3 Steps You Ought to Know About Promoting Blog Posts – (Blogging: Pt. 1 of 2)
The Emergence of Content Marketing
Content is king, queen, and the whole royal court these days –
or the lock, stock, and barrel, depending on the metaphor of your choosing.
In fact, the nod given to creating longform, rich content by traditional ad
agencies, who have rebranded themselves in droves as ‘media agencies,’
is an indicator as to the way of the online marketing tide is moving right now.
Consistently, brands who embrace the content creation trend rather than
throw more money at legacy methods are scoring bigger than their more
That’s because what’s primarily emerging is a win/win scenario:
Brands who are willing to work consistently to build their
followers and consumers get something with a little more thought than
a banner ad.
Individuals versus Teams and Competition
Naturally, the march towards content marketing was led by savvy content
marketers long before mega-brands and agencies caught on, but the
particulars of its evolution have little relevance today.
For marketers, this can be viewed as a good or a bad thing.
The benefit is that you can come up with great ideas that people love and share and put those great ideas down into writing without being a bigtime agency.
The disadvantage, however, is that you churn out a lot less
content than when working in teams.
How do you compete?
1) Strive to emulate a competitor who keeps exceeding their own
You apply this by considering that content marketing
is about leading with and delivering value. Thus, you can actually accumulate
a vast library of past projects and you can develop one game-changing piece
that’s so amazing, so legit, that people can’t help but pay attention. At the same time, this piece can render obsolete what the competition has advanced.
2) Spend at least as much time promoting an article as
you did creating it, and preferably 2-3 times that amount.
To achieve this, start putting together a promotion list with the
different places and ways in which you will share every single post. As
a new avenue comes to mind, add it. As you check analytics and find
certain methods aren’t actually generating any interest or traffic for
you, drop them and try and find something else to replace that method.
3) Apply growth hacking concepts to content marketing.
Content marketing fits, in many ways, with the concept of growth
hacking, which has grown in importance in the past year or two
especially. Growth hacking is about leveraging creative product and
promotion hack that can help to give a business a viral growth factor in
which every user you gain recruits at least one other user to a
service or customer to a product, which means that a brand’s growth
is, at that point, self-perpetuating.
Getting these tactics to culminate in a success story is the stuff of
legends, but those who have been successful (like Dropbox, for example)
know that the core is testing and tweaking constantly. Content
marketing can be an excellent means of driving people into the top of
that funnel in the form of a freebie (also called a lead magnet).
In part 2 of 2 of this series, we’ll get into a few of the specifics for sharing a blog post once it’s been created, and how you can even growth hack the reach of
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Transforming Vision to Value
Do you have time to effectively write and place your content?
If you would like a free 30 minute consultation about strategic planning, marketing, and public relations, please email me at firstname.lastname@example.org or call 917-923-4765.
Roberto Ragone has over 25 years experience in government, nonprofits, and business, working with them on strategic planning, marketing and public relations, fundraising, and outreach. He has also worked on literary, film, and theatre projects.
One of his guiding principles is a determination to help you attract popularity, prosperity, and prestige — fans, friends, funds, and fame. He helps define and disseminate the uniquely compelling story about you, transforming your vision to value so you “REaP” the benefits of your hard work.