A while back, I mentioned that one of the podcasts I listen to regularly is Mitch Joel’s Six Pixels of Separation, and a recent episode further confirmed that this is a smart move on my part.
On this particular episode, Mitch was in conversation on author and marketing consultant Mark W. Schaefer. The discussion was around the future of blogging, the point being that the paradigm has shifted. It’s been a commonly held belief that, when it comes to building your brand, you should own your own real estate on the Web and that you shouldn’t put all of your eggs in a basket that someone else owns, whether that’s Facebook, Google, LinkedIN or Medium. Why? Because they can, on a whim, decide to change the way and extent to which you’re able to reach and engage the audience you’ve built. Facebook is a great example: Remember when they told everyone that they’re going to limit organic reach of posts to some ridiculously small percentage of your audience? Unless you pay, that is. Yeah, it sucks, but that’s why Zuck’s a billionaire and you and I aren’t.
Concurrently, all the major platforms are now encouraging users to post natively. Beyond status updates, you can publish longer posts on LinkedIN, Medium and now with Facebook via an improved Notes option.
So what Mitch and Mark were talking about was the increasing importance of not just publishing platforms, but distribution. That is, getting your content out there in front of the people for whom it matters, wherever they are. At which point, Mark said this:
Talk about a smack upside ya head. It means your blogs and company sites, while still having value as a chronological repository of your thinking, aren’t the main focus. Rather, it’s ensuring that your content meets your audience (customers) where they are.
I’ll leave it at that, but I encourage you to listen to the full conversation between Mitch & Mark. It’s just over 47 minutes, and you can listen here (or download from iTunes).