1. Be Careful Whom You Hire As a Marketer A few months ago, I asked whether you should hire a legal marketer and warned about some of the potential red flags to avoid in choosing a marketing consultant. At least one unfortunate attorney failed to read my advice, and now, she's found herself the brunt of serious criticism around the blogosphere.
Colin Samuels' Infamy and Praise Round Tuit 2 provides the best summary of the sordid affair. Apparently, a California attorney retained a marketing consultant (well, actually, she bartered for his services) who chose to build her online presence by scraping content from other blogs, including Houston criminal defense lawyer's Mark Bennett's Defending People. The consultant also set up a number of alias Twitter accounts under the California attorney's name in a lame effort to boost her SEO. Mark Bennett took the consultant to task here and here, with the end result of spreading the story around the blogosphere, damaging the attorney's representation in the process. Two lessons here: (1) bad publicity isn't necessarily better than good publicity and (2) DON'T outsource your marketing efforts. Hopefully, this attorney will read my earlier post on guarding your reputation online so that she can minimize the negative commentary.
2. Recyle and Re-purpose for a Successful Blog In my post on ebooks, I described how you can recycle or re-purpose content you've created for blogs or other publications to include in the ebook. However, the concept of re-purposing or multi-purposing is also useful to understand if you're trying to build a successful blog, a topic I've covered here. Over at Blog for Profit, California Defamation Law Blogger Adrianos Facchetti describes how he multi-purposed his blog content to gain visibility in his niche of Internet defamation in just six months time. Facchetti explains:
This is the "hub and spoke" strategy. This is how it works. Let's say I write a really great post and I want to make sure a lot of people read it. The first thing I would do is to upload it to as many websites as possible. So, I would upload the post to several bookmarking sites like social median and digg. Then I would upload it to JDSupra. Then I would tweet about it.
I also made sure that my blog posts updated automatically to my LinkedIN profile and to my Facebook profile via RSS feed. My goal was to get my content in as many different places as I possibly could, which I did. Use this strategy. It works.
There's similar advice over at the Baby Boomer Entrepreneur, which in addition to Facchetti's suggestions recommends (1) recording blog posts for podcasts or videos and (2) circulating blog posts to Ezinearticles.com, a heavily trafficked site which will rock your SEO.