Whether you are regularly blogging or just adding fresh, exciting content to your site a few times a year, you have likely invested a significant amount of thought, time, and resources into your content. You may be writing content that is informative, authoritative, and trustworthy. Or, you may have top-quality photos, videos, or infographics that highlight your newest products and services.
Content that is current, relevant, and professionally optimized is vital for your website’s SEO (search engine optimization), UI/UX (user interface/user experience), and overall digital marketing success. But that content doesn’t just have to live on your website—you can distribute that content on other channels to grow your audience/reach a larger audience. Here are three effective ways to make the most of your content.
Share your content on social media.
One of the best ways to repurpose and distribute your content is by sharing it on social media. If you’ve been building your online presence on prominent social media platforms, you can reach the segments of your audience that are following you on those specific platforms that may not check your site or blog on a regular basis.
If you’ve written an informative blog, consider tweeting a short, strong quote from that blog, or sharing it as a status on Facebook or LinkedIn. You can include a link to the blog post for anyone interested in reading the full post, which will generate traffic to that blog post and to your site. If your followers aren’t interested in reading the full blog post, you’ve still made great use of the content by creating a post on your social profile(s) for them to engage with and to share with their friends or colleagues.
If you have photo, video, or infographic content, you can share those to any social media platform that supports visual content. Instagram is a great platform for photos and shorter videos, and you can upload longer videos to YouTube, Vimeo, Facebook, LinkedIn, and more. This is a great way to put this content in front of as many valuable eyes as possible and increase brand awareness and engagement. And providing relevant, current, and valuable content on your social platforms will help grow your audience by encouraging/enticing prospects to follow your page or profile.
Email the content directly to your subscribers.
Another great way to share your content is by emailing it to your email subscribers. If you’re blogging on a regular basis (daily, weekly, biweekly, etc.), consider emailing a list of links to your most recent blog posts to your subscribers once a month. You can include an exciting quote or segment from one of your blogs in the body of the email to increase interest.
For visual content, you can either include the element directly in the body of the email for your subscriber’s convenience, or you can create a short email with a strong CTA (call to action) and alluring copy, and then link to the page of your site that the visual content has been placed on (or to the social channel, if it’s a YouTube video or an Instagram post, for example).
This is a great way to reach your subscribers/users who may not use social media or check their social accounts often, but are still likely to check their email on a regular basis and receive push notifications on their mobile device.
Publish the content in an eBook.
A third way to make the most of your content is by publishing an eBook. This is especially effective for written content, like a blog post or longform content on your website, but it can also be a great way to compile and display infographics or a photoset.
You can place the content into the standard format of an eBook and offer it as a free download to your audience/users, making it convenient for them to access. You can also expand or add to your content in your eBook and offer it exclusively to users who perform a specified action, such as subscribing to your newsletter, filling out a form or survey, or making a purchase. Providing exclusive content in an eBook in addition to content they know and trust is a great way to incentivise your audience.
Professionally optimize and strategically distribute your content.
If you’re ready to make the most of your content, contact us today. Our content experts will discuss how we can professionally optimize your content for onsite SEO, and then how we can strategically distribute that content on relevant social platforms, through email marketing, and other effective multichannel methods.