Raise your hand if you like being the only person who shows up at a party. Typically, we want to show up fashionably late and leave before things die down, right?! It’s Party Etiquette 101.
However, the rules are completely different if you’re a forward-thinking, wanna-be-ahead-of-the-curve marketer. Why? You want to show up to the party that isn’t crowded. You want to be in a room where you can talk and people actually hear and respond to what you have to say. Also, you want to be at a party where you can still afford the ticket.
Case in point, have you seen this video? It’s one of our favorites to highlight the power of being the first to show up. This is how thought leaders are made. (If you haven’t seen it, watch it until the end…we promise it’s worth it)
Now, for 2020, we’re sharing the top opportunities for whitespace with your PR, marketing and social media strategies. This is how you can push the rock downhill instead of uphill–a.k.a. the uncrowded parties.
LinkedIn is being revitalized. It’s no longer just a place to put up your resume and quietly lurk when you’re seeking a new job. Several years ago, this social media platform felt like an abandoned ghost town–no one wanted to hang out at that party. And then in 2016, Microsoft acquired it for a cool $26 Billion. Ever since, we’ve been closely monitoring it to see how it would evolve.
This is the moment we’ve been waiting for. Right now, LinkedIn is acting like a brand new social media platform where the opportunities to be seen and standout are plentiful. Organic reach is through the roof. People are beginning to spend more and more time on the platform. And, it’s acquiring a steady stream of new users, while other platforms (like Twitter and Facebook) are more stagnant.
If any area of your business would benefit from B2B lead generation, thought leadership in your industry or talent acquisition, we highly recommend including LinkedIn as a key part of your 2020 content strategy.
2. UGLY CONTENT
Let us explain what we mean by this. Ugly content is the real life, raw, unproduced, unedited, behind-the-scenes stuff that people actually want to see.
Why is this significant? Just a couple of years ago, the barrier to entry for content creation on visual platforms like YouTube and Instagram was HIGH. Users started expecting professionally edited videos and magazine quality images. The outcome? It got really expensive and cumbersome for most brands to create content and everything started feeling like an ad.
What’s different today? People are becoming fatigued by seeing only highly-produced content. Unfortunately, this means they’re scrolling right by your perfect pictures on their feeds, and they don’t stand out much more than a stock photo would.
What’s working instead? Creative and clever “ugly content” that directly speaks to your target audience. Maybe it gives consumers an introduction to the people behind your business or creates value through helpful information.
As just one example, this year, we worked with a brand who generated millions of dollars in revenue from really ugly content that was really educational for their community.
Our advice? Identify what your target audience actually wants from content and deliver it without overthinking production. It’s highly unlikely they just want pretty pictures.
3. CONTRIBUTED ARTICLES
This isn’t a new strategy, but it’s a strategy we’ve started really emphasizing for clients and will continue to do so in 2020.
In the face of fewer and fewer opportunities for earned media, contributed articles are having a moment. At publications across many industries, editorial teams continue to shrink, while the need for really great content continues to grow. Showing up with well-written, thoughtful contributed articles makes you a highly valuable asset to media contacts–it’s one less deadline they have to meet. And at the same time, you’re building third party validation and thought leadership, while expanding awareness for your business.
And that’s it, folks. These are the opportunities we’re taking to push the rock downhill in 2020 instead of uphill. Using the strategy of finding whitespace is just one way we like to work smarter, helping clients get more results with their PR, marketing and social media efforts.