TFS: Why you should think like a loser
Don't swallow the story

If you believe in your business, you must be building content for it

The more you cherish your business, the more likely you are to be freaked out about the danger of saying the wrong thing. But you have to get over it, because you are just undermining the foundation of your marketing. The more is written about your business, the less important any single piece of content becomes. Are you going to write it? Are you going to hire someone who is a better writer? Or you going to let your competitors and detractors get ahead of you?

WebInkNow: Building inbound marketing assets, not expenses, 2013-May-16, by David Meerman Scott Tq130522ba

Thinking of your content as an expense like advertising means you always underspend.

For example, if you spend $5,000 in a given month on Google AdWords, the only thing you are buying are the resulting clicks of your ads appearing against the important phrases people search on to find your business. But as soon as you stop paying, your clicks stop too. This is the classic example of a marketing expense.

However, if you spend $5,000 in a given month to hire a freelance journalist to write a bunch of interesting blog posts relating to important phrases people search on to find your business, you will have assets that live on forever that will drive people to your content from the search engines for years to come. The content will have value many years after it has been paid for.

I started writing this blog in 2004. There are posts that I wrote many years ago that rank highly in the search engines for phrases that people search on today such as "brand journalism" "online media room" and many others.