How To Build Upon Your Existing Blog Content
In preparation for this up and coming post, I have been reading Seth Godin’s “Meatball Sundae”, which asks the paramount question, “Is Your Marketing Out of Sync?” With marketing efforts continuing to shift from the conventional to more of the socially digital, the consumer must continue to be an element of focus, if the retailer has any prospect of reaching them. My prior posts discussed your ability to “woo” the primary influencers of that community or attempting to leverage your current user base as a desirable demographic for advertisers. This brings me back to Mr. Seth Godin. In his blog, he discusses a refined advertising approach, layering. However, social community work continues to develop from the popularity it has achieved and from its infancy, with a lot more development to come. But where do you start? Here’s a diagram illustrating his “layering”point: Here’s what we used to do: Create —> Edit —> Launch Here’s what happens now: Create —> Launch —> Edit —> Launch —> repeat What this intends to inform new marketers out there in the on-line world is much of the production process still continues after the launch of a branding campaign. Even at a “blog” level, Seth discusses how it is not a particular “breakthrough” post that forges a marketing identity, but a series of other posts that “layer” your initial statement, building your online currency. Seth uses “Wikipedia” as his layering example: “Wikipedia is built on a bold idea: launch with a few hundred mediocre articles. Challenge people to add a few more. And then, day after day, layer on top of that, improving each one, improving a hundred thousand of them, improving a million of them. One after another, layer after layer.” An even easier way to think of it would be the layers of a cake:
Ultimately, Seth Godin urges those who choose to “socially” play, must be organized to do so. Just because you launched your real estate blog does not mean your first post will turn the marketing world upside down, but if you succeeding posts “layer” your points made on your initial post, you will be ahead of those who continue to focus on just the creation process and align your marketing efforts to be more in sync. When an organized social community layering approach is in sync, your ability to formulate "digital word of mouth" equity can be realized.