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Best of Marketing Examples #002 — How I promote my content

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Hey — Harry again. I hope yesterday's copywriting handbook was useful. Today, I'm sharing a behind the scenes of how I promote each article.
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“Best of” #002 - How I promote my content
Hey — Harry again.
I hope yesterday's copywriting handbook was useful. Today, I'm sharing a behind the scenes of how I promote each article.
I wrote this one back in May 2020. My newsletter had just reached 20,000 subscribers. It was a good day. Since then, I've used the same formula to grow it past 50,000.

Here's my process

First, I found all the different places where marketers hang out.
Then, I asked myself, “how can I add value directly to these platforms?”
Adding value isn't dumping links. People are busy. Wow them on the platform they're already using. Or get ignored.
There's no “one-size-fits-all” formula. Twitter is not Facebook. I tailor my content to fit each platform.

The specifics

Twitter, Reddit and Indie Hackers are places where long-form sharing works.
My strategy is simple. I share my whole article. Then, I politely ask if the reader would like to join my email list. (see video)
Facebook and Slack groups are a different ball game. Attention spans are shorter. Self-promoters get lynched.
I break my articles into visual tips. Subtly branding each one. Upfront value. No hard sell.
Then, there's a bunch of sites where I share direct links: Hacker News, Designer News, Growth Hackers, Zest.is.
Same principle applies. Tailor content to fit the platform.
The whole process takes me 8 hours. 4 hours posting. 4 hours replying.

The snowball effect

How other people share your content is just as important as how you share it.
You don't want people sharing different things on different platforms. You want everyone sharing the same thing on the same platform.
One share on 50 platforms gets ignored. 50 retweets turn into 500.
I direct everyone who likes my article to the same Twitter thread.

Putting it all together

1) Create value on other platforms.
2) Transfer this value to your own platform.
3) Store value with your email list.
Email subscribers are gold bars in the bank.
New media rise and fall. Email isn't going anywhere. It's been around longer. It will survive longer. Medium can't paywall it. It's the best place to build an audience online.
Here are the results of a year sharing content online.
It's not rocket science:
The platforms where I add the most value upfront are the platforms that generate the most new subscribers.
People are busy. Don't redirect them. Wow them.

One last thing

The best self-promoters aren't self-promoters. They take the time to become a genuine member of each community.
Share others' content. Write detailed comments. Make friends.
Give more than you take. It's a positive-sum game.
That's all folks. Any questions, feel free to reply. I'm a little behind on email atm, but will get back to you.
I'll be back tomorrow with something completely different. SEO time.
Over and out — Harry
PS — If you enjoyed this please do forward to a pal who might enjoy a guide to sharing content. I really think you can apply this to most niches.
In case you didn't know — I'm currently working on an all-action course, coming in August. If you'd like to take a look — click here.
New round here? Welcome aboard. Previous case studies here. Or, you can join the newsletter here :)

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