Eric Siu and Neil Patel say attention is now split across platforms, so marketers need to be everywhere. They push live video and real-time formats to build relationships, and warn that recycled "101" content no longer works. Fresh, original material that hasn't been covered before is what converts.
Welcome to another episode of Marketing School. I'm Eric Siu.
And I'm Neil Patel.
And today we're going to talk about how content marketing will change in 2019. So, I'll kick it off and then we'll kind of ping pong back and forth here like we usually do. But the fact that in the last couple episodes, Neil and I were talking about how we actually didn't know this, that we're both doing live more. We're doubling down, we're going even crazier now on being omnipresent. So, it's no longer just, hey, you can get away with one channel because your attention is so split. Think about this, when you watch Netflix or Hulu or when you're watching some kind of TV show, let's say you're watching sports, for example, you know, you don't watch the ads anymore. You naturally start to take out your phone once you get bored and you start to do other stuff on the phone, you start to go in all these different directions. So attention is split, you're not just hanging out on one social channel, you're doing Facebook, you're doing YouTube, some of you are doing Snapchat, right? Instagram, you're all over the place. So how do you make sure that you're getting in front of the right people at the right time? Well, by being omnipresent, by really doubling down. And, you know, we talked about the repurposing framework in the past. All these frameworks we've talked about, but it's going even crazier on this because we didn't talk about live before. And now live is the thing where we're trying to build even more goodwill, trying to get in front of people and just, you know, continue to build that brand.
In 2019, what you'll find is whether you use an omnichannel approach, use Facebook Live or YouTube Live, or you create video content or podcasting content, There's one big thing that's changing that's impacting it all. If you look at content, just look at all the blogs that you read, the chances are majority of the information that you're reading is regurgitated and old and has existed for a while. Even if it's brand new and it was posted today, I bet you someone else has already wrote something similar in the past. For that reason, most of these sites aren't getting ranked as high, their traffic rates fluctuate so much more because Google updates, And it's harder for them to build links and get social shares. And they're like, why? It's because content marketing is played out. I'm not saying that means it won't work anymore. It's just that regurgitating information and creating the standard content that everyone has for years will no longer work in 2019. If you want to do well, whether it's Facebook Live or videos or podcasting or even still text-based blog posts, all the strategies and channels can still work. But the biggest thing that'll change is the content that you have to produce has to be new, has to be fresh, has to be cutting edge. If it's not, it will not do well because everyone's tired of reading 101 ways to boost your search traffic. Like all those titles and articles are played out. You need brand new stuff that people haven't seen before.
The other thing I'll add to this is if you're doing this content stuff and you're just doing content and you think, you know, you can create content in your underwear all day and not go out of your house, It's the content is what sets you up. So, you think about if you watch volleyball, what's one of the most important positions? The setter, right? In football, American football, it's the quarterback, right? I don't know what it is for other sports. But anyway, the facilitator is your point guard, is your content, right? Your point guard's basketball, right? So, how do you take it one step forward where you're letting it set you up, where you're building real relationships with people and then you're making it into actual revenue, into actual sales and you're actually growing your business? How do you do that? We've talked about in the past, you know, we talked about building goodwill with live events, for example, whether it's, you know, throwing like a little mini conference or doing a little mastermind thing. How do you take it to that level with your content? Because if you don't and you're just like everybody else and you're in this sea of noise, it's a red ocean, it's really competitive, how are you going to stand out? You got to build actual relationships with people.
Yeah, I don't really have anything else to add on my end.
Cool.
My big thing was just Just don't regurgitate information because you find it won't work no matter what channel you use.
That is it for today. And before we go, we are throwing a live event in downtown LA once we get to 1 million downloads. Right now we're about 800,000 or so. Go to marketingschool.io/stats to check out how we're doing. Rate, review, subscribe. Please, please, please pass this around. We will record it. You'll get to see it live. We'll get to hang out with you. You get to hang out with us. You get free food too. It's going to be great. You escape the cold because most of you are probably going to— it's going to be cold in wintertime. Come on over.
And it's a new form of content marketing that Eric and I haven't used before, and we'll be doing that in 2019.
Yeah, so hey, look, we're showing you in real life in practice. So see you there. I might even have this pencil, and we'll see you tomorrow.
I'm like, you love this pencil.
Yeah.
