Risk & Business Magazine General Insurance Services Magazine | 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
books are international best sellers.
co-author of 10 books and the series editor of six. Three of his
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
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