It seems like every SEO on the planet is taking up the “content marketing” banner in this post-Penguin, post-Panda, algorithm-shifting world. The problem is that now you have too many authors pumping out reams of content without the slightest clue on how to develop something with any spark.
- Your first mission, should you choose to accept it, is to identify the people with the loudest voices in your market. If you want your content to go places on the internet, you need to convince people with established audiences to share it with their followers. If you can get those people to share your stuff, chances are their audience is going to start sharing it too, creating a ripple effect.
- Now it’s time to figure out what each one likes to talk about. To do this you’re going to have to analyze their tweets, blog, and any other social media channels they’re on. You can do this manually by following them and reading the backlogs for a while, or you can use a tool like Tweet Archivist or Foller.me.
- The trick to building something your target influencer will talk about is finding those interesting convergences in his areas of interest. For Brian, maybe an article like “How Pat Flynn Used his Blog to Get a Job in the Film Industry” or “How Bloggers Could Learn a Thing or Two about Promotion from this Year’s Oscars!” would get his attention.
- Keep in mind that influencers are more than a microphone to amplify your content — they’re real people with their own agendas, desires, and motivations. Only after they’ve warmed up to you a little bit and you’ve gone back and forth with a handful of twitter volleys, should you reach out to share your own content with them.