This ‘clash’ of principles is one of the most common I come across, especially for SME businesses. They want their marketing budget to stretch as far as possible so they try and make every activity have as broad appeal as possible. The result, all too often is bland, confusion and lacking impact.