A very entertaining and insightful post that looks at the failed experiment of Ello to show us the future of marketing: less advertising and more content. It's not news to anyone with their ear on the ground, but it's nicely framed nevertheless.
We need to produce social media content and develop strategies that rely more on discovery than advertising for distribution. Yes, sometimes advertising is needed to get the ball rolling. However, we should always aim for our content to reach more of the right people by appearing naturally as shares within their social media streams. We need to complement, not interrupt, the habits of our customers. And, above all, we need to be confident that they want us there. Ello is a reminder that the best content marketing shouldn’t rely too heavily on advertising to drive the numbers. Our content should always pack a big enough punch to draw a crowd.