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Mark Dubis

Mark Dubis Exec Team

Exclusive Blog Posts

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Content is Not King if it’s Crap

Way back in 1996 Bill Gates said that “Content is King.”  His message: If you want to reach people on the Internet you don’t need to use banner ads, rich media, or annoying animated gifs you just need to provide content on websites, blogs, publications and other digital media outlets that will get you noticed and give visitors something to read.

Fast forward 18 years. The Internet has matured or maybe it’s become immature. The popularity of smartphones, tablets, and our diminishing attention span has changed the way we consume and perceive content.    Emails and blogs posts gave way to Facebook posts and 140 character text messages called tweets.  Of course you can’t share much in 140 characters but you can embed links and photos to all sorts of drivel, commercial posts, and innocuous photos of celebrities, cats, cars, freaky items and other images you would have trouble imagining unless you are Stephen King.   If you really have Attention Deficit Disorder (A.D.D.) and tweets are taking too long to read you have Instagram and 09e87b65ba0d5448db66b7d4b5e9d4ce.jpg?t=1Vine.

I believe that content is no longer king, and that “The New King is Engagement.”   With all the noise online and short attention spans you need to provide not just content but content that works to engage visitors, customers, prospect and peers.  As Ben Franklin said, “Speak not but what may benefit others . . .”

Take a look at your blog articles, posts and tweets.  Are they providing good information or something of value to the reader?  If not, why not?  If you are going to push content to the web, work a bit harder to find something that will benefit others and indirectly benefit you.  Let people see you as an entity that provides value to its audience. 

Car dealers have access to an incredible amount of engaging content that almost everyone would find of interest.  When highlighting new vehicles don’t focus on features; talk about the benefits to the consumer.  Share how this new technology makes their lives easier or safer. Dealers are always involved with community activities so share that information. Highlight the local blood drive or charity 5K run.  Highlight your people.  Share how one of the dealer employees was working with Habitat for Humanity and used his vacation time to build a home for a flood victim in New Jersey.  Manufacturers are always sponsoring events and local dealers can highlight those activities through their local posts and tweets.  Highlight and provide proof of great customer experiences in the dealership.  Don’t just post a photo or video of Mom and Dad in front of their new truck, tell a story that engages the reader and makes them appreciate how you helped these folks.

Mass media eblasts, shotgun tweets, silly photos, and content that’s more at home on Bravo TV will not make you stand out in a good way. 

Everyone wants to feel special. Speak to them, address their concerns, solve their problems, and help them improve their lives in some way.  That will engage them, and build respect for your organization.

Dustin Lyons
Very good article. I totally agree that engaging customers is so important. It's just like when you are selling the car in person, you must ask questions to figure out what is important to the customer so that you can show them benefits that they actually care about. The same goes for online content. Very well said that engagement is king.
Jon Lamb
Nice post, Mark. One request: never post that doll Tweet anywhere in public again. It cannot be unseen.
Grant Gooley
Totally agree Mark. It's often that businesses post or tweet...STUFF. Then you see the businesses that GET IT, they post VALUE. Thats where my eyeballs go!!
Dylan Graham
Perfect...Could not agree with you more. With the amount of "noise" out there, customers appreciate and will reward the business that takes their time to provide valuable information regarding a product or service.
Chris K Leslie
What you are saying basically is "Say something, when you actually have something to say." The on going and ever changing story of your business should easily bubble to the top when the lid gets removed. What I mean by that is, open the content creation door to everyone. Everyone should have an opportunity to share in the responsibility of marketing the organization. But what you need is a process in place to limit their liability. I wouldn't just hand out the password to the main twitter acct or give admin rights to everyone on facebook. I will however, create a contributor account for them, I will give them limited access to see the things that they wanted to take a part in and nothing more. If you create the environment that allows for stories to be told then everyone becomes a story teller. Which is an exceptional problem to have.

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