Why aren’t you getting maximum value from your hard-won blog posts and content marketing?
Because people don't KNOW what to do, they're AFRAID to do it or they know, but they can't be BOTHERED!
At least, that’s the conclusion I came to when I was researching this post. Like with all good online content trying to sell you something (and in fairness, it’s a free event, so I’m not even selling!), I did a bit of digging into content promotion pain points.
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Everybody wants their posts or content (think ebooks, infographics, guides, worksheets) to spread far and wide, landing on the breakfast table of your warmest leads, drawing admiring comments and viral shares, but very, very few people actually achieve it. Very few? Well, I read a while ago that:
"In a randomly selected sample of 100,000 posts over 50% had 2 or less Facebook interactions (shares, likes or comments) and over 75% had zero external links. This suggests there is a lot of very poor content out there and also that people are very poor at amplifying their content"
Depressing, eh? In other words, in 75% of the content studied, no one had linked to it. Why? Either it was rubbish, or they simply didn’t realize it was there.
Today, we’re focussing on what to do when your target audience simply doesn’t realize your content is there.
Why don’t they know about your content?
You don't KNOW what to do
You had NO idea most content had so little engagement! You’re not sure what you can do beyond posting it to Facebook and praying to the sharing gods. What else is there? What’s Buzzsumo? And isn’t “influencer” a Marvel thing on Netflix?
Promote or die, my friend. Buzzsumo is a tool for finding influencers. Influencers are people who are influential on social media and the internet, and Luke Cage is a great Marvel thing on Netflix.
You don't WANT to do it
You may be ENTIRELY aware that proper promotion takes time and effort. You may even have heard that you should spend 20% of your time on creating your content, and 80% promoting it. Since that fecking blog post took you 2 hours, in the end, that means you should be spending 6 hours promoting it, and ain’t NOBODY got time fo’ that!
Buck up, my friend! Either content marketing and blogging is a key focus in your marketing strategy, in which case, do it properly as quickly as possible, or it’s not, in which case, stop clogging up my social media with mediocre content!
You're AFRAID to do it
Sure, sure, Gary Vee can vlog every day and Snapchat on the hour, but you’re not Gary Vee. You know most of your warm audience personally and you don’t feel comfortable throwing your post in their face and following them around every social network they visit.
You know most people don’t really see your content online, right? I found some old research from Wired that said 71% of tweets are ignored, and personally, just for an example, my engagement rate hovers around 1%, which a. means that no-one sees 99% of my tweets, and b. Is supposedly quite good! Twitter is good for engagement - it goes steadily downhill from there on other networks. In other words, I don’t think anyone is getting bored with your content, probably because they haven’t seen it. Secondly, if you keep to the 30/70 rule of promotion, you shouldn’t run afoul of anyone.
Here are my 5 top tips for squeezing more out of your content:
1. Heed the 80/20 rule - you’ll see results
2. Think about promotion in terms of before, during and after, not just after. Need Ideas?
Before: keyword research, reach out to experts for input, quotes and feedback.
During: stockpile headline alternatives, images, interesting quotes from the piece, write snippet variants and start monitoring for similar content (and who shared it).
After: all the usual promotional activities, many of which you can find here.
3. Don’t shoot and leave! - Gather feedback, ask for opinions, respond to comments, thank for shares!
4. Spread promotion out - most should happen within 24 - 48 hours of publication, but “top up” promotion over following months and even years.
5. Step outside of your comfort zone - try some of the suggestions that you wouldn’t normally consider or that aren’t familiar in your niche. You can see some really good results.