May 14, 2013

The power of storytelling

WordSouth’s Stephen V. Smith shares concepts of content marketing with Tennessee Telecommunications Association

Content marketing is the power of story. That’s the message Stephen V. Smith, president of WordSouth, shared with members of the Tennessee Telecommunications Association today at the group’s annual meeting in Franklin, Tenn.

“You have an incredibly powerful story to tell,” Smith told the crowd. “Your story is a human story, about the real lives that you are making better through the network you are building. And that’s where content marketing begins.”

There is a reason content marketing is effective, Smith said. “Stories drive engagement,” he stated, “and engagement drives sales.”

Smith offered seven key points to developing a content strategy:
1) Conduct a content audit
2) Determine the goals you want to accomplish
3) Identify your voice
4) Appoint a content manager
5) Seek support from all employees
6) Develop an editorial calendar
7) Share valuable content that focuses on customer needs

He also offered a few tips for companies considering a content marketing program:
1) Start small and simple — you can’t do it all at once
2) Repurpose content
3) Cross-promote content
4) Create ways for your audience to provide feedback
5) Engage daily with your online presence — have a conversation with visitors

After sharing a few true stories about people from across the region whose lives had been impacted by rural telecommunications providers, Smith challenged those present to go back to their companies and seek out the stories that would engage their customers and members.

March 1, 2013

WordSouth featured on Entrepreneur Podcast Network

Stephen V. Smith, president of WordSouth, was interviewed recently by Enterprise Radio host Eric Dye on the Entrepreneur Podcast Network. Among the topics Smith discussed were:

• The challenges facing the rural telecommunications industry
• The role of partnerships in the Regional Telco Magazine
• The importance of structure and planning when launching a content marketing program

Listen to the interview here.

March 1, 2013

WordSouth launches new regional magazine

Publication helps telecommunications companies across the Southeast connect with their customers

A North Alabama content marketing firm has created a project that is helping rural telephone and Internet providers connect with their consumers and other key stakeholders.

WordSouth, based in Rainsville, has launched a regional consumer magazine to serve the rural telecommunications industry. Ten companies in four states are involved in the first stage of the project. The March/April issue is hitting mailboxes now.

The magazine is written, designed and produced by WordSouth, then mailed to the customers and prospects of the participating telecommunications companies. Half of the 16-page magazine features industry news and content of regional interest. The other eight pages are customized for each utility, highlighting the people, businesses and community institutions who benefit from the services they provide. The telcos also use their local pages to share company announcements and promote their offerings.

“It’s a strong combination,” explains Stephen V. Smith, founder and president of WordSouth. “Readers enjoy custom content from their hometown, plus a broader mix of news and features from across the Southeast.”

The goal of the project is to help cooperative and independent telecommunications companies build stronger relationships with key stakeholders by sharing content that is educational, informative and engaging. These stakeholders include existing customers, potential customers and elected officials whose decisions could impact the quality and price of services customers receive.

In addition to the print version, several participants are publishing an online edition of the magazine as well.

IDEAL TIMING

“Telcos need this type of publication more now than ever,” says Smith. “Changing federal regulations, along with shifts in consumer habits, are rapidly transforming the business of delivering telephone, Internet and related services. The independent and cooperative providers who serve America’s rural regions are feeling the pressure as new revenue models tighten budgets and realign priorities.”

Rural and independent telcos often serve regions with low consumer density, says Smith, yet manage to provide advanced telecommunications services that promote economic development, enable small businesses to compete, support education and foster an improved quality of life.

BUILDING PARTNERSHIPS

“This new magazine project was launched in the true spirit of partnership,” says Smith. “By working together and sharing costs, the participating telcos have been able to achieve significant economies of scale. The result is a project of higher quality at a lower price than any single company could have created on their own.”

The following companies participated in the launch of the publication:

• Farmers Telecommunications Cooperative (Rainsville, Ala.)
• New Hope Telephone Cooperative (New Hope, Ala.)
• Ardmore Telephone Company (Ardmore, Ala.)
• Palmetto Rural Telephone Cooperative (Walterboro, S.C.)
• Mountain Rural Telephone Cooperative (West Liberty, Ky.)
• Peoples Rural Telephone Cooperative (McKee, Ky.)
• WK&T Telecommunications Cooperative (Mayfield, Ky.)
• Highland Telephone Cooperative (Sunbright, Tenn.)
• DeKalb Telephone Cooperative (Alexandria, Tenn.)
• Ben Lomand Connect (McMinnville, Tenn.)

WordSouth developed the concept for the magazine project in partnership with Telecom Management Services (TMS), a Tennessee-based company that provides comprehensive management services to the independent telco industry. “TMS has created a unique business model to help its companies succeed in the new telecommunications industry,” says Smith. “Their chief marketing officer, Carrie Huckeby, has been instrumental in promoting this magazine concept to others in the industry — another example of the strong partnerships that are driving this project.”

COMPANY BACKGROUND

WordSouth was formed on New Years Day of 1996 when Smith, a journalist for a rural newspaper, parlayed his freelance writing work for an electric cooperative into a full-time venture focused on cooperatives and independent utilities. Smith’s wife, Michele, joined the new company as a graphic designer. Today the WordSouth team consists of seven employees and a network of freelancers in several states.

WordSouth celebrated 17 years of service in January. The company partners with electric utilities and telecommunications companies across the Southeast to help them create and deliver powerful content to reach their business goals.

For more information about the the regional telecommunications magazine, contact Smith at 256-638-8856 or ssmith@wordsouth.com.