Get Known, Get Remembered, Get Business – with Social Content
How do you get better known in your industry or among your peers? Content marketing combined with social media can be a powerful strategy to do just that.
According to communicator Donna Papacosta, content marketing involves “creating and publishing relevant, valuable material that attracts and engages a clearly defined audience.”
Such content also must have an objective, she adds. “And it is not sales-y material.”
The key is thinking like a publisher. Content marketing involves a different mindset than the one you use when directly marketing your services on your website. You need to think about the topics your audience cares about and the problems they want to solve, and then help them to connect with information and solutions they need.
Your blog is a great way to share such content, acting as a hub for your content marketing online. Adding to your blog will also boost your website’s SEO rankings, since search engines love fresh material. And most importantly, your blog is a way to publish and get known as an expert.
Tips for blogging like a pro:
- Blog consistently, with your goals in mind.
- Write for humans, but think of SEO. What words would people use to describe your topic?
- Use photos, graphics, and other multimedia to go along with written blog posts. This gets people’s attention.
- Make it easy for your blog visitors to share content and subscribe.
- To keep it interesting, use different types of content on your blog, including podcasts, videos, infographics and other visuals, case studies, webinars, guest posts, syndicated content, and news items that you comment on or introduce.
Papacosta recommends Todd Defren’s “70/30″ rule when figuring out your content mix: i.e. 70% should be content you curate, and 30% is created – i.e. your content.
So how do you find great content as a curator? Besides online publications and your social networks, here are some ideas:
- Set up Google Alerts for your own name, your company name, clients, and topics you – and they – care about.
- Try RSS aggregators such as Feedly
- Check out Newsle (it looks at your networks in Twitter and sends email aggregates of links where those people are mentioned)
Once you’ve found great content, use social media to share and expand your reach, build relationships with influencers, and grow your list of potential clients and colleagues.
There are so many places to share. In addition to the usual suspects (Twitter, Facebook, Google+, and so many more), there’s Buffer (a scheduling tool), Paper.li (helps you quickly create a daily e-newsletter of curated content), SlideShare, and Medium. There’s also lists and TweetDeck to manage Twitter.
Of course, all this effort should be measured and tweaked as you go.
“We get hung up on page views, shares, and likes,” says Papacosta. “What really matters is lead generation.” Downloads, form completion, email and blog subscription, referrals, inquiries, speaking and blogging invitations (a measure of thought leadership), and actual sales are great outcome-focused indicators.
So, how do you do this and not end up spending all day on Facebook? The key is streamlining your workflow:
- Keep your objectives in mind: always ask, is what I’m doing important?
- Scan feeds and searches in the am; use TweetDeck and Feedly.
- Schedule tweets and other content throughout the day (but not when you won’t be around to answer).
- Engage with others on social media only during quick breaks from regular work.
This article is my edited review of IABC Toronto “Get Known, Get Remembered, Get Business” event featuring Donna Papacosta of Trafalgar Communications. The event was hosted by the Professional Independent Communicators group on March 10, 2016.
Image courtesy of David Castillo Dominici at FreeDigitalPhotos.net.