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Today, I’m going to shed a spotlight on the topic of content promotion. It’s one thing to have nobody read that 500 word post you just threw up to meet a deadline. It’s another thing entirely when you invested $1,000 into a world class resource and you’re still seeing a flatline in analytics. You know you need to be spending more time on promotion, but what the hell are you supposed to be doing? That’s the question I’m going to answer today. I spent the last month testing out 20 different promotion strategies in a variety of niches, and today, we’re going to peel back the curtain and reveal what works and what doesn’t. But first, we need to clear up a big misunderstanding that is probably the main reason your long-term content promotion efforts are failing.

  • AA

    Anuj Adhiya

    over 2 years ago #

    Interesting findings for sure - and of course - happy to hear that GH is working well for you :).

    One thing I have to disagree with is the characterization of growth hacking as "one-off promotion tactics".
    If anything it is the opposite of that, ie sustainable strategies, which is closer to the "recurring" definition for audience building in the post.

    • SM

      Shanelle Mullin

      over 2 years ago #

      Agreed. I think the term has definitely started getting a bad name though. (Thanks to bloggers using it irresponsibly and inaccurately.)

    • JM

      Jacob McMillen

      over 2 years ago #

      Completely agree Anuj. Well said, and I'll definitely look to make that distinction in future writing.

    • JM

      Jacob McMillen

      over 2 years ago #

      I would call that the ideal definition. In my experience, "growth hacking" is very often synonymous with low-quality, short-term growth at best and pure vanity metrics at worse.

      I would even say there is a place for short-term minded growth, particularly in scenarios where traction is the most important metric. But it's very rare in my experience for growth hackers to have any understanding of or interest in retention.

      • AA

        Anuj Adhiya

        over 2 years ago #

        1. "In my experience, "growth hacking" is very often synonymous with low-quality, short-term growth at best and pure vanity metrics at worse."

        I take your point. However, I don't take that to mean that because of such experiences growth hacking should be characterized as such. If anything, all of us who understand what it is supposed to mean bear the onus of correctly defining it at every turn we get to counter misunderstandings.

        2. "I would even say there is a place for short-term minded growth, particularly in scenarios where traction is the most important metric."

        No argument that there is a place for short-term growth efforts. However, those objectives (should) still map to longer term key metrics for the business. Ultimately all growth efforts should impact your North Star metric, otherwise, you're really wasting your energy.

  • BA

    Bhavya Aggarwal

    over 2 years ago #

    This is very interesting and well researched post. And see GH is working out for you :)
    We have seen communities like reddit and all work well for us, as long as we are being honest and conversational. But, long run strategies is what is the challenge. With so much content being created every day, it is hard to make people commit and want to stay connected.

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