How to Promote and Repurpose Your Digital Content in 2 Steps
"The saddest thing in life is wasted talent." That's one of my favorite quotes from A Bronx Tale. I never thought it could relate to digital marketing but I guess you could call this a full-circle moment.
As a self-proclaimed Content Queen it boggles my mind how much really interesting, informative content gets buried in a digital graveyard. I've observed a lot of authors, public speakers, journalist, etc. publish and produce thought-provoking and inspiring work only for it to never be seen and used again. I always wonder how many more people could benefit from their work if only they would put it out more for the world to see. It's how I feel about businesses who shy away from digital marketing in general- it's like running a business but you don't want anyone to know about it.
There are some curators who don't like to promote themselves and that's fine- but for those who stalk their Google Analytics and social media insights like I do, here's how you can promote and repurpose your published content:
Step One: Create
Create something that people want to share. The most important tip that I can give you for getting people to share your content is to make really good content. Your content should provide value to your audience but it should also be visually appealing. If you have great visuals, then there's a better chance that it will not only be looked at, but also shared. We've all seem some pretty bad stock photos but we all use stock photos because they're easy but the best content contains graphics that are unique and fit the brand. Putting in a little more effort into your visuals goes a long way. Aside from aesthetics, make sure that your content introduces either a new thought or answers a question. The last thing you want is for someone to finish reading your blog post or watching your video and thinking about the five minutes of their life that they'll never get back. If you're content is consistently uninteresting, your audience will tune you out and eventually unfollow.
Step Two: Be Creative
Be creative with how you share it. When I share this blog post on social media, I'll write a one or two sentence summary of what the blog post is about and share the link. Chances are, most of my audience didn't see it the first time that I posted it so I'll share it again- only this time in a different way. A lot of times, I'll pull a quote from my post and add it to a graphic and then share it on social media. When I create e-mail newsletters for clients, I'll incorporate a blog post from their company's blog into the newsletter. If you really want to stand out, create an infographic or record a video on the topic that you wrote about. For the advantageouss among us, you can use some of the content from your blog and use it as a starting point for an ebook (GOALS!). And share shamelessy on social- post to Twitter, Instagram, LinkedIn, Facebook, Pinterest, etc. You can even start a Twitter chat on the subject and/ or create a Snap story elaborating the points from your post.
Another way that I like to promote my content is to post it on sites other than my blog. LinkedIn is a great platform to publish original content- when you publish a post, LinkedIn sends a notification to your network letting them know that you published a new post. Medium is also a publishing platform for emerging and established writers on a variety of subjects from industry insights to think pieces. You can also submit your blog post to blogs that you normally visit; chances are they're looking for contributors. The next time you visit your favorite online publication, reach out to them about the process of submitting your own work.
I hope this helps! What do you do after you write a blog post or publish a video? Let me know below in the comments.