Launching Global Content Marketing

Once the manuscript of my book, Global Content Marketing was 100% finalized on 7/31, I immediately dove into book promotional planning. As a first time author with a measly budget, book promotion is quite challenging. I can’t afford media buys or press interviews and I was scratching my head over how to promote my book. I decided to focus on:

  •  Launch and create relevant content on that site for target marketers
  •  Reach influencers, blogger and niche media properties to blog or cross-promote my book
  •  Leverage social media, personal and professional network for book reviews and word-of-mouth marketing
  •  Speak at marketing conferences about global content marketing
  •  Collaborate with content marketing vendors and agencies, if opportunities are appropriate

The strategy is sound, but the execution is messy and fluid.

I didn’t have energy and budget to focus on all five strategies simultaneously. With only one month to go before the launch, I decided to focus on getting launched with great content as the number one priority. After all, I am a ‘content’ marketer. The content on the site needs to be pretty buttoned-up. I told myself if opportunities for the other four tactics knock on my door, I wouldn’t turn them down. Since I have been blogging and speaking for a while, I suspected that somehow the other four tactics would find their ways to me. And indeed, they did.

Check out my first-week launch highlights.

For the month of August leading into September, I ended up committing to launch a brand new website, create all the content for the website, deliver six speaking presentations, one guest blog and herd the cats of friend and peers to write book reviews. Juggling so many balls in the air, the to-do list was endless. Something came up unexpectedly on a daily basis. In addition, everything just takes a longer time than expected to complete. I was still QA testing my website on 9/8, the launch date. Every piece of content was finished at the last moment…or several days late. Writing and rewriting content, presentations, scripts and website copy were continuous tasks.

As a perfectionist, I can always find a better and more creative way. At some point, you just need to live with what you have, even if it’s not perfect. Leading to the opening day of Content Marketing World on 9/9, mysteriously, all the stars aligned. It reminded me of the funny conversation between Henslowe and Fennyman from the movie ‘Shakespeare in Love’.

Henslowe: Strangely enough, it all turns out well.

Fennyman: How?

Henslowe: I don’t know. It’s a mystery.

So true! Embrace the messiness. Adjust your course as needed and do the best you can. Mysteriously, it will all be OK in the end. If it’s not OK, it’s not the end yet. Keep moving!

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