If a tree falls in the forest but nobody hears it, does it make a noise?
If you create stellar content but don’t spend time sharing it, does it reach people who could benefit from it?
I feel this problem so hard. Over the past decade or so, I’ve generated a ton of content (podcasts, blog posts, videos), but other than cursory shares on social media, I’ve not been as good at promotion.
For example, I’m really proud of my recently published Comprehensive Step-by-Step Guide to Quick Results with Outbound Marketing. It covers in great details the systems that are built out in the Outbound Marketing Playbook.
But so far, I haven’t done nearly as much promotion as I’d like. Sure, I shared a bunch of juicy screenshots from it on Twitter (63.9% connection rate for one LinkedIn campaign! 65% reply rate for connections on another!). But the amount of time I spent working on that Twitter thread was a small fraction of the time writing the content itself.
I guess I’ve got some work to do!
The good news is, while I’m focusing on promotion, you can bet I’m working promotional systems into new Flowster playbooks. One example is Promoting Your Cornerstone Content to Influencers to Gain Social Proof.