Increasing Employee & Client Engagement

Strategies to Market Your Content

I heard this from Hubspot and Todd Schnick/Russell Fair – The concept was titled Blogging by thirds –

1. Spend 1/3 of time creating content - using the previous posts ideas about how to come up with content. Writing it and they will come does not work. You can have the greatest content in the world, but if people don’t read it. People will not just find your blog, you have to go spread it horizontally. You have to lead them to water so they know it exists. Read Step 2 & 3

2. Spend 1/3 reading other blogs – Find some good blogs that compliment yours or are in your spectrum. Since I am in Sales & Marketing and what my content is about, I found other great marketing blogs. I read them for ideas, thoughts etc. Which leads me to the last step.

3. 1/3 commenting on other blogs - Really adding value to the discussion. Agree with them, disagree. It doesn’t matter your stance. Just make it relevant and thought provoking. If people like your info they will click your link and check you out as well.

4. You also want to have links in your blogs that will link to other blogs - Either with similar content that would add value to your readers.

5. Get on Social Media sites to help spread your message and thought leadership
· Facebook – www.facebook.com
· LinkedIn Groups – www.linkedin.com
· Twitter - www.twitter.com
· Reddit - www.reddit.com
· Digg - www.digg.com
· Technorati - www.technorati.com
· Stumble Upon - www.stumbleupon.com
· Delicious www.delicious.com
· Ezine Articles www.ezinearticles.com
· Other Communites – Xing.com , Ning.com, and any Associations You Are Affiliated
· Ping your blog with http://blo.gs//; http://www.blogrolling.com/; www.weblogs.com;
http://pingomatic.com/

I am an avid fan of the show Seinfeld.  One episode George & Jerry were pitching a show to NBC.  They decided they were going to pitch it on the concept of NOTHING.  The NBC executive said, “why am I watching it” and George said “because its on TV” and the executive without a hesitation said “not yet, it’s not”.

Nothing won’t cut it.  I definitely think it better be something.  Valued content.   It doesn’t have to be original – you can find great resources and share info or links.

There are different types of information you need to write.  I got this general idea from Hubspot (I think)

•  Apples- Every Day posts- How to
• Vegetables – Thoughtful – Helpful, but not required.
• 5 Course Meals- Big Projects with unique perspective – Give great returns – Generate a lot of discussion – must pick them well
• Jalapeno - Bold Statement- starts a conversation – be careful because you don’t want to send too many mixed messages.  So limit.
• Desserts – Very Sweet -These can be cute, funny, cartoons or videos.  Shows human and can be sent around.

 So info can solve small problems to industry problems.  Can do Lists.  Top 5 things or 5 ways to …

 Here are some ideas & examples to get you started.  May want to look at:

• Discussing current news
• Answer Questions Asked
• Comment on Other Articles You Read
• Use Recent Experiences
• Case Studies
• Guest articles
• Opinions
• Ideas From Readers
• Do Polls and Analyzing the Results 
  

Headline – important – write headline first and imagine reader will not read article.  I like short ones.

The Iron Man… no not the movie.  The Real Iron Man.  Cal Ripken Jr. was praised just for “showing up” everyday for work.  He surpassed a 56 year old record when he played his 2,131st game on September 6, 1995 and played a total of 2,632 games in a row or 17 total seasons.  That is not a destination, but a journey that was built over extended over time.  A legacy of consistency.

A long term view, not a one hit wonder…   Whether you are writing a special report, articles, monthly newsletter or blog posts they all require consistency.    To feel connected people need consistent intervals of communication.  So today lets look at it from how often.

People are routine by nature…  One of our most popular products we sell is calendars.  If I have one of my clients who give a yearly calendar away and one year they skip, I will get calls from there customers asking where their calendar is from that company. 

I know when my son was very young, we had him on a very set schedule and routine.  Even though he was too young to talk, when we tried to deviate from that routine, he would definitely let us know.  If he ate at noon, he wanted to eat at noon.  His nap was at 2 sharp.

Post on Consistent Schedule…  For a blog at least once a week (would prefer 2-3)  and a newsletter once a month.  So if you plan to post 3 times a week, then you need to try to post at the same days and same time every week.  I don’t think it is good to post one week and 4 the next.   If you are doing a monthly newsletter, than make sure you set a date it goes out and stick to it.

Last thought… Consistent without true insight or value, is worthless.  People would rather have random pure insight than consistent crap.  So make sure you provide consistently HIGH VALUED info. 

It reminds me when I was playing college golf and we heard over and over that practice makes perfect.  This is absolutely not true because you can ingrain bad habits as well as you can good ones.  So just practicing or in our world producing content is not enough.  Only PERFECT practice makes perfect or only high value will produce high value.

It is a journey.  A marathon.  It requires sustained effort.  Don’t be like a stopwatch… this is not something you can just start and stop when you want.  Commit for the long haul.  Til death do us part.