29
Oct

The Bright Hub is Born!

We are really excited at the formation of The Bright Hub. We have to admit, it took us a good three weeks to come up with our company name. We wanted to convey our approach and the variety of services we offer, all in a name, and that was proving tricky…

To us, content marketing is all about having a voice and connecting with people through content. A good definition of content marketing is: “the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, on going valuable information to buyers, they ultimately reward us with their business and loyalty.”[1]

Content marketing activity is very complementary to PR and the nuts and bolts of it require core skills held by PR professionals. We know how to write to different audiences, understand their challenges and, above all, educate the reader rather than sell.

Google rates valuable content above content produced purely for SEO, recommending that “content should be created primarily to give visitors a good user experience, not to rank well in search engines.” This principle should reach across all content, not just website text – we should always have the person to whom we are trying to connect with not just front of mind but actually step into their shoes if we want to win new ‘fans’ or customers.

One of the suggestions I made for our company name was H2H (human to human). We liked this because it signifies the fact that people buy from people - whether you sell hoovers or consult on the integration of enterprise IT systems. B2B and B2C are useful labels when explaining the business model but the overarching label people need to consider is H2H. PR and marketing communications is all about H2H – connecting with people through engaging content and conversation.

Go forth and connect!


[1] http://contentmarketinginstitute.com