If you don t have a system in place for promoting your content, you re really missing out. Fortunately, I ve got you covered …
Today we re going beyond hitting the publish button.
You ve taken your time to research, write and publish high-quality content your audience is going to love. The mistake you don t want to make is to think hitting the publish button is the final step because really, it s just the beginning.
Many business owners get frustrated by putting time and effort into content creation only to see their social media counters at zero, no blog comments and no real engagement. If you can relate to that, you re going to love the following 9 techniques and tools.
Tune in to find out
Listen to Hit Publish below ...
Voiceover: This is Rainmaker.FM, the digital marketing podcast network. It’s built on the Rainmaker Platform, which empowers you to build your own digital marketing and sales platform. Start your free 14-day trial at RainmakerPlatform.com.
Amy Harrison: Hello this is Amy Harrison and you’re listening to Hit Publish, where I cover simple ways to get better results with your online business.
Today we re going beyond hitting the publish button. You ve taken your time to research, write and publish high-quality content your audience is going to love.
But hitting publish is just the beginning, and if you don t have a system in place for also promoting your content, you re really missing out.
I want to thank you for downloading this podcast and I want to thank Rainmaker.FM for hosting it.
Are you ready for a veritable toolbox techniques and tips to help get your content out to as many people as possible? Let s Hit Publish.
All right, my lovely Hit Publish listener, let s get straight into
The word of the week.
This week s word is “blandish,” a verb which means to coax someone with kind words or flattery. As always I ll be hiding that word somewhere in today s episode and when you hear it. Feel free to give a little squeal of delight.
Now though, it s time for our Dear Amy column:
“Dear Amy, I ve been writing and publishing content on my business blog for a while but I don t seem to be getting traction. Do you have an idea about how to promote my posts without being pushy or spammy?
Yours, feeling overlooked, Sheri.”
Well Sheri, I don t just have one idea for you, I have nine ways you can attract readers to your content after you have hit that publish button.
You see, here s the problem a lot of content creators face. You can put in a lot of time and effort into creating content and then feel like hitting that publish button is the final step when really it s just the beginning.
The following scenes are based on a true story of a once-loved blog post.
[Typing and music]
Blog Post: Oh hello, I m a blog post and I m having the most wonderful time at the moment hanging out with Amy. We re spending so much time together. She researches information using a search engine or by getting comments from experts and then she puts them all together in me, her blog post. I can tell she s enthusiastic, she has that sparkle in her eyes that lets me know we re really making something magical together. After weeks of planning out my title, and doing the research, the writing and the formatting, we re finally going to go public! That s right, she s going to hit that publish button and let the world know we re together. I can t wait to see where our next adventure together leads.
Here it comes, she s hitting publish now!
[footsteps and door closes]
Blog post: Amy? Where where is she going?
One week later.
Blog post: I just, I don t know what happened. I really thought she was committed to me but once she hit publish I never saw her again. I think she mentioned me once on Twitter but that was it. Now I just lay by the wayside on page 2 of her blog while she spends all of her time with new posts. But it s always the same story, I see her looking at those posts like she looked at me and then once that publish button is pressed, it s like we no longer exist
It may seem dramatic but I have worked with so many businesses who invest a huge amount of time and energy creating great content, but then they just leave the post languishing on their website. Social media counters stay at zero and they become frustrated that no-one seems to be engaging with their content.
If you can relate to that, you re going to love my nine techniques because the secret you need to understand is that you have to give the first push and get that content promotion ball rolling.
So, first up:
If you ve been running an online business for a little while you probably know other people in your field. Perhaps other bloggers, or business owners you respect and admire. There is nothing wrong with reaching out to these people and asking them if they want to share your post. This comes with two rules though:
The other important thing to remember here is that you should have spent some time building your network first. You can reach out to people outside of your close network and we ll look at that in a moment, but in this instance I m talking about reaching people who you already have a good rapport with.
Social media platforms, in particular, are perfect for this. Because you know what? Sometimes people need to hear about something from a particular angle before it piques their interest.
[cup of tea noises]
Amy: Dad, do you fancy going to a bluegrass festival a weekend this September?
Dad: Oh I don t think so Amy, me and your mother we re not much for festivals all that loud noise and muck.
Amy: Hmm. Hey, what if you could enjoy some great live music in just two music tents, and only a 5 minute walk to a fully-equipped static caravan on-site?
Dad: Oh I don t know. Watching bands all weekend, that might get a bit boring.
Amy: Well, you know that banjo you ve just started playing? What if you could take that with you and join in other live sessions with beginners just like you and also take part in workshops?
Dad: I m not sure
Amy: What if I told you it was £2 a pint?
Dad: For the love of George Jones Amy, why didn t you say so? Sign us up!
Now, persuading your customer to read your content is going to be a heck of a lot easier than persuading my dad to well, do just about anything really.
But here s the thing, it s not good enough to simply let people know once that you ve written a new piece of content. Why?
