It’s not over, when it’s over,” they say.
Just writing up awesome content and publishing on your blog isn’t enough. There’s a lot more that has to go on after publishing. Sharing on your social networks, reaching out to influencers to let them know that they’ve been mentioned in your post, and a lot of those other things you do to push your own content are basic essentials, and you’re probably already doing these.
But then, there’s a lot more that ought to be done. There’s just too much content out there and you’ll now need to do keep doing more just to be seen, heard, and read.
Increase the List Size to 10 or More
Noah Kagan had folks from BuzzSumo publish some findings after analyzing more than 100 million articles. A few things – such as the longer the post, the more shares it garners – really start to make sense and standout like a pimple on a baby’s bum.
List-type blog posts are some of the most popular forms of content. However many things you covered in your list, go back to the already published post and take the number up to 10 (if you had less than that in the first place).
So, if you wrote the following:
- 7 Vacations You’ll Never Get Enough Of
- 5 Secrets to Startup Marketing That Paul Graham Will Never Reveal
Or whatever else – raise that number to 10. 10 is the new minimum for list posts. The bigger the post is, the more chances of it becoming popular. Also, it’s not just for avid readers. It also becomes a great magnet for content curators. Once your content is added as a part of a collection of a curated list, you benefit from what is known as the “multiplier effect.”
Build Resource Lists From Your Own Content
Say you’ve been publishing for a while. Assuming you publish 3 blog posts per week, over a year of publishing relentlessly, you’d have at least 150 posts.
Chances are that you’ve written about a variety of things related to your business. Now, it’s time to curate this content into resource blocks, each block dedicated to a topic (or category).
Bring all related posts together and publish them all in easily accessible tabular chunks that users can click and read. You can even gate the access to build your email list (but that’s beyond the purview of this post).
After your resource pages are ready, go ahead and promote them just as you’d promote blog posts.
Mix and Match With Old Content
As you promote your new posts regularly, develop a way to mix them with your older posts wherever relevant. Let’s say you just wrote a post titled “X New Tools to Deliver Better Customer Service” and you have a previously published post on “Why Customer Service Helps You Differentiate Enough to Kill Competition,” you could refer to the other from each and promote both as a pair. In the forex market, they trade “currency pairs.” You could do the same in content marketing with “post pairs!”
The “follow-up post” is another tactic that serves you well, especially when you update or introduce new features to your products or services. We have a great example from Shopify: They showcased the features and benefits of their integrated POS system, launched in August 2013, with an introductory post. And when they added more capabilities to the system and revised pricing (in April 2014) they followed it up with a detailed update.
Reformat Facts and Figures
A long blog post can double up as a quick downloadable report, as a script for a podcast, or even be made into a video. Perhaps you can cull out the important points and turn it into a slide deck.
If you use plenty of research, statistics, and influencer mentions within your post, each of these could be a potentially popular Tweet or a Facebook update. Every image used within your post can be fodder for Facebook, Interest, and Google+.
So there, you have content strategy and then re-content strategy. Try to find ways to make your content work for you again and again.
Go Off the Tangent
Stop with the digital marketing hustle and see what else you could do with the content you publish regularly. Can you make a coffee table book with all those pretty pictures already on Pinterest?
How about making little booklets (be sure to include QR codes to mobile-ready versions online) that you can give away to a corporate audience, attendees at a community event, a meet-up, a conference, or a training session?
If you are in a business that caters to colleges, schools or universities, you could possibly reach out to scores of students every day just by doing this. That’s certainly a wider net than blogging, social media or email marketing, right?
Can you package all your videos into a USB drive (self-branded) or a CD and give these to your customers or prospects?
Offline advertising isn’t what it used to be. But bridging the digital world with the offline world is an old but often-neglected trick in the book.
Pay to Promote Your Posts
Look closely at a piece of content with great comments on LinkedIn or an image with lots of shares on Facebook, and you are likely to find out that it’s being promoted. For most individuals and bloggers though, sponsored posts seem expensive at first sight.
The point is this: going the paid way for blog posts is something most people don’t do. So, there lies an opportunity for you to treat your content as a product itself and then go all out to promote it where you can, depending on the audience that likes to read your content.
Brody Dorland also talked about syndication as a great way to promote content in his post-publishing things to do list on the Content Marketing Institute blog. You can target specific audience types while you pick the paid route.
Of course, this isn’t a conclusive list, but I hope it adds to the ideas you’ve already come across to promote your content. How do you promote your blog posts at the moment? What do you do after you hit publish?