In an otherwise pretty interesting post, I spot this…
If it’s cheaper to produce content than to buy advertising space…
Not quite so. Wait a second. The goal should not be merely “to produce content”, but rather to offer interesting perspectives and information that will make as many people become aware of your company, its products and services as you could do with advertising. Which is different. Merely “producing content” doesn’t quite cut it.
There is one question that matters and one question only: does it work?
I only noticed this today, despite writing this post two years ago.
When I wrote, “If it’s cheaper to produce content…” My intention was of course referring to the content you discuss, content that works and offers an interesting perspective…
Here is a video of my take of what content is…from a year before that article and this post.
https://www.youtube.com/watch?v=RRwOl2cCnzg
At 3:41 in I guide content creators to ask themselves, “What content can you create that people in your industry CANNOT LIVE WITHOUT?!”