Many businesses fail to understand it takes more than great content to drive results—it requires a successful content amplification strategy as well.
Try these five advanced distribution strategies to get your blog content to a relevant (and much larger) audience:
Yes, believe it or not, creating compelling content is an advanced distribution technique. Many strive to create original content for their audience, but few often achieve this feat. Most blogs tend to produce the same content as others in their industry, which doesn’t provide any value to the conversation their audience is having around certain topics.
Listen to what your customers and members of your industry are talking about on social media. Then, consistently review your analytics to see which types of content are resonating with audiences and look for gaps in understanding of key subject areas.
This is a critical component to distributing your content and influencing more people to share it. Blog posts of this caliber —posts with value that can’t be found elsewhere—provide undeniable benefit to your audience, which is why they are far more likely to resonate online.
Take a step back and ask yourself whether your blog is actually producing content that addresses key topics of interest that your audience cannot get elsewhere.
Instead of focusing on five blog posts a week, spend your time making two or three blog posts that are timely, original, surprising, and actionable for the target personas that comprise your audience and relate to your business offerings.
Once you’re consistently creating outstanding and original content, you can also boost your content amplification efforts with syndication. Start by building relationships with publications that actively syndicate content and share a similar audience to your own.
To do so, search through the existing articles on a blog to see whether any of its content was originally published from another location. There should be a link at the bottom or the top of an article that typically says, “This article was republished with permission from [original source].”
A publication shares a similar audience to your own if it regularly covers topics that match their interests. Browse through the publication’s coverage to understand which categories the website typically covers in-depth.
Once you’ve found a blog that meets these two requirements, it’s time to contact the editors and pitch them the idea of publishing a contributed guest post on a relevant subject. Typically, a publication has a contributing editor who deals with all contributors, which is a good title to search for when you’re looking for an editor’s contact information.
After you pitch and successfully publish your guest blog posts, the publication is far more likely to allow your organization to syndicate your content on its website in the future. Trust is established and value has been exchanged, which will help your relationship evolve.
Syndication saves time as a future alternative to guest blogging, while giving your content widespread distribution with a blog’s often larger audience. Like any approach to content amplification, vary your content marketing strategy with original posts, guest posts, and syndication of your content.
Engaging with thought leaders in most industries is a common technique for amplifying your content, but what is uncommon is providing actual value to the influencers with whom your business wishes to work.
Focus on how a partnership will benefit the influencer to help build a long-lasting relationship and achieve greater results with the blog content he or she eventually helps distribute. Try one of the following techniques to provide value to a relevant thought leader:
The point of a valuable relationship with a thought leader is not to tweet about them once and ask them to share your blog post, but instead, provide them with a more substantial connection to your company’s content.
By featuring their expertise in your content, the influencer will more likely share it. As long as the content created in conjunction with an influencer can be used or repurposed into a blog post, it can be a huge help for its ongoing distribution.
Distributing your content on social media is essential, but it is important to take it a step further and spur this social engagement within your blog posts from start to finish.
When possible, call out quotes within your blog posts and add Twitter functionality, such as the Click to Tweet service, which allows readers to easily tweet the quote and a link to your article as they read your piece. Pinterest’s widget builder also has a Pin-It button that lets readers hover over any images in your blog posts and quickly pin them to one of their boards.
Highlight key takeaways throughout your blog post that are snackable sections of text that readers can easily share on Facebook, LinkedIn, or other social networks. This information should include the most riveting data found in your blog post.
5. Create a ‘Mini Blog Post’ on Google+
As a social network, Google+ has many benefits, the most important of which is its vast number of users. From this group, your business can build a community. Another key benefit: Content shared on the platform can impact your organization’s search engine optimization efforts.
Make use of both Google+’s community and SEO benefits and share posts on the social network that act as “mini blog posts” about your full-form blog posts. This will give your users a preview of what your blog post entails; it also provides another piece of content by your business that search engines can index.
A mini blog post on Google+ includes a title, a one-sentence teaser, and a detailed description of the article being linked to.
When sharing Google+ posts, you are able to format with bold and italics by using an asterisk before and after the text you wish to bold or an underscore before and after the text you’d like to italicize. Often, the title of the blog post is bolded and the one-sentence teaser below the title in the post is in italics.
Next, describe in detail what the full blog post will cover with a few sentences, bullet points, or lists to make this information even easier to comprehend. Include a link to the article for users who want to read the full piece now or a widget that lets someone bookmark the piece to read later on.
Last, choose a high-quality and relevant image to go along with your post to ensure your mini blog post sticks out on Google +, whose community tends to favor visual presentations.
Experiment with crafting these types of posts on Google+, since they can help the network’s users better understand what your blog’s content will cover, drive more social engagement on these social posts, generate more qualified traffic to your blog content, and boost how these Google+ posts rank in Google for long-term visibility of your blog content.
What strategies has your business applied to improve your content amplification strategy? What strategies didn’t work? What lessons did you learn? Share your input in the comments below.