I was surfing around quite a bit today and came across many great blog posts that seem like they were meant to be more than blog posts. But there is too much content and not enough attention, so nobody cared. A marketer who has studied online marketing for nearly a decade got 0 comments and 0 inbound links for writing an 8 page blog post of quality content. Worse yet, the blog is about using content to build links, and the post shared link building tips.
If you are one off linkbaiting or publish nothing but hyped up linkbait garbage then blog posts are a good format for promotion because blogs make it easy to show social proof of value (via trackbacks and comments). But if your site is real and you aim to create a real brand your best content needs a permanent home, and should be set apart from your average blog post.
Blog posts are great for getting quick ideas out to the marketplace, but when you create something in depth it is usually better if you place it on another part of your site rather than making it a blog post. And if you find yourself spending 10 hours creating a piece of featured content then why not...
- focus the idea around a topic you feel you should be able to own
- give it a title that shows ownership of an idea
- spend a couple hours getting feedback
- create a logo for it and put graphics in it to make it look different than text heavy blog posts
- spend a couple hours marketing it by mentioning it to friends in the industry
- feature it aggressively on your site
Average content with an aggressive launch and great marketing outperforms great content with no marketing.
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