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.
MEET
DAVID MEERMAN SCOTT
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 bestsellers 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.
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