I see a lot of parallels between marketing and finance. For example, the whole idea of a portfolio strategy is just as important for your marketing program as it is for your investments. But the one I wanna talk about today has to do with content. And that is, you wanna have a buy and hold content strategy. Here’s what I mean, there’s two aspects to this.
Timing the Market
One, you don’t wanna try to time the market with your content. Just like in investments where timing, the market day trading is this idea that you’re gonna be smarter than other people and find a way to gain an edge. And in reality, you usually lose money that way in the long run. In content, you don’t wanna do that with keywords. You don’t want to try to think you’re gonna game Google and use artificial keywords or concepts in your content in order to rank higher.
I’m a firm believer that with a buy and hold approach, you come up with your value, your topic, that’s the most important, and you don’t worry that much about the details about Google. If you talk about your value and solutions to your customer’s problems in a complete way, you’ll win the game with Google in the long term. Yes, there are details with SEO strategy that you have to deal with, but the overall driving motivation should be just communicating your value.
Which brings us to the second concept that’s like buy and hold, and that is value investing. Warren Buffett will talk about you wanna buy the companies that have the most opportunity to grow rather than the most attractive companies.
Similarly, if you have that true story about your business and you don’t worry about the most topical or newsworthy, or fatty topics out there, and focus in the long term on the things that you know, that are value add to your clients and relate to the things that they care about. If you write about that stuff for a long period of time, in the end, you become an expert on just what you do. You create value and growth in your topic, in your business in a way that nobody else can do because only you can provide the value that you you provide.