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We are getting scammed. Do I have that right? – CorrTek Marketing Mixer #63

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CorrTek Marketing Mixer

August 16 · Issue #13 · View online

The industries most fascinating news, insights, and tactics (with oddly specific rants) from Dominic Corriveau.


In this week’s Marketing Mixer newsletter:
  • Giving away content to tech giants favors the platform, not you.
  • More spam video coming to your least favorite social media site.
  • Making better connections by asking, “Do I have that right?” | Get better.

In contrast to a previous article I shared about the great online game, there is a different perspective that I have been contemplating lately.
Inspiration for this post from from here: The passion economy is a trap
In The Great Online Game, we are all accumulating points in an informal game spread across the entire internet. A reply on a video, comments with a retweet, or a newsletter hot take might open a door for you in the real world. I have experienced this first hand. I worked diligently on LinkedIn for years developing my personal brand as the “tech guy” with the target audience the C-Suite and leadership at my (at the time) employer. Then, when searching for a new job, my experience as a long time podcast host and YouTube creator ended up being the differentiator the company was looking for in their candidate list.
But, there is a sinister side of the gig and passion platforms. The platforms are created to exploit the creatives endlessly sharing their passion.
Passion platforms encourage everyone to create new content and publish, with promises that with enough content and enough hard work you can quit your job and make a living from your art. This could be anything!
But there are several problems with this thought. First, you need to create content that gets enough views for you to even be worthy of payment and that is even if the platform has an revenue sharing arrangement. For YouTube you must meet an incredibly high bar to start collecting the pennies they are willing to share. But, in the meantime, YouTube will run ads on your content and keep all of the money. Once you are worthy of a revenue split, YouTube will keep the vast majority of the money and charge you platform fees.
On other platforms, like Instagram, they keep all the money from your work. If you develop a large enough following, you may be able to monetize their attention by negotiating your own brand deals with a marketer such as myself, but Instagram will continue to run ads and monetize your content without ever once giving you a single dime.
Why do I bring this up in a marketing newsletter? The passion economy is built on top of businesses looking to de-legitimize marketing. Canva isn’t for making personal social media posts look good, it is to fire designers and leave copywriters to do their own visual support. Grammarly isn’t to help your emails read better, it is to remove PR and Editors from the publishing process. Fiverr is even more insidious, which can replace your entire marketing department for a fraction of the cost and leverage highly skilled marketers against each other, driving our value down.
More than ever, management does not see the persistent value of true marketing professionals. Marketing is a cost center and everyone in the organization is tasked with reducing costs. Now there are dozens of platforms that are created with the sole intention of eliminating marketing cost and undercutting what we are worth.
I know I haven’t been full of sunshine lately, especially about the marketing industry. But we deserve better. We deserve to be paid for our work, regardless if it is for the organization or a platform for our passion. Keep creating, but don’t give it away. Before you publish, consider what you have to gain versus what the platform gains. Do your own calculations.
Twitter interlude
Marie Le Holiday
if you've got millions of people saying they'd rather spend 18 hours a day in the same one or two rooms than go back to the office then surely that should trigger some questions about the overall quality of office life https://t.co/afwPkBXhuS
Hot links
lol, wut? Like, for real this is a thing and built on Teams? Couple thoughts on this. One, I’m looking forward to video chat request spam on LinkedIn and it being the final straw to finally leave it. Two, SEJ is an absolute terrible website. Don’t get me wrong, it looks nice and the content is good. But the pop-ups, newsletter requests, and scrolling notifications are out of control.
Pass.
Companies pay you for the value you provide and the work you do, not how much your housing or commute costs. If you are worth $100k in Seattle, you are worth the same in Bozeman.
Do I have that right? | Leadership – Coaching – Life
We all know that words matter. Whether that’s in person, in a video chat, or in a text, the words we choose matter. But sometimes what we mean and what is heard are two different things. As a leader it is our job to make sure we are absorbing and sharing information so that everyone is on the same page.
This is why I love to use “What I’m hearing is…” and restate the topic. Then ask, “Do I have that right?”
Check out my recent coaching video about this topic or read the full transcript below.
What I'm hearing is... Do I have that right? - Leadership | Coaching | Life
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