Promotional products are just another platform for message delivery. Most marketers put their company’s logo on a notepad and consider the job done. They could be using promotional products to provide valuable and relevant information.
Here’s an illustration why it’s not the platform that matters, but the content itself. The side of a truck is as good a platform as a newsletter, but the content still needs to be useful, entertaining and relevant.
The challenge with writing and publishing books is that the content between the covers still matters. As with every form of content delivery, books have become less and less expensive to produce. It’s the content that determines whether your book will stand out from the rest.
Videos—especially those uploaded to YouTube—can be powerful marketing vehicles, but they’re still only as effective as the content they deliver. Before you decide to use videos as marketing vehicles, determine who’s going to develop the content. Do you have in-house staff with experience writing, filming and editing video? Do they need it?
A teacher of mine used to say, “You have to have things one way before you can have them two ways.” In other words, content is always improved with prioritization. What is the most important fact or the most important takeaway? If you are planning a presentation or facilitating one, you can improve the relevancy of your speech by asking a few questions ahead of time:
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