Guest post by Christoper of CreativeBlogger
Growing your following on the web is one of the most important things you can do to build your profile and make progress toward your goals, no matter if you’re a business owner or creative artist. It’s also one of the most challenging things you need to do.
One way I’ve found helpful in terms of growing a following for CreativeBlogger was something I was already doing.
It’s one of the fundamentals of blogging, so if you’re a blogger you’re most likely already doing it.
Publish Diverse Content
You probably publish a variety of content on your blog, including reviews, tutorials, videos, niche news, and maybe even the occasional rant.
That’s not the type of diversification I’m talking about.
If you were to categorize your content, the diversification I’m talking about would include Free Content, Newsletter Content, Premium Content, and finally, Exclusive Content.
Exclusive Content
This type of content is just like your free content, only it’s reserved for those that complete a specific task you ask of them.
Just as an ebook or free report helps build your email list, exclusive content offers readers something more, and thus provides the incentive needed to get them to complete a call to action.
I wanted to start growing the CreativeBlogger following on Facebook, so I put together a series of posts that focused several topics relevant to Facebook. Publishing that content just as I would with free content enabled me to hook readers and promote the fact I have exclusive content available and promote the Facebook page.
If you use WordPress, you can easily lock any post, which then requires the reader to provide a password. I’ve also installed a plugin called Protected Post Personalizer, which enabled me to revise what text the visitor sees when he or she lands on a locked page as well as eliminate the tag “LOCKED” that shows up in the title of the content when you lock it.
By providing the password to the appropriate following when you publish the content, your followers will be able to access the content while others can’t. Though this will limit your readership to a degree, it will also provide the exposure you need to grow your following. If you work on created a headline and hook that attracts readers, you’ll be growing your following in no time.
For an example of this, see Using Facebook Groups to Build Targeted Email Lists (Exclusive Content), which is the first piece of exclusive content published. At the time I published it, I also sent out the password.
Whisper The Password to Followers
Once you’ve published a piece of exclusive content, you’ll need to inform the according following of the password so they can access it.
If you create exceptional content, you may find that your following starts spreading the word about both your content and the password to access it. While this may seem like a break in your plan, it’s not. Spreading the fact that you need a password to unlock a piece of content only makes it that much more appealing. Additionally, anyone referred will likely become your follower as well if you’ve crafted a solid piece of content.
I’m not too sure about others, but I’m not posting the passwords anywhere on my blog or the Facebook Page. The way I see it, if you want to get in on the exclusive content, you have to connect in order to catch the next release. This makes it even less accessible, which will create the need to make the connection.
Standing Firm or Spoiling Your Readers?
The question of whether or not to eventually release the exclusive content to your wider readership is something you need to consider. On one hand, standing firm on the exclusivity of your content will require readers to complete your call to action if they want to unlock your content. On the other, you might feel that withholding 10 articles at 1,000 words a piece is a waste when you know your entire readership will enjoy them.
This comes down to your own personal approach and experimentation. Since I’ve only started my first series of exclusive content, I can’t really make a suggestion regarding what’s best.
Can you?
I’d love to hear your ideas and experiences regarding this topic. Should you stand firm and keep exclusive content exclusive, thereby showing your followers you appreciate them, or should you release the content after a while, providing non-followers access to the content?
Christopher is the editor of CreativeBlogger – a blog with tips on blogging and social strategy for artists. Connect on Facebook to learn how to unlock the exclusive content available only to friends and followers.
image credit: MoneyBlogNewz
About Christopher
Hi Christoper nice posting thanks.
I think the idea is great and most people think, if you really are at work, the love they feel like they are in their "inner circle" so to speak. I am currently subscribed to two people with paid content on letter.ly and love it. The price level is low, but could not afford otherwise, but also excited to see a new post that I do not know that anyone has access to it, it's corny, but it makes me feel good! I know it's a little different from what is published, but going in that direction.
I like your post it is very amazing post.
This blog is very interesting for me and others ,I will return very soon for other items,thank you very much.
Nice posting ……….the article is really the best on this deserving topic
I think Content is a best way for grow your social following and other best way of grow is Trust Factor because Trust is the most important element in any relationship is true and it is something you need to build your followers.
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I have been trying this on my facebook and twitter pages. So far getting good results , and users dont mind how often i update their pages as long its relevant
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Christopher,
I tend to agree with Anna on this one. You have to already have quite the following or “fame” in order to do this.
However, that said, I would definitely add someone on FB if I felt that they had good enough content with an enticing headline. People do like that exclusivity for sure. I am not sure I would go so far as to pay for the content (like on letter.ly) though.
It looks like you don’t block all of your posts which is good. I don’t like the idea of not knowing what you’re going to get.
I’m curious how long have you been doing this and how has it served you so far?
marianney | A Life Set Free recently posted..25 Easy Ways to Make a Difference Today
Hi Christopher! Found your post from an email that I get from We Blog Better… love the subject matter and wanted to put in my two cents… I think the idea is great and believe most people, if they are really into your work, love to feel like they are in your “inner circle” so to speak. I am currently subscribing to two people with paid content on letter.ly and I love it. The price point is low, but I couldn’t afford it otherwise, but I also get excited to see a new post from them because I know not just everyone has access to it, it’s cheesy, but it makes me feel good! I know that is a bit different than what you are posting about but it’s going in that direction. I believe the trend is going to move more and more in the direction of paid content because people really want to be a part of something and I love the idea of being able to support someone’s work that I admire and it’s a joy to give $5 a month to get that feeling even though financially I am not great! Although, I do think you have to have a certain amount of success to reach that point or it wont work. Cheers!
