Yep, Content Still Rules

Yep, Content Still Rules

I love looking back at stuff I’ve written or taped and seeing how my opinions have changed since that period in time. Sometimes I shake my head and wonder what I was thinking. Other times I pat myself on the back that I was right about how something would play out.

Today I was sifting through some social media content on YouTube and I came across this interview I had done with CT Moore at last year’s Affiliate Summit East. He asked me about what I was hearing people talking about as trends at the show and also about Twitter’s foray into advertising.

Looking back at this seven and a half months later I think the concepts still hold up. People are constantly looking at search strategies and how to maximize every dollar spent and Twitter’s foray into advertising and promoted Tweets has served them well so far.

But let’s talk about content for a second. I talk a lot about the value of content on this blog and in CT’s video. I thought it was important almost 8 months ago and I think it’s important now. Whether you’re doing full blown video production or creating interesting snippets on Twitter in 140 characters or less – you’re building and sharing content that has the potential to add value to someone’s online experience. Adding value helps to foster trust and build relationships. That is powerful currency in today’s online world.

I talk to companies all the time that think nothing of spending $40,000 on a corporate website, but won’t invest $5,000 on creating blog content. They’ll send 10 people from their sales team to a tradeshow at a cost of $30,000, but won’t entertain the thought of investing 10% of that amount in building a communication channel like Twitter. It’s short-sighted and these types of companies are going to be left behind.

Ann Handley and C.C. Chapman wrote a great book called, appropriately, “Content Rules” and it’s not only a great read, but it’s also a great hands-on reference guide to crafting great content in areas like social media, ebooks, webinars and podcasts. I highly suggest you pick it up.

What value does your business place on content? How does it rank in priority within your overall marketing mix?

  • Nick from SLO

    I see your comments about product placement being the successful way to integrate ads is still strong. Mad Men’s latest dispute involved product placement so the networks must be seeing how well The Apprentice does being medium independent.

    Also about not spending money on things that matter, just notice how many people don’t use a good computer chair. We will sit in them for over 6 hours a day, but $80 is too much when there is a $60 one available :).

    • Hi Nick,

      When did I talk about product placement in this post? I’m not opposed to it, but it wasn’t something I touched on here.

      • Nick from SLO

        Sorry that was confusing. I really was addressing your first paragraph. I meant “I see how your comments in the past about product placement, like the twitter example you linked to in this post, are still relevant.”

        I agree that content will drive people to the site. People used Digg until all of its content linked to Reddit. Now they use Reddit! That’ll probably continue until someone else has a better community which develops fresh content.

        • The interesting thing about Digg and Reddit is that Digg did that to themselves. By changing their model they alienated their userbase and that was a huge win for Reddit.

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