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Creating content such as blog posts is one thing, but getting it seen by people who matter to your business is another. “If we build it, they will come” may have worked for Kevin Costner but, “If we write it, they will come” may fail to offer a similar payoff.
Unless yours is an established company that carries considerable weight in your industry, or you are a celebrity with a large fan following, just creating a piece of content isn’t going to make that much difference, especially in terms of driving traffic to your website or conversions on it.
Regardless of how important it is to crank out content, getting it seen by your target market is ultimately what makes the difference. You will have to take additional steps in order to that to happen.
There are three ways you can go about getting your original content seen:
- Syndicate it to places where people gather (social networks).
- Repurpose and post it to content networks such as Slideshare or YouTube (and then syndicate it to social networks).
- Create content for social and content networks in the first place (but include links back to your website).
Before I move on, let me explain the difference between a social network and content network.
Social networks such as Facebook and LinkedIn are inherently designed for interaction among peers. Content networks, on the other hand, may contain social features such as commenting and discussion threads or social sharing buttons, but are primarily designed to archive content. (I’ll get into more detail about content networks momentarily.)
1. Syndicate Content to Social Networks
Online marketing expert Brian Solis once said, “After much personal research and experience, I’ve found that a genuine, helpful, humanized blog, combined with the art of cultivating and building relationships, can forge real connections, shape perception, improve customer service, and also enhance brand loyalty, reach and resonance.”
Take special note of the part highlighted in bold. It’s not just ‘riting that counts, but relating, as well.
Take Brian’s advice – get out there and mix it up on social networks where your target audience hangs out, interact with them, gain some followers and put your content (blog post or otherwise) in front of them via status updates and tweets. That’s the first way to get content seen.
2. Repurpose Content for Content Networks
When you create a piece of content in one form, think of other ways to present it. For instance, turn a blog post into an email newsletter, or a series of posts into an ebook or PowerPoint presentation. Format a customer case study as a PDF, or add a short video interview with the customer as a way to extend its value.
You get the idea.
Once the content takes on its new form(s), distribute it to what I refer to as content networks.
(You can upload pretty much anything to Pinterest, which is both a content and social network.)
But, wait, you’re not done yet!
Once you’ve uploaded content to one or more such networks, then syndicate it to social networks. It’s like a “2 for the price of 1” special.
3. Create Content for Social and Content Networks
In addition to creating content on your website, develop some just for social and content networks. While I believe your company website should be your main content hub, networks like Facebook and YouTube can serve as major outposts designed to send traffic back to it.
As proud as you may be of the blog post you just polished off, the video you shot, or white paper you spent thousands of dollars having written, getting it into the hands of your target market is what will make the difference between content that produces business results and that which just occupies space on your website.
Image courtesy of Flickr Creative Commons