Don’t Just Share the Attention. Multiply It.

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Don’t Just Share the Attention. Build on It.

Only In Kentucky recently called Owensboro “Kentucky’s Most Underrated Weekend Getaway.”

That is the kind of recognition every destination wants.

My first reaction was simple: share it.

My second thought was better.

What else can we do with it?

That question changed the value of the article.

We shared the recognition on Visit Owensboro’s Facebook page, but we did not want it to end there. The article gave us a strong outside voice saying something positive about Owensboro, and that created an opportunity to tell the story in our own way.

So we built on it.

We created a Visit Owensboro blog around the weekend getaway idea. We pulled photos and video we already had in Google Drive. We started repurposing that content for Facebook, Instagram, TikTok, Pinterest and YouTube.

The article gave us the spark. Our job was to see how far we could carry it.

That is a useful marketing lesson for any business or organization.

When somebody else recognizes your work, writes about your brand, or gives you a strong third-party endorsement, the easiest move is to repost it and move on.

There may be more value sitting there.

The better question is:

What can we build from this?

Maybe it becomes a blog.

Maybe it becomes a short video.

Maybe it gives old photos and video a fresh purpose.

Maybe it gives your audience a new reason to look at something they thought they already knew.

The key is that the recognition gives you credibility you did not create yourself.

Someone else said it.

That carries weight.

Then your job becomes turning that attention into something useful.

In our case, one article about Owensboro became the starting point for a larger content campaign. We did not need to invent a new story. We already had the story. We simply had a new reason to tell it.

That is the part I want marketers and leaders to notice.

Opportunity does not always arrive as a big idea.

Sometimes it shows up as a compliment, an article, a ranking, a customer comment, or somebody else telling your story better than you expected.

The next time that happens, do not stop at the share button.

Ask one more question:

What can we build from this?


About Mark Calitri

Mark Calitri writes about leadership, performance, marketing and the practical lessons that come from running organizations, building teams and growing a destination. His focus is simple: what works, what gets results and what people can use right away.

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