I see no benefit at all in most companies promoting the launch of a new Brands, or a marketing program

rich in a mix of content, whose sole purpose is to collect some information.

And once you, as a user, have finished downloading the app—even before you use it, post through it, or answer questions about it—and as soon as

Companies celebrate simply because they’ve taken the first steps toward activating it—just by launching their new app.

To learn more about this, I spoke with my friend Jay Baer, author of *Youtility*, published in 2013 and a *New York Times* bestseller. He was one of

the best-selling authors. I wanted to better understand how companies can use content and social media together to succeed, so I asked him to summarize his book. Here’s what he said:

هذه إجابته:

*Youtility* explores a marketing approach focused on providing customers with useful, valuable information. It explains how services can work together to create satisfying content

from customers, if they are asked to pay for it; that is often an inexpensive proposition compared with comprehensive marketing programs, since they are efforts

relatively simple, and therefore receive no dedicated promotional support, even at launch.

.

Shopping at your store

Promoting your products through social media is one of the most popular marketing strategies today. But it can be frustrating when brands have nothing

to do but talk endlessly on social media without adding anything of value beyond “You should give us more of your money.” That sets a bad example for

Using Social Media.

So, we might ask: What kinds of things are naturally interesting and useful at the same time? Most likely, they’d make for an effective marketing message. For

example, Columbia Sportswear sells a wide range of outdoor gear and also has a mobile app called “What the

“A must-do outdoors,” it shows you simple life skills, such as how to tie a tie, and more.

Remember that companies of all sizes, types, and descriptions compete for the smallest spaces to capture the attention of people we may know—and you could be one of them,

But you can step away from this cycle if you don’t care about it or find it useful.

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Content and Social Media

If you notice that your product promotions are often being reported on social media, you’re probably on the right track. Content is like fire,

and social media is like gasoline. For example, last summer the interactive marketing software company Exact Target posted on Twitter—

a series of tweets. In the first, it mentioned that it was taking its time releasing its new software, as interest in it had waned; people looking for its releases were usually

German, Portuguese, or Brazilian; they therefore represent a very small, low-value segment of its Twitter brand followers.

In its next tweet, the company corrected this completely. The message it posted during the London Olympics included a link that, when clicked, took

users to a very interesting chart showing which Olympic sports generated the most tweets about the company, which had the most Twitter followers, and many other

statistics. This raises the question: Does the chart explicitly provide information about Exact Target’s products and services? Of course not.

It’s being used at this particular moment to generate interest in one of the company’s products: software that lets businesses monitor and engage on Twitter.

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Don’t Ignore Your Employees

You can actually use Online marketing…to raise awareness among your existing and potential customers of the useful information you provide them with. Many

smart companies—such as Columbia Sportswear—successfully put these ideas into practice. However, as the book Youtility points out, there’s another audience that matters a great deal to you

and is often overlooked: your employees.

If you’re genuinely helpful to your employees, you’ll be just as valuable to them as you are to your customers. Columbia Sportswear employees, for example, are excited to use their company’s app,

which it launched under the name “Outdoors.” In a world where personal relationships and social connections have become the currency, your employees

are the secret to your success—they’re your biggest marketing force.

وباستثناء Brands On a global scale, the social connections you’ve built with your employees are more important than your company’s social connections. These

employees are the ones who create valuable marketing awareness for your company, as noted in the book Youtility.