Where to Host and Share Your Marketing Content
If you are going to spend the time to create content, you want to get it in front of the most people possible right? That means you’re creating posts and Instagram Stories, sharing on Facebook and LinkedIn, and paying to boost the really GREAT stuff to reach even more people on each platform.
Sound familiar? Well I am going to make a big statement you may not realize is true:
If you put your amazing words and graphics all over social media, that content no longer belongs to you.
Yes it is posted on your account, but anything on these platforms is the property of the platform itself. Let’s take this a little further with two scenarios that could be approaching and the impact on your business:
Scenario A: Your chosen social platforms are the go-to spot for sharing all your genius.
Let’s say that the FTC finally cracks down on Facebook for its security issues, alleged monopoly and expansive profiling abilities it provides marketers and crazy people alike (things some would argue are a little Big Brother-ish).
Rather than fight the FTC on their claims anymore, Zuckerberg decides to say, “I’ve had enough of this. I’ve got plenty of money. Let’s just cut our losses and be done.” He then shuts down each of the platforms he owns. (That portfolio includes Facebook, Instagram, WhatsApp, Messenger, Oculus VR, Onavo, LiveRail and more with the list continuing to grow.)
Well, with that shut down goes all of the beautiful words you’ve written, pictures you’ve taken and graphics you’ve created to build your business as well as your revenue and entire audience. BUT that’s only the case if those platforms are where you chose to house that content.
Now let’s look at this from another direction.
Scenario B: Your website is your primary host for all content.
In this scenario, let’s say you put all of your creative genius and professional expertise into blogs, videos, webinars, and other downloadable and accessible content marketing elements hosted on your website.
You then use your email list, whatever size it is, to send this content to the people who are either in your network or actively asked for you to email them when you have new insights to share. Now the FCC still does what I explained above and Zuckerberg follows suit with his “I’m over it” actions.
What happens to your content and business?
Exactly! It’s 100% UNAFFECTED! Why? Because you decided to keep ownership of the content you spent hours/days/weeks/months creating by hosting it on a platform that YOU control, not someone else. Then you took it a step further and sent it out to the people who have already said, “Hey, I’m not a random Like or passive Follower. I’m genuinely interested in what you say.”
Those people are the ones who:
- convert to sales
- evangelize your brand
- share your content with others who would appreciate it
And that is how you make the return on your investment of time/energy/brainpower in creating the content truly worth it.
The Big Message
House your content on your website, share it via your email list and use social media as a fun backup to reach more people and start conversations rather than as the main home and mode of promoting all of your genius.
Still not convinced? I recently had a great idea, headed to Instagram to create a Reel to share said idea, and this happened ?? And sadly, it wasn’t the first time it happened to me nor will it be the last.
Learn from my mistakes friend and keep your priorities (and content marketing plans) aligned for lasting success on YOUR terms, not someone else’s whims.