This is the second in a series of videos culled from an interview about content marketing I did with Terry Foster of Cision Canada. Cision (the USA version) is also a sponsor of Convince & Convert and our Social Pros podcast. (here’s a post I wrote about their nifty content amplification tool).
Terry: How important is it to create a consistent audience?
Jay: Well, it’s sort of a chicken and the egg argument. What I would say is that great content creates audience disproportionate to the other things in marketing that you’re doing. Without useful content – without content that entertains, without content that breaks through – it’s much, much more difficult to create and maintain an audience then it used to be.
By the same token, if you don’t have an audience, the content creation process can get to be a pretty lonely endeavor. I see this all the time – where people are actually doing pretty good things, but the cart’s before the horse. They focus so much on production and not enough on distribution and amplification that you have this great content that just falls completely flat.
