28 Jul 2015 / by Maya Roeland / in BLOG
5 Tips for Better Content Distribution
Content is what drives the Internet as we know it. But the biggest mistake marketers make in the world of social engagement is expecting hundreds of followers when they put up a new piece of content. Content Distribution is also very important.
Getting your voice heard online often feels like trying to talk in an overcrowded room. So how does your brand rise above the noise? Nowadays, the scarce resource in the content marketing world is not infrastructure; it’s audience. To compete for reader attention, brands do not only have to produce better content, they also have to figure out a way to get it in front of people. Content is a base, but beyond that is understanding of the distribution channels.
Content Is King, But Distribution Is Queen And She Wears The PantsJonathan Perelman -
Because simply creating excellent content isn’t enough. Yes, SEO best practices help drive relevant traffic to your content, but SEO shouldn’t be the only tool in your content toolbox. The people who discover your content through organic search will likely find your content useful, however, the chances of them re-visiting or sharing it after getting the information are not that high.
Set Your Goals Right
As with producing valuable content, you should know what your goals are before selecting which distribution channels to use for each piece of content. Ask yourself:
Who are you trying to reach? Your own community or a broader audience?
What do you care most about — visits, signups, conversions, social shares, followers, or brand awareness?
Different distribution channels meet different goals. It’s important to define these goals first, then do the research necessary to determine which channel is a best fit.
If you build beautiful content, they may come … but they may not engage. Your goal is more than Likes or follows; it’s meaningful, engaged interaction. Here are 5 tips to increase people’s engagement with your content.
Speak Their Language
If you were standing in front of a room full of neurosurgeons, would you speak to them the same way you would speak to a group of professional skateboarders? No. Each target audience has a different tone, different vocabulary, and in some cases specific social slang. If you want your audience to engage with you on social media, you need to speak their language.
“What’s In It For Me?”
Put yourself in the shoes of your customer and ask, “What’s in it for me?” If you are asking people to share your content or give up their personal details for an eBook, you need to know what the motivation is for them to do so: emotional, educational or material. If people share your content because it makes them look smart in front of their peers, that’s an emotional reward. When people share content or engage with charities, they may feel altruistic: also an emotional reward. Sharing a piece of content on a social network in order to be entered to win an iPad is a material reward. Downloading an eBook in order to gain insight from a thought leader on best practices is a personal motivation to become more educated.
Tailor to the Platform
As tempting as it may be, don’t post the exact same message to a number of different platforms at once just because you have a tool that allows you to do so. It may be convenient, but it’s not a best practice. Each social media platform has different character limitations, support for hashtags (or not), and its own unique vibe. A post that might get a lot of engagement on LinkedIn may fall flat on Facebook. A Twitter post with @ mentions and hashtags would look completely out of place on Facebook.
Think about your friendships that have lasted over the years. What do they have in common? You have some form of emotional bond and you consistently keep in touch. Your social media audience expects the same of you. Be consistent in the times of day you post, how often you post, and how you engage with your audience. The more consistent you are with them, the more they will engage with you, and the more loyal they will become.
One way to make your audience feel important and intelligent is to ask for their opinion on something. If you post a link to an article on Twitter, Facebook, or LinkedIn, add a relevant question to your post. For example, if you were posting a link to a white paper on “Skill Sets Needed on Today’s Marketing Teams,” ask, “What do you think the most important skill set is today?” and so on.
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