Why most content doesn't work #shorts

Our reading notes on Gary Vaynerchuk

• The Most Expensive 30 Seconds in Advertising

  At his Super Bowl roundtable with Jim Stengel and brand leaders, Vaynerchuk describes the event as a day to produce material. A participant trying a product, a creator explaining it and a broadcast spot serve different purposes. Planning those encounters ahead of time helps a team leave with something more specific than a highlight reel.

• How to Start Creating Content

  Vaynerchuk discusses taking part in smaller shows and collaborating with other creators as ways to begin publishing. A guest appearance can supply a useful exchange that neither participant has to invent alone. Republishing any of it still depends on permission and enough context to preserve the guest’s meaning.

• An Unconventional Content Marketing Strategy: Getting 7M+ Views

  Vaynerchuk follows a substantial piece of content into shorter pieces distributed across different platforms. Community reactions supply material for subsequent decisions, including how to title a piece. The figure in the headline belongs to the author’s case, where an established audience and a production team were already in place.