How many times have you published a piece of content, and told yourself the piece would drive a lot of traffic to your site?
Then, you publish the piece…and nothing happens.
Sure, you bring some traffic from your own company’s employees. You get a few hundred clicks to your article from your email list. You even get a few dozen views from social media.
Then, you start working on the next piece and let the one you just published sit there, as if it was waiting for Godot.
In my experience, I’ve seen many companies publish a piece of content after the next one without putting much effort into its promotion.
That’s a fatal mistake; if you are going to invest in content, you need to make sure it gets the exposure it deserves.