Yesterday I listened to a webinar with Joe Pulizzi on developing content-first marketing, and one thing that stuck out from that webinar was Joe’s comment about “not building your content house on rented land.” In other words, if you focus your content exclusively on social media apps, that content is at the mercy of changes to “rules and regulations” of the platform.
We’ve seen such actions (such as unannounced algorithm changes, privacy statement changes) and how they affect the intent of our participation on those social media sites. Joe emphasized that of all the channels available for distributing content, an email subscriber list is the most effective and valuable because you’re not building that content on rented land. You own it. And in the world of content marketing, you must “create value before you extract value,” in Joe’s words.
I immediately saw the parallels with looking for a job or changing careers. The most valuable component of your career strategy is your network list. These people may be your first-level contacts in LinkedIn, the business cards you have collected, or names in your contact database. Your network list is your goldmine especially when you consider most hires come from referrals.
“Creating value before extracting value” for your network means serving as a resource to others first before asking favors of them. As motivational speaker and author Zig Ziglar wrote: “Help enough people get what they want and you’ll automatically get what you want.”
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Former Fortune 500 hiring manager Donn LeVie Jr. is the author of Strategic Career Engagement (September 2015), and the book that reset the rules for successful job and career strategies: Confessions of a Hiring Manager Rev. 2.0 (June 2012, Winner of the 2012 Global eBook Award and Winner of the 2012 International Book Award for Jobs/Careers). He leads career strategy seminars at conferences, business/trade schools, colleges and universities, and U.S. Military Veterans organizations.
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