This may seem like a very innocent question in the world of content marketing, but it’s a noteworthy one. Every blog you write, every post you make on social media, every word you speak on a podcast or publish in an email or eBook is significant.
For example, if you mention a third-party product (i.e. not your own) in a campaign, you may be seen as endorsing it. Worse, you could be giving away free advertising.
The first thing to understand is that anything you say or do with you audience carries weight. A simple thank you or mentioning a mutually beneficial partner is an act of good will: randomly mentioning something else may have a negative impact, which a brand spinning its wheels to gain traction cannot afford to do.
Therefore, always ask yourself: “What does this do for you?”
That’s not a selfish stance, but something that must be thought out when focusing on your content marketing strategy. Your primary focus should be sales or new business. In order to attract those customers or clients, your efforts should spotlight your brand or company.
Generally speaking, you want to bring your audience to you. You do that by sharing information on social media, however, it’s not always that simple. There’s no harm in sharing posts from someone else or publishing photos on your social media networks, but there’s little “juice” to be gained to get those potential buyers to take the next step. A breadcrumb trail leading back to your website (where your sales pitch is, hopefully, well defined) should be your primary goal.
Sharing the local weather report, that someone can get anywhere else (such as the source) probably won’t help your return on your investment of time and money. That’s an issue I see with many potential new and even existing clients. They share/post a lot on social media, but it doesn’t generate any conversation and certainly if it’s not leading back to their website with a link or call to action, it disappears into the oblivion with no interaction.
“Sharing is Caring” but you have to be careful to not overshadow your own efforts. Think of it this way – you wouldn’t buy a billboard or radio spot for someone else, so we need to ask ourselves why we’re freely promoting something, if, “it does nothing for you.”
Again, that may come off as self-serving, but that’s the entire purpose of marketing. Far too often I see people with great drive expend their energy on things that aren’t directly helping their bottom line. Don’t be that person. Get down to basics and ask yourself the question above. You may find that this concept helps streamline your overall efforts and makes them more efficient and effective!