Content is Collateral

Tyler.MeyerIf you’re having trouble understanding why the new standards in marketing require you to blog and post social media updates and pictures and all kinds of stuff about your daily business and life, this blog post may help. Because if you use the internet to market your small business, the first thing you learn is that content is collateral.

It’s almost like currency. Businesses used to market, purchasing attention with cash. Now we garner that attention through publishing. We used to count on advertisers to create clever slogans. There did not need to be a close relationship between your products and the slogans; you only needed the ads to be attractive in themselves. Many a corporation still uses these old methods (for instance, what does Geiko’s gecko have to do with a good insurance deal?)

But the internet introduced a different kind of marketing, one that’s closer to publishing than advertising. Online marketing counts on the value of a brand to be a deep well of useful information for the customer; and on the staff of an organization to share that information regularly.

Whether it’s beaver hides, beads, baubles, or bucks, humans trade symbols of value for goods and services. The internet has brought us a way to return more solid value through content, leaving behind the empty noise of advertising and other aggressive outbound marketing strategies. There is respected advice from business leaders these days for young people to build their portfolios, not their resumes. That is, where you have worked is becoming far less important compared to what you have produced. We are all, this idea suggests, in business for ourselves.

To rein all this in to the individual, my point is that if you are a solopreneur or itty biz, you’ll benefit from this shift in perspective. Yes, your financial bottom line remains paramount. But given the volatility of the financial world, along with the opportunities of the internet, equally paramount is the need to produce content. Because your money may disappear, but your content is forever.

This actually pertains to employees as well as business owners, but we’ll concentrate on the latter for now. The mandate to produce content is simply alien to most small businesses. It may seem an imposition, and it’s likely that you think devoting time to creating content is simply impossible. Indignation at the demand to publish is certainly understandable. It’s hard enough getting everything else on your list done.

So it’s vitally important to understand that the content you publish is value that you will profit from. It is not a waste of time; on the contrary, it’s a core investment. It’s key to your financial future. Without it, you have nothing to stand on.

Publishing content is an investment that is worth far more than what it costs you, because it contributes to your portfolio, it documents and shares your value.

Collateral backs up a promise. If you make a promise online, be prepared to offer the requisite collateral, and you’ll do well!


Do you wonder how to fit content creation into your day as a busy entrepreneur or professional? With a Custom Internet Strategic Plan, the steps are conformed to your schedule and clearly defined. Remember that your first half hour on the phone with me is free!

About Mary Ruth

Mary H. Ruth is a virtual assistant, online marketing manager, copywriter and editor, and certified inbound marketing specialist. She has over 30 years' experience in administration and marketing in both non-profit and business sectors, having earned a degree in English Literature from the University of North Carolina at Chapel Hill in 1975. Now living in Gainesville, Florida, she's been working online since late 2007.

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