Social media can seem narcissistic at times, with all the selfies and self-promotion that goes along with it. But it doesn’t have to be that way. John Biancamano, a social media consultant and owner of Inbound Digital, says providing honest, valuable information is better than hype when it comes to reaching customers.

Biancamano will give a presentation at the Regional Business Assistance Corporation on Wednesday, July 22, at 6 p.m. at RBAC’s office at 3111 Quakerbridge Road. For more information, visit www.rbacloan.com or E-mail nathalia@barcloan.com.

As Biancamano writes on his blog, at www.inbounddigital.net, “content marketing is not new. It pre-dates the Internet by many years, and has been effective in helping to sell many different products.

“Today content marketing is one piece of an inbound marketing strategy. Consumers are increasingly tuning out the marketing message and looking online to get the information they need, when they need it. Instead of giving potential customers a sales pitch about your products or services, the idea behind content marketing is to provide them with valuable information in order to help them make an intelligent buying decision. They are more likely to share the content with others, and when they are ready to purchase, are more likely to buy from you.

“While not an aggressive selling technique, content marketing is not a passive activity either. It’s great for creating awareness and starting to fill the pipeline with leads, but those leads need to be nurtured, and marketers need to stay engaged with them throughout the buying cycle in order to help the sales team convert the leads to customers.

When developing a content strategy, chose quality over quantity, and for technology companies, keep the technical details to a minimum.”

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