Gregory Kiep

Marketing Blog

Gregory Kiep is the premier marketer and promoter for gay events, gay travel, and promotion. Based in Provincetown, he has travelled around numerous markets making connections and talking about his travels to places like Provincetown, NYC, Los Angeles, Fort Lauderdale, Mykonos, South America, Europe, Nice, and more.


Content Marketing: The Fingers of the Internet

Content marketing is an important part of ANY business' campaign to help people find out about their brand and establish themselves as knowledgeable leaders in their marketplace. I like to think of content marketing as little grabby fingers. Each blog post you publish or piece of content you create is like a finger out on the internet. These fingers are designed to draw people in to find out more about your brand. One person will be drawn in with finger X, another will be drawn in with finger Y. Have enough of these fingers out there, and you will start getting some great interaction from new clients.

So what do I mean by "fingers" and why is it important for your brand? Well, let's put it in context of a specific example. Let's say you are a comic that mainly performs for the gay community. As a gay comic, your target bookers are gay venues and comedy clubs with a gay clientele at least one night per week. By creating dynamic and original content on a regular basis, you are putting tons of feelers out there when people start searching for "gay comics" and all the other keywords they throw into Google to find talent. Plus, you are creating a brand for yourself by showcasing the type of work that you do and the specific nature of your comedy. An added bonus? You are also controlling your brand's online reputation because your content is going to rank higher on search engine results than most other 3rd party sources, if you do it correctly.

What type of content is best?

The simple answer is ALL original content is best. But you should think about your target and create content that you think will best reach them. And, then create all other types of content as well! Many brands such as entertainers are visual - where people need to see and hear the person to fully understand. This lends itself to video content on places like youtube and vimeo. But don't let that be all you do! Written text is still substantially higher represented on search engines like google. 

Consider what best represents your brand in addition to what your target demographic utilizes the most. Women are 4 times more likely to use Pinterest than men, for example, and 60% if instagram users report utilizing it on a daily basis. Think about how often you interact, who your target is, and what type of media your group best responds to when considering the content you are creating.

How can you optimize response?

Let's talk about it! Contact me for the 5 Most Important Things to Consider in Optimizing Your Response to Content Marketing.