Propaganda is great

… at driving your audience away

It’s amazing to think that just ten years ago, the mass media were still the gatekeepers for nearly all marketing efforts.

If you wanted to reach an audience, your company had to buy advertising space from TV, radio and publishing corporations. Or you could run PR campaigns in the hope that someone in the mass media would pick up your story and run with it.

This approach relied on grabbing the attention of people who were busy doing something else: watching their favorite TV show or reading the latest economic forecast in the daily newspaper.

Problem is, it doesn’t work so well any more.

People are tired of being interrupted by company propaganda. And now, they simply won’t put up with it any longer. Because, they don’t have to.

The mass media no longer has exclusive control over the creation, scheduling and distribution of your content. You do.

Today, you can talk directly to your customers. On the Internet.

Brand credibility

This has spurred a whole new way of marketing that works from a very different premise: brand credibility.

To achieve this, you need to borrow techniques and crafts from an extremely successful, tried-and-tested communications discipline: publishing.

Publishing approach

Take a publishing approach and:

• Stop talking your product up
• Quit talking about your company’s internal affairs
• Drop the propaganda

Instead, talk about industry concerns, not just your own. Listen. Dig for solutions, test your findings, then share them. Most of all, dramatize the excitement and the goals you share with your industry.

At heart, your new communications strategy is simple: show how your company helps people.

In detail.

In ways no other company can.

So what is corporate publishing?

Corporate publishing is a way of communicating with what we call the Voice of Industry (VOI), one of the voices described in our Three Voices™ strategy.

It’s about positioning your company as an authority within your industry.

It’s about creating thought leaders.

Thought leaders are able to engage and, to some extent, influence their audiences. But that kind of power doesn’t come over night. And it isn’t easy.

It requires excellent content. A focused content strategy. And a publishing approach to marketing.

How we can help

At Eye for Image, we offer a powerful publishing solution, enabling you to deliver engaging content across a range of media (magazines, videos, podcasts, webinars, …) on any mobile device (laptop, iPad, smartphone, …) directly to your customers.

Our VOI approach to publishing focuses on creating content that will engage your industry, raising the credibility and status of your company.

In this publication, you’ll learn about the ins and outs of corporate publishing. We cover a lot of ground, including strategy, content creation and distribution. We hope it helps you reorient your thinking – and who knows, perhaps you’ll go on to bring about positive changes to your own company’s communications.

If you’d like to know more, call us. We’d love to hear about the challenges you face today in talking to your prospects and customers.

You can speak to David right now on +45 2215 5123

Or email him at david@eye-for-image.com