Monday, April 21, 2008

Stop Being Lazy, Start Creating Content

Get off your ass and blogphoto by dead_squid

I have set up a few blogs for friends, clients and family. It is my number one recommendation for people looking to get ahead in their filed, make some beer money and generate connections that wouldn't exist without the internet.

The number one problem lies in the Field of Dreams quote,
"If you build it, they will come."
Field of Dreams
Sorry folks it doesn't work like that. Most clients give up after 2 or 3 posts with minimal hits, no comments and no additional sales. Just a big fat bill from the mean old social media marketing guy (thanks G-Ro for nothing, and try to get me Twittering either!).

Where they fail is in the "build it" portion of the quote. It is not just about throwing up a Blogger or Wordpress template and slapping up a post about your products. And while I make that perfectly clear, they think that all the hoopla surrounding blogging and Social Media will draw thousands of new users to their site tonight, or maybe in the morning.
The build it part requires the following parts:
1. Consistent, interesting and compelling posts and content.
2. Engaged conversations on your site and outside of your site.
3. Link building
4. Reputation Management (Google Alerts = free and easy)
5. More content that your clients, fans and customers want to read.
For some people, coming up with content on a regular basis is not the easiest thing to do. For artists, musicians, extreme sport athletes and other creative types this should be an easy task. For students or experts, I am sure your field has enough interesting and breakthrough material to keep you going for a long, long time. I've seen blogs on everything from laundry techniques to sneakers.

Content isn't all about writing novel sized posts with crazy research. It's about engaging your readers. Photos from your night on the town, last show and your fans is a great conversation starter. Videos of your latest trick you landed or a videoblog with a joke of the day will keep people coming back for more and hitting the subscribe button.
Does anyone care about your blog?
The problem with all of this is that your marketing team cannot hold your hand and make the content for you. It needs to be authentic. It needs to be thought out and come from the maker. It needs to take time. But I guarantee that it will be time well spent.

Blogs are an amazing source of inspiration, great place for information, networking and resources. But they are also a place to keep eyeballs glued into your brand, your company or your industry. You just need to start posting, commenting and building your audience. Patience pays off for a great blog.

What do you think? How did you get over the hump of minimal readers and inconsistent engagement? We've all been there.

Greg Rollett

(additional photo by daysies)


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