Ferree's Lawyer Content Marketing Lesson Applies To All - Participate Or LOSE
Great post by +Neil Ferree
teaching perhaps the most reluctant #contentmarketers
that the OVER (what can be gained) is now so much greater than the UNDER (what can be lost) in #contentmarketing
supported by #socialmedia
that to not understand the importance and ideas driving out tectonic changes is to court sure disaster.
When I +Scoop.it
this post I pointed it at #startups
but any business reluctant to embrace content marketing and social shares should read the piece and understand that sitting on your hands waiting for the jury to come in is so OVER.
Jury is IN and the only sin left is being so arrogant you think your marketing, brand or company will survive without embracing content marketing supported by social media. I would go further and say any company, brand or person (via personal branding) who doesn't understand their DIGITAL presence and "products" are MORE IMPORTANT than anything else is in danger too.
I realize I just took ACCEPTANCE to a new level. "We still have to make a great widget," I can hear a CEO saying. Yes you do, but your creation of that best in the world widget is table stakes now. If you want to WIN the online expression of your greatness better be world class too. If you create great things, but don't understand how to express greatness in a content and social marketing world then your goods and services will be sold by those who do (with the corresponding margin reduction).
This realization of digital marketing as the most important "product" any company (or person) creates has several profound implications including:
* If you don't have great content creators on staff FIND SOME.
* If you don't have gifted social marketers on staff get them too.
* There are no more than several thousand truly gifted content and social marketers on earth - so we are going to need to make more fast.
* Look to your support network and no matter how strong it is, no matter how many support you now, you need MORE by a factor of 100.
That last bullet may be confusing. By 'support network" I mean people, companies, gurus and wizards who follow you know, ReTweet and share your content and contribute the magic 1% #UGC
that is the secret FUSION inside any great content and social marketing engine.
Yes you need to think of your content and social marketing as an engine with the most important pieces being things YOU can't own (your support network). I've worked for many C-Level executives and I know thinking of putting so much trust in something they don't and will never own will scare them senseless.
Don't be scared, but understand the games we play mean the care and feeding of your social net may be the most important non-P&L line item on any company's tally sheet.