Why Your Brand Content Really Matters


Here is how more people, especially young people, consume content.

1. They search for it.

On Google mostly. Google has become a daily newspaper, Farmer’s Almanac and encyclopedia all rolled into one. When they want information or news they plug-in the keywords and press enter.

2. They have it recommended to them.

On Facebook and Twitter. From Reddit and Newsvine. From their favorite bloggers. From Yelp and Amazon. With information overload in full swing, people rely on their family, friends, and colleagues to post content that has their friend’s seal of approval on it.

This how fewer people are getting information.

1.) Print publications.

Circulation rates at magazines and newspapers are hitting all time lows. As a result there are fewer journalists working in the United States today. You have to go all the way back to 1978 to find lower numbers of working journalists.

2.) Local and national TV news.

Is there anyone even home when the 6 o’clock news comes on?

So what does this all mean?

It means traditional public relations, particularly media relations, and advertising is becoming less effective. People are not going to “news” destinations to get their information.

What it means that there is more opportunities for brands to bypass traditional filters and directly engage with customers – be they consumers or B2B.

It means publishing digital content and syndicating it on social media is crucial. Search and social media are where more people get information. When they discover the value of that information they are sharing it with their family, friends, and co-workers.


Be the News

Marketing is the New Journalism

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