Why Nobody Cares About Your Content (And What to do About It)

Editor's Note: The following is a guest Marketing Mulligans post written by Glenn Allsopp, the founder and principal of viral marketing and social media firm ViperChill. This article, which addresses issues surrounding the types of content that generate attention (and those that don't!), first appeared on Copyblogger, and most recently on Ragan.com.

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A few weeks ago I decided to open up my coaching services for one day only.

The results of this 24-hour period were gut-wrenching…for my clients.

In this round of consulting I noticed a lot of my clients were — like so many online — focusing their content on precisely the wrong thing.

They wanted to make money by helping people — but in the harsh light of d

ay, their websites painted a very different story.

Results from my consulting questionnaire, the domain names used and content on their sites, made it clear that my clients were consistently focusing on o

ne thing…themselves.

My feedback? Nobody cares about you.

Now let me show you where your focus should be …

The Cold Hard Truth Must Be Faced Directly

I softened the advice to my clients by telling them that nobody cares about me either.

At least not until I give my readers something to care about.

A concern many of them had, which does make some logical sense, was that if they didn’t focus their site content around themselves, they wouldn’t be able to build their personal brand effectively.

I threw out an example based on my own experiences of building multiple successful blogs, all of which didn’t include much personal branding in the content.

On ViperChill, for instance, around 400 people per month land there by searching for variations on my name, Glen Allsopp. I say variations, because a lot of people like to call me Glenn, but that’s a rant for another day.

My full name is only found in one place on that site.

It does not appear in my posts, it’s not in my comments, and it’s not in the sidebar. It doesn’t actually appear on any static page on my site. I may have mentioned it a couple of times, but it’s hidden in the post content.

As a matter of fact, the most common instances of my full name are on other websites in things like interviews, guest posts, and reviews of products I’ve created.

The only reason I get interviewed and attract people who want to promote my products, is because people like what I have to say in the first place. They trust me. They know I can help them with their problems. Then they want to know more about me.

Your readers care about themselves first and foremost, not about you.

They only start to care about you when you give them value that they keep coming back for. In time, they become curious about who is behind all that amazing value, and that’s how you start to build your personal brand.

Since you want to build your personal brand, but attract readers at the same time, there are two things I strongly recommend that you do…

Be Personal (But Not Too Personal)

There are literally more than 100 million active blogs out there, so it’s not that easy to get noticed and in turn create a lasting connection with your audience.

As a lot of blogging advice will rightly tell you, being personal in your posts and activity online is one of the best ways for your readers to learn more about you, and engage in the content you’re consistently putting out there.

It’s no coincidence that I know quite a bit about some of the biggest content creators online.

I know that Brian has been an attorney, a real estate broker, and an ezine marketer back in the day.

I know that Darren Rowse (I don’t even have to tell you his website, another case in point) lives in Australia with his wife V.

I know that Sonia has a young son and rocks an awesome pink hairdo.

I don’t know these things because they go on and on about them. I know them because I love the content that they write, and in time, through a series of articles I follow, get to know a little more about each of them.

Drip, drip, drip.

Being hooked on the value they consistently provide to me is the only reason I have come to learn more about each of them.

Put The Focus Back On Your Reader

I’ve done a lot of split-testing lately, and have an example which proves my point even further.

I set-up a squeeze page which promoted a free eBook I’ve created, and varied a number of headlines. Two of them being:

• Discover How This Very Blog Gained over 10,000 Subscribers In Just 12 Months
• Discover How You Can Grow Your Blog to Over 10,000 Subscribers in Just 12 Months

Can you guess which one resulted in the most conversions?

The second headline outperformed the first by a huge margin. The reason being that the first headline put the emphasis on me, and the second put the emphasis on the reader.

The Only Reason People Read Any Blog I Because Of The Value That They Get From It

If Brian and Sonia started putting out content here which mostly focused on their personal lives, I’m sure they would quickly find their audience engagement levels decreasing.

It’s the Copyblogger core philosophy of creating content that benefits readers…week-in and week-out … that keeps the subscriber numbers growing.

Don’t automatically assume that you need to talk about yourself all day and plaster your site with personal interests and ongoings in order to build up your brand.

From my own experience, and with examples taken from some of the biggest blogs online, being personal — but subtle about it — is usually a far better route to take.

© Copyright 2006-2011. Copyblogger Media LLC. All rights reserved.

The Quora Quotient

Quora is one of several highly-popular social media companies, including Groupon and LivingSocial, that is absolutely white-hot at the moment, and attracting a ton of user, media, and investor interest. But is all this interest translating into increases in user sign-ups, of which we count ourselves as one of them)? O.K., technically, we're not brand new to Quora, as we began using it several months ago, but we're still interested in this subject to see how Quora's subscriber growth mirrors that of other social media firms. And, by the way, you can follow us and check out are contributions on Quora by visiting here.

