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January 24, 2012
A New Tool for Content Marketers
 
Every successful entrepreneur learns quickly that marketing is the pulse of a profitable business, but writers as a group have notoriously not been savvy when it comes to marketing their work. Those marketing classes are traditionally taught on the other side of the campus in the B-school, not in the journalism programs. In this new digital world where anyone can become a writer and publisher overnight with a blog, marketing your content is a crucial component to succeeding and growing your website.
 
If you haven’t heard of it yet, pay attention to the phrase “content marketing” because you will hear a lot more of it in the coming months. Content marketing is just what you think it is — marketing your content. Corporations market their products and industries market their services, so why can’t you market your writing?
 
Typically bloggers have attempted to spread the word by various methods that are either very slow to show results or labor-intensive. Article marketing using content “farms” is no longer as effective due to Google changing its algorithm. Promoting blog posts on social media sites works as long as you have built a sizable community that is receptive to your message. Link sharing with other writers, while often effective, is time consuming because you have to develop those relationships. And not every blogger has the funds to take advantage of paid ads, which tend to be very expensive.
 
Large publishers, like CNN.com, have had the essential technology to market their content online for years, but this technology wasn’t available to the smaller blogosphere community. Perhaps the developers of this technology felt that there was not enough profit in selling to smaller bloggers or maybe the large companies had exclusive, proprietary rights to these services.
 
Today there is a service available in the form of a free, WordPress plugin that allows any publisher — regardless of size — to share and market their content over the web. This revolutionary software, introduced by nRelate a mere 17 months ago, is now used by more than 20,000 publishers. After installing the nRelate content marketing plugin publishers watched their traffic and page views grow anywhere from 5 to 20 percent on average. And it’s all done instantaneously and automatically. Writers have their content shared among a network of blogs while engaging their readers for longer visits on their own site. There is even an option to monetize a blog with revenue shared ads that are appropriate to your content.

The technical blog marketingtechblog.com installed the nRelate plugin and had this to say: “nRelate doesn’t rely on WordPress search algorithms; they actually crawl your site and index the content themselves. And they display the content in a nice collection of images across the page. I’ve been adamant with a few of our clients that including images in their posts will increase the on-page engagement. This plugin proves my point. Pages per visited are up 9.6% since installing the plugin.”

Online content marketing is growing and changing as more publishers and businesses start blogs to gain more exposure and get their message out.  Blogging and marketing the content can be a lot of work, especially for a small business or independent writer, so it’s wonderful to have technology available that allows you to market your website with just the touch of a button.

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Oliver Wellington is the co-founder of nRelate, a content marketing company based in New York City. Under his leadership, nRelate has grown from a small startup into a technology company that now services more than 20,000 publishers across the web. Before nRelate, Oliver worked in business development and management in the entertainment industry. 
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