Written by: Vickie Sullivan | November 14, 2019
Dealing with 800-lb Gorillas
Do you work with owners of small/medium-sized businesses? Well, that space just got another 800-pound content marketing gorilla. Check out the PYMNTS.com article that announces Visa’s new online portal for this segment.
When a big company comes on the scene, the bar gets raised in two ways: 1) agency-grade production values on white papers and infographics go through the roof and 2) content that is considered unique and share-worthy changes. Result: There’s a lot more free cool-looking information out there to compete with. That said, I see interesting partnership opportunities for thought leaders to take advantage of a couple things:
• Speaking. This article also notes the launch of “She’s Next,” a campaign to expand women-owned businesses. Drill down further, and find a roll-out event in Washington, D.C. Is this a one-off? Or would VISA promote the She’s Next campaign with the road show? The right speaker could tip the scales—especially a fellow female CEO who has a following.
Listen: What We Bring to Underwritten Events
• Content distribution. Right now it looks like the content marketing in both She’s Next and the Practical Business Skills portal is unauthored, typical for a startup effort. Moving forward though, I’m willing to bet that content providers (like us) who have a healthy base can join in the fun.
When big players get into the content marketing game, the game changes. But you still have options. You can look for ways to join in and use their platform to augment your efforts.
Now Read This: