Content marketing really isn’t all that new. But using it to promote one’s business has become A LOT easier with the advent of social media. The key is making your message helpful, useful, or inspiring… and especially SHAREABLE.

Case in point: A few days ago I put out a tweet that illustrated a simple, but profound truth about content marketing.

It got favorited, retweeted, commented on by lots of great Twitter followers. Some of which are pretty heavy hitters.

That’s Ana Hoffman and Ryan Hanley talking about my quote in there!
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And that simple, tweetable tweet paved the way for THIS post you are reading today.

By the way, did you catch the significance of that one thought? “Any fool can count the seeds in an apple. It takes God to count the apples that can come from a seed. Keep Planting!”

Think about it: plant ONE seed, get an apple tree. Plant the seeds from the apples that the first tree produces… and you have a whole freakin’ orchard.

Content marketing is like that. It’s about sowing seeds. But the quality of the seeds sown determines what you are going to grow in you blog, your business, your life.

What are YOU Planting?

So a single seed can yield an orchard. Sounds just gravy, but…

Maybe I don’t particularly care for apples. I do care for the principle though.

What to sow?

Whatever you put out there, especially with consistency, cultivation and care… you will get back a hundredfold.

“The life of the seed is in itself.” This means that if you plant a cherry tree, you won’t get peaches. You’ll get cherries. Plant corn and you get corn, not squash. Peanuts to peas, okra to acorns… you get back what you put in.

So, whaddoo we wanna harvest?

If it’s criticism and strife, all we have to do is act like a jerk. We’ll get it back, honest.

If we want to be targeted for opportunism, all we need to do is target others. Ever go to a “networking meeting” where folks are frantically whipping out their business cards and listening to you just long enough so they can tell you what THEY sell? Me too. I’ve met the same Networking Guy (same guy, different face)  about two dozen times over in the same two hours. Never again.

We harvest what we sow, SO…

If we want to be recommended by others, we should provide recommendations.

If we want credibility, we should recognize truth spoken by others.

If we want help, we should be helpful.

As the saying goes: “To find a friend… BE a friend.”

How Does Commenting on Other’s Blogs CREATE Value?

Well, first let’s define value “creation”.

Like you. So I give you $100. That blesses you so much that you give me $100 as well.

Value has been exchanged but no value has been created. We’re both in the same state as before, right?

On the other hand, say I have more chocolate than I can eat. And you have more coffee than you can drink. Giving one another what we have but don’t need, gives us BOTH what we need, but don’t have.

And, uh… Yeah. I’d say that coffee and chocolate are both fundamental human needs 😉

Value is created when people share what they uniquely produce.

Value Production Is NOT Value Creation

Another analogy: You’re a dairy farmer. I farm wheat.

We both produce things of value.

But, dang.

There’s only so much milk, cream, yogurt, cheese and butter one guy can eat, right?

Together, we can give the world buttered toast.

By joining forces we have milk and cereal.

And grilled cheese sammiches. Mmm. 😉

Our sharing creates value.

For ourselves and others.

True Value Creation Benefits EVERYone

“Hey Frankenberg, I thought this blog post was gonna be about blog commenting.”

Yeah, yeah. Gettin’ there. Just wanted to lay the groundwork first.

So, the most obvious benefit about commenting on other’s blogs is that doing so generates a link and can lead to traffic for you. 

(“Here’s my bidness card, gimme your bidness card. Ooh I gotta go talk to that guy. Check, check, ohhhh yeah. You’re great. I mean that, honest. I’ll call you.”)

But that misses the point. Linking is a side benefit… it’s really the least valuable thing going on here, though for some it’s become their main focus.

Let’s change that.

Please, please don’t comment on this kid’s blog if all you’re here to do is glom on a link, then head out to do the same to fifteen others.

But if you’re concerned about creating value for everyone, by all means. Stay. Chat a bit. Love ta hear from ya.

Value Creation, Bill Nye Style

Bill Nye, the Science Guy is known for a wonderful quotable quote: “Everyone you will ever meet knows something you don’t.”

This one fact is one reason that we need to respect everyone we meet.

Because everyone has knowledge that others need. Including you.

And knowledge is power, n’est-ce pas?

Respect, Bill. Nice quote.

So taking the analogy of sharing what we produce… the wheat guy shares with the milk guy and the whole world gets buttered toast…

…each of us produces valuable, unique ideas…

…but sharing those ideas, creates something of greater value. Greater value that we couldn’t possibly arrive at on our own.

Less Obvious,  More Important Benefits of Blog Commenting

This idea-sharing dynamic is so vital. By adding your ideas to others, you truly create value.

You create value for the blogger by:

• Giving him/her “buzz“… the social proof that what they are saying is worth reading
• Adding credibility; don’t you raise your eyebrows and pay attention to a post with +100 comments?
• Adding to the conversation… thoughts that may become new topics and posts
• Giving recognition and appreciation. This blogging thang can be HARD. Nice to know someone with a pulse is readin’.
• Reaching out and being a friend. To have a friend, BE a friend.

You create value for yourself by:

• Using your voice. You establish your own authority with what you add to the conversation.
• Honing your own writing skills. You may write without the pressure of it being on your own blog.
• Engaging the author and perhaps getting a detailed answer to questions you ask.
• Stimulating your own thought process. Writing about what you read enhances your retention.
• Getting ideas for writing similar posts of your own. Without plagiarizing! Credit anyone that helps your process.
• Reaching out and gaining a friend. This friendship may lead to an alliance or not, but friendship is most important.

You create value for others by:

• Encouraging others to add their own thoughts.
• Engaging others with questions or comments on their comments.
• Entertaining others by giving a playful spin on what is written.
• Adding to the storehouse of knowledge on the blogger’s subject.
• Raising the level of discussion and interest in the topic. “A rising tide lifts all boats.”

Yes, the comment you leave makes for a link back to your own content that may increase your traffic. But again, that’s a side benefit that pales in comparison to the fifteen (sixteen… I came back and added yet another!) other valuable benefits I’ve listed here, as well as the ones I’ve forgotten or overlooked.

Hey, maybe a commenter can help me add what’s missing 😉

Sow WHAT? <=== Oooh, see that pun?

So what, Kurt?

Are you saying I should feel guilty for commenting on blogs to get links?

Aww, mercy. No.

I’m just saying that link building oughtta be a side effect, NOT the main focus of our comment activity.

Every single comment I leave… or expect to receive…  is aimed at creating oodles of value, for myself, for others. Not just a link building strategy comparable to a virtual business card toss.

What we reap, we sow.

Know what I want on my blog?

I want respect.

I want credibility.

I want “buzz.”

I want engagement, entertainment, lucid and relevant thoughts jammin’ with other smart fellas and fellerettes.

I want great comments, from great commenters.

SO… I’ll go out and sow that which I wish to reap.

I’ll be respectful. Add credibility. Create buzz. Engage, entertain.

I’ll be giving out what I want to get back.

I’ll quit fightin’ over how big of a slice of pie I can get, and instead… leverage relationships with other thinkers. To cook a better pie for all to partake.

And I want to encourage YOU to do the same.

On that note, dear Reader…

Would love to hear your comments. 😎

Keep Stepping,

Kurt