The expert digital marketers, from Seth Godin to Newt Barrett, Charlene Li and Josh Bernoff say you have to become a publisher to survive in the new world order of marketing. But can an industrial marketer be engaging enough? Transparent enough? Honest enough? And be all that often enough to get the job done? People don’t have enough head-space for an infinite number of brands in their heads, so industrial marketers have a tough road.
Are you really going to put a blog on Wordpress and send an email to your customers asking them to read it every week? For industrial marketers, these opportunities are truly few and far between.
So when the marketing gurus call the end of days for media like magazines, TV and conferences, I call bull@#$%. Trade media properties still deliver a critical service to their audiences, a service that precious few industrial brands can replace. They deliver editorial content to an audience segment that identifies with the media brand.
I’m not saying don’t include content in your industrial marketing plans. By all means, it’s important and perhaps vital. Just don’t plan to create the leading web destination for your industry if there are already strong media players in your space. Instead, you might want to use them to get your message out. That’s what they are there for.