You’ve done the background work. You’ve defined your approach. You’ve documented your strategy. You’re doing what you can to onboard your team around you.
Now it’s the doing.
And sod’s law, your new work, those new articles you pruned, perfected and published, are receiving very little attention.
COME ON PEOPLE! RETWEET IT!
COME ON GOOGLE! RANK IT!
A few likes, nothing more. Even those are from some oddball using hieroglyphics to cover their offer for millions of followers.
You keep telling yourself that Rome wasn’t built in a day. It impacts your productivity as you head to Wikipedia to find out just how long it took to build Rome.
Still. You, my content creating friend. You are on the right track.
Why? You did the background work. You set your agenda. You focused your work upon a position in the mind of your customer that you want to see your business own.
So. You just keep feeding the fire.
You just keep your head down and create that content you know your audience will love.
You’ll have people breathing down your neck asking for reports. You’ll have people casually ask ‘how’s the content marketing working?’ You’d love to report that enquiries are flying in. Do you shrug your shoulders and admit ‘the only way is up’? Do you allude to ‘everything going to plan’? Or, do you take on the persona of the mad professor working frantically in his lab?
However. With buy-in from the outset you’ll limit these encounters. People around you will know you’re onto something special. Something that, with time, will change the way you connect with your online audience. For the better of the business.
A few reminders of how to keep feeding that fire:
- subscribe to Google News alerts and receive daily updates on others talking about your targeted topic
- don’t get tempted to gate your ‘best’ content in order to build success metrics to appease others
- make sure your article footers offer a resounding reason why your readers should register for your newsletter (not simply to ‘get updates’)
- battle to gain exposure across your business communications. That includes homepage presence for your latest articles
- keep nurturing relationships with the influencers within your industry. The more opinionated, the more thought provoking, the better
- develop your personal Twitter account presence. You’ll see far greater engagement as a living breathing person than the business’ ‘official’ account
- ensure your team around you are putting your article into the correct context of their own audience
Seriously, on that last point, it looks so naff when your colleagues all tweet or share on Linkedin the exact same message. This is far more about nudging people through the context of the piece than giving it the ‘we’ve just published a new article!!’ fanfare.
We dig a little deeper into feeding the fire on this week’s Marketing Homebrew podcast. It’s 1/2 hour long and we’re publishing a new show each and every week for you.
Click the play button below or subscribe in iTunes to listen on the commute, or on the treadmill… or the beach… or with a glass of wine this evening
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