{"id":661,"date":"2014-08-27T08:44:32","date_gmt":"2014-08-27T15:44:32","guid":{"rendered":"http:\/\/www.gordonbenzie.com\/blog\/?p=661"},"modified":"2019-06-12T10:26:51","modified_gmt":"2019-06-12T17:26:51","slug":"while-content-maybe-king-conversation-is-queen-of-market-awareness","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/while-content-maybe-king-conversation-is-queen-of-market-awareness\/","title":{"rendered":"While Content May Be King, Conversation is Queen of Market Awareness"},"content":{"rendered":"<p><a href=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2014\/08\/king_and_queen_marketing_awareness2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-670\" src=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2014\/08\/king_and_queen_marketing_awareness2-300x259.png\" alt=\"king_and_queen_marketing_awareness2\" width=\"300\" height=\"259\" srcset=\"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2014\/08\/king_and_queen_marketing_awareness2-300x259.png 300w, https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2014\/08\/king_and_queen_marketing_awareness2.png 400w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>Numerous articles have been written on the importance of what we marketers refer to as \u201ccontent\u201d in order to drive market awareness, lead generation and other sales support activities. Simply stated, you need something to say to gain the attention of your prospects and customers. Google, Bing and the other search engines reinforce this concept \u2013 you simply can\u2019t achieve good search engine placements without quality, relevant content that is frequently updated on a regular basis.<\/p>\n<p>As has been mentioned in this blog and other publications, a blog is a great place to showcase your content. Blogs offer a great \u201chome\u201d for you to build a collection of articles and stories that share a common theme, which in aggregate support your brand and help future customers to find your business. Any business plan writer you meet with should have a strong understanding of this topic too \u2013 if not, it might be time to find another writer!<\/p>\n<h3>Is Good Content Enough?<\/h3>\n<p>Here is where you have to ask yourself \u201cwhat\u2019s next?\u201d Now that you have invested the time and resources to write a collection of articles, how do you now build <i>relationships<\/i> with your readers, current customers and potential clients? The reward for getting engaged in these conversations is substantial and includes:<\/p>\n<ul>\n<li>Enhanced likelihood these people will read and follow future announcements<\/li>\n<li>Improved response rates to future offers<\/li>\n<li>Increased chance of that person will ultimately become a customer<\/li>\n<\/ul>\n<h3>Learning by Example<\/h3>\n<p>One area where marketers can learn how to drive increased conversations is from the world of e-commerce. Some of the online retailers are quite good at creating a series of interactions that create a group of engaged prospects that likely will become future customers. For example, we all know that if we order a product from a website, we will get an email soon thereafter confirming our order. This is a good thing \u2013 we like to have a record of what we just bought. Further, if we receive an email the next day indicating our product has shipped, this is also a nice message to receive \u2013 my order is on its way. Then, sometimes you even get an email indicating that the order has shipped, with complete tracking information. Follow up emails might even include customer satisfaction surveys, another great opportunity to suggest or induce conversation.<\/p>\n<p>The conversation, however, doesn\u2019t stop once the order has been shipped and received. Instead, it is highly likely we will get a follow-up email from these retailers in a few weeks or months from now, suggesting a similar product for us to order. For some of us, this is an annoyance, and we will opt out. But, for others, this is seen as a nice thing, as a way to make future orders easier to manage and accommodate.<\/p>\n<p>Here is where public relations and social media professionals might take note. What can we learn from the retail establishment as a way to increase our conversation \u201cquotient\u201d? One challenge is we don\u2019t have the same access to the contact information that e-tailers do, such as an email address. And, with privacy laws and concerns, it is unlikely this will change. One approach is to add a call to action or value proposition that can then facilitate better access to this data. A newsletter sign up, for example, might be an angle that promises notification of new stories of interest, or of when a new blog post goes live.<\/p>\n<p>If you can accomplish the right mix of content and conversation, then you are worthy of \u201croyal\u201d lineage. You will then have addressed both the king and queen of marketing awareness, through a marketing-based approach to public relations and brand awareness!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Numerous articles have been written on the importance of what we marketers refer to as \u201ccontent\u201d in order to drive market awareness, lead generation and other sales support activities. Simply stated, you need something to say to gain the attention of your prospects and customers. Google, Bing and the other search engines reinforce this concept &hellip; <a href=\"https:\/\/www.gordonbenzie.com\/blog\/while-content-maybe-king-conversation-is-queen-of-market-awareness\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">While Content May Be King, Conversation is Queen of Market Awareness<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[13,4,35,8],"tags":[36,67,47,49],"class_list":["post-661","post","type-post","status-publish","format-standard","hentry","category-business-plan-writer","category-marketing-communications","category-public-relations","category-social-networking-marketing","tag-brand-awareness","tag-business-communications","tag-positioning","tag-public-relations-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>While Content May Be King, Conversation is Queen of Market Awareness - Making Every Word Count<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gordonbenzie.com\/blog\/while-content-maybe-king-conversation-is-queen-of-market-awareness\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"While Content May Be King, Conversation is Queen of Market Awareness - Making Every Word Count\" \/>\n<meta property=\"og:description\" content=\"Numerous articles have been written on the importance of what we marketers refer to as \u201ccontent\u201d in order to drive market awareness, lead generation and other sales support activities. 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Google, Bing and the other search engines reinforce this concept &hellip; Continue reading While Content May Be King, Conversation is Queen of Market Awareness\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gordonbenzie.com\/blog\/while-content-maybe-king-conversation-is-queen-of-market-awareness\/\" \/>\n<meta property=\"og:site_name\" content=\"Making Every Word Count\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-27T15:44:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-12T17:26:51+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2014\/08\/king_and_queen_marketing_awareness2-300x259.png\" \/>\n<meta name=\"author\" content=\"Gordon Benzie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gordon Benzie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/while-content-maybe-king-conversation-is-queen-of-market-awareness\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/while-content-maybe-king-conversation-is-queen-of-market-awareness\\\/\"},\"author\":{\"name\":\"Gordon Benzie\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"headline\":\"While Content May Be King, Conversation is Queen of Market Awareness\",\"datePublished\":\"2014-08-27T15:44:32+00:00\",\"dateModified\":\"2019-06-12T17:26:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/while-content-maybe-king-conversation-is-queen-of-market-awareness\\\/\"},\"wordCount\":628,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/while-content-maybe-king-conversation-is-queen-of-market-awareness\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2014\\\/08\\\/king_and_queen_marketing_awareness2-300x259.png\",\"keywords\":[\"Brand Awareness\",\"Business Communications\",\"positioning\",\"public relations strategy\"],\"articleSection\":[\"Business Plan Writer\",\"Marketing Communications\",\"Public Relations\",\"Social Networking Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/while-content-maybe-king-conversation-is-queen-of-market-awareness\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/while-content-maybe-king-conversation-is-queen-of-market-awareness\\\/\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/while-content-maybe-king-conversation-is-queen-of-market-awareness\\\/\",\"name\":\"While Content May Be King, Conversation is Queen of Market Awareness - 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