If you haven’t read them, please see the first two posts in the series here:
After you finish creating any type of content, the next thing you need to do after publishing it, is to promote it. Content should be promoted just like any other product you’re proud to deliver to your audience.
Thankfully today there are numerous ways to promote content online.
Facebook Ads – When you publish a snippet of your newest content on Facebook you can now boost the post to get more eyes on it. However, the best way to do it is to make it into an advertisement instead of just boosting the post.
Social Media Sharing – Be sure to add all the social sharing options you can on your posts and articles. Use a plugin like Better Tweet to Click , for example, which helps you create call outs for your stats that anyone visiting can tweet out. Don’t just add it to your site, go and use the share buttons yourself too.
Ask for Shares – When you share content ask your audience to also share. You can say “share this” or you can tell them why you want them to share it. You can also point out the easy ways to share the information with their audience. If you ask some people will say yes.
Via Email – Don’t forget when you publish new content to always create a short email to send to the appropriate segments of your email lists. You can schedule it right in or you can make it into a broadcast post depending on the evergreen quality of the content you’re sharing.
Understand SEO – It’s amazing how good search engine optimization can help market your content too. If you pay attention to headlines, headers, and sub-headers along with the words you use within the material that is published online it’ll make it a lot easier for search engines to find your content to share with your target audience.
Use an Influencer – A fast track way to get attention is to ask and/or pay an influencer to mention and share your content with their audience. This works great if you share the same audience but aren’t competitors. When using an influencer ensure that you set up landing pages just for them and make the influencer’s job easy.
JV Partnerships – A really great way to get the word out about your content is to join others who offer complementary products and services to yours to the same or a very similar audience. You can work together sharing each other’s content using an affiliate link for example.
Break it Up – Every article should provide 5 to 10 snippets that you can use for other types of content to share. They can be blurbs pointing out a stat or point within the content, or they can be short videos that you create from the content too. That will get a lot of people’s attention.
Call Out Your Sources – Experts love being mentioned online so if you have used any in your content as sources not only should you call them out on social media tagging them (and thus getting their attention and their audience’s attention) you might want to also email them personally to let them know about the work.
Repurpose It – Remember, every bit of content you create can be repurposed, redesigned, and updated to make it new, fresh, and different. The more you do this, while also sharing, the more who will see it.
Internal Linking – When you create new content, look at your best performing older content. When you find something relevant, add a link to the new content under the older content so that these readers will see it.
Syndicate Your Content – Another great way to promote your content is to use one of the syndication companies like Outbrain.com where you can pay per click in exchange for them pushing your content out to other outlets.
Any way that you can push your content out to more people to see, like, and share it the better results you’ll get from your content. Don’t just publish it and forget it.
Publish it, repurpose it, and promote it. You can even use services and plugins to help you do some of this such as Meet Edgar and Grow Media.
- Don’t Just Share That Content Once
- Creating A Content Marketing And Promotion Schedule For Each Post
- Why You Should Create Epic Content
- Updating And Re-Promoting Your Epic Content
- Working Key Content Pieces Into Your Email Marketing
- Easy Content Creation With Serial Posts
- Get Your Audience To Help With Content Creation
- Reflect On How Far You’ve Come And How
You may be surprised to find out that you don’t just create the content and let it sit.
Instead, you need to promote it, and you should promote and share it more than once.
Many people who are new to online marketing get scared when told they should share their content more than once but it’s true. The reason is the way social media works, in that everyone doesn’t see everything you post, so if you really want people to see it you need to share it multiple times.
The Stats Speak – According to kissmetrics.com, re-sharing content increases views by double.
Understand Your Audience – When you share anything you need to think about who is looking.Who is your audience? Do they want to see this? Do they need to see this? Is this going to add value to their lives? If you created the content for them, then you’d be doing a disservice to them not to share it enough times that as many people in your audience see it as possible.
