Author tells SES attendees to focus on Web content

Share this article:

David Meerman Scott, author of World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas, urged attendees of the SES New York conference on March 23 to create high-quality Web content, rather than just trying to drive sales.

“On the Web, you are what you publish,” he said during the event's keynote address.

Meerman Scott added that companies “earn attention” through good content and authenticity, and encourage customers to share it with each other. He added that marketers should avoid tricking consumers or just pushing products.

“Nobody cares about your products; they care about themselves and they care about solving problems,” he said. “If you can create good content that helps them solve their problems, then they will share your content.”

Meerman Scott said that marketers should learn from the Grateful Dead, but avoid the example of Disney. The Grateful Dead encouraged fans to record concerts, creating a tape-trading culture and making the band one of the top touring acts ever. Disney, on the other hand, only has an “about us” page on its Web site that has vague and elusive descriptions of its business, he said.

The five-day long SES New York conference covers topics including PPC management, keyword research, SEO and social media.

Meerman Scott also praised B&H Foto & Electronics for having quality content on the Web. Henry Posner, the camera retailer's director of communications, participates in online forums and answers questions about cameras from would-be customers, he noted.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.