90% Perfect and Published is Better than 100% Perfect But Unpublished.
Welcome to episode #57 of the SubscribeMe show from SubscribeMe.fm.
I’m your host Ravi Jayagopal. This is the podcast to listen to, to learn about creating membership sites & online courses, making, marketing and monetizing digital content, WordPress, eCommerce, digital marketing, and tools, techniques and tips that you can use to create a long term, profitable online business.
I am the co-founder & co-developer of DigitalAccessPass.com, arguably the best membership plugin in the industry, fondly known as DAP.
Content Marketing is Dead. Long Live Native Marketing
The old Content Marketing model, the way we know it, is dead.
I made up a new word for this: I call this new model “Native Marketing”.
Have you ever visited JKRowling.com? JK Rowling, as you probably know, is the author of probably one of the greatest ever series of fantasy books, Harry Potter. And I’m guessing you have never visited her blog, or her web site, to buy her books.
Have you ever visited GaryVee.com? Did you know his now famous WineLibrary.TV – which most people have probably never even heard of, but still probably know who GaryVee is – wouldn’t have become popular if not for YouTube. And there would be no Gary Vaynerchuk if all he did was create his own self-hosted Wistia videos on his own site, and blog on his own site.
That is the crazy new world of content marketing in 2017. Your web site, can no longer be the focus of your marketing efforts. Your web site is no longer the spearhead of your content marketing. Let me explain.
The old model of content marketing was, to publish something on your own web site – whether it is a blog post, or a video, or a podcast – and then post a link to that piece of content on various platforms and web sites and try to get EVERYONE back to YOUR website in order to consume the full content, so that you can cookie them for retargeting, or make them join your list. So basically post a teaser everywhere, and they have to come back to your site to get the full scoop.
That content marketing model is outdated for many reasons. People today spend a lot of time – and I mean, a LOT of time – on social media platforms like Facebook and Instagram and Snapchat and YouTube. And they actually prefer to stay on those platforms to get their daily fix of news, entertainment, politics, sports, and cat-videos. The social platforms themselves are encouraging content that keeps their viewers within the platform, and they don’t take kindly to outgoing links, doesn’t matter if it is to your own web site.
So what do you with your video? With your blog post? With your audio?
Should you post everything directly on these social platforms at the risk of building it all on somebody else’s platform?
Isn’t digital sharecropping a dangerous strategy in the long term?
What are your options then when it comes to Content Marketing in 2017?
Those are the questions I answer on this episode.
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Thanks for listening.
– Ravi Jayagopal
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