I’ve noticed that many of the marketing companies that I see on Twitter and Instagram, particularly on Instagram, don’t create a lot of content.
I had to think about what they were doing, and the term Engagement Driven Marketing popped into my head. I’ll explain what I mean.
I tend to create a lot of content.
That fits how I work:
- I read, I make notes
- I reflect, I make notes
- My Evernote is a mass of ideas, todos, future projects
I write stuff down.
And as a growth strategy that works. If you simply release a lot of content. People will find it. You will grow.
But it does work.
Some people don’t do that
On Instagram I do look at the profiles for people who have followed me, or liked my material.
Often these are marketing companies.
And they often haven’t created a lot of content on Instagram.
I see profiles with a fancy nine image spread. Those cool sequence of images where each image forms part of a bigger image and thereafter you have to add three posts to Instagram each time you want to post one, otherwise your feed looks like a mess. Cool. But it wouldn’t suit my usage of Instagram.
I see profiles with a few random posts that I can’t often see any coherence to.
But basically, a handful of posts.
And yet, they have gained a following, and seem to be growing.
What are they doing?
How are they growing?
Given that I looked at their profile because they liked one of my posts, or followed me. They are adopting an Engagement Driven Strategy rather than a Content Driven Strategy.
A quick Google search tells me that I didn’t create a new ‘type’ of Marketing approach but I would describe it as this:
- create a base set of content
- create a free pdf or a few lead generation products on site
- have a news letter and encourage sign up on site
Where Engage means:
- use hashtags to find accounts
- target specific hashtags related to your niche
- like posts
- comment on posts
- follow accounts
If you are actually using Instagram then you might adopt a follow/unfollow strategy, but that is not an approach I’d take.
Clearly they are not curating content or re-posting content. But simply liking and commenting, can gain followers.
I don’t think it leads to fast growth.
And when I see this from agencies and people who sell services to expand your following or help you with your content marketing then I think it is a poor strategy because I would evaluate a content marketing expert or agency on their ability to adopt many strategies and do all the things that the would encourage me to grow.
But… what do I know. They are still in business. They use this strategy. I assume it works for them.
Lesson: Make time in your schedule to Engage
If you had no time.
No time to create new content.
No time to adopt a Marketing Holding Pattern.
No time to cureate.
You still have time to Engage.