What’s happening this year in Marketing? According ClickDocuments it’s the rise of content marketing. Sure this is obvious, more people are connected and with tools such as Posterous that let’s you publish through your email more people will be ‘adding’ to the stream of thoughts that is becoming the internet. It’s never been easier to be a content creator!
Last week we wrote about how there’s a perceived race to see who publishes the most, out-publish yourself before others do. This notion of constant publishing is driven by the a few things:
a. Search engine optimization. The more content you produce = better search results.
b. The internet is a social space without borders. Make your content spread through social channels.
Yet publishing content just because everyone else is doing it is a sad excuse for reaching more people and not to make their world a lot more interesting.
Our argument is that instead of creating content just as part of your ‘strategy’, your goal should be to publish ideas for people to use. Measure how people use your idea and if they shared it, not just if they click on them!
Last week I came across this quote on Twitter and it’s at the heart of our argument: Influence is when everybody is stealing your ideas
Some call this ‘marketing with meaning’ others call it ‘influential marketing’, whatever you want to call it just help people do something.
>>> Here’s a BIG idea again: It’s not what and how much you publish, it’s what people do with it that counts.
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