Should You Join the Clubhouse?

mlns='> [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 2.5.21 Connect with CMI [You Can't Rely on Speaker Proposals Alone for Diverse Events]( CMI has worked for years to bring more diverse voices and perspectives to our event stage. Here’s the inside story of where we look for speakers – and how you can help with diversity, equity, and inclusion. [Read more]( By Stephanie Stahl [High-Level Strategy] Some more of this week's best stuff: - [Take Control of Your Social Media Success With This Plan]( [by]( [Jodi Harris]( Process and Teams] - [How to Use Instagram Stories to Get More Followers]( by Olga Rabo [Distribution and Promotion] - [Will Wikipedia Think Your Page Is Notable?]( by Jonathan Rick [Content Creation] - [3 Brands Crank Up the Volume [Content Marketing Examples]]( by Content Marketing Institute Team [Trends and Research] Join Our Weekly Wrap News Crew Did you come across an exciting content idea, unique example, or puzzling trend this week? Help us share it with your fellow Content Marketing Institute readers by completing [this form](. If we include your submission in an upcoming Weekly Wrap, we’ll credit you as the source of the inspiration.  A Note From Robert Rose Should You Join the Clubhouse? If you’ve been distracted by the GameStop stock saga, you might have missed the meteoric rise of a new social media player. Clubhouse is an iPhone app that lets people connect with “clubs” and create live audio events. PCMag calls it an [audio-chat social network](. Access is by invitation only now, but that will likely change as the app tries to maintain its buzz. It’s only a matter of time before marketers enter the Clubhouse to chase new and familiar audiences. Some would argue that process has already begun. The rise of this new outlet brings up a familiar question for content marketers. It’s one they ask every time a new media channel emerges: Should we be there? The answer isn’t a simple yes or no. If you were a marketer in the early (pre-internet) days of media planning, you would have strategized to place ads on the media channels available at the time: television, radio, and print. You tried to pick the programming within each channel that would attract the highest density of your desired audience. Effective planning meant chasing audiences as they gathered in new places. Back then, “the media” to a marketer meant the (external) businesses where you invested dollars to reach a target audience. With the rise of content marketing, our organizations have become the media. As marketers, we now invest dollars to attract target audiences to our own (owned) channels. Over the last decade of working in content marketing, I’ve noticed that the most successful content marketing platforms have one thing in common: They didn’t begin by chasing audiences. In other words, the content marketers behind them didn’t look into the media ecosystem and ask, “Where do my audiences gather?” They didn’t spend time or dollars trying to capture the attention of a media company’s audience. Instead, they created an owned media platform that suited their business goals and their audience’s content needs and interests. Then, they used their collective talents to pull the audience toward it. They lit a light to attract the moths. They may use other media channels to make that light brighter (by promoting content there), but the goal was to build their own audience – one they could reach any time. Content marketers feel pressure to look at every new app, social media platform, or technology through the lens of media planning. If that’s where our desired audiences are congregating, we should be there, too. Chasing audiences across every platform poses real challenges. If a part of your audience gets everything they need from your Facebook page, you’re locked into the cost of reaching them there. Multiply that by two, five, or whatever the total becomes when the next new channel pops up, and you’ll soon have to choose which part of our desired audience you can afford to address. As a content marketer, you don’t have to chase the light. You can, and should, become the light where the moths want to gather. If you’re always chasing the long tail of audiences, you’ll find you’re much less likely to catch anything. It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute This article from Robert is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Robert's weekly updates, please have them [subscribe](.  Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? Please check out our job listings below. Available Positions: - Content Marketing Manager, Nava, Remote, USA - [Learn More]( Interested in posting a job here? Please see our [CMI Careers page]( for more info.  A Word from One of Our Content VIPs:  The Ultimate Virtual Events Playbook Learn how to plan and execute successful virtual events in 2021 – no matter if you’re a seasoned veteran or a first-time planner. Our guide covers event strategy and goals, monetization, sponsorships, content, design, audience engagement and more. [Download Now](   More from CMI [Create Desire]( 2021 is actually the first year of the new decade. Let’s all breathe a sigh of relief. We can start over. Let’s look at our content marketing approach, take stock of where we are, and look to what will take our approach to our beloved practice to the next level in the decade ahead. CMI and The Content Advisory's Robert Rose shares a bit in his CMWorld 2020 session. [Watch now »](  Content Marketing World 2021 is on! 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