Long Live Your Content: A quick guide to making the most of your content
There it is. You just put the finishing touches on a killer blog post. It has all the ingredients for content marketing success—a clever title, a cutting-edge topic, clear advice. But now that this masterpiece is complete, posting it on your blog and walking away would be a missed opportunity. How many people will read it? Sure, you’ll get a portion of your current website audience and maybe a handful of visitors who happen by via specific keyword searches. But ultimately, its reach will be limited, and it will soon end up languishing in your content archives.
That isn’t the lifecycle we promote for content. Truly valuable content can and should have a much wider reach. When we consider all the ways we consume media today, it is clear there are additional avenues to get your message out there. Sharing your content across platforms will grow your audience, create more inbound links to your website, amplify your message across social media and save you time since you are repurposing content that already exists.
Consider the following content lifecycle and whether your blog posts are living on as long as they should be:
1.Write a blog post
The logical starting place for most content is your website or blog. The post is relevant to your audience and serves as a gateway to the rest of the site content. Writing blog posts is defined as inbound marketing since the idea is that a visitor will come across them either by checking your blog regularly or by doing a specific keyword search. But how wide is this reach?
The goal of inbound marketing is to get as many relevant eyes on your post as you can so you can expand your reach. And in order to do that, we have to create as many paths to that content as possible.
2. Send a newsletter
Once the post is published, you can promote it in your direct email communications. This will allow you to place it in front of your mailing list contacts with the added chance they will forward it to their contacts. Give the audience a short teaser in the email itself, ideally with an engaging image, and then link to your website for the full story. Not only will that keep your emails short and sweet, but it will also allow you to track engagement.
3. Share on social media
Tweet it, share it, pin it, post it, snap it. Consider the social platforms most used by your audience and schedule posts to go out several times on each throughout the week. For the highest engagement, take the most interesting snippets from your content and post those with a shortened link back to the full article. This allows you to share the article several times on each platform without repeating yourself.
4. Make an infographic
Infographics are eye-catching and get lots of clicks when posted on social media. This is because visual aids help clarify your message and in turn make it more memorable. Imagine your content visually and work with a designer to bring the words to life. Once you have an infographic designed, you can share it in all the ways discussed.
5. Send actual mail
If there is one method of communication that is overlooked, it is direct mail. This tactic is often abandoned due to the speed and ease of email. However, powerful direct mail pieces can set you apart. They are more personal than email, and they actually end up on somebody’s desk. Spend the money for high-quality printing, and make sure the piece is both visually appealing and valuable to the reader. Turning your blog post into a step-by-step guide or a reference booklet is a great way to ensure that your content is more likely to be kept rather than tossed.
6. Create a podcast or webinar
These are easier than you might think. You can create a podcast with a quiet room, basic recording equipment and some editing software. Add a visual aid and you have yourself a webinar. These platforms allow you to do more than read off what you’ve already written—they enable you to expand upon your points, dig a bit deeper and share more insights. Once they are complete, you can share them on your website, tweet them and promote them in your newsletters.
7. Give a presentation
Are there any conferences or events that lend themselves well to your content? If so, consider signing up to be a speaker. Presenting to a live audience is an excellent way to extend your reach. Plus, you’ll benefit from live tweeting and all the publicity generated by the conference. Make sure to tape the performance, and again, post it on your website and share it on social media and in your newsletter.
After sharing your content in all these ways, stay open to new content ideas. Paying attention to blog comments, Q&A sessions after presentations and social media chatter can inspire ways to expand upon the original topic. When that happens, it is time for a new blog post. Keep the content coming and your audience will continue to grow. Pretty soon, not only will you have a larger social media following, email list and website audience, you’ll have more clients as well.