Have you ever visited JKRowling.com? JK Rowling, as you probably know, is the author of probably one of the greatest ever series of fantasy books, Harry Potter. And I'm guessing you have never visited her blog, or her web site, to buy her books.
Have you ever visited GaryVee.com? Did you know his now famous WineLibrary.TV - which most people have probably never even heard of, but still probably know who GaryVee is - wouldn't have become popular if not for YouTube. And there would be no Gary Vaynerchuk if all he did was create his own self-hosted Wistia videos on his own site, and blog on his own site.
That is the crazy new world of content marketing in 2017. Your web site, can no longer be the focus of your marketing efforts. Your web site is no longer the spearhead of your content marketing. Let me explain.
The old model of content marketing was, to publish something on your own web site - whether it is a blog post, or a video, or a podcast - and then post a link to that piece of content on various platforms and web sites and try to get EVERYONE back to YOUR website in order to consume the full content, so that you can cookie them for retargeting, or make them join your list. So basically post a teaser everywhere, and they have to come back to your site to get the full scoop.
That content marketing model is outdated for many reasons. People today spend a lot of time - and I mean, a LOT of time - on social media platforms like Facebook and Instagram and Snapchat and YouTube. And they actually prefer to stay on those platforms to get their daily fix of news, entertainment, politics, sports, and cat-videos. The social platforms themselves are encouraging content that keeps their viewers within the platform, and they don't take kindly to outgoing links, doesn't matter if it is to your own web site.
Have a video? Facebook wants you to upload it directly to Facebook, and not just post a link to the video on your site. In fact, I know this for a fact, that a video that is uploaded natively to Facebook, gets a ton more views, likes and comments, than a link that simply takes someone outside of Facebook back to, say, YouTube.com, or to a page on your site where you have a youtube or self-hosted video. Instagram doesn't even allow links within the body of a post. Instagram wants you to upload pictures and videos directly to Instagram, not just use Instagram as a way to get people to click to your web site.
(listen to the show for the rest)
Listen online at http://SubscribeMe.fm/