How to Go Beyond Blogging and Harness Multi-Channel Marketing

The post How to Go Beyond Blogging and Harness Multi-Channel Marketing appeared first on ProBlogger.

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Scrupulous readers should have noticed that blogging is not just about writing and getting their opinions, rants and random stuff online. In fact, a blog is just a tool for publishing and conversing online. Every opportunity to enhance communication and reach out through various media should not be taken lightly.

As part of the online marketing mix, blogging plays a significant role because right now much of the marketing effort still revolves around driving people to your web site. When you want your prospects to buy something, you want them to visit your site and proceed to the order / payment page. If you want them to find information or read content, a web site is still the most ideal place for this.

Among those, audio and video content consumptions have shifted from computer to portable devices and TV screens. However, at the end of the process, you still need to take the audience back to the Web to increase ad views or complete the purchase. (Driving people to offline store is out of the scope of this post.)

A blog is no longer used to merely publish blog type content. Modern blog software allows you to format the layout to resemble magazines, corporate web sites or for syndicating videos. Taking advantage of this has become more important than ever in order to grow your business.

Quick advice: combine web publishing and other media to reach your audience. Not only they are cost effective but you are providing richer content experience across multiple platforms and that can bring good things to your business. Even just for online media, you can implement multi-channel marketing.

When I first used the term content marketing, almost no one was talking about it. Not that people didn’t do it but Larry Chase was one of the first to use the phrase. Other marketers refer to it as educational marketing. Just recently, it becomes the buzz word.

Marketing suddenly becomes fun once you approach it from the content angle. Rather than calling out to random people who are more likely not interested in what you have to offer, content marketing attracts people in. People come (call, contact, or ask) you about your product or service instead of you selling them aggressively. And when the approach you, often they feel as if they’ve known you for a long time.

It all starts with superb content.

Content marketing is effective but at the same time doesn’t burn a hole in your pocket. Sure, there are expensive ways to create and distribute content. More power to those who can afford them. But for most of us, here are some cost effective tips and strategies for content distribution and promotion. (See above for tips on affordable content creation strategies.) Don’t underestimate any one of them, as they can be far more powerful than the costly methods:

Blogging requires you to reach out and connect with your readers and other bloggers. Relationship is an important part of it. “It is who you know.”

Building relationships with other influencers should be on everyone’s agenda. Over time, you will need bloggers to help you spread your content, product or service. By the time you need them, it is usually too late to start networking.

While certainly there’s more things to consider than just “who you know,” influencers are people who have the capability to generate buzz and bring you traffic and business. Average content can become outstanding with the right people endorsing it, but superb content remains unnoticed without proper promotion.

With the word “social” everywhere, “where to network” is no longer the right question to ask. It is more about prioritizing your time to get the most out of social sites and activities.

Here are some useful online networking tips that I hope I’ve learned years ago when I got started:

Although social networking sites allow you to syndicate your blog’s RSS feeds and post links to your blog posts, several social sites are created just for the purpose of finding new and interesting content.

Here are some ways that will help you leverage your content and drive traffic through social sites:

If you look at the list above, you should agree that it can be overwhelming even for most productive bloggers. If you only get one advice from this article, it should be that you should not attempt to do them all at once by yourself.

Instead, prioritize. Successful bloggers focus on what they know best and exploit a handful of different marketing channels to the maximum, systemize them, and whenever they are able to offload some of the stuff, pick another channel to explore. You will be surprised that even if you do one thing well, you will see significant improve in traffic and revenue to your site.

Final recommendation: spend a weekend to plan out your blogging business. It will be time worth spending.

Next post, which is the last post in the series, talks about the metrics you should be tracking so you know which strategy brings you result and which needs a fix. Not knowing your numbers is like shooting in the dark and hoping you will hit the bull’s eye. It isn’t going to happen. Driving traffic and growing a blogging business need a strategy, and based on the feedback you adjust things and take even more actions.

So… stay tuned.

Hendry Lee helps bloggers overcome strategic and technological challenges in starting and growing their blogs. 

This article was first published on January 29, 2009 and updated May 19, 2021.

The post How to Go Beyond Blogging and Harness Multi-Channel Marketing appeared first on ProBlogger.

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