E-marketing Strategy: Does Your Brand Mean Anything to Anyone?
This site needs to (and can) stand with the best in the niche in terms of publishing interesting, quality, expert and edited information. (I've covered the strategy behind publishing book content to a blog in earlier articles, so I won't reiterate everything here.) Once this site is loaded with your quality content—and is proudly displaying your name and logo—your brand-building has begun. In time, Google will begin (slowly) pointing visitors your way and new readers will discover your content.
Push your content—with an obvious source link and a logo, if possible—out to the major credible sites in your niche. This will expose your quality and content to thousands (or millions) of new people within your ideal audience. Every time a person reads your content on someone else's site or social network, they should see your logo and company name. After several sightings on pages with quality content, your logo will provide a reader will the indicator of quality he or she so sorely needs when deciding what information to trust. Your logo and company name will "mean" something: edited, expert, information for the [insert your niche] community.
Patience, Grasshopper
As any marketer will tell you, brand-building is a slow process. Luckily for us, focusing on a particular niche with a particular audience makes the task a bit less gargantuan. But, several years down the road, when you've successfully built your brand into something meaningful to the readers within your niche, you will enjoy several valuable benefits: quality author acquisition will be easier when you're viewed as "the publisher of the [insert your niche] experts"; web marketing within your niche will be easier once blog and site editors have come to rely on your quality content; word-of-mouth referrals will be easier to come by—both in cyberspace and the "meat-space"—once readers feel comfortable that they're recommending trustworthy content; and focusing your attention on one niche means you can throw your weight around as the big fish in a small pond.
