Writing is thinking
My Favorite Innovation Tips from the Bill T. Gross Presentation at DLD24

The Value of Content Archives for Brands

I juggle many projects, and it's hard to remember to work on their foundation... Your content archive, whether it's a web site, blog, or collections of videos, should be something that you can and do OWN. Commit to a URL that you're willing to renew for years and years. If you can afford to avoid using a rented platform (i.e., Wordpress)--that's great. Anything original and valuable that you create for social media should be copied there. I use a variety of rented platforms, but I archive out the data regularly. Your investment deserves it! Don't doubt the value of your own ideas.

Attention Matters: Rule 5 - Build your own archive, 2023-Dec-1 by Storythings

This is the real competitive ‘moat’ for your brand - if you are a sector superstar, building the podcast, event, newsletter or publication that everyone in your sector subscribes and looks up to, it will be harder for your competitors to get their attention. There are only ever a small handful of media brands that are essential for a particular sector or audience. As the new era of content discovery shifts from third-part distribution to owning your own audience, we think there’s a window in the next few years to become one of those brands.

More importantly, archives are brand building - they hugely increase the surface area of your content strategies, and make it more likely that new audiences will discover you through multiple channels, including word of mouth and search. Despite a lot of B2B campaigns focusing on sales activation, brand building is just as important as it is with B2C marketing, for the same reasons - buyers need to be aware of your brand before they can even start to consider buying from you. The ‘availability heuristic’ described by Byron Sharp in his seminal book How Brands Grow is one of the key factors in decisions to buy. Building deep, evergreen archives of valuable content for your target audiences will mean they think about you more often, and they will be already disposed to think of you when it comes to purchasing decisions.

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