Promotion of new media collateral

Inevitably, when we are in the midst of evangelizing to an existing or prospective client we get asked, "What is the best way to promote my blog or podcast?" The answer seems to be a bit of a letdown to clients or, at least, somewhat puzzling: Publish quality content on a regular basis.

Blogs and podcasts are, at their core, a conversation. How long would a conversation last if only one person was talking? When you publish positive content, you begin to build an audience and that audience comes to expect to hear from you regularly. ("Positive" in this context means useful to your readership or listenership.) So many blogs and podcasts are like a bonfire- as Joni Mitchell observed, "I've seen some hot hot blazes come down in smoke and ash." This can be either a welcome or disappointing development, depending on your point of view. The point is, if you want to continue to build and grow connections, you have to consistently bring something to the table. The ephemeral nature of the online community attention span dictates that you stay current and active. But if you are really passionate about your blog or podcast subject, that should not present a problem.

Final thought: you are what you publish. And how often.