As it turns out, Quora is not just a social question-and-answer site where users just ask and respond to questions of all sorts. According to this study by KISSmetrics and Semil Shah, some subscribers vote on answers, while some users send private messages to other users based on similar interests and activities.

For a full rundown on how Quora users are utilizing the site, check out this cool infographic:

It will be interesting to monitor Quora's subscribe base and usage patterns over time to see how these metrics change...if at all. However, if the growth and usage arcs of other social media companies are any indicators, we can expect to see several significant changes in the next 6, 12, 18, and 24 months as the Web 3.0 world evolves.

7 Must-Haves For Successful Business Blogs

Editor's Note: The following is a guest Marketing Mulligans post written by Lee Odden, chief executive officer of TopRank Online Marketing, a digital marketing agency that helps companies increase sales, brand visibility online, and develop better customer enagagement. This article first appeared on the Top Rank Online Marketing Blog, and most recently on Ragan.com. You can follow Lee on Twitter @leeodden.

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I’ve learned a lot during my seven years of blogging. Online Marketing Blog has received a lot of praise recently, but more important, my experience with reviewing others’ blogs has been a learning experience. I’ve looked at more than 1,000 blogs to create the BIGLIST and recently reviewed the top UK online marketing blogs, as well.

Here are a few key characteristics that represent a highly productive blog in terms of branding, community, SEO, PR, recruiting and taking mindshare away from the competition:

1. URL. Pick something short and easy to remember. Blog.domainname.com works well, as does domainname.com/blog or companynamblog.com. Try to avoid obscure or long URLs like www.domainname.com/files/about/blog?home or worse, companyname.blogspot.com. If you’re representing a business, act professionally and use a domain name you control for your blog URL.

2. Blog name. If your blog has a unique name like “GM Fastlane,” then it should have a prominent logo that links to the blog’s homepage. If your blog is named “Company Name Blog” that’s fine, but offer a “home” to go to. Taglines to go along with the blog name are useful for readers so they understand what your blog is about. Taglines are also useful for search engine optimization.

3. Design. Make sure your brand’s style carries over to your blog’s design. Keep in mind that the design shouldn’t confuse readers by being too similar to that of your company’s website. Here are a few key points to keep in mind:

• Stand out. There are millions of blogs, not to mention social channels like Twitter and Facebook. You’d better stand out, or you’ll be forgotten.
• Add style. Make an effort to convey the personality and style of your company.
• Easy to read. Headlines should be larger than the body copy. Blog author, date published and other elements like comment count are useful for readers to connect with post authors. The date indicates they’re reading fresh content. We remove dates after a year or so.
• Header. Most bloggers express their creativity with header graphics or images. If you can’t have a unique logo for your blog, have a unique header.

4. Navigation. It’s critical to find content easily on a blog. Useful navigation elements include categories, tags or tag clouds, search box, popular posts, recent posts, and most-commented posts. You don’t need all of these, but the majority of them are useful.

5. Content. Create an editorial plan for the blog. After seven years of blogging, I like to have certain days each week planned out with specific topics and keep other days as wildcards. For example: Social Mondays, tactical tips on Tuesdays, Thursday rants, and Friday news roundup. Pay attention to Web analytics, off-site citations, comments and social chatter to gauge whether your content resonates.

6. Social. Your blog might have Twitter, Facebook, Slideshare, YouTube, Amplify or similar accounts. Use them to extend the conversation, repurpose or mash up blog content. I’ve added the Facebook fan box to my blog’s sidebar and made posts easy to share on Twitter and Facebook with buttons/counters at the top of each post. It’s no wonder that Facebook and Twitter drive a substantial amount of blog traffic. That’s not because I offer the sharing buttons as much as the fact that we’re social on Facebook and Twitter. Flair is no substitute for interaction. If you add social features to your blog, understand that to make them effective, you must also spend time on those social channels.

7. Who. Who is behind the blog? This is far too rare a feature on many blogs. Create a page that describes the purpose of the blog and the people behind it. That makes it clear what readers can expect and gives them something to identify with when reading posts. There are many other tips for effective blogs. Essentially, make sure your blog conveys the brand and message you’re after with its design and content. Make it easy to read, navigate and share content. Within a few seconds, readers should be able to tell what the blog topic is and find something interesting. If not, they’ll move on to someone else.

© 2011 Ragan Communications, Inc. All Rights Reserved.

Are You Making Something?

Editor's Note: The following is a guest Marketing Mulligans post written by world-renowned marketing expert and best-selling author Seth Godin. It’s a short, but intriguing, essay about work and what is required to create lasting value, often short- and long-term objectives of the product development and marketing functions.
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Making something is work. Let's define work, for a moment, as something you create that has a lasting value in the market.

Twenty years ago, my friend Jill discovered Tetris. Unfortunately, she was working on her Ph.D. thesis at the time. On any given day the attention she spent on the game felt right to her. It was a choice, and she made it. It was more fun to move blocks than it was to write her thesis. Day by day this adds up... she wasted so much time that she had to stay in school and pay for another six months to finish her doctorate.

