Does the content match the cover?

Measure credibility with an online content match

Why do I keep running into this guy?

Lately, I’ve been attending a number of meetings, networking events and business gatherings and I’ve met a lot of interesting and fascinating people.

Many of them are pursuing some amazing ventures with passion and a clear vision. Others, who describe themselves as being “in marketing“, talk an interesting game and profess to have lots of experience and success.

But what’s enlightening is that when you crawl under the hood and begin to examine where and how these people are engaged in the new world of marketing, quite a different picture is revealed.

For example, when you actually look at their presence online (if they have a website!!), their branding, value proposition, examples of their work or social media posts and participation, often things don’t exactly align with the perception that they’re attempt to create in person.

No where to hide.

A quick search review of their page rank, the quality of their blog posts (if they have a blog!), their social media followers and post frequency provides valuable insight on whether a so-called experienced marketing expert is “walking the talk” on how a brand can succeed in today’s dramatically changed environment.

For those that profess to be “in the know” on how to help companies increase profits through “results-oriented, effective marketing” and “disciplined, structured selling“, it’s more than reasonable to measure their credibility by assessing how they actually measure up to what they’re preaching to others.

The good news is that it’s now easier than ever to expose who’s posing with just a little research online. And it makes it even easier to find the resources and providers who are investing in and adapting to the continually changing dynamics of the Internet and how to maximize its potential to help a business succeed and grow.

The Kimono is always open.

Today, everything matters and everything a brand or resource does is now transparent, searchable and measurable online in more ways than ever before.

As Chris Brogan, New York Times best-selling author and president of Owner Media Group writes:

Your branding isn’t a logo, the same profile pic everywhere, a catch phrase, or a theme song. And it isn’t a clever little ploy. It’s a whole package and storyline with a credible promise and symbols.

You may be in business. But now you’re in marketing.

The new requirement that every business must address today is creating and distributing content of value for a target audience with a unique, clear and consistent online presence. The result is that there’s nowhere to hide for those that aren’t engaging, growing and experimenting with the ever-evolving tools and techniques of online marketing.

And what about you?

Have you come across these “experts” who are all talk in your interactions? What tips or techniques do you use to quickly evaluate a contact’s credibility.

Let’s hear your thoughts on how you expose the “hot air” bags.

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