It’s one thing to take the time to write that quality blog post or white paper or ebook, but it’s another thing to get people to read it. Unfortunately, the words “write it and they will come” don’t apply to content marketing.
It’s called “content marketing” for a reason. You also have to take the time to get the word out about, well, the word. John Jantsch offers a content amplification routine, which he personally uses to spread the word about his own content. Essentially, the routine involves utilizing social media and taking the time to create each broadcast individually. What you say about the post on LinkedIn may not necessarily be the same as what you say on Google +.
If it makes you feel any better, the amplification is simply delivering the content to the customer. This is how you drive traffic to the content, and like all other marketing efforts, there needs to be a strategy in the driving and the delivery. However, with content marketing, the amplification doesn’t have to elaborate or extensive. But, some sort of amplification needs to take place. After all, this is the “marketing” in content marketing. If all you do is write, but don’t take the time to let others know about it, then it’s just content.
Jantsch’s strategy involves social media and a little individualism, but there are other things you can do to amplify your content, whether it’s in addition to or in spite of Jantsch’s strategy. There’s Squidoo, which acts as a combo between a blog and a website. It’s an excellent place to do longer articles, or even to do articles about yourself, your blog, or your company (doing any of those three in a blog is frowned upon, and is only okay on occasion). There are also article directories, such as EzineArticles, HubPages, and ArticlesBase.com. For article directories, the point is not only to get your content out there, but to add a diversity of links to your business name or business keywords when potential customers do a keyword search.
What happens on the Internet in 60 seconds? 1,500 new blog posts, 60 new blogs are created, 98,000 tweets happen, 20,000 posts are made on Tumblr, 600 new videos are uploaded to YouTube, 6,600 images are uploaded to Flickr, 79,000 Facebook wall posts are made and over 695,000 Facebook status updates are made. And that’s all content. Granted, not all of it is good content and not all of it is content that directly competes with your content. But, if you’re not taking the time to promote your content and to set it above the rest, it’s really just content.