Content comes first.

Obsessing over whether one communication technology or another is appropriate to an industry such as log homes, takes the focus off what really matters — your message.

The content of your marketing message must reign supreme. Are you communicating distinct benefits about your product and doing business with your company? Do you know your audience? How does your audience or market differ from your competition? And, do the benefits you communicate matter to your audience? Are you building equity in your brand with every communication?

MESSAGE is the foundation. Then and only then, can you build your campaign by evaluating every medium available to your company. Do not make assumptions about some media being better than others for delivering a message about your core values as a company. Once you have the message firmly in place, you will figure out how to shape it to each medium you use to reach and influence your consumers — be it Twitter or by Carrier Pigeon.

Remember, a powerful message well crafted will win over all. For those who argue that Blogging, Twitter, etc. require new rules of language or specialized training in the NEW media, tell them Moses could teach today’s bloggers are thing or two communication. He had something important to say and he got it down two pages — okay tablets — and 10 Bullet Points. The Ten Commandments have done okay over the centuries.