Page 103 - Duct Tape Marketing

Duct Tape Marketing

find what’s being said about a topic, industry, or challenge, and sharing
that information is another form of content creation that builds trust.

Set up and subscribe to custom Twitter searches for your indus-
try, and look for stories and angles to share on social networks. Also,
get active on sites such as Digg (www.Digg.com), StumbleUpon
(www.StumbleUpon.com), and Alltop (www.Alltop.com) to quickly
find and scan content worth pointing out in your tweets.

Filter Really Good Stuff
The good news is, the Internet gives each and every one of us

access to a vast warehouse of content. The bad news is, the Internet
gives each and every one of us access to a vast warehouse of content. I
mean, how can you read through all this stuff to find what you need
and must know?

RSS technology is a marketer’s gift from, well, I don’t know. Let’s
give Dave Winer credit. The thing is, without knowing very much
about the technical side of RSS, you can use this plumbing to create
custom content that’s worth sharing. Think how powerful it would
be if you were the consultant who created custom information portals
for each of the three market segments you served. Something tells me
you could attract quite a following once people saw the specific nature
of the feed you produced.

Using combinations of tools such as FeedBurner (www.Feed
burner.com), Delicious, Twitter search, BackType (www.backtype.
com), Pipes (http://pipes.yahoo.com/pipes), Google Reader (www
.reader.google.com), and Google Alerts (www.google.com/alerts),
even non-techie types can create automated, individualized RSS feeds
to serve specific clients and industries. You can easily publish this
content to Web pages so people can subscribe.

For dead-simple publishing, you could set up a series of posterous
blogs (see https://posterous.com/) by market segment and then simply
e-mail links, photos, videos, and alerts to the proper blog.

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