Finding Missy Higgins: Why Digital Content Works

Posted: March 13, 2014

Topics: Technology

Ever heard of Missy Higgins? I hadn't either until today. How I discovered her is a great lesson in how the web works (and works and works and works) and why, if you're not creating digital content, you're missing out on a ridiculous number of opportunities.

At some point, some time ago, Missy Higgins (or her record company) decided to put out an email to her mailing list. I'm not on her mailing list but I am on MailChimp's.

We don't use MailChimp here but I am on their mailing list. They produce some great best practice guides for email marketing and so I opted in to have them periodically send me emails with resources and insights about email marketing. This week's email contained a link to their email design gallery which I clicked on. Amongst the hundreds of designs, Missy's email caught my eye for its simplicity, so I clicked on that and discovered that Missy Higgins is an Australian recording artist.

Missy sent an email. MailChimp liked it and shared it. Then I found it.

I wasn’t in Missy’s lead database but here we are talking about Missy. A random unexpected connection between Missy’s email content and me. And that’s why creating digital content is so important.

When you put content out there – blog posts, emails, forum posts, tumblrs – it starts working on its own. You don't need to continually babysit it or push it or post it for people to find it. Because eventually they may find it. And when they do, if it's interesting and relevant they'll explore it or index it or share it.

It’s a numbers game. One that you can’t win if you’re only focused on the stuff you can control and instantly measure.

Turns out I'm probably not going to be a big fan of Missy Higgins but that shouldn't bother Missy too much. I just added to which will ultimately mean more opportunities to make new fans.

Who knows, maybe you'll be one.

Rob Wilkie is the creative director at PUSH 22, an integrated marketing and communications agency supporting leading and emerging companies.