- Ebombs are good news (“I can help you with your problem.”). People want to hear good news.
- People think of their internet conversations – even public ones – as private. They don’t want you coming in cold and pointing them to your blog.
Workaround
- Learn the watering hole’s worldview, culture, and rules – spoken or unspoken
- Comments are another type of ebomb. Provide value in comments.
- Aim to serve
Strategies 1 & 2: Ambient Findability, and the Automagic of Trackbacks
Ambient Findability
- Quantity and specificity is the key
- People search for problems and find your answers
- Requires persistence and time
Trackbacks
- Let other authors know when you link to them
- Not sure if these are still a thing. Haven’t heard about them in a while.
- Share quotable lines and graphics, not just headlines
- Match the things you share yourself
- Ask for shares but don’t beg
- Re-share evergreen content
- For people who weren’t paying attention then or who are new to your audience
- Don’t optimize. Any one tweet is not super valuable.
Email
- Think of each ebomb as a present to them
- Make the emails themselves useful, not just a promotion for your ebomb
- People like to go behind the scenes