Whether you’ve been writing your blog for a while or you’re a newbie, you’re probably looking for content promotion ideas. Without promotion, a piece of content has little chance of performing. It’s essential to plan your content production and promotion both when you’re creating your content calendar.
Your blog and website aren’t necessarily content promotion channels; they’re more content distribution or housing locations. They should be the center of your content distribution and promotion strategy. You’ll want to publish to your owned media first. Then you can distribute. Add a link back to the original content, preserving SEO value for your site or blog.
Are you sharing your content in all these places?
- Facebook– if you have a Facebook page for your business, share your blog posts, videos, or photos that your customers would want. While some companies just re-post everything they share on their blog on Facebook, we see better results when we create custom content too. There’s nothing wrong with sharing your blog posts but write an exciting intro, add a picture or video. Consider a behind the scenes photo or video series too. Let your customers get to know your employees and business a bit better. Facebook is about being social and creating a connection. Help establish a relationship between your business and your customers. You want to be cautious about how often you post on Facebook, so you don’t alienate your followers. Most business pages should post 3-5 times a week on Facebook.
- Twitter – unlike Facebook, Twitter isn’t about behind the scenes looks. Twitter users want information and they want it now. They use it for research and some connections, though not as much as some other social media channels. Due to the fast-paced nature of Twitter, you can share multiple times on the same day. Update your tweet and re-share that blog post several times today, tomorrow, and the next day.
- Instagram – if you’re not on Instagram yet, it’s worth considering if it might be a good fit for your business. Lifestyle brands, brick-and-mortar local businesses, retail, and entertainment do very well on this social sharing app. Instagram is all about creating the beautiful image you want to share. What works on Twitter or Facebook probably won’t be the right fit for Instagram. However, but behind the scenes pieces work great here. Share insights from your day, your office, or your staff.
- YouTube – if you’re creating video content for your website, blog, or social media create a YouTube channel and share there too. If you are sharing on YouTube be sure you include a transcript of your video, optimized title and description, and targeted keywords, so you get the full SEO value of this platform. YouTube is a Google property and often ranks well in the search results. If you’ve optimized your videos correctly, they will likely rank.
- Medium – if you’re not familiar with this new content sharing platform, it’s time to find out. Medium is a publishing network and has a super handy import URL feature that allows you to quickly and easily upload a blog post that you wrote on your blog and import it into their format. They also integrate with Twitter and Facebook so you can cross-post from their platform if you want.
- LinkedIn – if you’re targeting multiple personas with your content, you will likely have some that are appropriate for LinkedIn. You want to remain more professional and save the behind the scenes photos for other channels. LinkedIn is a great place to share company news, trends, reports, research studies, and additional information that could be useful for professional contacts.
- Slide Share – do you ever have to create PowerPoint decks or provide research studies or presentations for your clients or stakeholders? These are all items that can and should be shared on Slide Share. Again, keep it more professional like your LinkedIn content rather than the fun, approachable feel you do for other channels.
- Google Plus- while this network isn’t a popular social network, it’s still important for SEO and overall content promotion. Don’t worry about creating a unique content strategy for G+ it’s OK to re-share what you post on Facebook or Twitter. Most brands who are on Google + do this.
- Facebook Groups – if you belong to Facebook groups that allow sharing of the content you create, share what applies to others in the group. This strategy can be a great way of expanding your reach and entering a new market. Some Facebook groups have threads where you can share what you’re working on, and others within the group may decide to share it or link to it from their business page. It’s a great way to build your audience and brand awareness.
- Group Discussions – if you’re active in other groups, on LinkedIn or Facebook or within forums that align with your business, share your content there too. You want to get your content in front of as many people who could use it as possible.
Curious when you should boost or support a post with paid social? Once it's performing well organically, consider adding paid support. Keep track of your average performance, know how many shares you expect within a specific timeframe. Once you see performance going above average, determine if it’s a post that could benefit from paid social support. Paid social can help a good piece perform better; it’s never going to make a dud into a winner. Save your pennies.
If you’re struggling with content production or promotion and want to find answers, reach out to the team at Etched Marketing, we can help you succeed.