Blogging is often seen as a means to cultivate communities that are critical to a firm’s success. As exciting as it might initially sound but Blogging takes time. Initially, the most difficult step is to click on the publish button for the first time. Once you cross the first hurdle, the next biggest challenge is hitting the publish button consistently.
What if publishing content regularly is not for you? What if your business urgently needs quick traction to survive?
Advertising is the next alternative that pops up in our mind as an alternative method to buy our way through. Renting the short-term attention of our target audience by interrupting them in the middle of what they were busy doing isn’t always the best idea. Ads have gotten annoying, people are trying to avoid it at any cost and many of them are even paying for it!
So what do you do when Blogging takes ages and ads don’t work?
Welcome to the world of Side project marketing. Side project marketing works on the simple concept of “Give Something Valuable Away in Order to Sell Something Related.” Side projects can be way less distracting than other marketing methods you use to create value for your business.
“We had no money. We changed our business model and had 3 months worth of cash left to turn things around. If we didn’t we were toast. Done. We needed to find customers. But no one knew who we were. A marketing budget? Please. We were just trying to keep the lights on,” starts Mikael, founder of Crew, explaining how side projects saved their startup.
They decided to give away for free all the extra photos they didn’t use that they had shot for their website redesign. A Tumblr theme and three hours later, they launched Unsplash — a side project which not only saved their startup, but turned into a standalone product that generates a mind-blowing 11 million unique visitors/month.
Eventually, Unsplash turned out to be the number-one referral source to Crew with just a simple link back to their website on the header menu.
The power of side project marketing lies in creating value for others by developing tools, apps, websites, or software — that provides value that is related to your core business and is build on the side without losing focus on the primary product.
If the concept of Side Project marketing interests you, then Check out this blog by Ali Meze, where he gives detailed case studies on side Project Marketing & companies that have successfully implemented it.
Also check out these 7 Side Projects That Became Marketing Engines