How To Earn Trust In Content Marketing - Feeding The Beast
We know that every company is a media company and therefore every company needs to create content. But trust in media content has to be earned and there is but one way: constant publishing of consistently high quality media content spread out over time, a long time.
Buzzfeed and Upworthy talk as if they've won the race -- they haven't. They'll find out how difficult it is to keep going, and going, and going. Trending is ephemeral -- creating a trusted media brand is chronological and there are no shortcuts.
Are companies ready for the length of time it will take their content to develop trust? They haven't a clue. And their PR companies won't tell them.
Trusted content is a commitment for life -- it is not a three-month campaign.
If you agree that every company is a media company then it means content creation is forever.
Content creation has to be ingrained into the culture of every company because it's what they will have to do for the rest of their existence. It will never end because you need to feed the beast constantly with new content. And it had better be great content.
You need to publish and listen. Publish and listen. And do it again. And again, and again. Tomorrow, and next week, next month, and next year, and next decade -- and next hour, and next Tuesday.
Being a media company is a tough business. And then you have to run your actual business, too. Welcome to the world as it is.