The Publicity Push: How to Build and Sustain a Media Profile

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In addition, as competition for audience attention escalates, the expectations of your readers become higher, placing you under even greater pressure to consistently deliver not just good content, but truly exceptional content. While I was researching this post, I came across a blog post by Rand Fishkin about how content marketers have become their own worst enemies, published over a year ago.

Interestingly, it was a remark in the comments section by Jon Morrow that really nailed the current state of content marketing and its future:. If you win, on the other hand, the gains are almost immeasurable. Each and every post you publish has to be as good as it possibly can be, and you need to keep this up for years if you hope to build and sustain a sizable audience.

You also have to actively promote your content and give it multiple chances to succeed for example, republishing content on Medium and other sites where it can reach a new audience.

Branding in the Age of Social Media

However, there is some good news. The relentless intensification of competition in content marketing has created a unique challenge, and opportunity, for savvy content marketers, which is…. As a content producer, reading is a significant part of my job. During the course of an average day, I read dozens of blog posts, news stories, and in-depth articles.

Integrated Marketing Communication (IMC) Definition

I am, however, telling you that even sites with huge audiences and large teams of professional writers and copyeditors frequently publish simply awful articles riddled with mistakes, lazy writing, or incorrect facts. Partly because they have to, and partly because they can. Just as you should expect to make a tangible investment in the actual creation of your content, you may also have to pay to ensure it reaches more people and accomplishes its purpose.

There are dozens of variables that will dictate the best social media advertising strategy for your business, such as:. In the meantime, it may be worth experimenting with paid content promotion on a small scale to gauge the effectiveness of your campaigns before embarking on larger and likely more expensive promotional initiatives. However much you decide to spend on content promotion, be sure to set goals for your campaigns. Do you want to attract more followers? Increase referral traffic?

Capture emails for your newsletter? Gain external links from industry publications? Although content marketing has been in vogue for several years, misconceptions abound about how it works and what management can expect from an investment in content marketing. The first distinct challenge is impatience. Many executives and managers are used to the relatively immediate return on more traditional marketing strategies.


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Asking them to not only fund content marketing projects, but potentially wait several years for them to pay off, is a difficult pill to swallow. The first thing you and other content stakeholders need to come to terms with is that content marketing takes time. Very few blogs achieve runaway success overnight, and it takes time to establish an audience and build credibility.

See how long it took before our content marketing efforts really took off? The second thing you need to manage are your expectations. Agree upon realistic traffic and engagement targets, rather than setting yourself up for disappointment by aiming too high too fast. If your content marketing campaigns are more successful than you had anticipated, adjust your targets accordingly — just be sure to have enough data to justify a change in plan.

In this context, the signal is your content, and the noise is everything else. Simply put, with so much content being produced, the sense of urgency to publish as much as you can with the ultimate goal of brute-forcing your way through the sheer volume of articles being published every day is often too great to ignore. There are innumerable blog posts, white papers, and how-to guides out there telling you that publishing at least once per day is essential for content marketing success.

Good content marketing is difficult to scale. If you want to publish more frequently, you need to invest more resources see challenge 1. With so many publishers vying for attention, the only thing that will differentiate you from other publishers in your industry is quality content, and only you can decide how often you can publish. Consistently excellent content is more important to your audience than whether you update your blog several times in a single day. After all, who wants to read five crappy posts a day when they can truly savor and learn from one really excellent post?

Always focus on quality rather than pumping out filler content for its own sake. One of the most common mistakes that many content marketers make is focusing too broadly on a vast subject area, or zeroing in exclusively on the tiniest niche. Achieving a balance in terms of editorial focus is a challenge for even established, well-resourced content production teams. Cast your content nets too widely and you could face an uphill struggle to establish a name for yourself, or risk losing traffic to larger, more established publishers.

SME Sustainability Roadmap - Corporate social responsibility

On the other hand, focusing on a highly specific niche might seem like a great idea and it can be , but by doing so, you may struggle to expand your readership further down the road, or even run out of genuinely new and insightful things to say about your industry. Begin by starting with a broad category relevant to your business, then come up with increasingly granular ideas for potentially relevant subcategories.

Remember, though, that the narrower your editorial focus, the harder it may be to expand your audience as your content strategy matures. Leave yourself enough breathing room to come up with exciting posts about relevant topics, but avoid targeting vastly broad subject areas. Content marketers are, by and large, creatures of habit. We tend to stick with what works. There are two main reasons for this. The first is that we genuinely want to provide our readers with content they find useful, actionable, and valuable. Remember when I said that it can sometimes take years to establish an audience and generate consistent traffic from content marketing campaigns?

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  • You need some structure. You need a social media strategy. And although some of these brands might have blockbuster budgets, the principles they use to create an awesome social presence can be replicated by businesses of all sizes. The concept of SMART goals has been around for decades, but they are so important to your social media presence today.

    In short, brands should set goals that are specific, measurable, achievable, relevant and time-bound.


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    Assigning your social media efforts a concrete purpose helps you avoid the trap of posting aimlessly. Your SMART goals likely have a content element, but do you have the right tools to stand out in the conversation? Learn more today by beginning a free trial or requesting a personalized demo. Either way, breaking down your audience will help you figure out the following:. Spend some time looking at your audience personas, understanding what their challenges are and what brands they already love via social. This sort of competitive analysis can help you understand how your own social media presence can stand out from the crowd.

    One of the worst mistakes to make on social media is coming off as the faceless corporation with zero personality. In the modern age of transparency, people want to get to know your company on a more personal level. Whereas brands were once lambasted for coming off like robots, a human social media presence has become an expectation among many followers.

    Similarly, showing off the human side of your brand means showing off the faces behind your social feeds.

    That said, having followers who regularly engage with you and your content are infinitely more valuable than 10, that ignore you. The beauty of social is that you can form relationships in an instant with followers from just about anywhere. Consider how a content calendar can make the process much easier by…. For example, mass auto-replying has gone the way of the dinosaur as it typically comes across as insincere.

    This now-classic tweet from Bank of America is a good example of how to turn your social followers off via improper automation. That said, automation in the form of scheduling or curating content is totally fair game.