There are innumerable ways to promote your content, from email marketing to social media to even things like billboards, but many are campaign-based, requiring significant resources to implement. For the average piece of content, such as a blog post, that isn’t tied to a specific campaign, we tend to just throw it out there and hope someone takes notice of it.
There’s a middle way between all-out promotion and complete ignorage, what I like to call my daily promotion recipe. This method is unique to me because of where I’ve chosen to focus my attention; use it to create your own methodology rather than just photocopying this, because if your network is at all different from mine, it simply won’t produce results for you.
1. Create content that doesn’t totally suck. This should be obvious, but isn’t. Ideally you do this with a blog that has an RSS feed.
2. Set up any tracking URLs you need to before you start publishing. Bit.ly links, Google Analytics tags, etc. – make sure you do this part in advance, because you’ll forget otherwise.
3. Draft any Tweets, posts, etc. in a text editor so that your witty commentary is ready to go.
4. Make sure you have an RSS to email solution set up, and set it for when you’re active on social networks. I use Feedburner and typically have my blog posts done by 9 AM most days. This gets an email out the door when you’re generating other social activity – vitally important so that people are getting your message in as many ways as practical during the same time period, to better enhance message synergy.
5. Post to your anchor social networks – Twitter, Facebook, LinkedIn, Google+. Whichever of these are your power bases, publish there. If you can wrap it in some form of routine publication, do so – I wrap my stuff usually in #the5.
6. Post to a content discovery network. I prefer Stumbleupon, but that’s where my base is right now. You might use Reddit, Digg, Delicious, or other networks.
7. Whenever your publication cycle is, set up an opposing diurnal message. For example, if you’re active in the mornings, consider scheduling a tweet or Facebook post for the evening crowd. If you’re active late in the day, set up something for the next morning.
This simple recipe is one you can execute in a very short period of time, probably 15 minutes or less, and it covers all the basics for ensuring that your regular, non-campaign content is getting at least some love. Adapt it to your own workflow and social networks, and see if having a regular content push on a daily basis makes a difference for site traffic and social reputation.
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Yeah, really interesting – since I’m planning to boost my social presence 🙂
Good stuff Chris. Do you use the StumbleUpon link shortener or browser plug-in to post there?
I use the Chrome extension for SU.
Thanks Chris! One of the things I love most about your blog is that you freely share your “secret sauce.” I learn something new every time.
Thanks Chris. Your techniques are more advanced than anything I’ve started to implement yet, but I don’t have Jay Baer responding to my blog posts! Can you update me with further explanations on why you would use #4? RSS to email? What exactly are you trying to accomplish with this?
Thanks in advance for your input. BTW: I’m also a big fan of SU, they’re my number 3 or 4 source for traffic now.
RSS to email so that people are getting the blog post in their inboxes during the same period it’s being shared on social networks. The idea is synergy – if they live in the inbox and feel compelled to share, it’ll get shared and reshared while others are sharing as well.
Thanks Chris. I’ll check it out, and as you suggest Feedburner looks to be a good one.
Is it possible to convert a feedburner RSS feed subscription from standard RSS to reader to RSS to email?
They offer this functionality under the Promote tab.