10 Ways To Help Your Content Succeed
It all comes down to good timing, doesn’t it? Whether it’s meeting the love of your life or making the train or just getting your blog read, the world is now run on a New York minute.
This is doubly true for publishing, where there is a tiny window of opportunity for some pieces to be read before it’s quietly forgotten about. That piece you wrote about Hipster Halloween costumes is best read just as people are getting pumped for the holiday. Just like that piece you wrote about the best places to surf as massive tides are happening in Southern California.
Whatever it is you are writing about it, it’s when you market it that will make a difference to your readership. If you write good content, eventually it will be read by at least someone (Hi mom!). If you write good content that is marketed at the right time? It will be loved.
But often, an event will come and go that you don’t have content tailored for. So you can scramble to write this fitting piece and then promote, which may delay other projects or expend more resources than necessary. More often than not, it’s your strategy that can make the difference. And that strategy should all fit in with what you want to accomplish with your blog or site and should reach towards a goal. Do you want more social media followers? More time spent on site? More CTAs in your content?
You need goals in order to formulate a strategy. Maybe even several strategies. More importantly, you need to execute them. Let’s say that the goal for this week is to send two tweets a day in order to gain more readership. There are several ways to attack this strategically. Will you be promoting your blog with each tweet with choice hashtags? Will you search Twitter for similar conversations around your content for retweets? Will you do all of this simultaneously?
For this goal, you’ll probably need a calendar to organize all of this. Editorial calendars are especially useful the more you update your site and the more you promote it. Publishers will want to plan in advance to lock down events they know are coming up. For instance, TV bloggers know the date of the Emmys nomination. Sports bloggers know the game schedules for the NFL. If you as a publisher can prepare content for this in advance, you’ll have more time to write about things that happen in real time.
And once all of that content is written and timely promoted, it’s important to think outside of the box. Sometimes it’s as simple as being a contributor to an online conversation. Message board sites for niche interests and places like Reddit can help promote good content, even if the conversation gets dragged down by internet trolls. Again, all of this comes back to good timing, which is really having a good, flexible strategy.
Image Credit: Sean MacEntee via Flickr