So what can you do?
One thing is to have a plan to post multiple times over your social media channels. Now you don t want to be spammy, so here s what I ve been trying on Twitter that s been working well on my own posts.
Multiple touches is essential when marketing anything. It s not good enough to simply say it once and hope that people will remember or take it in the first time.
Now this is down to personal preference but I use a tool called WiseStamp which lets you build a customised email signature. One of the options WiseStamp give you is to link to your latest blog post. Once you setup your email signature, it automatically updates whenever you publish a new post. So if you email people, they can see the title of your latest post in your signature. Again, I ll link to WiseStamp in the show notes.
Now back in the day when blogging was really taking off, this was a key marketing strategy, leave a blog post on someone else s blog and hope that they might come and visit your site and engage or share your post.
This can still work, but these days it s not just about putting out comments there willy nilly, it s about building relationships with people and building your network. I would recommend choosing a handful of blogs you read regularly and respect, subscribe to their blogs and get involved in the conversation.
You ve got to give a little before you can expect to get back.
Mentioning industry experts is a great way to get their attention and encourage them to share your content. But do it with substance. Don t just stick their name into a post, explain why you want to feature them, why you respect their opinion, mention work they ve done and why your audience should find out more about them. Just make sure that you are genuine and don t flatter your experts insincerely.
Once the post is live, you can then tag your expert in a tweet or social media update and mention that you ve featured them in your post. Most experts using social media regularly are more than happy to share a well-written post that mentions them.
I ve said it before but you have to give before you can get, so if you want more people sharing your content, make sure you re also being generous and sharing other people s content too.
A couple of tools I use for this are:
Feed.ly – this lets me subscribe to a bunch of blogs I like and respect. I can then go through a whole list of posts and catch up on them all at once.
Then I link my feed.ly account with a tool called Buffer. When I see an article I like, I can click on it, add a comment and that is uploaded to my Buffer account, which then reshares that post across Twitter, LinkedIn and Facebook, for me.
Maybe you haven t mentioned a specific expert, but there s someone in your industry who you think would enjoy what you ve just written, and more so, you think their audience would find it useful and valuable. Don t be afraid to reach out via email and let them know about your post. But here s what you need to remember:
Too many business owners shy away from this because they worry they re going to be annoying, but if you re offering real value, it s not annoying. You know what s annoying? Having something of value and not sharing it.
Amy 1: Hey Amy, what are you doing out here in the arctic?
Amy 2: Oh, I thought I d set up a stall selling thick sheepskin coats. I figured people must get cold here, be a good place to shift them.
Amy 1: Hey, did you see that group of sailors shipwrecked and shivering just down the way there? They d absolutely love to buy a sheepskin coat!
Amy 2: Yeah. I don t know. I didn t want to bother them.
Obviously that s ridiculous, but seriously if your content is going to help people, why not share it? If you re worried about sharing it, it may be that you don t feel your post or article is really strong enough. If so, go back and see if you can add in more advice or help that will delight your readers.
The reason I say sell it in your newsletter isn t because I mean you should charge, but you have to sell your reader on spending their time and attention on your content. I see businesses that simply mention the title of their latest blog post in their newsletter.
Don t do this, instead:
Get them excited about reading your article, don t just tell them you have a new post out.
[sound of printing presses]
Amy 1: Hey Amy, so it s a big day for your new newspaper, Country Music Content Marketing. Are you excited?
Amy 2: Oh you betcha. I ve got 4,000 copies of the first edition and another 4,000 for next month s edition.
Amy 1: So cool. So who s going to stock them? Are you going to be in the supermarkets? Or Waterstones?
Amy 2: What? No, people can just come to my bedroom and get them directly from me.
Amy 1: You re not going to put them in any shops?
Amy 2: Nope. Don t think I need to. I mean I live here at home, it s where I create all my other content. People should know where to find me
Your business website or your blog is your online content home, and that s where you want to base your content, but with billions of web pages out there, publishing only on your site means you re making it harder for new audiences to find you.
So what can you do? Have a profile and presence on a number of social media channels, but make sure you:
Don t spread yourself too thin and have a sporadic social media presence.
Also think about guest posting for other websites where you may have the chance to link back to a related piece of content on your own site. This is a great way for bringing in new readers.
So, here s my question to you: What system are you going to put in place to make sure that hitting publish isn t the last step, but part of the ongoing conversation you re having with your audience?
Do you have other content promotion techniques that work really well? Don t keep them to yourself, let us know in the comments on the show notes!
Thank you for being a smashing Hit Publish listener. If you ve found this useful today, I d love it if you popped over to iTunes and left a rating and a review. It takes just a few minutes but apparently leaving a review means you re less likely to lose your car keys in the future. So that s got to be worth it right?
Don t forget, if you d like to be featured in the Dear Amy column, simply leave a comment on the show page with your question or problem, or email me using email@example.com
That’s all for this week, so until next time, remember to take action and Hit Publish.