Getting Your Content Seen by Your Audience
You're spending a lot of time researching and creating your content and now for the hard part... getting it seen.
Remember, inbound marketing is a long game. Nothing happens overnight. Getting it out on social media is only the first step. In the background, you need this content to be optimised and rising through the search engines.
When a potential customer opens google and types in their question - they find your blog. It could be today, tomorrow or in a years time, but you need to be there at the top of the search engines.
As well as optimising the content for search, here are 14 neat ideas and quick wins to get your content out there.
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1. PROMOTE YOUR CONTENT ON SOCIAL MEDIA
This is the most obvious one. Facebook, LinkedIn, Twitter, your followers want to know about you. Use a social media template to keep track of what’s going out and when or what hasn’t got on. This is the first step in content sharing.
2. MAKE THE MOST OF THE RETWEET
Email your sources so they read, share, and link to your content. Also, make sure each of your team members retweets and 'likes' the article on Twitter and LinkedIn. It’s the easiest way of promoting the content. Get your followers to do it for you.
3. USE YOUR SIGNATURES
Make the most of the most frequently used tool in digital communication…the humble email signature. Have a link at the foot of your signature to your latest blog. Simple but effective.
4. PROMOTE YOUR CONTENT TO YOUR LIST(S)
You obviously have your lists of ‘opted in’ names that you can email. So make sure you use these. If your company has a linked in page, download the contacts into excel and make sure you target all this with your latest blog. E-blasts to your database(s) and newsletter lists is a great start.
5. SURVEYS
Surveys are a great way of looking pro-active whilst gathering some great intel on your customers’ needs and expectations. Surveys are good in two ways you can, through clever questioning, make the recipient understand a potential problem before they have encountered it. And also it gathers info on what your potential customers will look for in a solution.
6. INFOGRAPHICS
A nice idea might be to tell the story of your success through an infographic. So think of the four or five main USP’s and create a one-page infographic. This can be used on newsletters, websites, blogs, social media and can also be used as a sales tool. It's a great way of quickly telling a complicated story. The infographic is very under-used in my book.
7. CREATE SNIPPETS FOR MEGA SHARING ON SOCIAL MEDIA
Creating a snippet takes a little time to do but are a VERY powerful way to dominate the page on search. See the snippet for the keyword 'HPLC' from Wikipedia. It involved a little coding and some time to put this code onto the site. But the results look great.
8. MENTION YOUR EXPERT SOURCES WHEN SHARING
Once your content is published share it on social media and mention the people you’ve referenced. These can be part of the snippets you use from the previous section. The people you mention will see that you’ve mentioned them and some will re-share.
9. REACH OUT TO INFLUENCERS WHO SHARE SIMILAR CONTENT
Contact people who have shared content similar to the item you just published. While researching your content you probably came across such articles. Take the URLs from those articles and search for them on sites like Twitter. You’ll be able to see the people who have shared them
10. ADD A LINK TO YOUR NEW CONTENT FROM YOUR MOST POPULAR ARCHIVED CONTENT
Go to your Analytics and look for the most popular pages on your website. Don’t look at the all-time most popular pages because those can be skewed to older content. Look over the last six months or even the last month. Once you have identified the most trafficked and shared pages on your site, add links to your new content. Make popular content work harder for you.
11. KNOW WHERE SIMILAR CONTENT IS BEING PLACED…. AND MAKE SURE YOU ARE THERE
Set up Google Alerts for relevant keywords that are relevant to the topic of your blog and see what other sites/blogs are talking about the topic of your blog. Once you have identified them, join them, see if you can add your content.
12. SUBMIT TO CONTENT COMMUNITIES
There are a number of sites that allow you to submit your content so their established audience has the opportunity to see it. Similar to the point above about finding groups and portals that talk about your subject matter, finding relevant and interesting content communities is key. Especially if they allow you to submit your content to their audience, this is priceless.
13. KEEP THE CONTENT IN A LOOP
Make sure in each piece of content there is a link to another follow-on content, keeping the reader in a loop of continuous content all following on from each other is a great idea. Always have another follow-up content that you can send to anyone who engages with the first article. It gets them deeper and deeper into your offering
14. PROMOTE YOUR CONTENT THROUGH ADVERTISING
PPC, Facebook and LinkedIn campaigns targeting specific keywords could work. Obviously, there is a cost to this, but worth exploring.
For more on digital advertising in the pharmaceutical sectors, and how we can help, see our section on media planning and buying.
