Atlas Insurance Magazine Atlas Insurance Agency - Spring 2019 | Page 9

CONTENT IS KING IN A WORLD OF SOCIAL MEDIA, CONTENT IS EVEN MORE KING I I ’ve been increasingly frustrated with the social networks I use regularly including Instagram, LinkedIn and Facebook. The main issue is the damned algorithms aren’t showing me what I want to see anymore. At the same time, my social networking posts aren’t seen by as many people as they used to be. Hundreds of people have told me they experience the same. The solution? Old school content like websites and blogging continue to have tremendous value as a place to learn and to share. As social media took off in popularity over the past decade, many people predicted the demise of blogs and websites. Why create original content, people said, when you can be active in the social “conversation”? That strategy may work for some, but if you are marketing a product or service, you still need original content that educates and informs. You still need to share your expertise with the world. Even for those people and organizations who are making good use of social media, potential customers still want somewhere they can go to learn more. That’s where your original content comes in. And always remember that social posts don’t get surfaced in search engines. So when people are searching for what you have to offer, your content is what they will find, not your latest social post. David Meerman Scott is the author or co-author of 10 books and the series editor of six. Three of his books are international best sellers. David is best known for The New Rules of Marketing & PR. When first published in 2007, New Rules opened people’s eyes to the new realities of marketing and public relations on the Web and was six months on the BusinessWeek best seller list. He has regularly updated the book and it is now in a sixth edition with over 375,000 copies sold in English and availabile in 29 languages from Albanian to Vietnamese. New Rules continues to be a top seller and is now a modern business classic. His other international best sellers include Real-Time Marketing & PR and Marketing Lessons from the Grateful Dead (written with HubSpot CEO Brian Halligan). His latest book is The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business now in a new revised paperback edition. DAVIDMEERMANSCOTT.COM 9