How Dell, SAP and Dun & Bradstreet Collaborate with Influencers to Scale Successful B2B Content #MPB2B
This week at MarketingProfs B2B forum, some of my favorite influencer...
We are all creators now. All publishers. And companies are collaborators. Okay, and sometimes, we’re fans of other people’s creations, too. But even then, there’s a change afoot. We see ourselves on the same level. We’re all the star. But you? You’re the star.
This post is a bit meta for me. I walked out of the movie theater feeling so exhilarated after seeing a movie (doesn’t matter which one). I thought to myself, “Wow. If I want, at this very moment, I could go write a blog post (this one), shoot a video for my YouTube channel, or record a podcast episode. I have a voice and I can use it.
But there’s also a huge distance between what I choose to create versus what I can make that might be of use to others. Because even though there’s a “me” in media, it doesn’t count for much of anything unless it’s useful to someone else. Everything else is journaling. Which is fine. Do that all you want. But to me, the real power is in creating something useful. Your mileage may vary.
To that end, publishing is a privilege. We earn the right to snag a little attention. Never waste that on something frivolous. Don’t “post just to post.” Make your material matter in whatever way you choose. Bring your particular awesome self to the picnic. But always treat this like the gift it is. Attention is an asset. And people run out of it quickly. Try never to eat someone’s attention for no good reason.
If we’re all publishers, all the stars, all collaborators, it’s really important that companies learn that they’re just a participant in the stories of their buyers. They’re not always the center of the spotlight. In fact, they rarely are. Only in shampoo commercials do people rave about shampoo. We have to be a participant in the story of our buyer’s success, not some weird star company demanding adoration.
Use your powerful publishing and creation powers for good. Make the world better for someone, or maybe many someones. The new stars are all about the collab. Find some costars and shoot/write/sing/make/build/create/dream. Whatever you do, do it as part of something bigger than you.
What a time to be alive and creating. Are you in?
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