The secrets to a content waterfall (1) Let your audience help By asking their own questions using the hashtag #AskGaryVee, Vaynerchuk’s customers are given the chance to have their voice heard. As he puts it, “it’s a reverse engineered mechanism.” Rather than worry about providing the audience with self-generated facts and knowledge, Vaynerchuk is able to use the questions that fans ask him to extract fresh thoughts that he believes he simply wouldn’t have thought about himself. By listening to the voice of his audience, he’s essentially revitalizing his brand time and time again. (2) Use it to plan ahead From the content gathered at the top of the funnel, you can plan ahead for future events or content that may be piling on the pressure. Taken purely from the show itself, questions asked by his fans have become a pillar to Vaynerchuk’s public speaking presentations. (3) Establish a social media presence Rather than shy away from the diversity and complications of social media platforms, the key to great cascading content is to embrace the contrasts between platforms. This requires taking a closer look at each platform and exploring where each section of your audience spends their time. Vaynerchuk emphasised, “the 140 character limit worked well for me on Twitter. I love analogies and quotes”. VaynerMedia has created an impressive, engaged online fan base who truly believe in their brand and the person behind it. Achieving over 200,000 followers on Instagram and over 1,000,000 followers on Twitter, Vaynerchuk is achieving the unexpected by cultivating a community that are invested in a business personality in a similar way to social media’s biggest entertainers. If you persona map your audience and take a closer look at what they want and need from each piece of content, you’ll be able to add shape your content funnel with value that pushes your brand to the top. “If you build your brand and put out great content right now, you will have a better chance at breaking out than if you do it a year later,” says Vaynerchuk.
With social media in mind, here are six lessons from the Royal Family about marketing your business online.Bryan Adams is CEO and founder of Ph.Creative Image: Shutterstock
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