I like the "attention ripples" expression, and it feels like a more sensible way to steadily build awareness and momentum around new products and services. You *can* still drop multiple blog posts, for example, on "launch day," but why not also have an editorial plan to publish content across multiple social channels over several days and weeks?
The last part is the critical point to me. Packaging your initial content into an "Attention Wave" should just be the spark that ignites your campaign/launch/etc. The goal of that first package of content is to:
- tell your story from multiple points-of-view
- provide the resources to help others tell your story (ex. provide an embeddable video people can use)
- get as much initial visibility as possible
But if there's no plan to continue the content creation, then your nice Attention Wave package of content becomes simply a spark that may light a small fire but soon runs out of fuel.
To Bryan's point, you should have an editorial calendar that continues to build on your launch package and that streams out in the days, weeks and months after your launch. You want to feed fuel to the fire and keep the flames burning.
The Attention Wave is just the spark...