If great content falls in the forest and no one’s there to hear it, was it even worth creating?
Here’s why you need to put your content where the people are…
Quick, find the YouTube channel for your favorite brand and note the subscriber count. Then check the subscriber count for any well-known vloggers, influencers or media outlets in your space. I’m willing to bet the latter not only has a larger fan base, but also higher view counts and better engagement on their videos.
Wouldn’t you rather have your content there?
It’s the same for online media of any kind.
At Bikerumor, my cycling tech blog, we average millions of pageviews every month. Most of the brands we cover get a very, very small fraction of that.
Yet, many of them continue to pump out athlete stories, tech updates and other content pieces on their own website. Sometimes without even sharing those same pieces of news with us.
It’s the same for a lot of industries. And it’s a shame. Because some brands have huge budgets to produce killer content, then stick it where the traffic ain’t.
If you had the choice of putting your brand story in front of 10 people or 10 million people for about the same amount of effort and cost, which would you choose?
I’m betting you said 10 million.
So here’s you do that: Call up your favorite editor, influencer, podcast host, blogger or vlogger…whoever’s audience matches your target customer profile, and ask how you can work together. Because they have the audience, and you have the budget. You both have what the other one needs. Create magic.
One caveat.
As a publisher, trust me, anyone with an audience will be happy to take your money. What you want is a partner that understands your goals and will customize the output to achieve those goals in a way that resonates with their audience!
This is important! You can run ads anywhere. But content-based marketing needs more finesse to be successful.
If you’d like to see examples of how we do this at Bikerumor, or want to discuss ideas for your own industry or products, message me.