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Writing great, effective, valuable content is absolutely critical to the success of your brand. However, once you have written that amazing content, you still need to promote it so that other people pay attention to what you are sharing with them and to what you are offering them.
The many purposes of your content You probably already understand this really well but your content serves many valuable purposes. One of the most important purposes is that it should elevate your brand and enable you to bring your business to the next level. Of course, that will only happen if you promote your content effectively so that other people pay attention to what you are doing, buy into your approach, tell other people about your offerings, and become loyal to you on an enduring basis.
There are several steps that you can take in order to cause your content to get noticed.
Send out Email blasts: The fact is that If you have a person's Email address, they opted in at some point in the past. Otherwise, you wouldn't have the Email address. That is just common sense. So, with that in mind, it makes perfect sense for you to send out a targeted Email blast to your Email recipients. Because you already have an established connection with those recipients, there is a really good likelihood that they will open your Email and (hopefully) read it in its entirety.
Your Email blast is married to whatever content you are posting at the time. You will want to post the content and then send out the Email blast. You don't want to do it the other way around. Without the Email, there is a much smaller chance that your online connections will be aware that you have just posted the content that you want them to read. Don't forget to include a call-to-action (CTA) in your Email. That is the way that your recipients will connect with you (whether that means clicking on a link, Emailing you back, or some other means of communication).
You will want to keep track of the responses to the Email blast so that you can include it in your analytics (to make sure that you identify what is working and what is not). These data are extremely important to your business. After a certain number of days (within a week after you have sent out the first Email blast), resend the Email blast. There may be many people who didn't open your Email the first time around who will open it the next time around. Their not having opened it may have nothing to do with anything more serious than the fact that they were busy and distracted at the time when they received it from you.
Engage your connections as much as possible: The only way to truly secure a solid relationship with the other person is to engage that person as much as possible. If you are not sure how to go about engaging, there is a great deal of information online that can help you with that. Assuming that you are a member of the most effective social networks, you should start there. Each one gives you the opportunity to engage other people. Not only will you be able to do that but you can do it in a really effective, really deep way. That is exactly what social networks are made for.
As far as engaging is concerned, you should just jump right in there. When you are doing the research to determine which groups are the right groups for your business, it is important that you identify groups that are relevant to what you are doing and appropriate. After you have identified those groups, join them and start to become a valued part of the discussion. As thought-provoking questions and comment on what other people are saying. Engaging other people is an extremely important part of your brand and it will help you to bring your business to the next level. There are many opportunities to engage other people and you just need to identify which ones are the best fit for your brand and your business.
Connect with other people through your social media channels: You have golden opportunities to connect with other people online in many different ways. One of those ways is social media channels. Interacting with your fans and followers is a great way to promote your content. Once you have discussed your content, you can expect many of those people to want to read your content. That is certainly effective promotion. If you aren't sure where to find people who you believe would be interested in the topics that you write about, search for groups that are related (or mention) those particular topics. As you are searching, you should put in the right keywords and/or key phrases. That will help you to identify the right groups and the right people. You can use the keywords and/or key phrases that you have used in your content.
Another part of your connecting with other people through social media channels is identifying the influencers with whom you would like to share a connection. Those influencers will help you to bring your business to the next level. Once you have established those connections with influencers, you can allow the influencers to carry you to the next step by using their name/influence to interest other people in what you are doing. That will be very attractive to your other online connections.
Try to get your content included in many different ways and places: You have something really valuable when it comes to your content and it definitely needs to be shared with other people. In fact, when given the opportunity, the other people would definitely agree with that. You just need to make them aware of what you have to say. Part of the answer to that is about the exposure of your content. If you are able to post your content in many different places on a regular basis, other people will start to get used to seeing your posts, reading them, interacting with you, and become loyal to your brand. That is exactly how it works.
Conclusion Your content is essential to the success of your business. However, that doesn't only mean that you need to write top-quality content. It also means that you need to promote your content so that other people have the opportunity to benefit from your words of wisdom. You have a lot to offer. Perhaps, you have a lot more than you are even aware of. However, it is very important that you spend your time and energy promoting your content in an efficient, effective way. Your time is extremely valuable, just as is the time of other people. The bottom line is that your content will be totally ineffective if you don't tell other people about it. After all, you are not in it all by yourself. You need other people to ensure your brand's success.
About The Author
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company's Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.
His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master's degree in project management from George Washington University in Washington, DC; and a Master's degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).
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Any person reporting alleged s.pam to any person, persons, or
entities without physical proof of said claim is guilty of both fraud and a
civil crime and may be pursued and prosecuted to the fullest extent of the
law. Further, should the said allegation result in any interruption of
normal business activity of the company and/or result in loss of income
and/or result in unnecessary expenses, a civil suit will be brought against
the complaintant for restitution.