Why Increasing Your Visibility on Rented Land is Important
If you think just having a website with a beautifully written blog is enough to build your brand, think again.
Years ago, marketers emphasized the importance of building your brand on land that you own such as your website, email lists, etc. Building on things that you don’t own such as your social media accounts were discouraged because marketers felt you were helping to build someone else’s business, not your own.
My, How Times Have Changed!
Business owners discovered that trying to divert traffic to their websites so people could read their blog posts became increasingly more futile. So, new ways had to be adopted for content flow to gain more visibility.
Rented Media Space
As much resistance as business owners had in embracing social media, they’ve come to realize it’s a veritable gold mine in accessing their audience. Content needs to be unleashed! It has no value by sitting at home on your website. You need to have it sitting everywhere people will have a chance in seeing it, hence using ‘rented land’.
Use platforms such as Facebook, Twitter, LinkedIn, Klusster, etc. to get your message out and hopefully drive more traffic to your website as a result. Social sharing, as marketer Mark Schaefer has said, is the most important digital marketing metric after sales and leads. “Social sharing is advocacy”. In other words, when someone shares your content, it acts as a referral. There is no stronger lead than that!
It’s also important to be seen repeatedly. Someone may not click on your article the first time they see it in their posting feed but if they see it a few times, they are more likely to take notice and open it. Some business owners have noticed that their articles may not be read through their newsletter offerings, but the same article may be clicked on LinkedIn, Facebook or Klusster. The point, park it in several places!
So, go ahead and make use of any platform which will allow you to readily access your audience.
What is Content Marketing
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