Episode #248: Pillar Series – Promoting Great Content
TAYLOR BRADFORD: You are listening to episode number 248 of the Boss Girl Creative podcast. Today I’m here with pillar number five, which is all about promoting your content. On to the episode.
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Hey, welcome to Episode 248. I’m your host, Taylor Bradford. I’m excited that you’re here. We’re diving into pillar number five in my 8+1 Pillar series of building your business foundation or rebuilding your business foundation. Without these pillars, we cannot move our businesses forward, and this week we’re diving into Pillar #5, which is promoting your content.
So last week, I talked about creating amazing content. This week, we’re talking about promoting that content. And I’ve got I believe 28 different ways to promote your content.
So I’ll be curious to see what you are currently doing and what you might not be currently doing. And so you’re going to have to let me know that once you listen through this episode and give me your aha moments, either in the Facebook community or you can email them to me, taylor@boss girlcreative.com, message me through Instagram @BossGirlCreative, whatever is easier to reach out to me, that would be awesome. I’d love to hear your takeaways and your aha moments from this episode, and really just in general, the actual pillar series.
So if you’re not already in the Facebook community, I’m going to encourage you to do that. You can get to it through bossgirlcreative.com. And also, if you’re not in Inner Circle, you know, I just added a new template for level two membership and level three membership, which is going to help you keep track of your Google Search Console and help you make sense of that. I’ve talked about Google Search Console in the past, now I’ve got a template for you. It’s in the Inner Circle. You’ve got to get into the inner circle in order to access that. And it starts at Level Two, where the template library lives, so pop over to bossgirlcreative.com/innercircle because you don’t want to miss out on that. Yeah, that’s good stuff in there.
Okay, number one to promoting great content: Asking an influencer or a mentor or a friend or a coach for a quote or their point of view on a topic you’re writing about. And once you actually get the content published, reaching back out to that person with a link and asking them to share it on social media, or including it in an upcoming email newsletter that they write. The ask is for you guys. Whether or not they follow through, that’s a completely different story, but at least make the ask because the worst they can do is not sure or say no, but at least make that ask.
Number 2: Creating multiple snippets of that piece of content or of that article, so that you can easily share it on social media. Now, you can create a snippet spreadsheet. So as soon as you write a new piece of content, go add that content into a spreadsheet, and then create 10 to 20 snippets of easily shareable content for your social media channels. You may even consider putting your graphics into the spreadsheet where you can easily get access to them whenever you need to if you’re updating either your CoSchedule or your Buffer account or your Hootsuite account, or whatever it might be if you’re using schedulers, which I encourage you to do. You can have a spreadsheet that just keeps everything all in one place, and it’ll make things so much easier. So how do you create multiple different snippets of a piece of content? Variations on the title, short statements or quotes from the article, any stats that you might have, just make it short and sweet, and then it’s easily shareable out on your social media platforms.
Number 3: Quote your references out in your social media shares and tag them. And then there’s a high chance that they see it and may reshare it for you and put it in front of a brand-new audience. But at least tag them if you quote somebody.
Okay, number four: Email your sources that you cite in your article or your content so they can read it potentially and share it potentially. When you cite somebody in one of your articles, just say, “Hey, listen, I credited you in my latest article, and I would love for you to check it out.”
If you’re a book blogger, make sure the authors know that you’re writing a review. Send them your review, especially if it’s favorable. If you’re a wedding expert, and you quote somebody in an article, send it to that person so they can read and review it and potentially share it.
So I currently have a PR company for my wedding-related business, which actually also is a bonus because I get to promote Boss Girl Creative at the same time, and anytime they’re looking for sources, I get PR leads in my inbox almost daily. And if it makes sense for me to write something for that, I will, and then my PR company, they will write me back if I’ve been quoted or if my quote has been used so that I have that link, then I can go out and share it. And they basically are keeping that swipe file for me of all the places that I have been quoted, which is really cool. So make sure you’re letting your sources know that they’re being quoted in your articles, so they can potentially share it on your behalf.
Number 5: Turn your content into audio or at least video to reach a different audience. You can do this either through creating a podcast, but if that seems too daunting, how about creating a YouTube channel and every time you produce a piece of content, maybe there’s an accompanying video that goes out on YouTube that promotes that content and gets people back to your website?
Number 6: Turn the content into a PDF lead magnet. So we all know, or you should know, that growing your email list is super important. Those are leads that are super-hot, they want to hear from you. They’re not cold leads, which is potentially social media. They’re hot leads, so turning your content into PDFs and getting people to sign up for your email list. Turn that content into a lead magnet.
Number 7: Make sure to add links to your new content within your archived content. So if you have content sitting in your archives that is related to this brand new piece, make sure that you’re adding that brand new link to that brand new piece to archives. Because your archives are going to have some attribution to them. They’re going to be turning and burning for you, and have a much longer duration within Google, in social media land, and Pinterest, for example, maybe even LinkedIn. And so people are finding that old content but maybe not are finding the current content. If you get your current content linked into those archives, the likelihood is that people will jump forward and see that brand-new content.
Number eight: Update or create landing pages to your similar content. If you’re not already creating landing pages for your similar content, which is what I call your pillar pages, you need to be doing that. Create a pillar page. That is all things related to that piece of content, so if it is summer cocktails, for example, so if you have lots of summer cocktails in your archives, make sure they all live on one page. That way, you can also market that one page where all of those links live, so update or create landing pages to similar content.
Number 9: Pay to promote on the various social media networks. Instagram, Facebook, Pinterest, those are places where you can pay to promote. Also, Google. That might be a consideration for you to page-promote on the various social media networks.
