This article also appeared in Social Media Today.
I did a content marketing experiment — and failed.
With a little twist, I wanted to demonstrate a content marketing experiment — particularly for smaller companies. And how it could work for your business, too.
The experiment yielded some interesting results, and I thought I would share them.
The Content Theme: Blogger outreach
About six months ago, I decided to practice some focus here on the blog. I’m passionate about most things related to digital marketing, but I decided to create some content around blogger outreach.
Why not? I hadn’t written extensively about the topic in the past, but I had published at least a few relevant posts. So here’s what I did:
So, what happened?
I Got Remarkable Results…
I did get a little more organic search engine traffic on blogger outreach-related queries, but nothing extravagant. But despite how small-scale this experiment was, I still got some pretty remarkable results.
This is the outcome from six months:
… But Still a Miserable Failure
So, how did I fail miserably?
My professional network quickly forgot I’m a PR generalist. Suddenly, everyone thought of me as the blogger outreach specialist.
The result: It took almost 12 months to re-establish my position as a PR generalist.
The insight: Be mindful and choose your content themes carefully.
PR Resource: Content Themes
Let’s use a fictitious example of an IT company. First, they decide on a Promise Filter for their content strategy:
Promise Filter: We make IT easy to understand.
Then, the IT company breaks their core message down into four business-critical Content Themes:
Q1 Content Theme: We make people understand the Internet of Things (IoT).
Q2 Content Theme: We make people understand business automation.
Q3 Content Theme: We make people understand cloud computing.
Q4 Content Theme: We make people understand managed services.
For each quarterly content theme, they produce Content Packages. Each content package could contain the following:
Learn more: The Content Themes PR Strategy
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