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如何让你的content被看到和分享

如何让你的content被看到和分享
写的
瑞安史密斯
数字策略总监

You’re in the throes of producing a great piece of content. Maybe it’s a well-researched article outlining the meaning of life, or maybe it’s just an infographic detailing the best donut toppings. Either way, this content is going to change the game for your organization. 但是,怎样才能让人看到它呢?

You need to establish a bangin’ distribution plan. 让我们开始吧.

步骤1: 利用你的连接

I think everyone knows someone that is just always in the know. Someone well-connected and always up on the latest trends. Someone who gets countless comments on social posts and has created quite the loyal following. 让我们称这个朋友为 简连接.

So, imagine you’re throwing a party and you invite your good friend 简连接. I mean, she’s cool and would definitely elevate the vibe of the party. 甚至更好的, she 可能 分享以 of your swingin’ soiree within her ever-expanding social circle—guaranteeing you a great group of people to throw down with. 嗯,她 可能 分享以.

Quid Pro的力量 报价

虽然你和简关系很好, she may not see a reason to spread the word about your shindig. 毕竟,这不是她该分享的事! 但, what if you gave her control of the music selection? You already know Jane loves posting her favorite new music finds and her Spotify playlists have tons of monthly listeners. So how about letting 简连接 control the music at your party?

With just one post, Jane easily lines up a stellar guest list for you. 结果:party取得了成功. 绝对涂料. 最棒的是? 简说她玩得很开心, 她想再去当DJ, meaning your new fans and followers are sure to keep rollin’ in.

The next time you’re producing a piece of content, ask yourself these three things:

  1. 你知道谁能提供一个引用, 段, or original data to add noncompetitive expertise on this topic?
  2. If we touted their expertise within this content and included a link to their website, would they be willing to share the asset in their networks?
  3. 
如果他们在自己的网络中分享, would they be reaching a substantial number of the right audience for your publication?

例如……

Let’s say you’ve built into your editorial calendar a thought leadership piece on 2018 marketing trends. You could do a bunch of research on the topic and find some really great stuff to write about.

However, the content could end up sounding very one-dimensional. Could you reach out to one of your organization’s connections to provide an anecdote of something they’ve instituted to elevate productivity within their company? Would this partner deem this arrangement mutually beneficial and share this piece within their networks?

人们喜欢被引用. 想想. When upper-level management is quoted in the media, don’t you always share that story within your channels? “Check out what our very own [Employee Name] had to say about XYZ!” Adding expertise to your original piece doesn’t take the glory away from your own thought-leaders, 它实际上放大了它.

步骤2: 检查这个清单

So, tapping your connections is a great way to get your content seen (and validated). 但, there’s some low-hangin’ fruit stuff at your disposal that you should always leverage to help distribute your content.

For all of the amazing content your organization creates, do you…

利用你自己的渠道

  • 在你所有的社交渠道上分享 (如果它适用于你的渠道策略)
    • 标记所有相关引用来源的社会帐户
    • 不要忘记LinkedIn! 小组分享和讨论
    • “I let my loyal Instagram followers know about new content by promoting new articles using fun Instagram Stories. And, I always use #linkinbio to drive them to my 博客.——玛格丽特·南, 抛光' n '复古 博主
    • 利用工具如 Linktree to feature more than one article in your Instagram #linkinbio
  • Include a link in your email newsletter and emails (if you think it adds support to sales correspondence, e.g., “Thought this article was interesting and related to what we were discussing the other day”)
    • 让它成为一个功能在相关的电子邮件片段
    • employees to share with their contacts/networks (You can’t really force them)
  • 添加一个链接 on 你的网站、博客、新闻编辑室
    • Does it deserve higher visibility…like a homepage callout?
    • 
Could it be cross-linked within your site to support evergreen content?
    • 
Could you add a promotional link in your site’s “mega-menu” navigation?
    • 你会使用一些工具吗 相扑 驱动更多的内部链接?

When it comes to brand publishing and content marketing, sometimes you gotta pay-to-play.

  • Leverage social ads or boosted posts to pinpoint perfect targets
    • 测试不同的资产来推广content
  • 使用付费搜索网站链接扩展. If you’re running paid search campaigns (if visibility to this content is critical), leverage site link extensions to maximize exposure within the SERPs
  • 运行横幅广告来推广你的content. Maybe…just maybe…a warm lead is more critical to raise awareness for your organization than an immediate sale. Drive users to a landing page that requires them to add their information to gain access to this content
  • 测试原生广告放置. Unlike a traditional banner ad, native ads seamlessly blend into a publisher’s existing web content. To the user, your paid native ad is just more great content from the web for them to consume

发挥你的公关魔法

  • Can you pitch the topic to other publishers and media (become their quoted thought leader)?
  • Can you request a backlink to the content or your site (great SEO tactic) if this tactic pans out?

伙计,看起来要做很多工作. 把这些都写出来让我汗流浃背. 嗯,没有人说content营销是容易的! The more you and your team establish a process for the ideation, 创建, 以及你的content的分发, 你就会越成功.