Home' Border Enterprise : Summer-Autumn 2011-2012 Contents enterprise
Vol 5. Summer/Autumn
Fancy yourself as the next
Rupert Murdoch? Want to be a
media mogul? If you're a small
business owner, chances are
that this is the last thing on your
mind, writes Valerie Khoo
YOU'RE already busy
running your own
enterprise - whether
that's dog grooming,
legal advice or an online
store - and you've got enough on your
plate. You don't need to add 'publisher'
to your portfolio as well.
However, that's what the authors of
the book Content Rules, Ann Handley
and CC Chapman, suggest. The
main theme is that to "market your
business, reach new customers and
create long-lasting loyalty, you need
one indispensable element: content".
By that, they mean publishing
articles, blog posts, podcasts, videos,
eBooks, webinars, and the like. That
is, information that is useful to your
prospects - and that is shared in a
way where you're not selling to them.
Handley and Chapman believe that
this information should be generously
supplied and should be valuable to
your customers so that they keep
coming back for more.
This is exactly the kind of thing
publishers have been doing for years.
They keep their readers coming back
every day or each week (depending
on their publishing schedule) with
fresh and topical content. Take this
very website. Readers keep coming
back because they want to keep up-
to-date on the news, they know there
will be a different story on the home
page every couple of hours and there
are countless sections to dip in and
However, that's not what your
business is about, right? Or is it?
What kind of content should you be
For example, if you are a dog
groomer, you may write a blog post
on how to untangle knots from
Providing fresh, helpful
content will keep your
customers coming back
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