Brand Awareness: Throw The Spaghetti And See What Sticks

medium_6477187011I recently created one of the (well okay, lets just call a spade a spade) the most ridiculous post of my blogging career. Witness madness here. I don’t know why I did it, really. Maybe I just wanted to double dare myself, and I enjoy thinking out of the box for both my own content as well as for my clients. Lets just say I was so inspired by the content marketing book I’d just read (Epic Content Marketing; How to Tell a Different Story, Break Through the Clutter & Win More Customers by Marketing Less) that I wanted to test some stuff out……

So, that’s what I did and no regrets, even if there was a little unintentional yet cheap boob slippage in the video which has now been pointed out ad nauseum, by my mother and others.

Although I’d never created an actual book review before, I do have my blog post system down to a science. I can do it in my sleep. So I figure no big deal, I’ll just stick to the formula.

But then my system and I had a small meltdown when for whatever reason I couldn’t get the Goddamn YouTube to embed in my blog post. Hours I spent in forums, in WordPress support, in Facebook groups, SteamFeed’s included,  (thank you Jen Olney, Randy Bowden and Jayme Soulati) and although there were many great fixes thrown out, none of them would work.

What the hell?

So as not to blow my deadline (God forbid!) I finally, late in the afternoon, decided to just post the thing with my sad little YouTube URL instead of my newly created blog post. After all it was a video, even though I wasn’t driving traffic back to my website in as direct a line as I would have liked.

  • Then I emailed it out to my list.
  • Then I posted it on Onlywire and out to all my Social Media accounts and other usual suspects
  • Then I decided, hmmmm, it is a book review after all, albeit an unconventional one….maybe some actual book review sites would take it
  • So I created an account and uploaded it to Goodreads
  • Then I thought, hell, it is a book review, I bet Amazon doesn’t have anything like this in their reviews, maybe it will stand out, and so I uploaded it there and it got accepted
  • Then when my teenager emerged from under the blanket of mortification  (she really has a blanket named Mortification blankie that she wraps herself in 75% of the time she’s with me) she finally admitted that it was, besides being totally embarrassing, fairly amusing and tweet worthy and so she tweeted it and was approached by 4 10th graders and 3 teachers the following day extolling the virtues of said “book review” and claiming that they shared it with their followers as well. So tweet that.

The Net- Net of Throwing Stuff Out There to See What Sticks

In just the past 3 days since it’s been published:

  •  I’ve gained 9 YouTube followers (up from 2)
  • All things being relative, although hardly viral, the video now has over 140 views last time I checked (hey, it’s viral to me)
  • It’s been shared all over my Facebook community and then some. 27 new “likes”
  • I have a bunch of comments on my YouTube channel instead of my blog, which Google likes, and only a couple of them were creepy
  • I have now been asked by 5 different authors, none of whom I know personally (well, 2 are authors to be) to please make a video for them. And none of them said please show some boobage.
  • My Alexa ranking went up-down- got better/you know what I mean- by over 200, 000 points and there are now 3 additional sites linking to me

And the best part? I got a tweet from Joe Pulizzi thanking me for the review, calling it an honor and wishing me a happy belated Hanukah (watch the video for the reference), all before I even had a chance to stalk him with it.

2 Morals of the Story

1)    It pays to think outside of the box and create something that will jolt and delight people –with or without boobage (hopefully without). In all seriousness, it’s content intended to build brand awareness, and as long as it can be tied back to your brand, even one-off (i.e. singing the praises (literally) of a marketing book that comes highly recommended from a marketing “expert”). I’m with Anne Reus in her wonderful article on this one. And who knows, I might have a future in musical product creation on the side. (I’m not losing my day job)

2)   In the early stages of creating a marketing strategy it often pays to throw a bunch of spaghetti against the wall to see what sticks. I don’t normally market trough YouTube even though I create videos every now and then. By being forced to this time, I not only opened myself up to another market, increased my SEO and grew followers, but I can now add YouTube as a serious landing page, with link backs of course to my site. It always pays to reach out of your zone. Social Media platforms come and go. It’s good to diversify.

As for Joe Pulizzi, he has not, as of yet, invited me to his home, sent me a signed copy, or offered me a free pass to Content Marketing World in September.

But I’m sure that’s all coming.

photo credit: rofi via photopin cc

Suzen Pettit
Suzen Pettit, online marketing strategist, speaker, blogger, has been in marketing for the past 27 years wearing various hats. Founder of OMAGinarium, (an acronym for Online Marketing and Growth), Suzens’ specialty is getting you FOUND and helping you stay “sticky” with marketing strategy, optimized websites, SEO, blogging, content marketing and list building. Suzen has helped dozens of small companies and medical practices get their businesses on the map and help them attract more website traffic and warm leads. When not working hard for her clients, Suzen can be found blogging and providing content for the Patch hyper-locals, Mashable, Founders Space , Create Hype, as well as speaking on topics geared to online business growth. Suzen was recently featured in the August issue of Tribal Woman. SHe is the mother to 2 kids and a bulimic cat named Spot
Suzen Pettit

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