The Importance of Positive Brand Development and Promotion
As a professional blogger your duties are sometimes going to be a bit all-encompassing. Not only are you a writer, you are also a PR specialist, a web designer, a community moderator and so much more. Though your responsibilities are many, it’s not really all that daunting and taking on tasks that you may not necessarily be used to can actually be a lot of fun. One of these tasks is that of self-promotion, and it is fortunately the case that promoting yourself and creating a brand is so much more nuanced than just going around telling everyone how great you are.
When you write and post something new to your blog, you have to take steps to let people know that it’s there and that it is worth reading. You cannot simply expect readers to magically appear on your website to read your latest work; it just doesn’t work that way. You have to promote your work across a variety of social media platforms and you have to create a recognizable brand that reminds readers that they have enjoyed your work in the past and will likely enjoy it again.
Think of an actor who has a new movie coming out. In the months preceding its release in theaters, you will see the actor appearing on talk shows and making guest appearances on any number of programs to not just let the audience know that a new movie is about to be released, but to also remind the audience that the actor still exists. Promoting your written work on your blog is very similar to this, as you have to let readers know about new work by promoting it and you have to consistently remind readers that you exist by staying active and engaged in mediums beyond just your own site.
What Exactly Is Your “Brand”?
It is helpful to understand what exactly I mean when I use the term, “brand.” I like to think of your brand as an amplified slice of your writing identity. This may seem a bit confusing, so allow me to explain: Your brand does not have to represent all of who you are, as it is indeed difficult -- and counterproductive -- to try to include every aspect of your unique personality in your brand. Instead, your brand should enable new readers to quickly understand what it is you are all about and should allow your preexisting readers to quickly and effortlessly recognize your new work.
Your brand is shaped by a number of factors, all of which are completely in your control. You are able to shape your brand identity through each of the following factors:
Whenever you write an author bio or profile, remember that what you write will have a significant influence on the way readers -- and even editors -- perceive you and your work. Share who you are as a writer but be careful to include anything that might lead to misconceptions. You want your brand to be a positive reflection of who you are and what you believe in, so take some time to truly craft your brand so it is accurate and indicative of that part of yourself that identifies as a “writer.”
Always Protect Your Brand and Your Reputation
While you are in almost complete control of your brand, the slightest misstep can be quite damaging. A piece of writing that comes off as insensitive or an offensive social media post (even if unintentional) can have serious consequences for your writing career. Even engaging in a silly argument in the comments section of your blog -- or even on some other website -- can have an effect on the way your readers perceive you, so take great care anytime you post anything.
One of the easiest ways to damage your reputation is by being uninformed. You have to protect your reputation and your brand and that means that you have to be sure that what you present as fact is verifiably accurate. Writers often engage in a race to publish first, but you are much better off confirming a fact before discussing it in a public forum. Always abide by professional standards, even when you are not necessarily functioning in a professional capacity.
Seek Out Opportunities to Contribute as a Guest Blogger
Now that we have discussed what branding is and some of the pitfalls involved in protecting your reputation, we can move on to the ways that you can build brand recognition by promoting your work. One of the most overlooked methods is through guest blogging opportunities. Most bloggers are more than happy to provide a forum for guest writers to publish their work as long as the subject matter is relevant to the site’s content.
Some blogs will pay you for a guest post and others simply will not. This is completely irrelevant as a guest posting opportunity is beneficial solely in terms of the exposure it provides. New readers will see your work and most blogs will allow you to link back to your own site, and this type of promotion is invaluable. Of course, you have to make sure that you target sites that are likely to have readers who will be interested in your work.
Guest blogging also gives you an opportunity to build your resume and your portfolio through additional writing credits. You can show off your flexibility for future writing opportunities and demonstrate you are capable of intelligently discussing a broad range of subjects outside of your field of expertise. If you do guest blog, make sure that you offer the same opportunities on your site to other bloggers as well.
Take On Freelance Assignments for Established Publications
Freelancing for established publications offers many of the same benefits as guest blogging but provides a greater deal of legitimacy. These publications usually pay fairly well, but the standards are different and you will have to do a bit of research on each publication before you submit something or pitch an idea. Doing so will not only make it more likely that you are published, but it is also a necessary step in protecting your reputation.
There are many ways to research editorial guidelines for established publications, and the best resource is often the publication itself. Study the guidelines carefully and make sure that you strictly adhere to those guidelines, otherwise you may find it difficult to be taken seriously if you cannot follow explicit instructions. Make sure that your submission or pitch is representative of your best work and is clearly appropriate for the publication you have targeted.
Once you have been published in established publications, feel free to tactfully boast about it. You may want to simply update your author bio to include something like, “...whose work has been published in The New Yorker, The Atlantic and The Paris Review.” How often your work appears in these publications is irrelevant, as once is enough to significantly boost your reputation. Just make sure you submit your work to varied publications and that you consistently maintain a sense of professionalism.
For example, it is not professional to fire off an angry e-mail to an editor telling them what a mistake they have made for passing on your work or how they will be embarrassed by their failure to recognize greatness. Instead, thank them kindly for taking the time to read your work and request constructive feedback while acknowledging that an editor of such a publication probably has very little time to do so. You probably will not get any feedback, but the editor will likely remember that you were polite, easy to work with and intent on refining your work. That will make it more likely that the editor will give your work a chance in the future or that you will receive at least some feedback if your work is again rejected.
A brief note on rejection: Get used to it! The New Yorker’s rejection rate is something like 99.95 percent, and there are lots of reasons that your work may be rejected that have nothing to do with quality. Keep writing and submitting and do not worry about the opinions of others.
Create social media accounts across a variety of platforms and engage your readers on a regular basis. Maintain a sense of professionalism on social media at all times and only discuss topics relevant to the focus of your writing. We all have opinions on a variety of subjects, but it is best that you focus solely on your area of expertise when it comes to social media. Be creative, be engaging and be entertaining, but don’t be controversial just to draw attention to yourself. Promote your work and have fun but do not do so at the expense of others.
Social media can be somewhat dangerous, and I have colleagues who avoid it altogether for this reason. It is a great promotional tool as long as you use it solely for professional reasons. Engage in intelligent discourse, let your readers know about the new work you have created and allow your readers to develop a sense of your personality through this type of communication. This will be exceptionally beneficial in building and promoting your brand in a positive manner.