Fire your marketing dept! Expert business advice on content

Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, talks about the people that should be creating your content - and why it's not who you think. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com.
David Meerman Scott: The things that we have been talking about you can do for free. It's free to post a YouTube video on YouTube. You can create a blog with virtually no money with the best blogging software services are only $100.00 or so a year. However I will admit that these ideas take time. It's time consuming to create a blog, time consuming to create a good video, time consuming to interview your potential buyer persona to understand what their market problems are so you can make your content much more compelling.

And in some cases you can outsource some of that, but for the most part what I suggest to business owners to entrepreneurs to people who lead marketing departments; it's a little bit radical. I suggest that you fire everybody who has an advertising background and who has a communications background and instead if you are going to be successful with online marketing you hire people who have a publishing background. People who have been reporters or editors at magazines, television stations, radio stations, or at magazines and newspapers.

You bring those people in because those people are the people who really understand this and that doesn't need to be that expensive because I have news for you. The average reporter makes less money than the average marketer.
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[felpaluche]

Absolutely improvisational.