This recent personal case study is the perfect example of how Content Marketing complements a wider media and communications strategy.
Earlier in the year I took a call from a producer for LindaMottram’s ABC 702 Sydney radio show asking if I’d like to be interviewed on the show later that morning.
I didn’t send a media release, I didn’t call the producer, I didn’t pitch myself to the show as a commentator. So why did the producer call me to see if I wanted to be interviewed? I have positioned myself as an expert by publishing and sharing great content on a particular subject – that subject is cigars.
I write about cigars for Cigar Journal, I tweet about cigars (among other things), I share pics of cigars on Instagram (among other things) and I ran a cigar blog for close to 7 years. All this is invaluable content that has placed me as a local authority. This content is easily found on the web, so when the producer said “I’ve done a bit of digging on the web and found your cigar-related content…” I knew she probably didn’t have to dig for long to find me.
Just days after Joe Hockey’s cigar smoking act, and with media going crazy about his enjoyment of a cigar prior to a tough budget, ABC 702 wanted to delve a bit deeper into cigars, discuss the fat cat stereotype, and learn about some of history of Cuban cigars. A quick online search led them to my content and contact details.
