Creating Hype According to Michael Parrish DuDell

In his recent Huffington Post blog, Michael Parrish DuDell says:

"Building a platform of compelling and authentic content can have a slew of positive effects on your business. It can help build brand loyalty, develop thought leadership (the real kind), increase sales, create a better culture, gain valuable permission assets, and the list goes on and on.

"But most importantly, becoming a publisher can provide the rare and special opportunity to develop a direct link between business and consumer. No more middleman. No more relying on media companies for coverage. Now if you want hype, you can create it yourself." (Emphasis added.)

This is a brief quote from a much longer post, but I particularly like this last sentence: "if you want hype, you can create it yourself." I belive that's where the artistry of content creation and curation comes in--creating hype that is relevant, witty, and in its way, artful. You can't just throw anything up there, it actually has to have meaning to the folks you're trying to engage with.

Check out the post--DuDell makes a good case for why all companies are now in the business of publishing content.

Enjoy!