Let’s say that you write a blog post and post it to your content management system (CMS) or the backend of your website. It will get clicks for a few days, and the traffic will peter out, at which point the post has run the course for its usefulness, right? Wrong. We’re going to show you several strategies to keep that blog post alive and providing value to your organization way beyond the date that you posted it by using a simple multiple-channel strategy that we call “content amplification.”
1. Step One: Post Your Content Across Multiple Channels When You First Post
You always want to give your audience several options for how they want to interact with your content. Some readers devote time during their workday to catch up on their network’s LinkedIn posts. Others may prefer content in a skimmable newsletter as they read their emails on the train home. Some users may refuse to interact with anything work-related on their Facebook page, while others are happy to click through to a business tips post during their Facebook time. The types of content you are offering and your audience will determine which social streams you use to disseminate your content, and you will likely need to do some experimenting to see which channels are worth your time to maintain.
When you finish your blog post or company video, post it to all of your channels at first. Keep in mind, this doesn’t mean they should be sent to all channels at the exact same time in a single blast—some readers think that LinkedIn articles are fair game during the workday, while others may save their Twitter feeds for their commute or evening hours. Whatever you do, don’t assume that you need to keep your posting to a single channel, even if there is overlap in your audience. Think of it as simply providing more opportunities to interact with your content.
2. Step Two: Schedule Out Recurring Posts Right Away
Don’t think that you’re only allowed to tweet each blog post once, ever. When you blast your first posting, use a social media management tool such as Hootsuite or Buffer to schedule repostings right away. Some folks use a front-loaded strategy of scheduling a post to go out three times in the first week, once a week for the first month, and then bimonthly going forward. If that seems too highly saturated to you, keep in mind that not every one of your audience members is reading every one of your posts each time they go out. Schedule repostings to go out at different times of day, which will allow your post to capture different segments of your audience depending on their different browsing habits.
3. Step Three: Repurpose Your Content into Different Mediums
If you’ve created a blog post, can you turn that content into a Q&A video with members of your team? Newsletters are another great way to repurpose blog post content—create a simple campaign that aggregates your recent blog posts into a scannable email to keep your organization top-of-mind by inserting yourself into your reader’s workflow. You can also aggregate several posts with related topics into a master post of tips, an email campaign, or an e-book. Don’t be afraid to jump off the screen, either. Would any of your content make a good talk at a networking panel discussion or event?
To get the most out of your time creating content, follow this three-step strategy: post across all channels at first, schedule repostings right away, and recycle your content into other mediums for maximum impact and return on investment.
Interested in learning how you can get the most out of your content strategy? Be sure to reach out today for a free consultation.