You’ve poured your heart, soul, and countless hours into crafting your masterpiece—a piece of content that embodies your passion, knowledge, and creativity. The final punctuation mark is placed, the edits are finalized, and the satisfaction of completion sets in. But in the quiet aftermath of creation, a pressing question arises: now that you’ve birthed your opus into the world, how do you ensure it doesn’t just whisper but sings loud and clear, reaching the ears and hearts of those you created it for?
How do I make sure people actually see and read my content after I’ve created it?
If I’ve said it once, I’ve said it 1000 times. Creating the content is the easiest part of content marketing. After you spent an entire day writing, editing and publishing your content now what? Well now it’s time to focus on content distribution. We both know I’m going to tell you to email your list.
Getting your content seen is even more important than its creation. Start by promoting your content where your target audience hangs out. Social media platforms, facebook groups, and community forums are great places to start. Share your content multiple times, at different times of the day, and on different days of the week to capture a broader audience. But remember, consistency is key – don’t just share once and forget about it.
I have one rule for anyone sharing content on social media. If someone leaves a positive comment, at the very least you OWE them a like, but best practice is to reply to them! When your audience feels involved, they’re more likely to share your content, increasing its reach. And when social media platforms see engagement, that also increases reach.
Before we move on, one more thing to remember, it’s okay to re-share old content. I’ve had this argument in almost every team I’ve worked with. My thesis has always been that even if they remember you shared this before, their brain won’t really care. We remember what WE share and post, but to everyone else, they’re so focused on what’s going on in their life that they literally don’t have the mental energy to remember you talked about that subject 3 weeks ago.
What’s the best way to share my content on different social media platforms?
Honestly, I wouldn’t worry about all the different social media platforms for now. Find one you like, that you know your audience is on and stick to it for several months. Get really good at one, then expand to another one.
I still love Twitter(I refuse to call it X), and kind of like LinkedIn, Facebook and me are on the outs, it’s just a weird place to me. And Instagram is even worse than Facebook to me.
So here’s what I am doing.
Every Monday, I pick something I haven’t posted about in a few weeks, grab an article and write a tweet or tweet thread about it. I don’t even post a link to the article. On Tuesday I grab another topic and write another tweet about it. Also on days I post, I set aside 30 minutes to engage with other people on twitter. Because just posting on social media isn’t being social, it’s being a bullhorn, and nobody likes that shit.
On Wednesday what I do is write a teaser tweet about the thing I’ll be sending on Thursday morning. On Thursday I just engage, comment where I can, and then on Friday I write a tweet thread about the newsletter I sent on Thursday, that’s the only time I link to an article.
Since I started this newsletter on January 10th, I have grown the newsletter to 122 subscribers doing this and only this. And from that I’ve gotten 3 subscribers to the paid marketing secrets club.
What else should I be doing? I should be using the same process on LinkedIn and Facebook.
How can I use one piece of content in multiple ways without making it feel repetitive?
Every platform has different needs, I broke down the most popular social media platforms
- Facebook:
- Images and Copy: Posts with captivating visuals accompanied by short to medium-length text tend to perform well. Ensure your images are high-quality.
- Videos: Videos can be incredibly engaging, especially live videos or short, catchy clips.
- Stories: Short-lived content that can be visual or video-based, good for timely updates or promotions.
- Twitter:
- Short Text: Tweets should be concise, catchy, and to the point.
- Images and GIFs: Images and GIFs can make a tweet more engaging.
- Short Videos: Video clips of up to 2 minutes and 20 seconds can be directly uploaded.
- Threads: For longer content, threads allow you to string together multiple tweets.
- Instagram:
- Photos: High-quality images with a cohesive theme or aesthetic perform best.
- Stories: Short-lived content, often used for timely updates, promotions, or behind-the-scenes looks.
- Reels: Short, engaging videos similar to TikTok videos.
- Carousel Posts: Multiple images or videos in a single post, useful for tutorials or showcasing a range of products.
- LinkedIn:
- Professional Updates: Share career achievements, articles, and industry news
- Articles: LinkedIn’s built-in blogging platform is useful for in-depth content.
- Images and Videos: Visual content related to your industry or professional life.
- TikTok:
- Short Videos: Engaging video clips with music, effects, and challenges.
- Live Video: Once you have enough followers you can start doing live videos.
- Pinterest:
- Vertical Images: Ideal for infographics, DIYs, recipes, and other visual content.
- Video Pins: Short videos showcasing a DIY, tutorial, or product.
- YouTube:
- Videos: Anywhere from short clips to long-form content. The most crucial factor is content quality and relevance.
- Shorts: YouTube’s answer to TikTok, short and engaging vertical videos.
Repurposing is the magic word here. Since we’re using my content as an example, let’s talk about what I should be doing with my articles/newsletters. That post can be transformed into a short video summary for social media, a series of tweets, or even infographics highlighting key points. The trick is to present the content in different formats, making it feel fresh and suitable for the platform you’re targeting.
Yet, while repurposing, ensure the core message remains consistent. It’s about offering the same value in various forms, tailored to the preferences of different audiences.
What should I focus on when I’m trying to reach a specific audience with my content?
Understanding your audience is the first step. What are their needs, preferences, and problems? Once you have this clarity, craft your content to address these specifics. Use language that resonates with them, and avoid jargon that might alienate beginners.
Moreover, it’s essential to find out where your target audience spends most of their time online. This helps in streamlining your distribution efforts. If your audience is more active on LinkedIn than TikTok, you know where to focus your energies.
How often should I check how my content is performing, and what should I look for?
Reviewing your content’s performance should be a regular activity. Depending on your content strategy, you might want to do this weekly or monthly. Key performance indicators (KPIs) such as views, shares, comments, and, most importantly, conversion rates, are what you should be eyeing. Don’t get too caught up on most of these metrics, they’re often referred to as vanity metrics.
However, it’s not just about numbers. Listen to the feedback. Are readers finding value in your content? Is there any recurring critique? Use this information to refine your future content.
Are there any tools or resources you’d recommend for someone just starting out in content creation and promotion?
Certainly! Tools can simplify the content creation and analysis process. Platforms like Google Analytics help track your website’s traffic, while tools like BuzzSumo can give insights into content popularity. For those keen on keyword optimization, tools like SEMrush come in handy. But, remember, while tools offer guidance, the heart of your content should always be genuine value and authenticity. Then there’s awesome tools like Buffer and Lately which help you automate scheduling your posts.
How do I know when it’s time to update or change my content based on its performance?
Regular analysis will give you insights. If you notice a dip in views or engagement, it might be time to refresh your content. Sometimes, updating statistics, adding new findings, or simply changing the content’s format can breathe new life into it. Always be ready to adapt and modify based on your audience’s evolving preferences.
Navigating the world of content might seem overwhelming, but with the right strategies and understanding, it becomes an exciting journey of connecting with audiences and offering value. If you’re eager to discover more insights and tips, consider joining the Marketing Secrets Club. Dive deep into the realm of content magic and master the art of impactful communication! This week I posted my cold email course in the club!