If I could go back to January 2014 and start over there is ONE thing I would do differently.
I would produce LESS content. What I did produce I would have promoted BETTER.
Most people — me included — invest disproportionate time & energy in creating content, but fall short when it comes to promotion.
If you haven’t yet read my Introduction to Content Marketing,
Creating high quality content and then scheduling a few Facebook or Instagram posts is not enough of a content promotion effort.
It’s a good start, but if that’s the entirety of your content promotion strategy you’re literally shooting yourself in the foot.
As a single business mother without a team I spread myself too thin.
My biggest realisation:
Your content marketing strategy begins at the content promotion stage. Without a concentrated effort at this stage your content is all but wasted.
Your content marketing strategy begins at the content promotion stage. Without a concentrated effort at this stage your content is all but wasted. Click To Tweet
Today I’m sharing with you my NEW content promotion strategy, of which PART 3 is the most exciting:
- Embed/ Post / Host
So let’s get started!
Step 1: Post, Embed or Host
You’ve got a great piece of content, so where do you put it?
- Your website – the most obvious place to put your content is your own website, whether it’s your blog or a dedicate content page called ‘Articles’, ‘Show’, ‘Podcast’, your audience will find it. It’s a great place to drive people to view your content so you have a chance of enticing them into your sales funnel via a tempting offer or optin.
- Other people’s websites/ blogs – many other entrepreneurs have established huge audiences and don’t have the bandwidth to produce high quality content daily. They may be ecstatic to host it on their blog with the dual objective of inspiring their own audience and establishing you as another credible player in your field of expertise.
- Popular websites – there are GIANT content sites in every category. Fastcompany in business, Natural News in the wellness category, Design Sponge in Art & Design, The Muse for Careers & Jobs — most categories have their content hubs and most accept guest contributions if your content lines up with their objectives for fresh, original content.
- Other platforms – if you’re producing video content you might consider also hosting it on YouTube or Vimeo to make it more discoverable. If you have written content you might also adapt it for Medium or Huffington Post. If you have audio or podcast content you might consider iTunes, Stitcher or SoundCloud.
- Discover the best hosting platform where your audience are actively looking for content like yours.
Key consideration: Wherever your content sits, how does it drive traffic back to your site, or encourage signups for your offers?
Step 2: Share
Once your content is posted, embedded or hosted you can share it.
Here’s what I do:
- Have social share buttons in place on my website. I use Shareaholic:
- Schedule 6 x original tweets to Twitter & LinkedIn. I schedule using Hootsuite.
- Post to my Facebook Business Page
- Post to GooglePlus
- Write & schedule a newsletter to my list
Here’s what I’d like to get better at:
- Adapting the post for Medium or Huffington Post
- Guest posting the content on other content platforms. I’ve previously done this with Leaders in Heels but when they requested copyright and exclusivity I stopped.
Over time you can observe and monitor what’s going well, understand where traffic to your site is coming from, then spend more time nurturing those social networks.
But here’s where it gets interesting….
Step 3: Iterate
A powerful concept across all aspects of your business, including your ideas themselves, is ITERATION.
A powerful concept across all aspects of your business, including your ideas themselves, is ITERATION. Click To Tweet
I’ve come to realise it is absolute magic for your content promotion.
Iteration is absolutely magic that generates content from content.
- A 5-part blog post series like this one might become a 5-episode Facebook Live Show.
- That Facebook Live Show might become another 5 blog posts.
- There might be a template or worksheet for each post.
- These worksheets might sit in a ‘Library of Content‘ that subscribers have access to.
- And that might lead to a mini course or eBook available for sale in your store.
This might be a 5-week investment in your time and energy, but imagine how this journey might transform, inspire empower your audience AND drive them through your sales funnel? And create new products?
Worth spending 5 weeks on?
My Facebook Live Show Thriving Empire Live is all about the realities of living and working on your own terms. I interview fledgling entrepreneurs within 3 years of starting up.
I have been converting them into a blog post and then sharing that post on social media, but…
The shows are looooong.
I could break up the content into smaller pieces, create soundbites, or post it as a new format. I could:
- Post the audio file to SoundCloud
- Turn interview insights into 4 x blog posts for Huffington Post or Medium
- Create a template or worksheet from the inights in the interview for my Starter Kit Library
- Turn show learnings into a Slideshare presentation
- Create 10 mini-content posts for Facebook, Google Plus, and Instagram
This strategy for iteration would mean less time brainstorming ideas.
The reality is: My content generates it’s own ideas, and I’ve been ignoring it!
The more focused, unique and iterative your content promotion strategy, the more likely your content will achieve your content marketing goals.
The more focused, unique and iterative your content promotion strategy, the more likely your content will achieve your content marketing goals. Click To Tweet
Do you have a unique way of promoting your content? Please share it with me.
I’ll keep you posted as to how my new-fangled content promotion strategy is going!
Up next: Your content conversion strategy on steroids >>
Would you like help raising your brand awareness and spearheading your marketing efforts?
Hey, I’m Stephanie. I’m a Ninja business & marketing consultant and I’m here to help.
Whether you want the specialised skills of a communications planner or marketing strategist, extra horsepower for a new project, or the outside eye of a startup strategist, I bring more to the table than an impressive résumé.
Find about more about how I work here, come over to my consulting page to see how I can help you, or send me a note and we can mastermind how to maximise the profit and impact of your game-changing ideas.
Other posts in this series:
- Content Marketing Demystified
- Content Marketing Strategy
- Content Production Part 1
- Content Production Part 2
- (Your Content Promotion Strategy)
- Content Conversion on Steroids
- 3 Mistakes People Make In Their Content Marketing
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