Rohit Bhargava has a wonderful post titled
4 Easy Ways To Show Your Expertise Online
(And yes, I find it ironic
that one of his tips is to create
‘how to’ content
yet he didn’t include ‘how to’ in his article title)
I like his suggestion to create a ‘content bomb.’
“One of my favorite terms
in the world of blogging
is what I call a “content bomb.”
This is essentially a piece of content
that can act as a land mine
(but in a good way).
It will sit online for days or months or years,
but when someone searches
for something relevant to it,
they will uncover this piece of content
and it will address their question
while also demonstrating
a deep level of expertise
on the part of the writer.”
The key to creating content bombs
is to make the content timeless.
We have that challenge in the novel-writing world.
We refer to what a technology does
(the heroine calls the hero),
rather than the technology
(the heroine uses a phone or handheld or…).
We don’t talk about current movies,
unless by broad genre.
We use classic movies instead.
Trendy speak is eliminated.
Only classic, long-lasting brands are referred to.
Basically, we try to guess
what readers will know a hundred years from now.
Make your online marketing last.
Make your content bomb timeless.