Create a Schedule – Don’t just randomly share one post 45 times today, that isn’t going to work. Instead be creative about how you schedule re-shares so that it’s interspersed with new content as well. Additionally, look at the platform you’re using and find out what they say about sharing content more than once and follow their guidelines.
What Do You Believe? – If you feel yucky doing something, don’t do it. If you hate it when others do it, don’t do it. But, try to figure out why you don’t like it. Is it a preference made on facts or just on your opinion?
Give Value – When you create any content if you’re thinking about how you can help your audience the content is more than likely going to be very important for your audience to see. When you look at it that way, that you’re providing this amazing value to your community it feels great sharing it more than once to be sure that everyone gets the information.
Change It Up – Even though you are going to want to re-share content multiple times, you don’t want the share to look the same. Change it up. For example, each time you share it call out a different fact within the content you’re sharing, or mention a different person that you use as a source within each share.
Sharing content more than once doesn’t take that much extra work. Just pull out five to 10 blurbs from each piece of content, optimize the information for each network that you use, and set it up in your scheduling software like Coschedule.com or Buffer.com. It might add 20 minutes to your day but if it doubles views it’s worth it.
Creating A Content Marketing And Promotion Schedule For Each Post
The best way to get the word out about the content you create is to promote it. There are many ways to promote content so you’ll need to figure out the ways you want to promote and market your content in advance so that you can decide. When you create a content marketing and promotion schedule for each post it’s going to be a lot easier to ensure that it gets done.
What’s Acceptable for the Platform?
Each platform has a personality. Twitter is different from LinkedIn for example. If you want to promote to people on a platform it’s important to get to know the personality of each platform and what’s considered acceptable. Most platforms offer some advice regarding this to help you make it work.
Is There a Preferred Time of Day?
Each platform will show you in their analytics which time of day is best for their shares. However, it’s important to also know your audience because each audience is a little different in what time they want to consume content. But it doesn’t hurt to find out from the platform when their users tend to look at information.
How Long Will the Content be Relevant?
Is this an event you’re promoting? If so you may only have four to six weeks to give the information, in which case you want to be more aggressive. But if it’s evergreen content you may not want to bombard the audience with the information.
Then for each post develop the schedule based on that information. Let’s use Twitter as an example. On Twitter, you can share more often than you can on other networks, you can tag people, and promote the Tweet by paying. This makes it super easy to promote your content.
First Publishing – The day you publish the content you will automatically want to share it on Twitter announcing your new blog post. Also, pull five to 10 quotes, stats, or points from the content for later.
Same Day – Later in the day you will want to share the new blog post a few times, up to three times that day, using different quotes from the content. So, the first time it’s okay to say, “New post about xyz”, but the following times you share it to make it look interesting by pulling a fact out of the content. “Did you know that sharing your content more than once can double your conversion rate?” or “Want to double your conversion rate, here’s how.”
Tomorrow – Now you want to slow it down a big but use the rest of the facts and quotes you’ve pulled out and share it some more. Also, consider tagging experts mentioned within the content so that they and their audience will see it.
How Many Days? – You can continue promoting it every day as long as it’s relevant. Promote more if it’s timely information, do it fewer times if it’s evergreen content. For example, if it’s an event you want to mention more so you get enough people signed up. If it’s evergreen you can promote less.
What’s Next? – Depending on the timeliness of the content you can keep sharing it for a month or even more. If it’s evergreen you can share it weekly forever. If it’s got a time limit share it daily until the date of the event.
Once you’ve set up a schedule for the content marketing and promotions you can use software like coschedule.com or buffer.com to schedule it all out in advance. This is going to make your content marketing and promotion so much more effective.
Why You Should Create Epic Content
When you think about “Epic Content” what does that mean to you?
Epic content will make a huge difference in your online efforts because epic content inspires people, makes them think, and is often emotional.
This type of content has viral potential and can move your business to the next level. Epic content is longer, more in-depth, and provides a high level of value to your audience.
