Comments on: You can’t have a conversation when you use a megaphone

By: Charles Sipe

Charles Sipe — Thu, 25 Mar 2010 20:26:04 +0000

I think the changes in marketing and sales as a result of the internet are much better for consumers as well. Instead of receiving calls which often costs the consumer in terms of time and sometimes annoyance, they are getting value by finding useful and valuable information. When poorly treated customers can broadcast their story to the world, it discourages companies from mistreating people.

Do you think companies can replace their sales people with content creators?

By: Roger, C&M Online PR Agency

Roger, C&M Online PR Agency — Thu, 29 Oct 2009 14:58:47 +0000

Ha – yes, sorry. I should have noted the *real* polish here : )

And if you don’t mind I might borrow the rent v build thing. It’s TOPS.

By: Stan Woods

Stan Woods — Thu, 29 Oct 2009 14:44:16 +0000

Rog
Thanks for the comment. Glad to here you thought the limpid style was Doug’s. Nicest thing anyone’s said to me for a while. Not sure he’ll be too thrilled though.

I like the rent v build transition too. Harder to build an asset, but much more worthwhile in the long+run.

By: Stan Woods

Stan Woods — Thu, 29 Oct 2009 14:41:38 +0000

Thanks Jeff. We’re seeing the content strategist role at some of our smaller clients, where the pressure is on, I guess, to get results fast from tight budgets. A sort-of ‘necessity is the mother of invention’ thing. But the guys who really need it are the larger firms. I think for some of those though the organisational re-structuring that might be needed could act against it happening.

By: Roger, C&M Online PR Agency

Roger, C&M Online PR Agency — Thu, 29 Oct 2009 13:53:31 +0000

This is such a brilliant post Stan. Nailed it.

From what I see smart firms really are creating these roles – and it’s essential if their message to the market is going to work/get through.

I blogged on a similar line the other week, using our experience with Hackett as the example. They’re doing it. (http://www.contentandmotion.co.uk/blog/social-media-roi-the-return-of-identity-and-the-hackett-story/)

The really interesting thing is – as you mention – the de-mechanisation of marketing. Once their was an MD or a CEO who went out and sold when the company was small…. did all the talking, told all the stories. Then they got big and delegated. Then the Marketing role got big (and technical) and they delegated again – to agencies… the rental mode you mention.

And, like we all know, when you delegate, the story gets a bit dusty, stale and messed up… Mechanical.

Social Media (and wotnot) busts all this apart. For one, it’s too expensive to rent good communication on a real-time basis. And the dusty stuff won’t work (dull brochureware, corp speak, etc)… Because we’re back to the realms of conversations and stories.

I’m certain that the companies that win will be the ones who create this role – on a senior basis… and also get senior staff on the wagon. And I think this is good news for small companies and challengers because they’ll be there first.

Like you say – a fabulous role for someone…. I’m kind of wishing I was starting my career over again just now : )

I’d love to hear you expand on this theme… Go on, man – do it : )

By: Jeff Cohen

Jeff Cohen — Thu, 29 Oct 2009 13:13:07 +0000

Stan:

Great thoughts on the changes of B2B marketing and the required transition of marketing departments to early stage marketing. I completely agree with the need for a content strategist, because a fully formed social media strategy, or campaign, requires the right content for the right platform. A key part of the content strategy is to answer questions that your prospects will be asking. This content creates a presence online now that your prospects almost always begin their buying process with search engines.

Jeff Cohen
http://SocialMediaB2B.com