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This blog post also got picked up by Social Media Today.

With a little twist, I wanted to demonstrate how content marketing works — in particular for smaller companies. And how it could work for your business.

This little experiment of mine has yielded some particular results, and I thought it would be fun and interesting to share them with you.

Here goes:

The Idea: A Blogger Outreach Focus

About six months ago I decided to practise some focus here on the blog. I’m passionate about most things related to digital marketing, but I decided to create some content around blogger outreach.

Why? Well, why not?

I hadn’t written extensively about the topic in the past, but I had, at least, a couple of relevant posts published. So here’s what I did:

  • I wrote a couple of new posts specifically about blogger outreach during a couple of months. Not excessively many, but a few.
  • I set up a Resource Page (Get Started With Blogger Outreach) where I collected all relevant posts, to connect them with each other and to show search engines that these posts belong together. I also linked the resource page from my universal sidebar to demonstrate that I care a little extra about this content.
  • If I had gone all-in on this, I should’ve also made sure to secure some strong linkbacks and done some keyword research. But I didn’t. I was too lazy, ha!
  • I also started pushing a little extra for a particular technique, Honeymoon Outreach, to stand out more.

So, what happened?

The Outcome Of My Little Experiment

I did get a little more organic search engine traffic on blogger outreach-related queries, but nothing extravagant. If I had been serious about ranking better in search, I should’ve gone the extra mile with links, keyword research and formatting. But unfortunately, I didn’t do this.

But in spite of how small-scale this experiment was, I still got some pretty remarkable results (yes, I kept track of them). This is the outcome from six months:

I got three invitations to do unpaid talks on blogger outreach. Compared to none before on this particular subject. I did a few and got a chance to get my message out there.

I got four invitations to paid talks on blogger outreach. Compared to none before on this particular subject. I did three of them and managed to get my message across to some more companies.

I got 11 hot sales leads to execute blogger outreach — or help with a strategy for it. I tripled the leads I’d normally get for this particular service.

I got, to my knowledge, five great endorsements. “Who knows blogger outreach?” It’s impossible to know how often my name came up in these types of discussions, but some of them got through to me. Good stuff.

National television wanted to use me as an expert source in a news story related to blogger outreach. I declined because I didn’t like the premise of the story, but still. My name came up.

And two agencies got in touch with me for help to fine-tune their blogger outreach capabilities. It’s always tricky to establish partner relationships within the same industry, but I was still euphoric about this.

Countless offers to host paid guest blog posts on the subject. No real good ones, unfortunately.

Also, two blogger outreach software companies got in touch with me to establish a relationship. Since I’m in the business myself, I value having direct contact with marketing software. It might just prove useful for clients down the line.

Pretty okay, right? Considering that we’re only talking about a couple of blog posts, some weak SEO efforts on my part and a couple of speaking gigs where I promoted my cause a bit further.

I didn’t even use my mailing list to push for this experiment.

What Does This Say About Content Marketing?

Sure, six months might sound like a long time. But the outcomes listed above was something very tangible to me, I almost became a bit worried that my potential clients would forget that I’m really about digital marketing strategy!

Of course, I had some credibility going into this experiment wich helped, of course. But in any case, with less effort, I was able to affect the very perception of myself as a brand.

But the principal point remains:

The secret to getting through the noise via content marketing — Focus! <<< Click to tweet!

Make sure to try this at home, folks. Create a Content Calendar that focuses on THEMES with starts and stops — and stick to them. The real power of content marketing isn’t just about what you say; it’s also about having the discipline to avoid covering too many topics at the time.
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The Writer:

As the author of Doctor Spin, Jerry's passionate about online persuasion and public relations. He runs the agency Spin Factory, the community PR of Sweden, and the e-learning platform Spin Academy. Jerry lives in Stockholm with his wife Lisah and his son Jack. Click here to subscribe to Jerry's posts!

Interested in Jerry’s services or speaking engagements? Learn more.

  • Feffe Kaufmann (@Feffekaufmann)

    Awesome work! Cool to see that your effort do give results, even though you didn´t go the extra mile ;)!

    I experience the same thing but I haven´t nisched that much as you but specific articles have proven to generate offers as well.

    Keep up the great work Jerry! Piz

    • Thanks for the encouragement, Feffe! I’ve found a WordPress plugin that let’s you collect series of posts together, creating sort of “online ebooks” with easy navigation between articles that belongs together. Think that could be an interesting plugin to try for both of us. Will check what the plugin’s called!

      • Feffe Kaufmann (@Feffekaufmann)

        Thats sounds awesome.

        I need to rebuild my blog since its so slow with to many DSN calls as well. Do you have any suggestions who to turn to?

        • The plugin’s called Post Series, I’m gonna try it out actually.

        • I prefer to do it myself. Clean pro theme, only the necessary plugins. If I would look into a theme today, I’d be interested in Marketers Delight 3 or Pearsonified.

  • A really good piece, I do agree with you om doing some unpaid work that will give more paid gigs and a good rep!

    • Yeah, by connecting your unpaid gigs to specific, themed content where you know you have a shot at a thought leadership, then it could make a lot of sense.

  • Thanks Jerry, very inspiring! I look forward to see what new themes you come up with.