Running a successful small business has never been an easy endeavor. According to Fundera, 20% of small businesses fail in their first year, 30% in their second, and 50% will fail after five years.
Small business owners have always been forced to wear multiple hats, and with the digital age, comes a whole new wardrobe.
Websites, blogs, social media, reviews, the list goes on. These days your prospects not only expect a great product and customer service, they expect a thoughtful and thorough experience every time they engage with your brand. This means fresh and useful content needs to be created and distributed often.
A daunting task for the uninitiated.
But fear not, let’s take a look at an easy way to broadcast your content across todays vast digital universe.
To get started, you’ll need to decide on your showcase content. Marketing legend Gary Vaynerchuk calls it ‘Pillar Content.’ You can call it whatever you want, but in a nutshell, it’s some sort of original content produced by yourself, or someone you hire.
It could be a video series, an instructive article series, a blog, etc. However, you’ll want to put some effort into this content.
Next, decide what digital channel to broadcast your showcase content on. YouTube, Instagram, a blog…you get the point. Now, that we have our showcase content, and a place for it to live, we want to distribute it across additional platforms and channels for maximum exposure.
To do this, you creatively borrow tidbits from your showcase content, then seed it across the channels in your brands digital ecosystem. For example, the article you’re reading now, will be turned into a video for my #MarketingMatters campaign showcased on Youtube. Then, I’ll take parts of that video and broadcast it on Instagram. In addition, I’ll take parts of this article and create memes I can hashtag on Facebook and Instagram.