How To Promote Your Content

Whether you write your own content or buy it from Educate2Motivate, once you have it, what do you do with it? You have to promote it. Many businesses run into this problem – they write their content but don’t know how to get it out to their clients, referral sources or prospects. This is where e-newsletters, blogs and most importantly, social media platforms come into play. You have to promote your own content for it to be seen. We have compiled a list of tips we believe are most important when promoting your content through social media.

Educating is Always Better than Promoting

Studies have shown that people respond favorably to social media, e-newsletters and blog posts when their purpose is to educate with relevant content rather than to promote the product or company. Here are two examples of social media posts – the first is an example of what you should not do and the second is what you should do.

“We can help you reduce income taxes or eliminate estate taxes. Call us now to set up your appointment.”

“Learn how we were able to help a client reduce income taxes, eliminate estate taxes and help them maintain their lifestyle of $600,000/year by visiting our website and clicking case studies.”

When posting to your social media platforms, it is best to use snippets of your content as a teaser to grab your readers’ attention. People are more interested in reading a case study that explains how this company was able to help a client.

Below are statistics from MarketingProfs.com regarding consumers and their behavior towards content versus advertisements.

  • 70% of people would rather learn about a company through articles rather than an advertisement
  • 90% of consumers find custom content useful
  • 82% of consumers feel more positive about a company after reading custom content

Link Back to your Blog or Website

In the second example above, not only was the social media post informative but it also provided a link to the company’s website. You want to convert visitors to your website into leads so you want to make it easy for them to access your website and/or blog. People are busy, if they have to do a Google search to find your website, they will likely lose interest and find business elsewhere. And another tip: always test your links before posting. Broken links not only make you look unprofessional but you will definitely lose potential leads this way.

Use Graphics and Images when Possible

Relevant content doesn’t always have to come in the format of an article. Some people are visual learners while others prefer to read articles word for word. Infographics, a current trend, help tell the story of your data and/or information using images to make the content more visually appealing. Others, especially in the financial industry, may prefer to use graphs and charts to present data.

A good idea for a social media post is to post the image that pertains to the topic and also include a link to the full article – this way you are satisfying both the visual learner and the reader.

If you prefer to write content in the format of an article – include images/graphs/charts to at least break up the text portion. These images will also grab the readers’ attention.

Promote in the Right Places

Where you promote your content is very important. People in the financial services industry will likely promote their content on platforms such as LinkedIn, where big corporations, such as Coca Cola, will use Facebook or Twitter.

Each platform has its own unique features. Some professionals may prefer LinkedIn because they offer LinkedIn profiles, LinkedIn groups and LinkedIn company pages. Facebook allows companies to create their own Facebook Company Pages where companies can interact with their customers. Twitter’s feature, the hashtag, allows for communication regarding a topic, brand or product. Just put a hashtag (#) before whatever you’re searching and all conversations with that hashtag will appear.

Depending on the industry you’re in, you will want to pay attention to the platforms you are promoting your content on. If you aren’t seeing any results with your Facebook page, create a LinkedIn profile and start participating in group discussions. The more social media pages you have, the higher your presence is on the Internet. And the higher your presence is on the Internet, the more likely you are to be found.

If you would like to learn more about our content marketing service, feel free to call us at (888) 461-0000. Be sure to check back as we dig a little deeper into social media platforms and explain how to use them and why it’s important to use them.

Social Network Usage Graph Source: http://www.fa-mag.com/

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