You’ve taken several hours to write a blog, create a new presentation, research and design an infographic or shoot and edit a video. The content is compelling and on brand. You feel good about it. I don’t have to tell you that creating your own content is hard work and time-consuming, so of course, you want to get the most value and reach out of it. If you’re like a lot of people, here’s what you do. The content is live and you post it to social media using a nicely worded Facebook post, a tweet, perhaps a post on or LinkedIn and, if you have great images, you might pin the best one to Pinterest.
Then you sit back and wait for the likes, shares, and comments to flood in. And you’re very often underwhelmed, right?
Here’s what I recommend to get the most out of that content, using social media of course!
The first day your content is live, post it on Facebook. Plan on posting this content several more times over the next week or so, but make sure to craft the posts so they look different. Use a tool like Canva to create a graphic or a quote from your post and change out the image. Be sure to word each post differently. Watch and see what types of posts engage your audience the most and use that information to craft future posts.
Twitter’s audience is more tolerant of repeat content, most likely because the average interest decay of a tweet is about two hours. The first day you’re safe to share once or twice using different images and wording. Also, as soon as you publish your post, craft a month’s worth of tweets, the number depending on how often you typically tweet per day, and use a scheduler like BufferApp, Tweetdeck or Hootsuite to schedule them out over the month. Similar to Facebook, each message should be different, using different hashtags and copy.
Pinterest or Instagram
Your blog should contain one or two high-quality images that are pin and/or Instagram worthy. As soon as you hit publish, pin those images and include descriptive content including keywords. Instagram is also searchable via keywords, so include those in your description, and be sure to fill out the alt text too.
Keep these image-heavy platforms in mind when you’re choosing the images for your blog and you’ll get better results. Think about how these images will look on social media. Use Instagram to generate engagement around your posts, as Instagram tends to receive higher post likes and comments than other platforms.
Your strategy for LinkedIn posting can be similar to your Facebook strategy. Share your content on your own personal LinkedIn profile too, as you’ve most likely developed a professional network on the platform that sees you as a thought leader in the content area. If you have a company page that’s appropriate for the content, share it there as well. Then craft several different posts, each one with different lead-in copy. Add an opinion as to why you thought this content was a good share for your network. LinkedIn also allows you to share content in a long-form post on the platform through LinkedIn Publisher, and allows you to share the entire post in blog-like format.
Promote Your Content Multiple Times
This isn’t a once and done. All in all, a good rule of thumb is to create around 20 different posts as soon as you’ve published your content, as the main ideas and language are still fresh in your mind. Spend some time creating supporting images, then use a content calendar to plan your posts. Then remember to analyze the results.
How do you typically share new content? What are your favorite platforms for spreading that content on social?