Automotive Digital Marketing

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Content Marketing: What’s Good for the Goose…

Content marketing and exposure are becoming increasingly important in digital marketing and today’s race for eyeballs. In the automotive space, there are many companies that do great jobs marketing and optimizing exposure for dealerships through websites, search engine optimization, social media marketing, pay per click ads, newsletters and more. While these companies do an effective job for their clients, many neglect to market themselves in the dealer space, despite knowing how important it is.


Most vendors have public relations professionals – whether in-house or through an agency – handling press releases, media exposure, product launches and messaging. However, one of the most underutilized services that many PR professionals offer today is assistance in generating exposure through content marketing. The transference of content marketing towards public relations has been occurring for quite some time now. It’s a natural marriage as who better understands your message, products, and audience than your public relations firm? It’s not enough anymore to simply issue press releases. Companies must position themselves as thought leaders in their industry through well-written content targeted to their audiences.


This helps to ensure an integrated and cohesive online personality for your company across all channels, offers brand protection and guarantees delivery of a positive message. Just like social media, a great content marketing initiative involves not only creating helpful articles, but also joining conversations and establishing yourself in the online community in which the content is being published. Having employees and staff write content is a great start, but I think it would be even better to see more key executives of companies sharing the many years of wisdom in their fields directly with their audiences.


Vendors have a wealth of knowledge to offer car dealers and dealers appreciate the sharing of that knowledge. Interaction between a key executive and a dealer is much more powerful than the simple act of creating content. We all know that this industry is built on relationships. With so many vendors seeking to gain a dealer’s attention, it’s very difficult to do so directly. However, integrating yourself into an automotive community and helping dealers overcome challenges that they may be having is one way to connect with dealers without continually trying to be heard over all the solicitous noise overwhelming dealers.


Consider contacting your public relations firm when designing or implementing a content marketing strategy. Our job is to help your company rise above that noise and gain the exposure you seek. By involving your public relations firm in your content marketing, you can better safeguard your brand while maintaining a consistent positive message being delivered to your audience. 

Views: 195

Tags: automotive, brand, content, marketing, message, public, relations, strategy, vendors


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Comment by Alexander Lau on February 28, 2014 at 6:26am

Don't forget Social Syndication Tools and how they relate to your blog.

Comment by Alexander Lau on February 26, 2014 at 11:26am

Thanks for posting!

Comment by sara callahan on February 26, 2014 at 9:01am

Thanks for the comments. Alexander you have some good points and it is definitely something I will look to address in a future posting. Brian thanks for your very kind words and points well taken. It is great to get this feedback as far as what is needed and wanted so I can tailor more content to fill that need. I also like your suggestions for my bio and adding more humor -- I think that is a good point as it is a much better way to communicate personality. But yes, it is a challenge to be funny in writing AND do it right. And yes, even the best of us make typos! 

Comment by Alexander Lau on February 26, 2014 at 6:41am
Comment by Alexander Lau on February 26, 2014 at 6:38am

Brian, thanks for the comment.

Content marketing, SEO, etc. is all great. The reality is, very few people here explain strategy. Where do you start, what do you use, how do you do it, where are you now, where do you need to be, when should you use specific tactics. Does that make more sense? I just write bluntly, I don't have a lot of time in my day.

Great forum, but let's start talking about how, when, where, what, why?

'Strategy' isn't a tag that should be used without documenting one. 


Comment by Alexander Lau on February 19, 2014 at 10:47am

Yes, but the question is, HOW DO YOU COMPREHEND WHAT CONTENT YOU SHOULD BE OPTIMIZING AND MARKETING? It's great bring up the compulsory requirement for content and marketing it, but let's get a little more granular.

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