By the end of July, when I finish the 100 Day Project, I’ll have written about 150 posts here — mostly on topics at the intersection of faith and work, building a career and body of meaningful work, and how to forge a faith for Monday (not just Sunday). Not a bad little base of content to play with, wouldn’t you say?
I got a question from a friend recently who receives my newsletter:
“[W]hat is your process for identifying and building your online brand?"
While right now my focus has been on putting in the reps, doing the work and writing everyday, that is not where it will stop. I have put some thought into this. Here’s the actions I plan to take to grow awareness and exposure of the ideas I publish here on this blog.
My Personal Brand Building & Content Distribution Strategy
Here are the tactics and actions I plan to implement, in no particular order (unless otherwise indicated).
Move to a 1-2x/week Publishing Schedule
Daily writing is an excellent habit. Daily publishing is not where I’d like to stay. Moving to a 1-2x/week fixed publishing schedule will allow for more researched and well structured and articles.
Cross Post Featured Posts to Medium
Medium is a massive platform with lots of eyeballs. Cross publishing there will generate more view and greater brand presence. A business partner and I deployed a similar strategy with The Beach Shirt when we began selling one of our products on Etsy. The number of eyeballs that get to your things on these larger platforms is a game-changer. It’s the difference between the farmer who waits for people to come buy his produce and the one who goes to sell it at the market where 100s of people come each weekend to buy.
Footer Call To Action on Medium
As I cross post to Medium, adding a footer call to action may be a good way to increase engagement and give people the opportunity to go deeper by linking back to my home blog. Something like:
Thanks for reading all the way to the bottom! You're a champion! :) If you enjoyed it, hit that heart button below. Would mean a lot to me and it helps other people see the story.
FYI: this article originally appeared on my website.
[*Hat tip to Gary Vaynerchuk for this framework.]
Using Buffer, Systematically Share and Re/Post Articles on Facebook and Twitter and LinkedIn
I don’t have the time nor desire to be on Facebook and Twitter everyday, let alone multiple times per day. Enter Buffer app and the beauty of batch processing! The plan is to set aside a chunk of time and batch schedule the articles to be posted throughout the coming weeks, months.
Use @ Mentions On Twitter To Tag/Credit/Honor Thought Leaders
Mentioning and giving credit to the thought leaders, authors, and mentor who inspired or were quoted in a post would be a good way to both honor them, and gain some exposure. It may even open up the possibility of collaboration or a retweet here or there. Who Inspired Or
Something like: “@chipconley thanks for inspiring this post! [title] [link]" or "@ScottBritton have you seen this post you inspired?! Thanks!"
‘Passive’ Call To Action in my Email Signature
Adding a subtle call to action on my personal email signature may drive a few more reads from people I’m already in communication with who otherwise do not know about this blog on faith and works. I’ve used this tactic successfully in the past for other ventures and projects, and this project is no different.
P.S. Check out: “26 Game-Changing Tools You Need To Be Using”
Using Pablo, Create Instagram Quote Cards From Posts I’ve Published
Pull out select quotes or ideas from the work I’m most proud of and begin sharing those visual images on Instagram and Twitter. Buffer launched an amazing tool called Pablo which allows anyone to create these quickly, easily, and beautifully — not being a designer is no longer an excuse not to incorporate well designed visual media into your marketing strategy!
Make Blogs More Consumable
I’ve already taken a step towards making blogs easier to consume on the site with the use of the search bar at top right. As well, creating a “Best Of” and/or “Start Here” pages where readers can quickly jump into topics or articles relevant to them, not just the most recently published.
Other Ideas I May or May Not Pursue:
- Read short quote from a post on Anchor to drive awareness and traffic and build authority.
- Seek out guest post opportunities on like-minded blogs, thought leaders, or online communities.
- Submit articles to publication like Relevant magazine.
- Repurpose several posts into a downloadable free ebook.
The rationale behind building my online “brand presence” is two-fold.
First, I have this goal of trying to never need to use a résumé to get hired again. I desire to leverage meaningful connections I’ve made and the work I’ve produced. This blog helps highlight the later and showcase my journey of growth, curiosity, learning and becoming a change-agent. I have this intuition that to get any job I’d love, it’d be much more effective to point someone to a well designed website highlighting my body of work and meaningful projects I’ve been involved in, rather than a list of where I’ve worked and bullet points trying to beef up what impact I had. In my opinion, résumés are somewhat antiquated.
Secondly, I have put a great amount of time and thought into the posts and ideas found here. I believe there are others out there who my writing would connect with and they’d say, “this is what i’ve been looking for all along.” I believe if more professionals started really trying to align their beliefs on Sunday with their actions in the marketplace we’d have better leaders, better organizations, and a better world. And I’m hoping a few of these thoughts move that needle, if ever so slightly, in the right direction. But they never will if they never get shared.
So, there you have it. That’s my approach and my rationale.
Any other ideas on how to build your personal online brand presence?
(P.S. if you know anyone who is working to build a matterful career in a way that is informed by and glorifies God, please send ‘em my way!)