Let’s Look at What Epic Content is:
- It Makes People Think – Tell a story to make your audience start thinking in the manner you want them to think.
- It Inspires Them – The content is inspirational and makes the reader want to act on the steps mentioned or act in whatever way they need to.
- It Changes Their Lives – Simply reading the content makes the reader feel as if they’ve changed or they know they can change if they implement the suggestions.
- It Offers Amazing Value – The content is valuable whether they purchase something else or not.
- It’s Useful – The content gives your readers something that makes them feel as if the information in the content is so useful to them that they want to keep it and read it again as well as share it.
- It Tugs at Emotions – Truly epic content will pull the emotional strings of your readers in a way that makes them feel something.
- Has More Viral Potential – When people feel as if they’ve seen something life-changing, emotional, and useful they’re more likely to share it with others.
- It Goes Deep – Epic content can’t be written in 500 words usually. It’s much more in-depth than that and requires more information than general information.
Just by reading that you can discover why you want to create epic content. You may not be able to create every blog posts as epic content but you may be able to create blog posts that when combined are epic together such as with a series that starts from A and goes all the way to Z in terms of the information it provides.
Due to this fact, you don’t have to sit down and write the epic content today. You can work on it over time and then once you’re done you’ll have amazing epic content that will get a lot of results from your audience and it will help establish you as an expert in your niche.
Epic content can be turned into pillar content, or topic clusters that when consumed together creates amazing cornerstone content for your niche.
Some types of epic content that you may already be familiar with include:
How to Content – Anytime you can explain to your audience “how to” do anything this is a chance to create amazing epic content that is very useful to your audience. You might call this a “blueprint” or something besides “how to” content.
Definition Content – Many people may be new when they land on your website. Create definition and explanatory content that explains all the terms, stats, and information that you have about the niche.
Point of View Content – This is also called a thesis or argument content. If you can provide a unique point of view or angle on the niche that other people haven’t thought about or don’t go far enough with this is going to get a lot of attention.
Resource Content – Everyone loves content that shares all the resources, someone, they like to follow uses. This content may come in the form of a whitepaper, a report, or book. This content can be digital or printed.
List Content – The internet loves lists. You can create a list of 365 (your niche) for your website and it will be amazingly popular. This type of content can appear on your website, in a PDF, or in individual emails.
Creating epic content can also be fun. You can really dive in without worrying about the content being short. You can make it easy by doing it in a series then combining it together as epic content when you’re done.
Updating And Re-Promoting Your Epic Content
Once you create epic content it’s important to keep it up-to-date. Depending on your niche this may require rewriting within the quarter or it might be if a few years. It just depends on your topic on how often you’ll need to update it. But, know that every single time you update it, that’s a great time to promote it. Otherwise, you can keep promoting your epic content periodically endlessly.
SEO – What’s true today about SEO may not be true tomorrow. As search engines seek to give the best user experience to their audience it may require changes from you. The best time to conduct these changes are the minute you find out about them. When you do make the changes take that opportunity to share the epic content with your readers again just like you would any new content.
Images – As the internet becomes more advanced it becomes easier to create more amazing images for your content. When you can go through your content and update it with brand new optimized images it’s going to make the content much better. Perhaps you’ve since created a better chart demonstrating the points you’ve made in the epic content, then you can add that to the content to make it even better.
Keywords – Have you learned about more effective keywords since you published your epic content? If so read through the content to figure out where you can add the keywords that you want. Perhaps you can improve sub-headers with better keywords that get more looks and attention.
Affiliate Links – Over time you’re likely going to find better products or services than ones you may have recommended in the past. It’s perfectly fine to edit your epic content to include the affiliate links to what you use today even if you wrote it about something else. Just change it up to describe the new products you’re using now instead of the old ones.
Repurpose – All long-form content which your epic content is included can be broken down and repurposed. When you do that though, always link back to the epic content so that you can show where you got the information from.
