Once
you have pillar content in place and you have plans to release a
continuous
stream
of such content, the next step is to attract people and show them how
amazing your content is. This is when marketing is crucial and, as
I said previously, blog marketing is all about building
communication channels.
A
communication channel is a way of flagging the attention of a person
and causing them to take action, usually clicking a link and visiting
your blog. There are literally limitless tactics you can implement to
build communication channels, from the quick-and-easy to the complex
and time-consuming. Have you ever heard the phrase you get what you
pay for?
This
phrase applies very well to blog marketing. Things that are easy to
do are not powerful. Things that take more time and effort,
generally, are better rewarded with more traffic. Here’s a brief
example:
Tactic:
Leaving
comments on other blogs. It’s well known that leaving comments on
other blogs is a method of attracting people to your blog. Each
comment you leave has a link back to your blog. All you need to do is
spend a few seconds, write a sentence or two, and ta-da, you have
your first communication channelleading people back to your blog.
That’s an easy tactic and consequentlya lot of people do it.
Comments are everywhere and while they are certainly an integral part
of the blogging phenomenon, the effectiveness of commenting as a
marketing tool is poor.
They
send a trickle of traffic at best. There are more powerful ways to
use co mments as a communication channel. For example, spend more
time on each comment you make so that you add significant value to
the conversation, fo
cus
a lot of comments on a certain few key blogs and use comments to form
a re
lationship
with high profile bloggers. These techniques can expand the
communication channel from a trickle to a stream, yet it is very
unlikely that commenting alone isenough to build a popular blog.
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