Hey Kristi,
I think you’re right – we’re definitely heading toward a more premium-content focused future, similar to what the magazines have done. People want quality from sources they trust … premium content is right up their ally.
I’d love to get together with a bunch of bloggers and create something like this in the future.
Thanks for sharing, Kristi.
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Christopher,
Mate I love the direction you took this, and the way you used the whole idea of exclusive access to ultimately give viral access.
Reverse engineering if ever I heard it, and i LIKE IT!
Whether it works or not remains to be seen, but I for one will happily come over and like your page and see whatsup.
Thanks for sharing Kiesha and Chris
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Thanks, Alex!
I hope you find the content helpful! It’s still in the beginning stages, so there’s not that much available just yet.
More to come.
CreativeBlogger recently posted..Write Compelling Titles Just Like Jules Verne
I never tried this kind of thing on my blog… maybe that turns out to be good.. people always run to things they don’t get easily.. and I think that is where this trick earns its points.. nice post :)
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I wouldn’t approach so much as a trick as another level to the content you provide with your blog.
It’s not supposed to pull a fast one on your readers, but rather offer them even more value than they’re already receiving … value that will likely entice them if they’re interested in learning more about [enter your platform here]. As stated above, I’m trying this with Facebook, so my content is geared toward Facebook.
Make it relevant, helpful, and enticing.
;)
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That is quite an intriguing suggestion. It goes perfectly with the notion that the more hard it is to get, the more you’ll get interest for your brand. Make sure that it’s something worth it though, and that ultimately makes joining a blog or a follower list quite an advantage.
Exactly. Similar to the exclusive content bloggers often make available when you sign up for their email newsletter in the form of an ebook, exclusive content on the blog requires a bit of effort on the reader’s part, but the content is something to which not every reader of the blog has access.
I’ve definitely seen a lot of bloggers offering ebooks that quite frankly, just aren’t enticing enough, so I think you guys are right on in expressing focus toward beneficial content that actually helps or adds value to the reader’s experience.
Thanks for sharing, Slide.
CreativeBlogger recently posted..Write Compelling Titles Just Like Jules Verne
i have been following how publishers with large follower cpunt promotoe their content. they break the latest news. I have been trying this on my facebook and twitter pages. So far getting good results , and users dont mind how often i update their pages as long its relevant and fresh
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Neat
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Hello Christopher,
I have just watched a movie from Seth Godin about how remarkable will always attract attention and I would like to add that remarkable plus the sense of being exclusive, of being part of only a few elite community is something that will make a lot of buzz around that product/or whatever will be.
So, I think that this method can definitely be a winner because it’s both innovative and remarkable using the need for exclusivity of people, but you also need to have content that once read make people feel like it deserved to be password protected ;)
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Do you have a link to the movie? I’m actually reading Purple Cow at the moment – is it related?
Definitely agree that the locked content needs to provide something worth the time and effort to the reader.
Thanks for sharing, Alex!
CreativeBlogger recently posted..Write Compelling Titles Just Like Jules Verne
Yes it’s about the purple cow, and the video is just a talk from a TED conference.
Here is the link: http://www.youtube.com/watch?v=xBIVlM435Zg I hope you enjoy it!
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Thanks! I love TED Talks!
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Let me state my point of view – I think that before writing ‘exclusive content’ and locking it for readers, you have to win these readers, make them feel that something that is closed is worth opening. That’s rather difficult. I would stay away from such technique at least for some time (I’m not so famous) :)
Excellent point, Anna. I definitely agree.
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This is an interesting idea and really does create that extra appeal to entice readers to “get it”. It has been said that the “forbidden fruit” attracts more attention and by making a content free, while requiring a secret password might just do the trick to increase a “good” and targeted followers base. Gave me something to think about. Thumbs up
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Thanks so much, DiT.
It’s going well so far, but who knows, it might not be worth the effort. Only time will tell.
Cheers.
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Christopher,
This is a great article. I really never so the article diversification they way you just explained it.
“…the diversification I’m talking about would include Free Content, Newsletter Content, Premium Content, and finally, Exclusive Content.”
I’m still a little on the fence about password protected content, but I will keep an eye on your blog to see how it works. Thanks for sharing.
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Thanks Roberto.
I was hesitant to do it myself, but I just thought I’d give it a whirl and see what happened.
I feel like password protected content is just like email newsletter content or premium content, only it’s visible alongside the free content, which might be an excellent way to draw people in. Show the value upfront, but require something to experience it. Just like an ebook or membership site.
That said, it’s important to clarify that not all content is locked. Thanks for reading. I was really hoping to spark up more conversation and debate about this topic, but it seems I’ve been trumped by two other posts today.
Hope all is well, Roberto. Hit me up on Twitter if you’d like – @creativeblogger
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Oh Well; It still a good article.
I checked out your site. So at least you earned a new follower. LOL. See around twitter.
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Hi Chris,
I’m sorry – I didn’t mean to leave you feeling that your guest post had been trumped. Some times there are posts that I feel need to go out immediately – I wasn’t trying to disappoint you or slight your post.
This is still a very important discussion and a very innovative idea. But I totally understand if you never want to speak to me again :)
Haha, no worries Keisha – I totally understand.
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