Optimize for Sharing – Go through the epic content locating ways that you can add in social sharing opportunities. Pull out quotes and add a Tweet function so that your audience can Tweet it out easily.
Schedule Repromotion – When you repromoted your content it will double your views and boost your conversions exponentially. But, if you really want to do it right, go ahead and schedule re promotion from the beginning. Set the intention by putting it into your schedule.
Email – Don’t forget that you can repromote content via email too. Set up an email in your autoresponder to automatically reintroduce your audience to the epic content you’ve created on a regular basis. It’s a great way to get people back to your blog and website.
Updating and promoting epic content is a great way to handle getting the most out of all your long form content. Once you create epic content it can be shared the day it’s published but it can also be shared for years down the line if you take the time to keep it updated, unique, and useful to your audience.
Working Key Content Pieces Into Your Email Marketing
Every piece of content that you create should be worked into your email marketing in some way. If people have signed up for your email list they want to be reminded about the content you’re producing. They don’t want to miss out. It’s your job to ensure that no one in your audience misses out on the value you offer them via the key pieces of content that you create.
Pull out a Quote – Any key content is going to have quotes inside from either someone well-known in your niche or from you. Pull those quotes out to make them stand out, and use that quote as fodder for an email about that topic linking the reader to the key content that it came from.
Pull out a Statistic – You can also pull out a stat that you find super interesting and telling. For example, “Re-sharing content doubles views.” This can be the new title of a case study that shows exactly how that works.
Pull out a Fact – Key content also, of course, has facts included. When you can pull out a fact that you can use as the beginning of a new email while also linking back to the key content you’ve created new information for the email reader but you’re staying true to what you wrote before.
Tell a Story – Another way to work your key content into your emails so that you can link to them for your audience to consume is to tell them a story. Let them know why you created the content and what you hope that they get out of it. Knowing the background information will go far to helping develop trust.
Share a Case Study – If you shared your key content in the past, you likely have some case studies by now regarding others who have taken your advice within the key content. Ask them to share their story, then you share it via email linking back to the content that changed their lives.
Use a Testimonial – Has someone else read your key content and made comments about it that were useful to you? Pull out that testimonial or comment use it to start your email regarding the content. When your audience sees what someone else has done with the information they’re going to be more likely to click through.
As you can see, incorporating the key content pieces that you create into your emails isn’t as hard as you may think. Remember that every line of content you create can be torn apart and repurposed in multiple ways. When you think about that, it makes it so much easier to create email content for your audience that will boost revenues more than you thin
Easy Content Creation With Serial Posts
You’ve read about creating epic content and one way mentioned to make it easier was creating serial posts.
Serial content is nothing new in the publishing world. Your hometown newspaper likely has serial content. Television shows use series to get more and more viewers by making them wonder what happens next. Even some commercials have gotten in on it so that you need to look up something to find the end of the story.
Creating series posts offer a few advantages such as allowing you to create epic long-form content, in short, spurts rather than having to wait until you’re done to publish it all. Plus, it gives your readers a reason to come back to your blog so they can read the rest of the story. In addition, serial blog posts are a great way to improve your branding as you’ll find that it’s easier to come up with content that you write in your voice since the series itself will be more in-depth than a single blog post.
Also, let’s not forget how important a series can be to SEO. It provides excellent internal linking options, plus excellent repurposing options. This means that a serial post will be great for improving traffic to your site. Since it’s a series it’s all on the same overall topic which makes it much easier to create.
Here are some tips for easy content creation with serial posts:
Make it Evergreen – Don’t spend time making a serial post for content limited by time. If the content will be good for at least a year depending upon your niche, then it’s good to create a post series on.
Break it Down – When you come up with the evergreen topic, now you want to break it up into sections for the series. That way you don’t have to write very long posts for each post but can break it down into good sections that make sense. Each post should be complete and standalone but when connected with the next in the series make a difference.
