Have you ever wondered how to get your content out to the masses and reach your target audience? In this article, we will look at the various things you must do as a brand or a company, like making your content more share-worthy, optimizing your headlines and meta descriptions, and how and what to include in images. We will also be looking at the best way to repurpose content and motivate people to subscribe to you.
There is only one question to ask yourself when creating content: Do you want your content to inspire, educate, or entertain? Of course, you can evoke all three actions into your content, but choose one to start with and build from there. Ensuring that your content looks to help others will help you earn trust with your target audience.
Both long-form (blogs, articles, podcasts) and short-form content (tweets, Instagram posts and reels, Tiktok videos) does well when it benefits your targeted audience or potential customers. People want to read, watch, or listen to content that will serve a purpose in their lives - that's why it is essential to make your content inspirational, educational, or entertaining.
Address your target audience's pain points, answer their questions, and avoid self-promotion. For example, if you have a mental health blog, look for ways to teach how to ease burnout or anxiety.
Ensure that the quality is high when making content, whether that be excellent writing or pristine images and videos. The higher the quality, the more you and your brand will stand out from the competition and hopefully drive sales and retain loyal followers.
Headlines are the first thing that people will see, and it is the single most important motivator to get people to your website or blog and the other channels linked to it. People want and need to be enticed by an eye-catching, emotionally-loaded headline. Emotions move people to action.
Employing numbers, specifically odd numbers, in your titles also drives click rates due to the headline setting specific expectations for the reader. Another tactic to employ is the use of parentheses and brackets - using one, or the other will allow you to add a bonus to your headline or you to incorporate a brief line about your credibility (or, perhaps, make them curious about something). Along those same lines, dashes and colons can be used to capture attention.
The most crucial aspect of your headlines is that they must be clear. Clarity wins out overall - with the attention span (or lack thereof) in this day and age, one must grab the audience as quickly as possible. Many people decide whether it’s worth their time to read or watch something based on the headline or title of a piece of content.
Here is a good tool by the Advanced Marketing Institute called the Headline Analyzer that tells you the emotional value of your headline: https://www.aminstitute.com/headline/
If you’re unsure of what exactly a meta description is, don’t fret - most people don’t. Essentially, a meta description is the information about a website, page, or blog displayed in search engine results below the title and URL of a page. Think of your meta descriptions like it’s your tagline.
To write one useful to your website and your audience, keep it short between 120 to 155 characters to ensure it doesn’t get cut off when it does come up on a search engine. Be as accurate as possible by describing the content within and try your best to use important keywords (but don’t get pulled into the keyword stuffing trap).
You could employ your meta description to work as a short description of what your page offers and include a call to action with inspirational words like learn, discover, take advantage, etc.
Images can capture your audiences’ eyes just as much as your headlines and meta descriptions, but how do you optimize them for sharing across all social media platforms?
You can keep it really simple and use one picture across all platforms and keep it relevant to the written content (e.g., Facebook, Instagram, Pinterest, and Linkedin) - this makes your brand and company look professional and easily identifiable. One thing to focus on when you are using this strategy: Make sure that each picture is formatted to each platforms’ dimension recommendations and requirements. This can be done using Photoshop, Canva Pro, or any photo editing app or website.
Overlaying text to create infographics or a swipeable Instagram slideshow post is a good way to optimize the use of photos within blog posts and across social media platforms. It’s important to ensure that the text is visible (and not cut off) by staying within each platforms’ photo dimensions. Make sure the text is in an easy-to-read font and does not blend into the background.
A few stock photo websites are free from copyright restrictions, which means you can modify, copy, and distribute them for commercial purposes without asking (or paying) for permission. Here are a few stock photo sites to bookmark:
A final note on optimizing your photographs: Include alt tags with your pictures; search engines typically use them to pull images since Google can’t really search for an image on its own. Essentially, it is an accessibility tag. Keep them short, under 125 characters, and be as descriptive as possible.
The internet is vast and endless, evergreen if you will - your content should be too. There are so many incredible ways to repurpose a blog post or article in different forms of content to expand your reach across the internet.
As a content creator, you want to turn your long-form content (anything over 1000 words) into short form content (Tiktok videos, Instagram reels, Pinterest Pins, Twitter threads). Repurposing your content helps you get more use of the one thing you created.
Here are some ways you can repurpose content:
Now it’s time to share your content. Once you have created and formatted images to fit the different social media platforms, it’s time to post. Create a call to action to get others to share your posts on social media.
Ask friends, family, and fellow influencers and content creators with a similar niche to share your content for more visibility. Most won’t have to be asked, but it’s a nice cherry on top of all your repurposing and content creation ice cream.
If you have an email list, it’s a good idea to include a link to the blog, video, or podcast.
And finally, make sure to tag people in your posts if it is relevant to the topic. Maybe you collaborated with a colleague or another creator inspired to make a similar blog or a trendy Tiktok video - tag them. Tagging them will alert them to it, maybe they’ll share it, but - especially on Instagram and Tiktok, it will drive viewers to your page and videos.
Depending on what website host you use, there should be straightforward ways to add share buttons to every piece of content you post. If you’re using Shopify, Squarespace, Wix, or any other hosting platform, look into how you can add share buttons to each post.
Double-check your settings on each platform. Instagram, Facebook, Tiktok, and Pinterest share options are already built-in for you. You just have to make sure you have allowed shares, reposts, stitches, and repins.
You’ve done all the hard work, now you have to make sure that you are driving people to where you want them to go. This could be a landing page where you list your services or a website where you sell your products - but you must lead your audience to it.
The easiest way is to have them sign up for a newsletter. Once they get to where you want them to go, make it easy for them to enter their email address to subscribe. By signing up for a newsletter, offer your audience something - whether that be a free ebook or other freebies pertaining to your niche and expertise, or even an exclusive coupon code. Make it something that teaches them something or inspires them to do something.
Let people know what they will be getting when they do subscribe:
There are a handful of ways to get your content out to the world and get more eyes on your blog posts. Once you create one thing, that doesn’t have to be the end of its life - you can give it new life by adapting it for the other social media platforms. Bookmark this post and see how these tips and tricks can boost views and subscribers.
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