Shameless Self Promotion in a Web 2.0 World

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One of the the common elements of a lot of web 2.0-ish applications is they rely heavily on user generated content. However as I mentioned in my Forums vs Blogs post many people are blogging to keep all of the value of their own work. So why should should any smart marketer give away content and increase the value of someone else’s site … read on grasshopper.

IMHO one of the best ways to get the most out of user content dependent web publications is through shameless self promotion. A key point to understand here is moderation, it’s all about the soft sell, dangling a hook and building your brand recognition.

• Reach a Bigger Audience
  One of the best things you can get out of giving away content is putting your ideas in front of a larger audience. Got an idea or concept you want to promote this is the perfect way to do it. Just remember you’re not pitching your better mousetrap, but your better way of catching a mouse, it’s a subtle but important difference.
• Build the Perception of Your Expertise
  If you know your topic inside and out share some of that knowledge to educate others. Don’t give away the whole farm, just a few fruits and vegetables here and there. Be helpful but don’t be arrogant or condescending (yeah yeah I’m working on it) there’s a difference between being smart and funny and being a wise ass.
• Be Topical and Front of Mind
  You want to be talking about what people are thinking about. You’ll get more attention talking about taxes in March and April than you will in September and October.
• Embrace New Technologies and be Ahead of the Curve
  Blogging may have been bleeding edge in 2004 and 2005 but in 2006 it’s coming closer to being wonder bread. Look for emerging technologies like Podcasting or Vodcasting (Video Podcasting). If you don’t want to produce them yourself try to get interviewed on a few shows, give a way a free prize or two on the show to get people to visit your website.
• Be Consistent and Regular
  Pick your frequency and stick to it. Write an article every three or four weeks and keep to the schedule. You would be better of writing one article a month instead of one article for twelve weeks in a row and then nothing for the forty remaining weeks.
• Sprinkle Don’t Dump
  Now of course dropping a link in here or there is to be expected. The trick is to lightly sprinkle your links in not dump them in in a big pile. You want to obfuscate your intent as much as possible. One of the best strategies I’ve found is to drop some other links in. Add in a few big authority sites, then a few low level sites in the space who will never rank no matter how much help you give them. Of course use anchor text to your advantage, just don’t be too obvious about it.

Sphere It

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