According to Digiday, likes and shares on LinkedIn are up more than 60% year-on-year, and LinkedIn tops just about every list including the B2B Content Marketing Report as the most effective social media platform for B2B marketers. Your content marketing is a gift you give your audience. Anyhoosie… share your content gifts on social channels. Your content marketing is a gift you give your audience. Andrew Davis, Keynote Speaker and Best Selling Author at Monumental Shift Most of us write a blog post, upload our podcast, or finish editing our video, and as soon as it’s released, we promote it everywhere. While the content is being created, have the influencer create anticipation about it before it even comes out, like a teaser of what’s to come. “Don’t ‘give away’ the ending in your content’s distribution and promotion. Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion? The “Core 20” rule of promotion: Get 20 people with loyal audiences involved BEFORE you create your content. If you would like even more content promotion tips, here is a list of 50 content promotion tactics.
Eyes fixed on his computer monitor, Jack felt perspiration form on his forehead as he waited in anticipation for the flood of visitors to the new campaign he and his team just launched.
Anticipation turned to nervousness as he looked around the room and asked, “Who’s promoting this content?”
All Jack got in return were blank stares and a bad case of Invisible Content Syndrome.
According to research by the Content Marketing Institute, 83% of B2B marketers use social networks for traffic, making it the most preferred tactic. At the same time, research from BuzzSumo reports that social sharing has dropped by 50% since 2015. With only 23% of CMOs feeling they are producing the right content and delivering it at the right time and format, lack of visibility is a disease content marketing is suffering across the industry.
The good news is that our client, “Dr. LinkedIn”, offers some cure. According to Digiday, likes and shares on LinkedIn are up more than 60% year-on-year, and LinkedIn tops just about every list including the B2B Content Marketing Report as the most effective social media platform for B2B marketers.
But what more can marketers do to cure Invisible Content Syndrome? While you consider engaging a capable marketing agency like ours for help, I’ve asked some of the top marketers in the industry for their best medicine. Here are their prescriptions:
Ann Handley, Chief Content Officer at MarketingProfs (and first inductee into the Content Marketing Hall of Fame!)
Wrap your content in context wrapping paper. Your content marketing is a gift you give your audience. Or it should be. If it’s not, stop reading this article on distribution immediately and go back to create something that people want and value. (You know, like an actual good gift.)
Still here? GOOD! Gold star! You’re awesome!
Anyhoosie… share your content gifts on social channels. You know, like you’ve always done.
But now: make sure you wrap it first, using Context as your gift paper. In other words, share not just what the content is… but why it matters to you and your audience.
Your content marketing is a gift you give your audience. @marketingprofs
Why did you write it/produce it/film it/publish it? What about the topic is particularly relevant to this audience on LinkedIn/Twitter/Facebookstagram? What news item does it relate to? What’s so special about your take on it?
Wrap gifts individually for each distribution channel.
Bonus points if you do this by shooting a quick video, so that people can actually see and feel how excited you are.
I did this on LinkedIn with our announcement about our B2B Marketing Forum keynote speakers. I could have just shared the speakers and told how excited I truly am… but instead I shared why we picked them, and how excited I was about it. My excited face and googly eyes say it all.
People love nicely wrapped gifts. Because getting one is way more fun than getting a gift “wrapped” only in a shopping bag from the airport Hudson’s News, right?
Context = the best kind of content gift wrapping paper.
Andrew Davis, Keynote Speaker and Best Selling Author at Monumental Shift
Most of us write a blog post, upload our podcast, or finish editing our video, and as soon as it’s released, we promote it everywhere. We tweet it and summarize it on LinkedIn. We post it on Facebook and email it to everyone. We create an Instagram story and Snap it. In an hour our content is distributed everywhere. We vomit our content on our audience all at once.
Some of the most successful content creators see massive success when they focus less on WHERE they distribute their content and instead focus on WHEN. @DrewDavisHere
It turns out that some of the most successful content creators see massive success over a more extended period when they focus less on WHERE they distribute their content and instead focus on WHEN to distribute their content.
For example, first, send your content to your email subscribers. Now, before you post it anywhere else wait. Wait until your most loyal audience has had time to click and consume your content. (Maybe this takes 24 hours or even a couple of days.) Next, promote your content on one social channel at a time, watching the consumption rise and fall before moving on to the next channel.
The result is a much more successful content distribution and promotion strategy that builds momentum and social proof. Go ahead, give it a shot. You’ll be so glad you did.
Social media influencers are an important ingredient in creating and promoting memorable content. As you’ve seen from industry reports, people are more opt to trust influencers than brands. But you must start by including influencers in the content creation process. Whether it’s a blog, video, podcast, or live-stream, collaborate with the influencer on the story you want to tell and how best it will resonate with their audience.
Whether it’s a blog, video, podcast, or live-stream, collaborate with influencers on the story you want to tell and how best…
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