Two weeks ago, I took a five-hour plane ride. That's enough time for me to get a huge amount of productive writing done. Instead, I turned on the wifi connection and accomplished precisely no new measurable work between New York and Los Angeles.

More and more, we're finding it easy to get engaged with activities that feel like work, but aren't. I can appear just as engaged (and probably enjoy some of the same endorphins) when I beat someone in Words With Friends as I do when I'm writing the chapter for a new book. The challenge is that the pleasure from winning a game fades fast, but writing a book contributes to readers (and to me) for years to come.

One reason for this confusion is that we're often using precisely the same device to do our work as we are to distract ourselves from our work. The distractions come along with the productivity. The boss (and even our honest selves) would probably freak out if we took hours of ping pong breaks while at the office, but spending the same amount of time engaged with others online is easier to rationalize. Hence this proposal:

The Two-Device Solution
Simple but bold: Only use your computer for work. Real work. The work of making something.

Have a second device, perhaps an iPad, and use it for games, web commenting, online shopping, networking... anything that doesn't directly create valued output (no need to have an argument here about which is which, which is work and which is not... draw a line, any line, and separate the two of them. If you don't like the results from that line, draw a new line).

Now, when you pick up the iPad, you can say to yourself, "break time." And if you find yourself taking a lot of that break time, you've just learned something important. Go, make something. We need it!

Copyright © 2011 Seth Godin. All Rights Reserved.

Professional Networking Site LinkedIn Hits 100 Million Member Milestone, Preps For IPO

As LinkedIn, the world’s largest professional online network, rapidly closes in on its eighth birthday in May of this year (almost a lifetime for Web-based businesses these days!), the company just surpassed another major, and even more spectacular, milestone yesterday: the 100 million member mark.

Interestingly enough, more than 50% of the company's members come from outside the United States, with one-quarter alone based in Europe (20+ million) and the United Kingdom (5+ million). Nearly 10%, or just over 9 million, are in India. Overall, LinkedIn has members in over 200 countries and territories.

The diversity and accelerated growth in membership are impressive, and certainly represent attractive qualities as the company races toward its highly-anticipated initial public offering (IPO) in 2012. Another big sign of growth? LinkedIn started off 2011 with nearly 1,000 full-time employees located all around the globe, up from around 500 at the beginning of 2010.

To commemorate the membership milestone, LinkedIn produced the following infographic which details interesting membership figures and demographics. Check it out by clicking on the image for a larger view:

Keep your eye on LinkedIn over the next 12 months as it prepares to go public. The company has been introducing features and services left and right for companies and individual professionals, and it promises even more to come. And as Facebook continues to focus more on consumers than businesses, LinkedIn may become the de facto social media outlet for companies of all sizes.

Take Your Time To Develop Your Brand

Editor's Note: The following is a guest Marketing Mulligans post written by Deborah Shane, an author, entrepreneur, radio host and expert, that first appeared in Small Business Trends. Shane is a well-respected author, entrepreneur, radio host, and marketing expert who writes for several national business, career, and marketing blogs and Websites. In this interesting commentary, Shane asserts that that the branding process...for any company...is a steady one which only gathers momentum and awareness over time. Find out why...
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Does your brand splash around and do cannonballs off the side of the pool, or do you dive straight in and swim with a smooth, steady stroke? Rome wasn’t built in a day and your personal brand, reputation or business brand can’t be, either.

Trying to rush it, bombard people with it and be too much in people’s faces is not going to make them notice you faster or get them to buy more consistently. In fact, think about all the emails and newsletters that you now block, delete and unsubscribe to. People tell me all the time they are only following and getting emails from people and companies that really connect with them and provide them with timely information they want and need.

There are some really great professionals and companies who I like and admire, but I just don’t want daily emails (and sometimes it’s two or three a day). Those relentless reminders, repeated offers, re-framed messages, reminders about offers ending, multiple articles just posted on their sites, and so forth really turn me off. Probably turn you off, too.

What’s the best practice here and does this help or hinder brand development and recognition?

Just when I think I’ve gotten through all of them, another slew of them downloads into my browser. I am really exhausted trying to keep up. Aren’t you?

More and more people I am speaking to are putting new boundaries on emails and email marketing. We know how important and effective email marketing, is but how often and for what reason do we need to be sending email marketing messages?

I am on my social platforms a few times per day; post two to three blog articles weekly; and write for several other business, career and marketing sites. I also try to send a dedicated, purposeful email out to my permission-based email list once per week; about every two months I send out a themed newsletter.

So, how much more do I need to do to be out there to grow my brand and authority?

I believe it’s the consistency of your activity, the length and content of your messages, and finding just the right frequency that develops a brand organically over time. Brands should meander with purpose to where they are being naturally led.

No need to rush it or bombard people with your brand. Let it unfold, be consistent and “go with the flow.”

© Copyright 2003-2011. Small Business Trends LLC. All rights reserved.