How to Make Sure Your Content Marketing Does the Job

Confused about content marketing? I think most bloggers are. Think it’s a big waste of time? I think a lot of bloggers would agree with you. I, on the other hand, have it all figured out, and let me tell ya – when implemented properly content marketing can make your blog a household name almost overnight. Wanna promote your blog or website? Let’s talk about content marketing.

What is Content Marketing?

I think a lot of bloggers are under the misconception that content marketing is a combination of the posts you publish on your own blog, the guest posts you get published, and article marketing. But it’s so much more than that. Content marketing refers to any content you publish anywhere:

  • eBooks and white papers
  • Mini-Guides
  • Articles published on article directories
  • Guest blog posts
  • Your own blog posts
  • Articles published on industry-related websites
  • Articles published on content sites like Examiner.com, Ask.com, Demand Media, etc.
  • Anything you publish on Squidoo, HubPages, Blogger, WordPress, Weebly, etc.
  • Your newsletters
  • Videos
  • Infographics

Any time you publish any thing, anywhere on the Web, under your own name, your blog’s name or the name of your company, you are using content marketing to promote yourself and/or your blog and/or your business – whether you realize it or not.

The problem is, most bloggers don’t think big enough when it comes to content marketing. They’re all caught up in getting a guest post published on some A-list blog, but they don’t realize they have all these other options where they could also be using their content to promote their blogs.

How To Make Your Content Marketing More Effective

It’s all in the planning. When you hear other bloggers bragging about the great results they get from guest blogging it’s because they planned it. They’re not just throwing guest posts around willy-nilly. They have a content marketing strategy.

Content Published Off Your Blog

Your guest posts should be relevant for the audience that will be reading it. Don’t limit yourself to A-list bloggers in the same niche you’re in. Forget about link juice and traffic. The point is to get your name in front of as many eyeballs as possible.

Always publish high-quality, well-written useful content. Limit the links in the body of your content to one or two only, and only link out to relevant content that you’re using as source information. If you don’t already have this content on your blog, write and publish it before you submit your guest post so you can include the link.

Your content should be strictly informational with no self-promotion at all. Period. Use your byline or resource box to send readers to relevant content – not promotional content – on your blog.

Relevant Content On Your Blog

A guest post should always involve two blog posts – the one you submit to the other blogger and a highly-relevant post you publish on your own blog. Publish on your own blog before you submit your guest post so you can include this link in your byline or resource box.

Now, that’s the shortsighted version of content marketing that most bloggers use. Here’s how to make it bigger…

Publish content on the other types of sites I mentioned – Squidoo, article directories, industry websites, and content sites. From each of those properties, link to another relevant property as an information source. It might be a guest blog post or one of the other properties.

This means that you’re building a huge web of relevant content across many, many sites. What makes this so powerful is that readers see your name on high-quality content on a variety of sites, not just your own blog. Now, you’re not just Joe Smith from XYZBlog. You’re Joe Smith, the XYZ industry expert.

Next, when visitors do arrive on the different relevant posts you’ve published on your own blog, have an opt-in form at the end of the post and offer them a free highly-relevant white paper or mini-guide for subscribing to your newsletter.

And to top it all off, inside that mini-guide, include a link to the ebook you published for Kindle at Amazon.

Inside your Kindle Ebook, include a link to a different relevant post on your blog that has a different opt-in form with a different free white paper or mini-guide that links to a different Amazon Kindle ebook.

As you can see, you can build a huge web with your content marketing and this web of content increases your brand awareness and you online presence. But in order to make your content marketing more effective, you first have to stop focusing on that single A-list blogger you’ve been bugging for weeks, and start publishing content all over the Web.

Sté Kerwer
Article written by Sté Kerwer (1993 Posts)
Bonjour from a french guy. My name is Sté Kerwer and Dukeo is my blog. I do most of the heavy lifting in here but from time to time, you may see some guest posts. To receive updates from Dukeo, follow us on Twitter or like us on Facebook.
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2 Comments (Add one)

  1. Chris HollawU

    Does the ‘Industry Expert’ angle work as well for Fantasy/Sci-fi as it does for nonfiction? Should you brand yourself as a marketing and self-promotion guru instead if you have a book that does well? I’ve done the rounds locally in that capacity for audiences that had never heard of my book, and it has improved sales and traffic. Sometimes it seems like my media presence is a little too unfocused and spread out to be really effective, and most of my momentum is merely word of mouth.

  2. Sté Kerwer

    Chris, I have no idea about the Fantasy/Sci-fi thing since I don’t write in that niche.

    The best thing you can do is try different approach and analyze what ‘sticks’ with your readers.

    Once you are able to pinpoint a working strategy, stick to this plan and scale it.

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