Number 10: Make sure you have social media share buttons inside your posts, so you make it easier for people to save it or share it if they so choose.
Number 11: Make branded social media graphics for your content. With the launch of Ivory and Ink’s blog, which happened last week, I am now making branded social media graphics for our content, specifically for Facebook and Pinterest, because I want people to know that Ivory and Ink is a thing. And so I’m creating branded content for our social media, graphics so that we are recognized out in the various platforms.
Number 12: Post more than once on your social media. It’s not a once and done kind of thing. Social media is social. And let’s say you send out a tweet. Do you know how many tweets go out in a single minute? Holy crap, there’s a lot. There is a lot of tweets that go out in a minute. So just because you promote it once, doesn’t mean it’s done. So make sure you’re promoting multiple times on the various social media platforms over the course of a week or two weeks for each brand new posts and also make sure your archives are getting some love through your social media. Keep a spreadsheet. Hey, maybe that should be the next template in the Inner Circle. I think that’s going to be the next template is social media tracking. Make sure that you’re getting your content seen in front of as many people as possible and as often as possible without being annoying.
Number 13: Make sure you have rich pins turned on inside Pinterest for your website before sharing to Pinterest. Let Pinterest make magic for you and use rich pins. If you don’t know anything about rich pins, go listen to my Pinterest episode, and I talk about rich pins within that episode. That’s actually going to be the first masterclass inside the Inner Circle for Level Two and Three members. So again, another reason why you should go get yourself into the Inner Circle. (bossgirlcreative.com/innercircle)
Number 14: Use click-to-tweet inside your content to encourage social media shares, especially for Twitter, since that’s what click-to-tweet is all about. It’s a plugin that you use that you can embed into your website. So if you don’t have WordPress, for example, I believe you can use click-to-tweet even without WordPress, but it’s an embed tool. So you can actually embed a tweet that is clickable within your content to encourage social media shares to Twitter.
Number 15: Make sure you’re optimizing your content for SEO, Search Engine Optimization. I have a course on this. You can go purchase it if you’re not sure what SEO is. If you’re not optimizing your content and writing for the Google robots, you’re gonna need to start doing that. Even though it’s not all about robots, it is very much about your ideal customer, but robots help get to that ideal customer via Google. So make sure you’re optimizing your content for SEO.
Number 16: Make sure you’re linking to related articles within your blog posts. So anytime that you write a new post, I want you to make sure that you’re also linking to other related articles that make sense. Or creating that call to action, telling somebody what you want them to do within that post. Just don’t make it too busy. We definitely want calls to action and we definitely want related articles there at the end of your posts. But just be mindful and thoughtful about that.
Number 17: Submit your content to link parties. Now Inlinkz has created a tool of a which is a database of all the active link parties that exist so if you need a list of current link parties pop over to end links. They have a database now of active link parties, which was super smart for them. I-N-L-I-N-K-Z.com.
Number 18: Email your list your latest piece of content, let them know it exists.
Number 19: Add content to your email signature line. Well, that’s kind of brilliant, huh? Top three posts, adding a top three list or top five lists at the very bottom of your email signature to encourage people to go click through and read your top posts. Yeah, that’s kind of brilliant.
Number 20: Rewrite your old headlines and submit them back through your social media channels. Again, we’re reworking our archives, so that we can get new eyeballs on that content we already worked so hard to create.
Number 21. Update your archives and push them back out. If you’ve got a great piece of content sitting in your archives, you probably have a ton of great pieces of content Let’s be honest, but let’s actually work to make them rework for you. So go back into your archives, update them, put new graphics if your old graphics are old or dated, and then resubmit through your social media platforms.
Number 22: Now I’m going to see this one and say with this preface, don’t do this too often, but ask people to share. Ask your Facebook friends to share, ask your best friends in real life to share. Just don’t ask too much because sometimes that will just get annoying.
Number 23: Create roundup posts of your best related content. Going back to those summer cocktails, if you’ve got ten summer cocktails sitting on your website, how about creating a ten summer cocktail recipe roundup, so they all live and you are excited about summer coming, and you’re going to create that blog posts, linking all of those summer cocktails together and sharing it out on social media?
Number 24: Client spotlights, reader spotlights. Create a spotlight on a client or a community member or a reader. Give them a shout out talk about the people that you love interacting with within your community.
Number 25: Make a social media video to promote your latest piece of content. You can do this through Instagram stories and then repurpose that via Facebook and help promote it. Like, getting your face in front of people to talk about that latest piece of content.
Number 26: Syndicate through LinkedIn or Medium. So you can take your posts and either create it in full again through those platforms or just create an excerpt to get people over to the full-length post.
Number 27: Send an “in case you missed it” to non-openers of your email. Make sure your people are seeing your latest content.
And then number 28: Start guest posting, so people know you exist via other people’s audiences. Super powerful. Get yourself out in front of people so that they know you exist so that they can come and read your content.
So those are 28 things that you can do to promote your amazing content. And now, I’m going to be curious as to what you plan on adding to your lineup of marketing tactics, so make sure you come over to the group and share it with me. Message me on Instagram or email me taylor@Boss GirlCreative.com and let me know.
I will be back next week with Pillar #6 in the 8+1 Pillar series. I hope you’re enjoying this. This has been a fun series for me to create. And again, I’ll be back next week. Until then, I hope you have a great rest of your week and again, final shout out to Gusto for being today’s episode sponsor. Again, run your first payroll get three months free. Visit gusto.com/bossgirl. Bye guys. I hope you have a great rest of your week.