Content, Content…where for art thou content?

So you’ve written your brilliant blog post. Poured all the knowledge that you have into well-crafted words. You press publish. Tweet a link. Share on LinkedIn. Then wait. (…Tumble weed…). Nothing happens. Now what?

There are so many ways to increase your engagement with content. You just have to find how and where you share it. Here are some helpful reminders on the top level activities.

LinkedIn Groups

Not only does LinkedIn have the main newsfeed where you can share valuable content for people to see, but you can be far more pro-active than simply sharing. Join industry relevant discussion groups. All you have to do is search for groups to join by typing the topic at the top of the page. When you find one you think your company can provide value to, join it and start commenting on other posts, responding to people’s questions, and posting your own blog posts.

LinkedIn Sponsored Content

To reach more people with your LinkedIn posts you can sponsor your content. Similar to Facebook, you can pay to put your LinkedIn post in front of people outside of your network. Target your sponsored content at people with the relevant job title or company to optimise traction and attract new followers.

Promoted and Pinned Tweets

The decline in Twitter engagement is well documented, but it doesn’t mean it’s dead! – it just means that you need to be more creative on how you use it. One simple way is to pay to promote your tweets which link to your content. It is easy to setup and is a highly cost effective route to gaining visibility with potential followers. Promoted tweets have the same functionality as regular tweets, but they are simply displayed to followers outside of your own follower base. Another free tactic to utilise is ‘Pinned tweets’. If you have a blog post you just published, a campaign you are promoting, or a new product launching, you can ‘pin’ a tweet at the top of your Twitter feed as the first thing viewers see when looking at your profile. To maximize the value of this, you can use hashtags in the tweet, add website links, include a video or a picture.

Boosted posts on Facebook

Facebook users love the authentic and creative approach. Blog and share creative videos that make people laugh, provides them with valuable information or use Facebook Live to show the behind the scenes of your business. With recent changes in Facebook’s algorithm, it is even more difficult to get engagement on posts without having a large, pre-existing audience without paying for it. ‘Boosting’ posts can extend the reach of your posts. Here’s what you do: Post your video, or blog article, on your Facebook page. From there select ‘Boost’ on the post, enter in the details (how much you want to spend, who you want to target, etc.) then click publish. Then your post that was only reaching a few of the people that liked your page, now will appear in the feeds of people who you have targeted.

Medium

Every day, thousands of people turn to Medium to publish their ideas and perspectives. Leaders. Artists. Thinkers. And ordinary citizens who have a story to tell. Medium sifts the best of these and delivers them directly onto your Medium home page. It is a great way to share your own content with an already established community of millions worldwide. One way to use it, is to publish a blog post on your website on a Monday, then on Wednesday re-publish the blog post on Medium to get extra reach for the same content.

Guest Posting

Guest posting is an incredible way to leverage the audience of bloggers, media outlets, and other businesses that partner well with yours. Find another website that has a blog about the industry you trade in. Reach out to the owner/editor and ask if you would be able to post an article on their site. The key here is to not promote your business, but post content that creates value for those reading it.

Email

It’s a traditional but effective route to promoting your content. Email your clients, prospects and contacts with a short text email and link to your blog content. Using the right email platform, you’re able to see who opens your emails, what time they are opened, whether they clicked certain links in your email, etc. You can target it even more specifically by adding Google Analytics to the page linked in your email and see where/what people do once they land on the content page.

If you’d like some help on making the most of your content, then get in touch. We’re full of innovative ideas that will help you reach more people.

Author

Eva

Eva

Account Director