Location x Timing = Content Win
Sep 17, 2021 6:32 pm
Get those two right and your content will land when & where it should!
Hello Content Creators!
Last weekend was the NC Folk Festival in my hometown of Greensboro.
It's a big deal. 300+ artists, 103 acts, 4 stages, 3 days, and thousands of spectators.
Pretty much all of downtown is closed to vehicles, and it's a giant party:
Then the Activists showed up.
They weren't protesting the music. Or the event. Just promoting their cause, but they did so with a bullhorn and a group of people yelling.
And they did it right behind the crowd just as a band was getting started.
So, I have to ask...
Do you think ANYONE in the crowd was either receptive to or interested in their message at that time?
I wanted to ask their leader if he'd be interested in learning about Product XYZ just as a movie was starting?
I could sit right behind him in the theater and start yakking on (loudly!) about how important and great this new product is.
Just like the festival goers at the stage, he'd sort of be a captive audience for my message. He could move, but he doesn't want to. He just wants me to shut up so he can enjoy the show he went there to see.
They were delivering the message at the wrong time and the wrong place.
This happens with content marketing all the time.
Actually, this happens will all kinds of marketing. Brands throw their message out there willy nilly.
"There's a crowd, so we have an audience!" they think. "Let's blast our message out there!"
That shotgun approach won't work. You have to get your content delivered in the right place, at the right time.
Fortunately, with Content marketing, it's really easy to do.
Here's how to do that*
Before we begin: These tactics refer to produced content, not social media or ads. There are plenty of studies about timing your social posts, and even apps that will do it for you. And you can run ads with keyword bidding that show when people are searching for something similar... but those aren't the type of "content" I'm talking about.
I'm talking about content like:
- Blog posts
- Feature articles
...and the like. Basically, anything that's telling your story, talking about your products, or trying to Inform, Entertain, or Educate.
How to time your content
Timing is easy. Just make the content and put it out there...right now. Google takes care of the rest. Because when people are searching for something, that's the right time, so if your content is out there, and it shows up, then you timed it right.
The image above shows how a story I wrote in 2019 about gravel cycling in Slovenia ranks #1 on Google right now, in September 2021. And my video shows up on Page One, too. Slovenia's tourism board sponsored our trip then, but they're getting the benefit every single time someone searches it, 24/7/365.
Where to locate your content
Your content's location depends on what you're trying to accomplish. Examples:
- Put it on your website to move people through your sales funnel.
- Put it on YouTube as a tutorial or entertainment.
- Put it on established media to build credibility through 3rd party validation.
There are other places, too. Look at your goals, determine where the best place is to achieve them, then create the type of content that works there. Sometimes that means letting others (media, influencers, bloggers) create the content for you.
*All of this assumes that your content is good. If your content sucks, or isn't structured and written to rank well, then none of the above will work. If you need help with that, Let's talk.
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Cool Stuff I've Found
Headed back into an office or classroom and still a bit sketched out?
Turns out it's not just masks and vaccinations that will help us get past this pandemic. Getting fresh air into your workspace is key, too.
Since one of our kids has to sit in her classroom to eat lunch, all up close and personal with 25 other kids now de-masked, my wife built portable virus filters for her classroom.
It's super easy, just a 20" box fan and four MERV13 filters...and it's something you can make in 5 minutes for your own workspace! Get the supplies list and instructions here (bottom of post).
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Right on time,
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PPS - I'll be speaking at Philly Bike Expo in November if you'd like to hear a creatively titled session on how to work with the media.
*Any items, services, or products mentioned in these emails are provided solely because I think you'll like them. Some links might be affiliate links, which earn me a small commission and helps support all the free content. Thanks!