Make It Happen
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Blog Cluster Strategy

by RandallCraig on June 14, 2013

Filed in: Blog, Blogging, Make It Happen Tipsheet

Tagged as: , , ,

“If you build it, he will come.”  This quote, from the movie Field of Dreams, captures the hopes of many marketers:  write great content on your blog, and an audience will be magically attracted to you.  Thanks to Google this is partially true, but are there things that you can do to help the process along?  The answer, of course is yes.  To start, consider the following ideas: 

This post, however, is an example of a completely different way to grow your readership: create content clusters of related blog posts, and then cross-link them.  It stands to reason that if a person lands on one particular blog post, they may have an interest in closely related posts.  Planning several blog posts around a particular theme -  planning the posts in clusters instead of simple individual posts – can make this happen.

The second benefit of this is that these clusters are ready-made raw material for a longer white-paper or other form factor.  (More on repurposing content.)

This week’s action plan:  Planning future blog post clusters is great, but what about everything you’ve written in the past?  This week, go through your archives, and identify the clusters where you can graft cross-links after the fact.

Bonus Blog Bit:  Beyond the in-line cluster strategy, there are a number of WordPress plug-ins that automatically identify related posts; while not perfect, these also can help generate more internal connections – and readership. 

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
www.108ideaspace.com
www.ProfessionallySpeakingTV.com

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Out without the Shout

by RandallCraig on March 30, 2010

Filed in: Blog, Make It Happen Tipsheet, Social Media

Tagged as: , ,

How much do you like advertising? If you’re like most, the answer is somewhere between very little and not at all. This isn’t surprising, since most advertising is not meant specifically for you, and is designed to be loud enough to cut through all of the noise generated by other (irrelevant) ads.

Yet, as individuals, are we any better when it comes to how we use Social Media? How often do we put something out there – a blog post, a status update, a Tweet – that is nothing more than a shout? Or is blatantly self-serving, adding little or no value to the reader?

It is surprisingly easy to use Social Media, but surprisingly difficult to avoid being self-centered. Here are some ideas that can help:

  • Consider who your audience is, and why they are interested in following you.
  • Put yourself in their shoes, and ask whether your post is worth forwarding onwards.
  • Add value by referencing content from third parties (with attribution), not just your own “stuff”.
  • Participate meaningfully beyond your own walled garden, by commenting on others’ posts.

This week’s action item: The most important way to avoid “shouting” is to ask a question, and engage your audience on their terms. The magic of Social Media is the fostering of a community of interest. This week, instead of posting your status on Facebook or sending a self-centered Tweet, ask your followers a question. When you do this, not only will you get your message “out without the shout”, but you can learn far more about what is important to them.

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig
www.RandallCraig.com
www.ptadvisors.com

Not Like Me

by RandallCraig June 2, 2009

Clients, prospects, friends, family, co-workers, your manager, and recruiters: It’s easy to assume that everyone thinks precisely like you do. But they don’t. They each have their own experience, education, training. We know this instinctively, yet still we make mistakes based on this premise. Then during a presentation, in an interview, when we write reports, [...]

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Holding Attention

by RandallCraig May 6, 2008

Have you ever had the feeling that the person you are speaking to really wasn’t paying attention to your conversation? Maybe they are pre-occupied with a personal matter? Or they might not care about your message (or about you)? Or perhaps they are focused on an impending deadline? Whatever the reason, from your perspective it [...]

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The Centre of Gravity

by RandallCraig February 6, 2007

We communicate by writing and by speaking. We project our ideas to others using nuance, idiom, tone of voice, and body language. We do it in our business presentations, group meetings, in proposals, job interviews and resumes. But how do we know that the message is getting through? We don’t. The first paragraph of this [...]

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The Centre of Gravity

by RandallCraig February 6, 2007

We communicate by writing and by speaking. We project our ideas to others using nuance, idiom, tone of voice, and body language. We do it in our business presentations, group meetings, in proposals, job interviews and resumes. But how do we know that the message is getting through? We don’t. The first paragraph of this [...]

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Can tigers change their stripes?

by RandallCraig December 27, 2006

Today, I appeared on two very different radio shows. The first was CKTB in St. Catherines, a local market, where the host had a number of specific questions he wanted answered. It was a fast-paced Q and A format on the lunchtime talk show. The second interview was on CBC Radio One, for Freestyle, a [...]

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Viral Career Marketing

by RandallCraig September 5, 2006

Viral marketing is another of those hot concepts today. Traditional marketers focus on defining People, Place, Price, and Product, and then executing their plan. Viral marketers try to empower those already using the product to tell their friends about it – and to have those friends tell their friends about it. The power of this [...]

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