We know how important it is to create content on a regular basis to help build the number of pages our websites have. We know one of the reasons for this is to help demonstrate to Google that we are an authority on our subject. We hope this will increase the chances of Google ranking our pages well in the organic search results. What we might not realise is that there is more to it than simply writing and publishing content. If we write and publish our content in the correct way, then it stands a much better chance of becoming self-marketing content. It will shout out for itself!
Ok, so what do we mean by the term self-marketing? Well, the idea is to produce our content in the right way to ensure that it has the best chances of appearing naturally in all types of organic search methods as well as making it interesting and engaging enough that people will want to share it for you. You may sat that this is people marketing your content for you, but only because the content was constructed well enough to make them want to. It’s still considered self-marketing as you didn’t have to do anything yourself after it was published.
“Charlie bit my finger, ouch Charlie, that hurts!” We probably don’t have to explain where that phrase comes from because the content self-marketed so well that just about everyone on the planet knows about it. Granted, this particular example may be explained as a freak viral accident but the principles are the same. The content was engaging and entertaining enough that once it was posted online and was promoted to a few people, it did the rest itself.
People that saw it and enjoyed it enough they told other people about it. They liked it on their YouTube account, they shared it on Twitter, Facebook, Google+ and other social media channels. That led to people they were connected to online doing the same, which in turn led to people they were connected to online doing the same, and so on.
Ok, so not every piece of content posted online, whether it is a video, an image or an article is going to be fortunate enough to get this kind of fame, but then, from a business perspective you probably don’t want it to. You want the right people to see what you have to say, the people who are interested and will share and like the content within your industry and your customer base. You want your content to go viral in the right places.
It’s easy to say, “Construct your content properly” but what does that mean and how do you do it? Here is a list of things to consider when creating content to increase the chances of it becoming self-marketing:
Don’t just apply this advice to all your new content from here on in, go back and review all your existing content and tweak and update it where necessary. You may well find some quick wins in your old content, which is easier to update than coming up with new all the time.
As well as getting the content right, you need to tell the first few people about it that will hopefully pick up the work for you and start to share it. This comes down mainly to you having a good social media strategy in place, but more about that another time.
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