So you’ve written an amazing blog post that you know, for sure, your audience are going to be tripping over themselves to read, share, and shower with positive comments. But if they don’t know it exists, you may as well be shouting into a chasm . This is where content promotion can step in and save the day, making sure your great content is married up with the hungry eyes dying to scour it.
Promoting content via social media platforms is a great way to reach new audiences that you know will be genuinely interested in what you’re saying. But in order to do this, you need to fully understand the content, and what it’s trying to communicate. From here, you can lift relevant keywords from it, and from there, determine which types of people are interested in them. Tools like Qwaya here are particularly useful in helping us build out these detailed audiences — don’t be afraid to play around with variations on terms or ideas, to see if certain interests actually exist or not.
Being smart with your targeting is what’s going to set your strategy aside from the rest. Rather than blindly going for volume (i.e. posting to broad, massive groups with a huge reach — how many of those people actually care what you’ve got to say?), consider this stat from Jeremy Waite: you reach one active user, who has 140 friends. Their friends have 140 friends each. That means that 1 piece of great content could reach 2.7 million people within four generations. Find more than one active user? You’re laughing.
And then, there’s the choice of which channel to put the content over. Is it a reactive piece of content, that people are likely to be talking about? Take a look at Twitter, and check out which types of hashtags are trending. Is the article related to a particular industry? Use Facebook to target specific job roles. At the end of the day though, promotion via social needs to go hand-in-hand with your actual content strategy — you’re pushing out the same brand, so need to be consistent and cohesive in your messaging across channels.
It’s a lot to take on, we know: which why we’d love to help. Get in touch to find out what we can do for you.