Advice I give to clients regarding the best use of their content…
Whether you are a business or a band, use your content to:
• Attract genuine fans
• Over-deliver to those genuine fans
First of all, do not obsess on getting the viral video, overnight success, or a following in the billions. That is not in your control. Also, if you cannot survive without a billion fans / customers, something is very wrong.
Next, create consistent, solid content that tells the story of who you are, what you do, what you know, what you have experienced, etc. If they are genuine fans, they will like this.
Then use that content to guide those true fans to your website, blog, or newsletter… a property you own. Once they are there, give them something extra.
Objections people have with this approach:
1. A lot of people will not click over to your property.
That is okay. Those people would probably never spend money with you anyway.
2. Posts on social media that link to other places are pushed down by the algorithms.
Again, that is okay. For one thing, even if you play by their rules, the social media sites will not show your content to all of your followers anyway. Organic reach for every site is in constant decline. They want you to pay money to reach all of those people, even the people who said they want to hear from you. They hold your followers for ransom. And if you are going to put money behind a post, you might as well link to your own property.