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Get Your Content Read and Repeated

GET YOUR CONTENT READ AND REPEATED

Once upon a time, it was enough for a business to have a static web page with useful information about the company’s services.  These days, however, it is important to invest resources in content tools such as blogs, social media, video technology and more.

What follows are some practical tips to get your content read and repeated, including involving your employees, vendors and customers, determining where your target audience gets content and being there, considering whether a blog is a good resource for your company, and tips for using news aggregators and news services to help your company generate content.

Involve Your Employees, Vendors and Customers

If you own a small business, you may consider empowering your employees as brand ambassadors by allowing them to post to Twitter and Facebook on behalf of your company.  In allowing your employers to be the voice of your brand, you will not only humanize your business, but you also have the opportunity to reach your employees’ individual audiences.

Businesses can also get their content shared and repeated by engaging vendors.  By showing support for your business partners, you can also reach their networks and encourage them to start conversations about the products or services they provide.

Finally, companies can work to engage the most important group of all: the customer.  There are numerous ways to involve them, on both high-level marketing initiatives as well as at a more basic, core level.  High-level marketing initiatives can offer rewards and incentives for people to share your content, such as deals and discounts for people who answer questions and reply to posts.  However, even at a more general level, a business can engage customers by fielding customer service inquiries or, quite simply, sharing customer-generated content on Facebook and Twitter.

Determine Where Your Target Gets Content… And Be There!

An easy way for businesses to weed though the abundance of content-sharing tools available to them is to determine which websites and applications generate the most interest from their demographic.

People who are unsure where to begin can reach out directly to their customers for information as to their online activities.  Upon determining which networks you think would be an appropriate fit for your company, it is then a good idea to have a social strategy in place to launch your program.  Business owners who go forward without a proper social media plan in action for their company risk losing the opportunity to engage at their maximum potential.

Once you know your audience and how to reach them, you can tailor your content directly toward them by looking to trending topics, exploring their interests, and creating solid content to suit their interests.

Is a Blog Worth the Time and Effort for Your Business?

In considering whether to start a blog for your company, it’s important to think about 3 key items:

  1. Content: As content is king, it’s important to consider whether you have enough to talk about to keep your readers engaged.  Typically, a blog should exist to serve a particular need or interest, and generally there are numerous ways to frame even the most narrow of subjects.
  1. Interest: If you already have a team of people who support your brand, it’s likely that they will be thrilled to have the opportunity to learn more about you and your company.  However, it’s important to know your consumer well enough to know whether they would be interested in following a blog about your company; if your audience isn’t particularly tech-savvy, the time and effort required to maintain a blog might not be worth it to your business in the long run.
  1. Resources:  Readership is typically correlated to the amount of new content on the blog.  Depending on your need, you can hire an intern to blog for your site, or you can hire freelancers to write for you on topics of your choice.

Tips for Using News Aggregators and News Services

Business owners can use news aggregators to their advantage by finding relevant topics and reporting on them via their business’s blogs or social media outlets. As a rule, topical content typically outperforms other types of content.

The idea behind using an aggregator is quite simple.  If you have an idea for a topic but are looking to do a little bit of research on it in order to give it fresh touch, try putting a keyword search into a news aggregator website.  Numerous sites sign on to have their news syndicated via RSS feeds, and aggregation websites then pick up such content.  Rather than relying on just one news source, the aggregator picks the most interesting news from a variety of sources to pass along to the reader.  Once you learn how to effectively use news aggregation sites to search for content, you’ll never be at a loss for content ideas again.