Julie Fleischer, Kraft’s director of data, content and media speaks about Content Marketing at Kraft and states the obvious but yet unspoken and very welcome truth: brands shouldn’t post content they don’t deem worthy of paying to distribute.
The days of free organic reach are rapidly coming to an end. If you wouldn’t spend money behind it, then why do it? It’s shouting into the wind without making a sound. How many of us are guilty of being slaves to a calendar or posting cadence?
In other words: if only 4% of your followers read it, it’s just an expense. If it is so good that you want to pay to distribute and it brings in results, great. If not, don’t do it.
I agree.
See? :) I’m not that much of a radical after all. I just hate the bullshit that too often is presented as “best practices”.
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