I wish I could marry these slides.
Last year we spent ~$50K on content. This year we're spending upwards of $400K. It's like we realized the importance of building a great content brand without even knowing it. One of the hardest things in business (besides getting one off the ground) has always been differentiation. It's SO easy to riff on the competition. One thing we found is few things separate us from the rest of the market like content that truly connects with our customers. It's like speaking a secret language.
these are fantastic (both to look at, and to read).
Ominous to say the least.
So how do we reinforce the dam to stop the deluge?
I'm undecided on how concerned I should really be about what other people are doing, particularly when it is not something worth mimicking or adopting. I guess there are issues of the perception of the industry and how that affects the value placed on our services.
Is it important that I care? Still figuring that out.
Thanks for posting this, Rand. Big fan of the way you run your business, so it means a lot.
Let message resonate! What brilliant, and utterly regrettable, observation.
Particularly love the obvious disguised as the profound. Reminds me of when I see a Twitter bio and someone has called themselves a social media 'evangelist'. But anyway, some good points in here. I also feel that content is just regurgitated but with a more 'kick ass' title. Time to diversify!
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