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Future-Proof Your Marketing Strategy


Mac laptop and iced coffee on social media manager desk

As a small business owner or content creator, you understand the importance of creating an online presence that guides and delights your audiences. But did you know that this is also the best strategy to collect first-party data? And with the ever-changing algorithms of social media networks, it's essential to future-proof your marketing strategy by creating an online presence that covers the entire customer journey with amazing content and a well-structured, privacy-oriented, data collection strategy.


If you're still relying exclusively on building on "rented land" like PPC or social media, you're at the mercy of an algorithm that could change at any time. Instead, it's time to create an owned channel with great content like a blog, podcast, or newsletter. These mediums not only give you more control over your content and distribution but also allow you to collect first-party data and build a loyal audience that you can reach whenever you want.


So what happens if social media networks all went down? If you're solely relying on social media to reach your audience, you're left with no way to communicate with them. That's why it's essential to future-proof your marketing strategy by utilising other mediums to capture data and build a loyal audience that you can reach whenever you want.


Here are five tips on how small business owners and content creators can utilise other mediums to capture data:

  1. Create a blog with valuable content that your audience wants to read. Use calls-to-action (CTAs) throughout your blog to encourage sign-ups for your mailing list or newsletter.

  2. Start a podcast where you can have conversations with industry experts or discuss topics relevant to your audience. Include a CTA at the end of each episode to encourage listeners to join your mailing list.

  3. Offer a free resource or guide that requires users to sign up with their email address. This not only provides value to your audience but also allows you to collect first-party data.

  4. Host a webinar or online event and require attendees to sign up with their email address. This not only allows you to capture data but also provides an opportunity to engage with your audience in real-time.

  5. Utilise social media to promote your owned channels and encourage sign-ups for your mailing list or newsletter. Remember, social media is a great tool for promotion, but it's not a reliable way to capture data and build a loyal audience.


Creating an online presence with amazing content and a well-structured, privacy-oriented, data collection strategy is crucial for future-proofing your marketing strategy. Utilising other mediums like mailing lists, blogs, or podcasts to capture data not only gives you more control over your content and distribution but also allows you to build a loyal audience that you can reach whenever you want.


Don't rely exclusively on building on "rented land" like social media. Start creating an owned channel with great content today and future-proof your marketing strategy!

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