Content marketing is, at its core, a fairly simple idea. Rather than bombarding your audience with commercials, you simply give them content they will consider valuable. The idea is that your audience will like your content, whether it’s a blog, a video channel, a web comic, or something else entirely, and that by extension they will feel a loyalty to you. After all, you’re the creator of this thing they value. You are, in a very real sense, buying their goodwill by giving them something they want. It works whether you’re a news program, a comedian, or just running a blog for cleaning tips. Audience loyalty always translates to a bigger market share.
There’s a catch when it comes to content marketing, though; people have to see it. You could have the most breathtaking tree in the entire forest, but if no one is around to see it or hear it, then it may as well not exist.
Fortunately for content marketers, we live in an age of mass communication. So if you have content that you need people to see, there are all kinds of ways to get it out there. One of the most common methods of spreading your content is to post it on social media, but beware, it takes more than just slapping a link on your business page. It takes finesse, endurance, and a little bit of luck, to make your signal explode.
Here are some tips to help you do just that.
Humans are creatures of habit. We take comfort in the familiar, and the expected. Which is why if you create content it is important to make sure you set a schedule that your audience can predict, and which you will stick to.
Whatever sort of content you make, set up a schedule. Whether you post new content on Mondays, or Mondays and Fridays, or every Wednesday at noon doesn’t matter, as long as you remain consistent. Social media sites offer tools that let you schedule posts in advance, and you should use them to make sure your audience receives a steady stream of content posts, even if you run into production snags.
One of the great things about most social media sites is that they provide you with metrics to gauge your post performance. Everything from how many people your post reaches, to the number of times it’s liked, shared, and otherwise interacted with is all recorded for you to peruse. This provides you with the ability to make predictions based on format, subject matter, time of post, and a dozen other attributes, and then to see which kind of posts gain the most interest. Over a long enough timeline, you can get a sense for which strategies work, and which ones don’t.
The key thing to remember is that social media is not a blank billboard space. It’s a place for interaction. So while you can, and should, share links to your content on your wall, and in groups/forums with appropriate subject matter, it’s important that posting links isn’t all you do.
In between sharing links to your content, you should interact with the community. Talk about your process, share advice, and become an organic part of the group. If people recognize you as a contributor, they’re more likely to accept you, and help boost your signal. If all you do is post links, it’s much harder to get people to take you seriously, and it could result in loss of followers in addition to being banned from some groups.
These are just a few tips for how you can use social media to boost the signal on your content. For more helpful hints, simply contact us today!
What could you do if your business simply… worked?