How to Distribute Content for Maximum Impact
If you’ve spent a lot of time writing up engaging content for your site, then you’ll want to share it. Distributing your content is just as, if not more important, than writing it and should be part of your content strategy. Content should be written to be read, not just in order to boost your SEO. In this article, we’ll be teaching you how to distribute your content for the maximum effect.
Experiment with Social Media
You may use Facebook or Twitter to distribute your content, but this isn’t the only way to get it out there. Experimenting with different social media platforms will allow you to figure out which ones are the best for your content strategy. LinkedIn, Pinterest and Snapchat are channels that aren’t always utilised but they can bring excellent results when used in the correct way.
Tailor your Content
While you should be distributing content as widely as possible, you should also make sure that the content you provide is tailored to your audience. The way that you read content when you’re on LinkedIn, for example, will be different from the way you read content while you’re on Twitter so take this into account in your content strategy.
Optimise your Content
If you want people to find your content through search engines, then you’ll need to optimise that content accordingly. This includes adding in meta data and keywords to the final piece. Think about the keywords that are most relevant and natural for the content that you have written, these will naturally be easier to rank for.
If you find that you’re shoehorning keywords in or stuffing them where they don’t apply, then this won’t be effective. Search engines are more than smart enough to understand when this is happening and you’ll be penalised for your efforts.
Use Email Marketing
Having a data capture element on your site is really useful, as this generates a list of people that want to hear from you. Use this list to distribute content, as these people are primed and ready to read what you have to say. This can be a much more effective way to get your content out there, as long as you offer people the option to unsubscribe, you will know that your current subscribers are all interested.
With just a few email layouts, you can notify people of the latest blogs and news from your company. This will drive them to the site and can lead to conversions. The most important thing to remember with email marketing is that you have to entice the reader to open your emails in the first place. These can have notoriously low open rates, so an engaging subject line will go a long way.
Repurpose Content Where Appropriate
While you may have published content on your site, it may work better in a different medium. If you repurpose an article, you could create more engaging content from it. This could be a video, podcast, downloadable PDF or something similar. Remember to ensure that while converting content into a new form, the meaning is still there but you’ve customised it for the user.
Publish links to new and older content where possible as part of your content strategy, evergreen content is always relevant. If it’s not evergreen, then is there some way that you can change this if the news therein is out of date? Good content should be shared, if you can repurpose this for a new trend then go ahead if it’s still unique and adds value.
Evaluate your Content Strategy
When you put out content, you should take the time to understand what works and what doesn’t. This will allow you to understand which pieces of content are most successful, which allows you to replicate this success. Your users may tend to be more interested and engaged with certain topics but not others.
As the content strategy goes on, you’ll gain more and more of this information and be able to build upon it. This means you’re constantly improving, which is never a bad thing. You can set your own KPIs, maybe you want more social interaction or presence on search engines.
If you need help with your content strategy then get in touch with us! We’re happy to take care of all elements of your strategy, get in touch for a free consultation for your business.