We (marketers) are now copywriters, media people, publishers, advertisers, photographers etc all rolled into one. We have the power and skills to get our message out into the world. No longer are we subject to sky high advertising rates held by industry publishers. We now have a choice! We can live at the top of the funnel without anyone else putting us there.
The number #1 trend in B2B Marketing is self-publishing. We are totally responsible for creating, editing and publishing our own content; blogs, articles, videos, podcasts, newsletters, whitepapers, case studies, surveys etc. That’s brilliant! But hold on its not that easy. Firstly, we got to come up with the great content, which can be difficult considering all the other tasks we have to do. Great content is usually time consuming – it doesn’t have to be but that’s another blog post. Secondly, what is the point of having great content if nobody can find it and more importantly digest it.
Now that’s the challenge: come up with great content and make sure people can find it. Take this blog post for example. I publish this on my blog and its read by about 50 people. I publish it on Linkedin and its read by another 50 people…so I need to publish this on as many platforms as I can in order to get maybe 200 reads and a hand full of shares….that’s a lot of work.
So if you have something to sell. You need to to publish where people’s attention is at. If you are selling home baking supplies then you need to be where people are talking about baking. Facebook, yes. Instagram, yes. Youtube, yes and so on. Not only do you have to be where the attention is you also have to hack into it so you can get their attention. The hour after The Great British Bake off has aired on TV. Peoples attention is on social media discussing the show and sharing recipes. Especially on smartphones and tablets.
What is the next step? You guessed it: sponsored posts, adverts, video ads etc etc. Hack that attention. People are no longer offended by brands hacking their attention. They are now desensitized by the whole experience (especially millennials). Its like Google Ads 5 years ago….hardly any people clicked on them out of fear of the unknown. Now approximately 30% of people rely on them for a quick fix to their search.
With that said, go forth and publish.