Your Post is Done – Now What?
Content creation can be a struggle – particularly for those who have deadlines to meet on a daily basis. Whether you are creating blog posts, articles or multimedia, the need to create content is surpassed by the need for people to be able to find your content. This makes content promotion and marketing absolutely crucial on the web. Simply creating a piece of content will not generate the type of traffic and engagement that most people expect. The question then becomes, “how do I improve overall content performance?”. Today, we’ll explain what you’ll need to do once your post goes live and is viewable to the masses.
Social Media Sharing
Pinging users with content on your blog or website is the first step in generating attention for your brand, but it doesn’t stop there. Your social media following may range in size from small to massive: this is the first place to go once a post is published. By sharing your content via social media – Facebook, Twitter, Google Plus, Instagram, and more – you can make sure that larger segments of your broader audience come into contact with your content in the short-term. It is also worth noting that since this audience has demonstrated prior interest in your brand, it is much more likely that you’ll generate more clicks, comments, shares and overall engagements when sharing it through this source.
Promote Through Email and Front Page
The next step in boosting content awareness for a given post is to further market it through additional relevant sources. Most brands have collected relevant email addresses through marketing campaigns and passive subscription forms. While brands that publish content on a very frequent basis may not be able to send out an email for every new post made, exceptionally detailed or helpful posts can be circulated through this medium. You can also do a weekly or monthly recap that features all of your posts in an email delivered to users.
Another great way to boost overall content awareness within a given audience is to ensure that the new post appears somewhere on your front page. There are a variety of widgets and plug-ins for content management systems like WordPress that make it possible to list all recent posts on your front page. Any loyal visitors should be able to quickly and easily find new content from your site’s home page without digging through secondary pages.
One popular form of content is known as evergreen content, which refers to content that is usable and relevant to users for long periods of time. Even the best content will often require the occasional revision, or else you might be pinging users with outdated information. In order to maximize the lifespan of content (and to allow for you to re-promote the post at a later date with updated info), occasional revisions are recommended. You may find new or updated information to add to the post, or you may simply want to revise old terminology. Sometimes, you may even find new keyword opportunities that didn’t exist when the original post was made. Reviewing and revising old posts every few months is a great way to ensure longevity for each piece of content produced.