Recent quotes:
How One Small Change Got Our Video 13,000,000 More Views On Facebook – UnMarketing
Getting people who already love your content to react to it isn’t the challenge. They know you, they’ve self-identified as fans of your brand already and are willing to consume and distribute your content based on the fact they’ve Liked your Facebook page. However, when the content hits the second circle, that’s when most content dies of context irrelevance.
if you want to get your foot in the content marketing door, you’ll need the endorsement of people, sites, brands, and properties who already have large audiences. If you don’t have the money to buy up audiences at scale, then you’ll need patronage from the established brands in the form of earned media. You’ll need them to publish your stuff on their sites in bylined content or contributed content until you’ve secured enough loyalty from a subset of their audience that the audience will willingly come looking for you elsewhere. The likelihood of “going viral” in a content marketing landscape where attention is a zero sum game becomes less and less likely to simply happen without significant strategy and investment.