Marketing is about Help, not Hype !
When Customer support and customer care can be a marketing strategy for new customers, it is then called "Youtility" - by Jay Baer
"Companies can use truly, inherently useful content marketing to win customer attention and loyalty."
Social media knowledge base is a marketing tools : Read "Extend the Expert Community Beyond Your Company's Frontiers" on XperLink.
Youtility, the Jay's book is available at http://www.youtilitybook.com/
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I totally agree with Jay. It's why I'm surprised that so few companies through the world take care on their knowledge management.
Leadership Adviser, Strategist
Feb 3, 2014
It's a no brainer. One does not even have to see the video to agree.
From the title of the debate to the words of Jay Baer, it says it all.
Feb 3, 2014
@Jesse, there is something in this video that is not that obvious for most of companies around the world : "Evryone in your company has knowledge that your customers can benefit from. Unlock that knowledge and put it out there ...".
This is just a simple advise, but it may mean a lot of changes for those companies. I think it is a must for a modern company who wants to enter new markets : they need to review their internal culture to unlock employees knowledge for customer and prospects.
It is not just a matter of marketing strategy, but knowledge management practices needs to be redefined.