With the author’s permission, Likeny shares a chapter from the book. It will teach you everything you need to know about sharing content without sin, including on social media.
Sin #4: Disconnectability
Advertising is expensive. And in some areas, it’s damn email data expensive. No matter how much you spend on advertising, if you stop pouring money into it, it will stop working. This will happen on the Internet, in the newspaper, on the radio, and on television.
No, there are exceptions to this rule, like any other. For example, “8 800 555–35–35. It’s easier to call than to borrow from someone” – we bet you sang that?
The same thing works without numbers and rhymes: take, for example, “Mo-o-o-om, did you call me?” But this is more of a nostalgic past than a real ow the agency develops specialists in targeted advertising reason to contact the company. In modern online and offline realities, “turning off advertising” means “losing the result.” And there is no way to change this yet.
Have you guessed where I’m going with this? That’s right, you need to start creating content that will always work. And yes, I mean blog posts.
Old materials will not be removed from the site unless you pay the guys from Google and Yandex for it. They will not disappear from search engine pages and will not disappear from social networks until you hide the blog from indexing or delete the clean email company’s site. The texts will continue to attract new visitors and clients, whether you want it or not.
You may think that this is unrealistic and any method of attracting people sooner or later loses its effectiveness. You are not alone. I worked with a client who did not believe in inbound marketing. During the entire period of cooperation, he proved that people do not come to the blog and the strategy does not work. He proved it every month – just in time for the report.
The client behaved as if he were at war: he wanted us to lose so much that it seemed that for him every new visitor to the blog was a strategic defeat. The hostilities lasted about a year. During this time, search traffic increased sixfold, and the site began to appear in the TOP-10 search results three times more often. The client was still unhappy, and we ended our cooperation.
Time passed, the battle wounds healed, and the search traffic grew on its own. We couldn’t even believe our eyes when we looked at Metrica. Here’s what happened to the site in a year.
The blog had been untouched for a year, but search traffic had grown fivefold. What if the client hadn’t abandoned the blog for a whole year?