Have you noticed that your content isn’t having the desired effect? Creating marketing content is only half the battle. People must see and read your content for it to be truly effective. In a nutshell, you require visibility. Fortunately, you do not have to be an expert in social media to succeed. Here are three simple ways to ensure that your content receives the visibility it deserves and stands out in a crowded space.
- Make use of various platforms
- Collaborate with others and co-brand
- You need to make use of influencer
Make use of various platforms
While this may seem like an obvious place to begin, it is extremely effective to distribute your content across multiple platforms. By publishing on a variety of platforms, you can appeal to a variety of audiences. You could distribute a white paper via email, tweet excerpts from it, or even create video or SlideShare versions. Bear in mind that existing content can be repurposed in a variety of ways – which is perfectly acceptable. Simply ensure that you consider the audience for each platform on which you distribute your content and tailor it appropriately. You’ll be done quickly if you simply repost the same content verbatim across multiple platforms, but you’re unlikely to make many friends.
Collaborate with others and co-brand
If you’ve invested significant time and effort in a piece of content marketing, you want to maximize its effectiveness. Collaboration with another party can be an excellent way to achieve joint success in these situations. Assume you’ve written a 25-page white paper and are having difficulty getting it out there. What frequently works well is to partner with an organization that would benefit from it, co-brand the content, and collaborate to help both of you reach a new audience. It’s a win-win situation for both parties, as they gain access to a completely new audience.
You need to make use of influencer
What is an influencer in the context of content marketing? Simply put, an influencer is someone who blogs or speaks in your space, has a following, and ultimately wields power. You may already be acquainted with these individuals or you may need to locate them. RightRelevance, Technorati, or Buzzsumo are all excellent resources for locating influencers. These tools enable you to conduct keyword searches and provide a crystal-clear picture of who is the authority on a particular subject.
From there, contact these influencers and inform them of your presence. Connect with them, subscribe to their feeds, and engage with them. Because they typically have a large following, they will be unaware of your presence or identity. Having said that, an influencer is one because their content is shared and discussed. If you engage with them and their content on a consistent basis through these two actions, it matters a great deal to the influencer. Similarly, if the influencer publishes content on their blog, engaging with them can be as simple as leaving a comment and sharing it. A valuable comment can pique the interest of others. There are a plethora of content communities out there, each with a captive audience hungry for high-quality, sector-specific content.
Many people spend considerable time considering the content they’re going to create, but very little time considering how they’re going to promote it once it’s complete. Avoid falling for the same trap. Most importantly, develop a strategy and stick to it – celebrity, followers, and recognition do not happen overnight. Even in the world of content marketing and social media, this is not the case. Therefore, rather than hoping for virality, implement the strategy you’ve outlined and watch your audience grow!