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My friend @scottbolinger was sharing his frustration with "marketing" earlier today and that sparked a bunch of feedback from folks.. one of the things I offered was to focus on the value and share that, and stop focusing on marketing...
Here is a funny story about this..
Here is a funny story about this..
When we were creating @sucurisecurity we used to write a lot about what we found..
We'd share new malware variants, remediation events, etc.. We never thought much of it. It served as a simple way to document what we were doing, and if one person found it interesting.. cool
We'd share new malware variants, remediation events, etc.. We never thought much of it. It served as a simple way to document what we were doing, and if one person found it interesting.. cool
The idea was to simply share.. get the information out. We didn't focus on marketing.
About 4 years in I was at an event. Someone came up to me and was like, man, you guys do amazing "Content Marketing".. I responded, "what is that?"
About 4 years in I was at an event. Someone came up to me and was like, man, you guys do amazing "Content Marketing".. I responded, "what is that?"
Turns out, we were doing content marketing the entire time, but had no idea it was called content marketing.
Turns out there is an entire "marketing" ecosystem. Books, and experts, and all this fancy stuff.
Turns out there is an entire "marketing" ecosystem. Books, and experts, and all this fancy stuff.
Want to know a secret?
Our best marketing was done when we had no idea that the marketing ecosystem existed.
When we simply wrote what we thought was interesting, when we found it interesting.
Our best marketing was done when we had no idea that the marketing ecosystem existed.
When we simply wrote what we thought was interesting, when we found it interesting.
This ofcourse doesn't work for everyone, but I do believe that when you're starting something from the ground floor stop worrying about "how to market" and just share what you have.
Stop looking at how to do something, and just start doing it.
Stop looking at how to do something, and just start doing it.
Up to the point that I departed, raw organic traffic from the content we shared still comprised 95% + of our net new.. more than any other "paid" event on a consistent basis..
#FoodForThought
#FoodForThought
