Gary Vaynerchuk, also known as Gary Vee, is a content producing machine. He is the CEO of VaynerMedia and is an evangelist for digital marketing strategies. While I can find him a bit too intense at times in some of his content, especially in regards to self-help advice. However, his marketing mindset can’t be argued as he has helped Fortune 500 companies grow online. He recently put up a very interesting webinar, which can be found below, about what he’s seeing in trends for the next year. I thought it would interesting to share my top 3 takeaways from the webinar and how it can relate to WebLighter.
1. Quality is massively overrated
Gary argues that people are far too concerned with the quality of the content that people produce for their business. He argues that quantity is by far the most important thing and organisations should publish something 15 times a day. I would be inclined to agree with him but wouldn’t go as far as to say that quality is completely irrelevant. Even this takeaway blog, it’s not the best thing you’ll ever read but it’s only going to give you some quick insights about marketing that might linger in your head for a bit. There should be a baseline level of quality and I would put this at just two quick points; making sure that your content is formatted correctly and looks somewhat appealing (i.e. it is simple for the user to consume), and that your user should learn one small thing from everything that is produced. When WebLighter helps you create your website, we make it easy for you to post and publish content via the blog or uploading videos to your site.
2. Adjust your content for different platforms
Gary made a very interesting point about how he adjusts his style and type of content for each different platform. He talked about how his TikTok content is more tailored to people in school/college looking for advice on what to do next. I know from my personal experience on TikTok, his content on there is very fast pace and relatable, and that is purposely done to go viral. Due to the nature of the webinar, the focus was on B2B/B2C businesses meaning that the main battleground was LinkedIn. On LinkedIn, he made a very interesting suggestion about pulling specific people in with your content. I like the example of starting your content with a target questions like “Are you a marketing manager looking for a more efficient solution?” as it immediately grabs the attention of the audience you want to do business with.
3. Grab the attention of the targeted audience
My last point above leads into this one nicely. The era of digital marketing allows for a micro-level segmentation where you can tailor your content to exactly one person that you wish to conduct business with. Gary says a line that stands out to me when he said, “there is nothing more valuable than the attention of a person who will give you money”. I would be a believer in the mantra that sales are your most important metric because that is the sole purpose of your business. Where decision-makers often fail, it is trying to reach a company or selection of companies with one blanket piece of content when they should be directly targeting the key executives or, more importantly, the person that influences that decision-maker!
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