9/22 Update: This project is now live at BuyMyFuture.com
Focusing On The Content
I touched on one of my marketing strategies for Project Galaxy in Day 36, but I wanted to share another today: Content marketing.
What does content marketing actually mean? It means many things to many people, but for me and the marketing of this project, it means writing articles that will be shared to my audience and audiences of other websites.
Building a content calendar
It’s one thing to write a few articles for my audience, but it’s another thing to write multiple articles for multiple different outlets. Having a simple spreadsheet that keeps track of what I’m writing, who I’m writing for, when the article goes live, and what the actual article is about, is very important.
As you can see above, I’m already committed to 14 articles and that’s without focusing any efforts on press and media (more on that below). These articles will average 1,500 words each. So including these daily journal entries, which average about 1,000 words each, I’ll be writing over 35,000 words in the next two weeks. It’s a damn good thing I’ve established a good writing practice over the past two years!
I’m obviously not writing 14 articles for just my audience, so I made a list of people I knew where I could potentially share my writing. Over the past few weeks I’ve emailed friends and asked about doing guest posting or having them write an article that I can contribute to. Almost every friend I’ve asked has said yes for a few reasons:
- I haven’t just said “can I write for you bro?” I’ve come prepared with an idea for an article that can benefit their specific readers (more on that in a second).
- I’ve emailed them weeks in advance because I knew they had a content calendar of their own.
- I’ve built trust with these people for months or years.
- I’m not asking just to pitch my project.
The majority of people I’ve reached out to so far are people I know or people I know that know people. It would be a waste of my time to go after random strangers and random media outlets first. Go where you can find the yes!
It’s not just about Project Galaxy
As much as I want every piece of content I create that goes out into the world during September 22 — October 6 to be about Project Galaxy, that’s not how I’ll get the project shared.
The key to great content marketing isn’t to pitch something, it’s to deliver value to the reader.
Good content marketing helps the reader do something. It solves a problem for them. It teaches them a skill you’ve learned. Sharing my experiences and the lessons learned along the way will be my focus for the content I’m creating. I’ll also be sharing thoughts on broader topics that will relate to Project Galaxy and that can spark conversation and innovative thinking for other people.
Focusing on press and media
This is currently on the to-do list. Luckily I have a good friend who’s stepped in to help me out with this part of Project Galaxy. We’ve had multiple conversations over the past few weeks and should be putting our plans in motion this week.
One of the really important things that came from the work of my friend, was developing a focus for who we are spending time reaching out to:
As you can see from the image above, we’re putting the majority of our focus in reaching out to “Solopreneur influencers.” These, again, are folks that I know or am connected to in some way. I believe their audiences will benefit the most from hearing about Project Galaxy.
I’m not shying away from traditional media by any means, it’s just important to pick a starting point and one you think you can create the most traction with. Of course I’d love to have Project Galaxy featured by (for example) the Wall Street Journal, or some other fancy publication, but I’m not guaranteed to get coverage by them, nor am I certain the coverage would produce any financial results (which aren’t always the most important factor, but kind of are with the Project Galaxy time window).
I will definitely have another journal entry to write about my friend and all the work that’s going into this part of Project Galaxy. I’ll also be sure to create another journal entry that shares all the articles written that contribute to my content marketing strategy.
Day 47 >>
This entry is part of a 60-day journal I’m writing that will share all my planning, strategies, pre-launch efforts, and marketing tactics leading up to a big crazy project codenamed Project Galaxy. Start reading here.