I spoke last week about how important it is to be blogging for your brand, but it’s important to note that no one wants to be putting in all the effort of blogging without sharing it with the intended audience. While content being live on your website is a good thing for increasing your search results or giving you kudos in the eyes of Google, ultimately what we should be trying to do with any blog post is to deliver value for your customers – so we have to get the content to the people!
What are you doing to amplify your blog posts?
Firstly, you need to consider the lifecycle of your blog post when writing it. Is it a piece of evergreen or cornerstone content – a blog post on a topic that will continue to be relevant for an extended period of time? Or is it really topical and will only be relevant for a little while? If your content is evergreen, share it a little bit now, but anticipate that you will be able to share and promote that content for as much as years afterwards. If your content is only going to be relevant for a short period, share and amplify it quickly and regularly over a shorter space of time to get maximum mileage out of your posts.
Then consider your amplification platforms. Where does your blog go once it’s live on your website? Pick and mix from the list, depending on what your marketing strategy looks like right now:
Email newsletter | Affiliate or partner websites | Social media | As an article on LinkedIn | as part of a campaign promoting another piece of content | via direct email to customers (usually in an email signature) | As a printed fact sheet |
Now consider the piece of content itself – what are the ways that we can get maximum mileage out of this one idea? Some of these I touched on earlier in the article. You can share a blog post with your suppliers or partners in the hope that they will share it with their audience. You can turn a brief (350 words or so for best results) blog post into a longer report or fact sheet. Turn quotes from the blog post into images to go onto your social media. Create an explainer video that goes into more detail but is probably going to be more engaging. Create an infographic that visually explains the idea, rather than using words. There are thousands of ways to get more mileage out of a blog post, that might appeal to more people and will really drive your social media or email marketing strategy.
It’s important to remember that blog posts aren’t like fireworks – they don’t have to be one and done. Slice and dice your content, repost it and share it and make sure that you’re getting the best mileage you can across all your marketing activities from one piece of content. If you’re not sure where to start with blogging at all or don’t know how you can turn a great article you’ve written into something else, then please get in touch via email on firstname.lastname@example.org and let’s get your content working for you.