content marketing

April 8, 2009

An easy checklist for determining whether a marketing vehicle is suitable for your campaign

Exposure. Look at what kind of exposure you are looking for and how a particular vehicle can get you that exposure. For instance, a website or a blog is open, accessible and available to anyone, anywhere, any time, 24/7/365.

Suitability. Is this means of marketing actually suitable to your target market’s needs and habits? And for that matter, is it suitable for the image and message you are aiming for?

Variety. Variety is the spice of life, and often of marketing too. You can’t put all of your eggs in one marketing vehicle’s basket. You need to spread the wealth, so to speak, and get the message out in a number of ways. So don’t spend all your time on one web page or one blog entry, always look at the big picture and use all of the suitable outlets you can.

Flexibility. How well can you manage, change, update and work with this vehicle? Can you post content yourself or are you at the mercy or someone or something else?

Credibility. Free always sounds nice and many of us jump at something that seems like a good deal. But it may be a tacky or unprofessional or inconsequential site or service, so be careful not to waste your time and your resources.

You have a certain message and image that you are looking to get out at all times. Be consistent about that – don’t compromise just because you think you have found a good deal.

Allison Nazarian is the Copywriting Expert for Group Mastery.  She is well- and widely known as one of the most honest, experienced, innovative and freshest voices in copywriting and marketing today.

This blog post was reprinted with permission from the author.

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