How many blog posts should you write a week to be a successful content marketer? One? Five? More? It is, in fact, a trick question. Unless you have an already established audience through a mailing list or strong social media presence then the number of posts you write is inconsequential - the chances are no one is going to be reading them anyway.
So instead of crafting another article, you need to get out there and get your content in front of the eyes of people who matter. Still not convinced? Here are five reasons to spend more time on promotion and outreach.
1 - It's the only way to get page views and links
The chances are you want two things from your content - visitors and links for search engine optimisation purposes. But this isn't an "if you build it, they will come" situation. The only way you're going to build an audience from scratch is by leveraging the existing reach of influencers working in niches that are compatible with yours. From there you need to keep people coming back for more - you can do that through social media and newsletter sign ups.
2 - It will make your content better
If you're serious about creating great content you'll understand the value of feedback. As part of the outreach process you'll get constructive criticism about the post you're creating and you'll be able to use that to make your work better in the future.
3 - It can breathe life into old posts
If you've been creating content for a while and haven't got anywhere in terms of views and links, you don't have to rip it up and start again. Revisit old posts, give them a small revamp if required and then begin the outreach process to attract the visitors you're looking for.
4 - You'll build relationships that will bring all kinds of benefits
The key to successful content promotion is successful relationship building and in the long run this will bring benefits that extend far beyond mentions and retweets. These relationships will allow you to create better content in the future, through interviews, profiles and more. You're also like to find that these relationships will generate new business opportunities - the kind of thing that writing article after article with no promotion can't do.
5 - You won't feel so alone
Marketing can be a lonely business, especially if you're just starting out and have no idea where to start. By reaching out to established figures you'll find a community that's willing to help you succeed and that'll make it feel less like you against the world.
So hopefully by now you're ready to start promoting your content but if it's not something you've done before the question you'll be asking is "how do I go about doing it?". The anatomy of a successful outreach campaign is deserving of a blog post in its own right, and a lengthy one at that. Fortunately, Paul May of Buzzstream has it covered. So if you don't know where to turn check out this post from him and take your first steps towards becoming an outreach specialist.
What are you waiting for?
Note: This post is a guest post from a member of our DMR Insider Community.
Image credit: robotpolisher via flickr