Content marketing is A LOT of work. You want to make sure you're getting the most out of the content you produce. Even if you create amazing content, it won't be beneficial unless your target audience sees it. Arguably, your distribution plan is even more important than the content itself. Your distribution plan allows you to reach more people, grow your audience, and produce a much higher ROI. We'll look at several tactics you can use to maximize your reach for each piece of content you create.
Repurposing content can provide more reach and engagement for your brand. One of the most popular methods is to make different variations of the original content. For example, if you have written a blog post on your website, you can use the same content and create a video, podcast, graphic, or infographic to share on different channels. You can also break down longer pieces of content and use it as shorter social media posts or emails to your subscribers.
Publishing to multiple social channels helps you reach more people and build your online presence faster. It helps you reach a wider audience for your content and build relationships with followers. By tweaking your content so that it's specific for each channel, you can create a more targeted approach to promoting your business. For example, consider creating short videos for Instagram, a thread for Twitter, or interactive stories for Snapchat.
Using multiple channels also allows you to monitor how different audiences interact with your content. You can identify what type of content works best for each network and fine-tune it to ensure maximum engagement. Additionally, if one network doesn't perform well, you always have other channels to focus on.
Great content should always be tailored towards your human website visitors, but it helps to keep search engine optimization in mind as well. Try to use relevant keywords, and variations of those keywords. You can also add supporting graphics and videos that are related to the content. Other SEO best practices apply, too: use a descriptive Title tag, optimize for mobile, and make sure your page loads quickly.
Content syndication is an easy way to increase reach. Syndication is the practice of publishing your content on multiple platforms. Two popular platforms for syndication are Medium and LinkedIn Articles. You can also offer your content to other website owners for syndication. Be mindful of each platform's formatting options, as some have specific requirements. Make sure to credit your website as the original source, to prevent any confusion.
Cross-promotion can be an effective tool to build credibility with your partnerships. Showcase your partner's work on your website and social media, and encourage them to do the same in return. Establishing solid, genuine relationships with each other is key in driving mutual success.
Networking with other content creators and industry professionals can open up opportunities for collaborations that can increase both visibility and engagement for both parties. Not only can you co-promote each other's content, but you can also craft new ideas together, exchange ideas, and even create joint products.
If your website or blog has existed for more than a couple of years, you probably already have an extensive catalog of content available. New website visitors might not be aware of the old content, even though it could be helpful to them. By updating your older content, you can refresh any outdated information and put it in front of your newer audience members. Updating old content can also help with SEO because Google will see that you're keeping your website up-to-date.
There is a lot of effort that goes into creating each piece of content. Keep a checklist of every task you need to do to maximize the reach of your material. Include things such as social media platforms, key partners, SEO tasks, and syndication networks. You don't want any of your hard work to go to waste.
