Geekplatesteaks: about internet marketing

Publish or perish. The historical phrase used by university PhDs is now shifting to the business world. In 2012, businesses will begin to understand that becoming Internet publishers will be their most critical marketing effort, bypassing website creation.

Huh? What in the world of Webface are we talking about? Let’s take a look.

Our last blog discussed the concept of content marketing (Aliens and Lip Gloss, In Your Webface!, December 14, 2011). Content marketing provides quality information to customers in exchange for their attention.

Gaining the attention of your customers is what marketing is all about. And let’s face it, your customers are not riveted to your website for entertainment.

The Content Marketing Institute reports that “93 percent of marketing professionals create or plan to create content marketing as part of their overall programs next year.”

The shift, according to the institute, is from print advertising to social media advertising. So brochures and newspaper ads are out and blogs, videos and social media channels are in. The static nature of websites will reduce their importance in gaining customers’ attention as well.

Here are tips on what to do to move forward to create your own content marketing.

Content needs to be informative and entertaining to gain attention. Companies need to dedicate resources to ensure that standard is met.

Develop high editorial standards for all materials produced. This includes blogs, videos and social media channels.

Develop content that makes your company an “expert” in your field.

With that “expert” thought in mind, develop content that focuses on topics rather than your company. Customers want to learn about people and things, not your company. If you succeed, when the customer needs your product or service, they will know where to turn.

Continued on the next page

The law would also confiscate payments made to OtherPeoplesPixels, effectively shutting down the entire business and deleting thousands of artists' websites.

"Even if we assume the best of intent behind these laws," continues Kirkbride, "they are so flawed with regard to issues of Free Speech, security and a usable Internet that everyone should know about and oppose them."

Chicago-based artist Stacia Yeapanis utilizes appropriated and often times copyrighted imagery and video to explore America's love/hate relationship with mass-media and pop culture. Her work lives both online in the Art World's white cube gallery, and serves as an important critical take on the mediated culture that influences us on a daily basis, whether we care to admit that fact or not.

Yeapanis' Buffy Summers #2 is a cross-stitch embroidery based off an appropriated screenshot from the popular TV series, Buffy the Vampire Slayer.

SOPA would condemn work such as Yeapanis' by obliterating fair use law, which allows artists and other creatives to use copyrighted material for "transformative" purposes including commentary, criticism or parody.

"As artists we will lose a key avenue of dissemination [if SOPA passes], one that allows people to get interested in art who would never go to a gallery," Yeapanis tells us. "The possibilities of this are just beginning to be explored."

Last week, Internet service provider GoDaddy said it supported SOPA (Stop Online Piracy Act). But the Internet fought back. Cheezburger Network CEO Ben Huh threatened to move his company's thousands of domains. In the end GoDaddy flip-flopped its stance.

"I think that SOPA and PROTECT-IP have been pushed by a small but powerfully connected entertainment industry with an expert lobbying organization," Kirkbride says. "What they are attempting involves technology that can be difficult to explain and they've done a good job of marketing it as 'protecting against piracy.'"

Art via StaciaYeapanis.com.

Geekplatesteaks

Monday, January 9, 2012

about internet marketing

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