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Apple Podcast Reviews:
It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.
Jared Johnson PianoI love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.
The Marketing Book Podcast
Andy Crestodina, Co-Founder and Chief Marketing Officer at Orbit Media Studios, joins the Content Experience Show to discuss the importance of promotion and creating visible content.
It’s All About the Promotion
If you’ve spent any time hanging around musicians, you’ve likely heard one of them mention how much they hate pop music. You may have heard things like, “Yeah, but have you heard (insert band name you’ve never heard)? They’re so much better.” If you’ve followed that suggestion you probably realized that they’re right—that band is better. So why aren’t they on the radio?
It all comes down to promotion. The further we get from the 90s, the more good songs we hear on the radio. But the truth of the matter is that it’s not the best songs that make it—it’s the ones with the best promotion.
The same is true in the world of content: Content is only effective to the extent that it is seen. So while you must create great content, you also must put the same effort into promoting it.
In This Episode
- How company websites have changed from previous decades.
- The mistake many businesses make with embedded YouTube videos.
- Why content brings long-lasting benefits, and ads are short-term.
- Why promotion is just as important as the quality of your content.
Quotes From This Episode
“The benefits of content are durable and the competitive advantages that you gain are durable.” — @crestodina
The pieces of content we see every day aren't the best on the internet—they’re the best promoted. Share on X
We need to be working at least as hard at promoting our content as we are on making it. Share on X
Resources
Content Experience Lightning Round
When you have some time to yourself, what shows are you watching on Netflix?
Andy is a fan of Black Mirror and Westworld, but also pines for the days of a great sci-fi story like Battlestar Galactica!
See you next week!
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