Content is king, right? Your blog has some great articles-maybe even a video or two-but the web traffic isn’t beating a path to your door. What gives?
For many companies this is a very real problem.
They have worked hard to create great content, but they aren’t on the first page of the Google search results and you can hear the crickets chirp every time they post a new article.
The Noise Problem
Getting found on the web can be a challenging proposition. Every day millions of blog posts are published. More incredible is the fact that there are 72 hours of YouTube video published, 300,000 Tweets and 4 million Google searches each minute.
To become an oasis in the vast data desert you need to learn the art of self-promotion. For many people, self-promotion is a difficult task and one that they don’t like to do. But in the world of internet marketing it is a necessity.
One of best tools markets have to assist their promotional efforts is social networks. The rise of social networks has given marketers a unique set of tools to share content, listen to the conversation and track engagement.
Guidelines for Being Heard
To be successful in your self-promotional efforts, following a few simple guidelines will help you be heard above the noise of the crowd.
- The most important thing you can do is determine which social networks your customers are on. With over 1.4 billion users, Facebook remains the primary channel for reaching consumers. Behind that is LinkedIn, Google +, Instagram and Twitter. This article by Inc.com does a good job of helping you choose the right network.
- The next thing to do is to create a publishing calendar and use auto-posting tools. A publishing calendar allows you to see when your big content pieces will be published and allows you to plan your social posts accordingly.
- Plan multiple posts for the same piece of content because the lifespan of a post ranges from 18 minutes on Twitter to a couple of hours on Facebook. Tools like Hootsuite allow you to post to multiple networks at one time and schedule posts as far as a year in advance. A lot of “experts” will tell you that you need to have millions of followers. That is not true. In terms of followers, quality trumps quantity every time. Social networks are all about the conversation and engaging people. Building quality relationships over social networks takes time, but provides a high return on your investment. Be patient and be engaged.
- Finally, adopt the mantra of reduce, reuse and recycle with your content. Consistently creating new content for your publishing calendar can be a challenge. By taking your existing long form content-blog posts, videos, white papers, marketing brochures-and reducing it you can gain a significant advantage. For example, one blog post can generate as many as six different Tweets or three Facebook posts. The key is finding ways to utilize what you already have rather than always trying to create something new.
Social networks make the art of self-promotion much easier than it used to be. The big thing to remember when using social networks is that it isn’t about you, it is about the community. By adding value and participating in the conversation your voice will quickly be heard above the others and you will become a trusted source of information.