Creating content, such as writing a blog, on a consistent basis can be challenging. Rather than spin your wheels trying to come up with a topic of focus, use an Editorial Calendar. Putting a plan in place helps you to focus your efforts on the actual creation of content. After spending time researching your topic, writing, editing, re-editing, and wrestling with the headline, the final hurdle remains – distributing your content. And similar to the Editorial Calendar, identify your channels for content distribution as part of a distribution plan.
Built it and they will come. No, not really. You have to take charge of your content distribution.
“Content is king, but distribution is queen and she wears the pants.”--Jonathan Perelman
One of the first steps to mapping your distribution plan is to set your goals. What is the theme for your piece of content – generating awareness, increasing conversions? Is paid distribution an option, or will you be strictly relying on organic? Identifying your goals will help narrow your field of distribution. There are a multitude of social channels. Pick a few that will help you reach the majority of your target customers.
Next, determine is where your buyers spend their time researching - getting information to help them identify and solve their problem. Map the social channels where they are spending time to help you focus your efforts and to determine the format of your content for a given channel.
For example, with Twitter, while only 140 characters are used to capture attention, include a visual, a #hashtag, and URL to your website for them to get more in-depth information on your topic.
And with Facebook use less copy and provide more images. Share content that is highly visual — photos are liked twice as much as text updates, while videos are shared 12 times more than links and text posts combined.1 Use your post as a chance to interact with your community.
Pinterest is a great channel for those whose products, or the results of using the product, are visually appealing. Pin images, along with a brief description, with a link back to your site. Use this as a way to tell a story to really engage Pinterest fans.
In addition the standard social networks, consider other communities and forums that fit your audience to grab attention of those who may simply be more active in this type of environment. Communities such as groups found on LinkedIn and Medium, and forums such as GrowthHackers and reddit.
Help your content find its way through the SEO route by making sure you optimize your content. Use relevant keywords within your content. For each piece select one keyword phrase, known as a long-tailed keyword, to identify the theme of your content. Include the keyword in your headline and a few times within the copy of your piece.
“ Content is of great importance, but we must not underestimate the value of style.” -- Maya Angelou
And finally, measure your content reaction for each distribution channel to ensure you are reaching your target audience. See what is getting attention, and what is not. Don’t be afraid to abandon one channel for one that might be a better fit. The goal is to reach those who are your ideal customer, not the masses, to excite and convert into a customer. Don’t short-change your content efforts, set goals, plan and measure.