You’ve written an amazing blog post. I mean, it’s maybe some of the most epic stuff you’ve ever written. You made yourself cry. This blog post is literally going to change the world of anyone who reads it.
You hit publish.
Nothing happens. For days. Digital crickets.
“Is it me?” you wonder as you try not to refresh the page for the hundredth time, looking for a comment, a like, anything. “Maybe it wasn’t as good as I thought it was… Maybe I’m a terrible writer… Maybe I should just pack it all in and go back to working at that big corporation…”
Derek Halpern of Social Triggers says that you should spend 80 percent of your time promoting content you produce for your blog. Does that number sound high? When I was in a slump one month, my business coach, Tommi Wolfe, asked me how much time I was spending marketing myself. I made up a number (not having been keeping track of that sort of thing), and she told me that it’s a generally accepted rule that if you’re actively looking for new customers, you should be spending fully half your working hours marketing yourself. (In other words, if you work 8 hours a day, 4 of them should be spent on some kind of marketing work.)
And your blog is one of your best marketing tools, right? (It is if you’re following the 5 Ws of the Editorial Calendar Blueprint!)
But most bloggers don’t do that. Most bloggers are focused on the outdated concept that they need MORE content and that they need to post MORE often—that was good advice back in about 2007, but so many people have followed it that nowadays, more content isn’t going to set you apart from the crowd; better content is.
I know that a lot of you are already writing astonishingly good content, but only a few people are finding it. Maybe you dream of having a post go “viral,” but you don’t know how to make that happen. Maybe you’ve realized that you need to be getting in front of a lot more eyeballs if you want your blog to convert to the sales you want to see.
This, my friends is the WHERE of our editorial calendar process, as in: WHERE am I going to promote my stuff?
Big surprise, I’m going to tell you that you need to have a STRATEGY around your promotions—because if you don’t, you’re just throwing stuff up against a wall to see what sticks, right? And you’re way too busy for that.
In short, you’ve got to plan how you’re going to promote your posts, even before you write them. You don’t have to go all out for every single post, but the bigger the post, the more you want to promote it.
And if you need some more ideas, or some more specific advice to your situation, I’d be happy to talk to you about a Blogstorming and Traffic Bump session.
Love this? Share it! Don’t leave me hanging with digital crickets. 😉