Having reach with your blog content can be tough. As we often find ourselves posting a whole piece that doesn’t get the response we wanted, it can feel as though we’ve blown something we worked so hard on. However, with the right strategy, you can not only get more out of your content on social but even reuse old posts to gain more of an ROI on your previous works. That’s why we’ve compiled a few tips on how. Check them out below:
Know Your Audience
Your audience is going to be the first indicator of how your content will perform. The primary goal of social media isn’t just for people to read your work but actively it with friends.
When looking at your audience, first ask yourself what type of stories have you seen success with thus far, as well as what commonality they might share. Next, start taking a look back at the analytics on where your audience is per platform, as well as how that compares to national trends. For example, 67 percent of 18-to-29-year-olds are currently on Instagram. If your content is reaching a youthful audience there, but you’re not producing as many supplementary materials for them to engage with, then redefining your strategy might be wise. Although we often make the assumption that our audience is exactly like us, you’d be surprised at who might want to read your work, so keep an open mind when rounding up who to follow and why.
Have A Strong Idea On What They Want To Read
With your audience established, it’s important to consider what exactly it is they want to read (or even look at). As noted by Impact Bound, 43 percent of people admit to skimming blog posts, which proves that despite how much heart and soul you might be putting into making your content as thought-out as possible, it’s not hitting because people simply don’t always take the time to read. To combat this problem, there are generally two routes marketers take–making content more visual (photos, videos, short type) or shortening your content strategy. Ultimately, your brand will be the deciding factor, so be mindful as to what you can do to produce volume, as well as quality.
A smart way to keep your stories in line is by mapping out a content calendar. If you’re not familiar, a content calendar essentially plans out when you’re going to be dropping content and what type. Ideally, if you can plan out a happy medium between those two, then you’ll be in a solid place to consistently be producing works without overextending your efforts.
Grab Their Attention Quick
Now that we’ve established a confident vision on what your content is going to be, as well as how often you’ll be producing it, it’s time to start brainstorming how we can increase the number of people who are engaging with it on social media. This can get tricky because while we ultimately want people to go to our blog and read the post, people can engage with content on social natively, which is often what brands utilize as a quantifiable means of tracking progress. That’s why your goal should be to explore what’s considered building a pipeline from your Call-To-Action (CTA).
For blog content, a CTA is all about teasing just enough of what people want to hear (without giving it all away) on the most engaging medium. For example, as noted by Hubspot, the online population of Instagram has grown over 400 percent since 2012. Use digital marketing URL shorteners to encourage clicks with your CTA.
Keep Engagement Consistent
Whether it’s content that’s fresh or being recycled, it’s crucial you keep producing and posting works at a level that’s consistent with the average engagement per your industry. Basically, this is the number of times you need to post in an Instagram story, Twitter post, or Facebook video that keeps you in your audience’s mind. As noted by LucidPress, on average, it takes 5 to 7 impressions for someone to remember your brand, which is why if you’re aiming to have a consistent audience, then knowing how to keep up with your engagement is a must.
Although we discussed having a content calendar above, engagement on social media is also about how you behave and interact as a brand within your community. This includes genuinely taking the time to go through your audience to like and comment on pictures, as well as follow notable people in your field (even sharing their works). The goal here is to genuinely engage in conversation with those you’re around, honing in a building a dialogue your audience will appreciate watching or being a part of. Once you have that, your blog content will begin to be viewed as primary thought leadership in no time.
What are some ways you’ve found successful for strengthening your blogs reach on social? Comment with your insights below!