As important as it is to create a well-planned content marketing strategy for your blog, it’s imperative to have a data-driven content distribution plan to share every piece you create on the appropriate social media channel effectively.
Companies tend to think that just because they have Twitter, LinkedIn, and Facebook accounts, it’s okay or necessary to share all the content through all the accounts they are active on. However, the reality is that this is certainly not the right thing to do--treating all your social media channels as if they have the same target demographic in common. Selecting the right content and the way to present it on the right social media channels plays a key role in the way the content will be received among your users and its overall engagement.
While sharing your blog posts through your social media channels is necessary, doing it as a robot, such as scheduling them in bulk for the rest of the month, will turn your content distribution process into a total waste of time. Don’t use the first free stock picture you find available; don’t neglect interacting with your community, or don’t use just any hashtag. Simply put, your posts will get the same attention you put in when posting them through your social media channels.
Here are some of our most valuable tips to increase the engagement of your blog posts on certain social media channels:
- Rather than sharing a link that populates the image automatically, take the time to upload an image so that it appears larger and more visible when scrolling down the feed. Take the time to adapt the title to this social media channel demographic. Keep in mind that the profile of this channel’s demographic is more professional, so try to adapt your title accordingly to better approach this community.
- Pulse, also known as the LinkedIn’s content publisher, is a great platform to distribute your blogs. Pulse gives users the opportunity to create their own newsfeed with an option to follow the topics that they are most interested in or the users that are most relevant to them. LinkedIn will notify you every time one of these users publish a new blog. When creating your own blog on Pulse, don’t forget to include a link back to your original blog to increase traffic to it.
- Participating in the right groups for your industry will give you the opportunity to engage with a very targeted audience that is already showing an interest in your services and products. They will be more eager to pay attention to the content that you share, as long as you do it in a professional way. Be wise.
- Instead of sharing your blog title, share a teaser from within your post that would grab the attention of your users: stats, quotes, or catchy questions will do. Making your content look attractive and interesting is key to getting the attention of those scrolling like the Mad Hatter from Alice in Wonderland through their Facebook feed. Mashable does a great job with their titles that they share on Facebook.
- If you are sharing an infographic, try to screenshot a part of it that makes sense on its own so it fits in the Facebook post. Sometimes, sharing long vertical infographics will make the image small and, sometimes, almost impossible to read. Here is a great resource that will come handy when resizing your graphics for your different social media channels.
- Posting videos or a cinemagraph image to share your blogs will help increase your Facebook page users’ engagement. According to Facebook, the number of videos showing up in people's news feeds have increased by 360% in comparison to last year. Creating a teaser of your blog through a short video will definitely grab your users’ attention, increase the reach, impressions, and chances of engagement.
- If you have a Pinterest account for your company, creating a board for your blogs could be a great way to share and promote your content through this photo sharing social platform. Yes, this is a very visual community, so make sure you custom create a special image for your blog with the title on it, because that is what your users will see on their feed. Installing the Pinterest extension will make this pinning task easier. Oh, and don’t forget to include a call to action at the end of your pin description to ask people to click on the image.
- Enhance your tweets with rich images or videos that will get the attention of your followers. Now that Twitter will display bigger images, get creative and take advantage of this new feature. The chances that your blog post gets the attention it deserves just increased.
- Taking advantage of trending hashtags and being consistent with the ones you use to promote your blogs on a daily basis will be essential to make it easier for your users to find and share your content.
In 2016, visuals will play a huge role in your content marketing strategy. Keep in mind that these are just a few effective strategies that you can use to increase your blog posts’ engagement through the power of social media. Once you start implementing some of these tips, don’t forget to check your analytics to see what’s working and what’s not for each different channel. Rinse and repeat accordingly, and don’t forget to post your blogs more than once. Remember that in the Internet of Things, your content can easily go unseen and that it will require more than one trial to get the attention from your social media community. See where your audience is--if it’s a national or international demographic, schedule accordingly based on the different time zones. For more tips on content marketing or blogging services, don’t forget to throw us a line!