Outline Each Post – Always make an outline for each post so that you don’t repeat things from other posts. Each post needs to stand alone, but it also needs to tie in with the others in the series in a seamless way.
Leave Breadcrumbs – When you post the series let them know what they’ve read before, and what they’ll read after in both words and links. Once you’re totally done with the series you can add in the links to each part of the series within each individual blog post.
Set a Schedule – When you decide to do a series you want each part of the series working for you before posting the next. You don’t need to write it all before you start publishing. Instead, create a schedule you know you can stick to. Are you going to post weekly to the series or monthly? Let the reader know and do your best to stick to it or your readers will lose interest. Hint: Get them on a list to be reminded when the next post in the series is delivered.
Creating a series is going to be a very fast and easy way for you to create a lot of content for your website because you’re breaking everything down into bite-sized pieces. Plus, once you’re done with the series it can be republished in any number of ways to make it epic content for your audience that will expand your brand and turn you into the expert go-to person for your niche that you want to be
Get Your Audience To Help With Content Creation
The internet is so fascinating. It provides such amazing opportunities for everyone to communicate with people all over the world. Plus, you can get your audience to help you create content too if you ensure that you open to the possibility.
Blog Post Comments – Open your blog to commentary and ask for the comments. When people make comments all of that adds to your SEO on your blog but the comments can also give ideas that you can expand on.
Facebook Commentary – Anytime you post anything on FB you’re almost always going to get a comment or a like if you ask. Go into groups and read what people are asking and saying and you can use that information for content creation.
Surveys & Polls – Create plenty of surveys, polls, and interactive content and your audience will start creating some of the content for you. Allow comments on the surveys and polls as well as sharing of it.
Questions & Answers – You can do this on many social platforms, as well as on your blog. Ask questions and ask people to answer in comments. When this happens within your own groups, and on your own website it adds content as is. You can also take the information and create new content from it.
Interviews & Case Studies – Ask your audience to fill out a form to enter their information to be interviewed or to provide case studies. You can then host a webinar or Facebook Live event where you will interview the person providing excellent content to your audience by your audience.
Discussions – Even if you no longer have a forum on your website you can use Facebook to do it. Use a plugin that links to Facebook so that discussions on your blog can be taken over to Facebook and continued right on your blog.
Contests – Host a contest and you can end up with blogs, videos, social media shares, social media posts and more. Contests that give away a prize can also generate a lot of buzz which will, in turn, encourage more content creation.
Photo Sharing – Ask your audience to share photos that have something to do with your biz. Say you wrote a book. On your FB Fan page ask your buyers and audience to share a picture of themselves reading your book.
Video Testimonials – Written testimonials are great but video is better. If you have a live event ask your audience for testimonials immediately at the event. You can use your phone to capture the testimonials and if you do it right away more people will happily do it.
Charities – Tie your work to a charity and ask for your audience to work with you on the charity. Imagine if a group of your audience members were wearing your T-shirt at the next Relay for Life event or Jump for Heart campaign and how much social media shares this can induce. Plus, a charity you care about gets press too.
Creating user-generated or audience-generated content is a simple way to take what happens naturally when you build a community and turn it into content your entire audience can enjoy. It’s the best way to create content that your audience will love and look forward to receiving.
Reflect On How Far You’ve Come And How
I hope you’ve learned a thing or two and more importantly that you’ve been inspired to step up your game and get more content published on a regular basis.
That’s an important concept to keep in mind. You want to get fresh stuff out there on a regular basis.
It’s one of the best ways to reach out to new markets and to build and nurture a relationship with your target audience.
What has had the biggest impact on you? What tips and ideas have you found the most helpful?
Take a few minutes today to reflect on not only how far you’ve come.
- What positive experiences have you had as a result of getting more content created and marketed?
- What were your big “aha” moments during this series?
- What do you want to do more of?
Make a plan and make sure you dedicate some time and resources to content marketing each month going forward. Last but not least, don’t forget to continue to repurpose and recycle everything you create.