Great marketing is about creating shared value

June 28, 2021

We recently read a LinkedIn post that inspired a lot of great conversations on our team.

Last week, Sarah Colley wrote about one overlooked benefit of adding expert quotes to her content: When you quote someone for a piece, they’ll probably share that piece with the world.

How does this benefit your content distribution?

It’s social proof, which every content distribution channel (and its almighty algorithms) depends on.

  • Google loves backlinks
  • LinkedIn loves content that’s shared by more people
  • Good old fashioned word-of-mouth increases when interesting people join in

More importantly, great marketing is about creating shared value.

Sarah’s tactic is a great example. Expert quotes benefit everyone involved with the content:

  • Customers get more thorough content
  • Experts expand their reach and esteem
  • Marketers have an easier time writing

🧨 So here’s a challenge for you

Ask yourself: how can you make current content projects more valuable by including others? Extra credit question: How can you do this with your product?

Thanks, Sarah, for inspiring us with your post.

Articles like this in your inbox

If you found this useful, you might want to subscribe to our newsletter. When we have enough interesting stuff to say, we send another edition (typically a couple times a month). No spam, of course.