Using a tool to update your Facebook page every day with self-referential content and links to your own websites? That doesn't work. You need your own content hub, but social networks aren't link-slinging platforms. The paradigm that your own content should only appear on your own platform is long outdated.
Antidote: If you want to enter into real dialogue, you have to network personally and have a say. In digital media as well as in personal contact. This is the only way to find out what your potential customers, multipliers bank data and opinion leaders really need.
5. You underestimate the networking in the community .
Who is most interested in the valuable, industry-specific expertise that you publish? Exactly: others in your industry. Who can best contribute to a professional exchange? Exactly: colleagues and competitors. Anyone who only thinks in terms of competition and rivalry is missing the point. It is very tedious to target customers alone and address them individually.
Antidote: Real value creation also takes place primarily in the peer group. Anyone who shares high-quality content from others in the same industry will also experience the same. Provided, of course, that their own content is of high quality and largely free of advertising.
I'm glad you're reading this. I'm Kerstin Hoffmann. For many years I have been advising and supporting companies in their communication strategy and content marketing. I am also particularly specialized in corporate influencer strategies. I give lectures and write books. I taught at the Heinrich Heine University in Düsseldorf for a long time, and to this day I give guest lectures at various universities.