You’ve published your content, now what? If you haven’t heard it, listen closely… Your content is begging to be shared and consumed by eager audiences, so don’t let all your hard work go to waste. Extending the reach of your content has many benefits including building brand awareness, increasing inbound leads and developing thought leadership.
So let’s take a look at 5 tips to help maximize your published content.
1) Showcase on your website
Your homepage will more than likely be one of the first places a visitor goes to when learning more about your firm, so make sure your content is being visibly promoted.
There are a couple of different options you can take. If you have a mainstage slider on your homepage, create one slide around your content with a call to action to download.
Another approach is you can create a simple offer on your homepage. You would typically see this type of offer towards the lower half of your homepage.
A final approach for promoting your content on your website, but not necessarily your homepage, is to have sidebar offers on your interior subpages. It’s a good idea to have the content offer be one that is relevant to the page your visitor is on. For example, on Hinge’s Visible Expert service page, we have an offer to request a Visible Expert review, as well as an offer to download our Visible Expert book.
2) Blog about it
When your content is first published, don’t keep it to yourself. Let your audience know you have amazing fresh new content that they’re going to want to get their hands on. One of the best, and easiest, ways to do this is to blog about it. In your post, give a high level overview of what your content is about, how it will be useful, and throw in some specific points that you think will hook them and make them want to download your content.
Don’t just stop at one blog post either. Writing multiple blog posts taking different angles on your content is acceptable and encouraged. Just make sure to space them out over time so you don’t bombard your audience with the same topic.
Finally, in future related blog posts, include links to your content in the body of your blog. You can also include an offer with a call to action to download your content at the end of your blog. Give the visitor multiple avenues to download and make it easy!
3) Share on social media
One of the greatest ways to maximize your published content is to continuously share your content on social media. It’s not a one and done kind of deal. It’s recommended that you share your new content multiple times within the first few days of publishing. After that, you can share you content when it’s appropriate in your social media posts.
Another tip for sharing content on social media is make it easy for people to share your content! Once they recognize that your content will help their audiences, they’re not going to want to keep it to themselves. Including social sharing buttons to your content’s landing pages will help encourage them to share on all of their relevant social channels. And voila! Your content is reaching more audiences then you first imagined!
And as we all know, LinkedIn is a vital part of any professional services social media strategy, so have your employees share your content in their LinkedIn Groups. When you have your employees start discussions in groups, here are a few helpful tips to start engaging and active discussions:
- Pose an open-ended question in the title of your discussion
- Post an interesting statistic in the title of your discussion
- Ask what other people think about the underlying theme of your content in the title of your discussion
4) Leverage other audiences
Guest blogging or partnering can help you reach a far greater audience. And as long as your content is original and educational for their audience, guest blogging outlets are going to want to share it with their readers.
You’ll want to pitch your content to multiple outlets since you’ll more than likely get a couple ‘no thank you’ replies, no matter how great your content is. For a better chance of getting your guest blog post accepted, tailor your pitch and guest blog article to their audience, as their audience might be slightly different than your firm’s.
One word of caution, however, be careful not to create duplicate content. You don’t want to get slapped on the hand by Google for that one! Always make sure your guest blog posts are original. They may have the same theme or talk about the same topic, but should not be verbatim to any other post you have written.
5) Email it
Another easy way to maximize your content is to include it in your eNewsletter or one of your weekly emails. As with any email, you’re going to have to capture the readers attention pretty quickly. So make sure your email subject line is catchy. It also wouldn’t hurt to point out some important facts from the content right in the body of your email to encourage the reader to click the link for a full download of your content.
Well and while we’re on the subject of emails, this is an even easier one but often overlooked. Have all your employees include a link to the content you are promoting in their email signature! Think about it. How many emails do all of the employees at your firm send out each day. That’s how many people could potentially see and download your content!
So now that the hard part of creating and publishing your content is over, the fun can begin! As you begin to maximize your content you’ll soon see the rewards through comments, downloads and even potential leads.
- Download Hinge’s Content Marketing Guide for Professional Services Firms for more tips on creating content that builds credibility and demonstrates expertise.
- Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm.
How Hinge Can Help
Hinge has developed a comprehensive plan, The Visible Firm℠ to address these issues and more. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights.