This is a guest post by Britney Kolodziej of JAMMarketingGroup.co
You just hit publish.
Your content is out there in the world.
You either wrote the content yourself or outlined it and paid a content writer to write it for you. Either way, you’ve put some serious effort into getting this information online so people can read it.
Right? The whole purpose of content creation is for people to actually read it.
But have you ever hit publish and heard crickets?
You’re thinking, “Wait, aren’t there a billion people online? Why is no one reading my blog?! Why is nobody commenting? Why am I publishing this stuff at all?”
Or, on the other hand, you’re publishing your content and you’re getting some looks. Some people are finding your stuff through search engines and maybe a bit of social media traction.
But your readership isn’t consistent and you’re not sure if you’re promoting your content in the best ways.
“Should I post this on my Facebook personal page or business page?”
“I don’t have a cool picture. How do I post this to Instagram?”
“Twitter. Hashtags. Um?”
“Do I post this as a LinkedIn post or just share a link?”
So many questions. (!?!?!?!)
All of which are completely reasonable.
The truth is:
There are many, many ways to get your content in front of people that want to read what you’re publishing.
But with many options comes many decisions. It also takes a considerable amount of time to promote your content in every way possible.
So, what should you do AFTER you hit publish to reach the right people WITHOUT it taking a ton of time out of your day?
I suggest using a social media scheduling tool. You’ll optimize your reach and do it easily within one platform and within just a few minutes after you hit publish.
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4 easy steps to promoting your content with a social media post scheduler
1. Choose which scheduling tool you’ll use.
I use Buffer and find it to be the most user-friendly of the bunch, but everyone has their own favorite tool for their specific workflow. Find the one that suits you best.
(Full disclosure: I have no affiliation with Buffer whatsoever. I just love their tool.)
Integrate a scheduler tool into your normal workflow by installing its Chrome Extension on your Bookmark Bar.
By using the Extension, you can view the blog post or web page after you’ve hit Publish, then simply click the scheduler’s icon in your Bookmark Bar to schedule social media posts. There’s no need to go to the scheduler’s web page, log in, and make the process harder than it needs to be.
2. Decide which social media channels you’ll post to.
Most of the time, you’ll promote your content on all social media channels you’re currently active on.
Other times, a piece of content might be written specifically for an audience that you’ve attracted on a specific channel.
For example, I write about online marketing strategies for small businesses in a relaxed, light-hearted “voice” – and I can comfortably promote this content on Facebook and Twitter.
However, once in awhile, I’ll write a post relating more toward my LinkedIn followers, who tend to be more professional and work in the corporate world. In these instances, I might only promote this content with a LinkedIn post.
This decision ultimately comes down to knowing who you’re trying to serve with the content you’re publishing and where your audience is most likely to appreciate what you’re promoting.
Another thing to consider is how active you are on the different channels.
Are you engaging with other users of the channel regularly? If so, your self-promotional content is likely to be well-received.
However, if you’re not regularly interacting with users on a channel and only ever promote your own content, your promotion can feel one-sided and not be as well-received by your followers.
Remember that you’re engaging with real people who want to be heard just as much as you do. Engage in their conversations and share their posts as much, if not more often, than you promote your own.
3. Share your content based on the best practices of each social media channel.
There are ways to optimize your reach on each social media channel, based on what time you’re posting and what text the post contains.
Thankfully, most schedulers help you with this by suggesting optimal posting times. I’ve also written an eBook on how to optimize your social media presence that you can get for free here.
To review the eBook, here are some rules of thumb to consider when crafting and scheduling to the different social media channels:
- Facebook and LinkedIn: While there is no character limit, still “hook” the reader within the first 30 words of a long-form post so they’re more apt to click “Read More” if necessary. Also, Facebook posts that do NOT contain hashtags reach more viewers than posts that do contain them, according to a 2016 report from BuzzSumo that analyzed over one billion Facebook posts. (Crazy, right?)
- Twitter: Keep it short and sweet because of the 140-character limit. According to Buffer, tweets with 1-2 hashtags get seen by more viewers than posts with none or more than two.
- Instagram: “Hook” the reader within the first 15 words. To get viewers to visit your website or blog, prompt viewers to visit your Profile and follow the link there. The best way to include hashtags is to place them in a comment under the post, as opposed to within the post.
- Pinterest: Posts here are more SEO-driven. Be sure to include popular keywords, as opposed to long-form explanations of what the post is about.
If you’re interested in learning more about how to optimize your social media presence, come on over here and grab my free eBook. And as always, if you have a specific question about social media marketing, don’t hesitate to send me an email at Brit@JAMMarketingGroup.co
4. Use a “Power Scheduler” to promote your content multiple times.
Within Buffer, you can share your content multiple times by using their “Power Scheduler” tool.
This is the one so many bloggers and social media managers forget:
Just because you shared your content once, doesn’t mean everyone in your audience saw it in their social media feeds. Share it multiple times over the next one to three months, sometimes even longer, for optimal engagement.
Disclaimer: This only applies to your “evergreen” content – content that applies always. You wouldn’t want to promote your blog post about the Fall Season now and then in 3 months because it wouldn’t be relevant at that time.
I suggest posting your content soon after you’ve published it, seven days after that, 28 days after that, and then again 90 days later.
This will optimize the reach of your content, while politely reminding your followers that it’s there to read AND catching new followers a few months later that may not have a been a follower of yours when it was originally published.
In review, a social media post scheduler can help your content reach more of the right people and save you time by housing it all on one platform.
Decide which scheduler to use and which channels you’ll post to, craft your posts using the best practices of the social media channel, and continue promoting evergreen content by sharing it multiple times over the next few months.
For additional help crafting social media posts and reaching the right audience via social media, I invite you to get this free eBook I’ve crafted for you and maybe even follow me on YOUR favorite social media channel. I’m there, serving up helpful online marketing strategies every single day. Hope to chat with you soon!
About the Author
Britney Kolodziej owns JAM Marketing Group, an online marketing agency for small businesses. Brit is dedicated to offering her clients, as well as her social media followers, the latest and best online marketing strategies to ensure their small businesses continue to thrive the more the world connects online. She invites you to connect with her on social media to continue this conversation. Find her on Twitter @britkolo, on Facebook @jammktggroup, on LinkedIn @BritneyKolodziej, and on Instagram @jammarketinggroup.
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