by Jennifer Lumba | June 15, 2014
Marketing content isn’t as easy as it might sound. Consider the sheer size of the Internet. According to data compiled by in 2012, we’ve been writing more than 2 million new blog posts every day! Is it really possible to stand out in such a massive crowd?
Recent history says yes. Medium, a new publishing platform from Twitter co-founders Evan Williams and Biz Stone, is enjoying sustained (if controversial) growth. Meanwhile, competitor Squarespace recently secured $40 million in new funding to cash in on its own ambitions. The market for fresh voices is alive and well.
Yet even fresh voices can get lost in a vibrant market. How can you make yours heard? Here are 10 tips:
1. Be a collector. You can’t build a reputation as a source of great material if all you ever do is promote your own work. Establish a niche and then publish relevant posts and articles to social media. Comment on what you find in order to establish expertise.
2. Share others’ content first. The process of collecting content will draw you to the far reaches of the social web and introduce you to writers you may admire or want to follow. Share their work. You might make a friend as you establish the topics that matter to you.
3. Cultivate champions. No one helps spread the word faster than those few champions who’ve seen your work and what you care about, and then feel compelled to share your view with others. Give these friends and followers extra attention.
4. Be quick with praise. Also, praise them when they deserve it. Don’t fawn. Rather, acknowledge that your champions do excellent work that others should see. They’ll be more likely do the same for you.
5. Have a voice. Your posts should be easy to identify. Blog in your own voice. Do the same with your social media posts. Your digital voice should have just as much personality as the one you use in everyday conversation.
6. Take a stand. Once you’ve established the topics you care about via your collection efforts, write posts that articulate why you care so much and what you propose that’s different. Standing out is standing alone, or with a minority.
7. Engage with detractors. While you needn’t indulge those whose only aim is to hurt you, if you’ve taken a stand in a post, recognise that there will be those who disagree with you -- and they may do so publicly, on social media. That’s good if your aim is to see your content shared so go ahead and engage on the merits.
8. Use multiple networks. Don’t limit yourself. Instead, take different quotes from your post and share them across all your favourite networks to give your content maximum exposure.
9. Use images. Words can only say so much. Use images wherever possible to inspire deeper and more meaningful reactions to your content. And don’t just limit use to the post itself. Include images with social media updates that advertise your work.
10. Promote -- carefully. While you don’t have to share everything, there’s no shame in promoting your work -- especially if you have something to say about an important topic. Sharing starts with you.
Finally, remember that these tips aren’t a magic formula for getting your work shared across social media (there isn’t one). Instead, think of it as a guide to help you grow as a creator and curator of valuable content. In a vibrant market already crowded with fresh voices, that’s as good a place to start as any.
Jennifer Lumba is the chief marketing officer of Rideau Recognition Solutions. Built on state-of-the-art technology, Rideau’s employee recognition and customer loyalty programs change the way companies recognize employee service and achievement, reward individual and team performance, strengthen customer relationships, and create brand loyalty. Lumba can be reached at [email protected].