Since the paradigm has shifted from 100% “interruption marketing” (i.e. commercials and advertisements) to a balance of that and “inbound marketing” (marketing by attraction) the need to produce and disseminate great content has become paramount.
Nobody wants a Billy Mays spewing product features in their face any more. What people appreciate is honest information delivered honestly. The theory is that if you deliver enough of this great information, when people have to make a buying decision regarding that particular field, they will consider you the expert and at least consider making their purchase from you.
Step one, then, is to create helpful content in a form from which your target audience can most benefit. That in itself is a formidable task, but then what do you do with this great content once it is created? You can post it to your website, either as an article or a blog, but that assumes that your prospects are indeed visiting your website. If your goal is to draw prospects to your website, there needs to be more distribution.
Broadly put, you need to syndicate. There are now hundreds of “social media” sites, dozens of guest blog sites, and myriads of press release and article publishing venues. It would be impossible to fill out the profiles and establish accounts with all of them, so the first task is to prioritize which ones are most effective, and affordable. Most of the social sites and blog sharing ones are free, but press release publishing can be relatively expensive.
Once you have made your decision regarding budget and time, you need to establish you profiles and accounts. I provide my clients with a standard summary page that has been optimized to contain the keywords that are most relevant and competitively available for their business. Then, with the help of Chrome, it becomes a relatively simple matter to establish these accounts; fill in all the contact data, and paste in the summary and you have an account.
Now comes the fun part. Instead of taking your story or article and pasting it into 10 or 50 accounts, syndicate it so you post it in one place, and it goes out automatically either as an RSS feed, or is posted automatically on all of your other accounts. WordPress has the ability to set up your blog posts so they go out to several accounts under the “share” button on the left sidebar. There are several other sites where you can set up your slave links to receive your posts automatically. There are some things that you will still have to do by hand, like posting to LinkedIn groups, but this gets your message out to tons of “followers” with a minimum of effort. The key to keeping yourself “top of mind” is not running in circles spending your day on the internet. Being a though leader requires you to get out from behind the desk and out with your “peeps.” This is a great way to free up some time to do just that.
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