Can You or Can You Not Create Land?
The Internet is a Real Estate Game (Read at “5 Takes on Content Marketing” 9/18 at The Hub)
I’m going to start today with two types of “gorillas.” One is an animistic adjective, as in guerrilla marketing, and the other is a noun, as in, the gorilla in the zoo is hungry.
The gorilla’s DNA is very, very similar to that of a human. Almost 99% identical. However, a gorilla is very, very different from a normal human. But they are smart and they are organized. Like the modern marketer.
Most gorillas organize in troops led by a single silverback gorilla. When separate troops first meet, the silverbacks try to shout and holler until one convinces the other not to fight. If neither is led to believe that fighting is a bad idea, the leaders fight to the death. And when you are fighting to the death, it better be in an environment of your choosing.
Effective guerrilla warfare (guerrilla with a U) requires the creation of a place and time where the underdog has somehow gained the competitive advantage. Guerrilla marketing derives from guerrilla warfare. It is dividing the opposition in such a way that your small force can compete and defeat the share of larger force. This is essential for every startup.
Maybe you can’t publish a column in tomorrow’s New York Times. Maybe you can’t air a commercial during the 49ers game this weekend. But you can write a post on a blog that where your competitor’s pay to advertise. You can find friends who like what you like and will share what you share. We live in a connected world, where the time to remark has never been so short, meaning there has never been a more viral time to be remarkable.
I’m guerrilla marketer.. Who in here thinks they are a guerrilla marketer? Stand up.
What’s your name and what do you do? “________”
What’s your company? “________”
Thanks, Please sit down.
This guy/girl just got an impression in front of 70 people by being alert and engaging. The other 69 of you, missed out on the opportunity to share your personal brand and company. Just an impression. And now I’m talking.
Which brings me to my next truth of the night:
The internet is a real estate game. I’m gonna repeat that: The internet is a real estate game. It’s not just what you say, it is where can you say it. I’m gonna’ repeat that: It’s not just what you say, it is where can you say it, and how often.
You give me a word, you better believe I will give an impression, “Hello” (wave to people). You give me two words, I’ll say “David Smooke” (point to self). You want to quote me, I’ll write, “SmartRecruiters is your next hire.”
What I’m telling you: every word is an inch. Every sentence is a square foot. Every blog post is a room. And every website is its own country. With it’s own people. Its own culture. And if you contribute and engage with them, adding value to their business, you will find common interests to capitalize on.
When it comes to the value of your content marketing, there is only one question: Can you or can you not create land?
Will people link to your blog because your content is the foundation of our mutual keyword? When you share on social networks, will your new thread open a door to a world as fantastical as Narnia?
Each second, all the pixels and every new pixel is a part of the land grab. And I’m asking: Can you create land?
If so, I’d like to let you know that “I’m Hiring!” Here’s my card.
