Mar 17 2011

4 ways to maximize your online content using PR

You wrote a blog post. Now what? Here are four (relatively) easy ways to give life to your content. Each of these tactics uses a public relations approach to engage and connect with a community (notice I didn’t say audience). Posts don’t share themselves and can remain stagnant if not promoted effectively. It’s helpful to have a “blog promotion work flow” task list created in advance of writing so you know EXACTLY HOW YOU WILL PROMOTE. On average, it takes five separate tactics to drive people to your blog or website. If you use the same tactic in five different places it can feel “spam-like” to those who connect with you in multiple places. It takes time to identify tactics, customize messages and get people interested in what you have to say.

  1. Who else wants to know? - Think about your content as a tool. Who could view this information as helpful? Send it to them. If you already have an email distribution list set up, this may be an opportunity to reach out. If not, handpick people in your network who may want to know and send it to them with a personalized message.
  2. Syndicate via social networks - This is not a one and done approach. Change up how you share on each network. For example, on Twitter you want to post something that has a “retweet” factor. If your headline doesn’t cut it, pull a sound bite or quote along with a link back to your post.
  3. Pitch as part of trend story - Notice a lot of comments or other buzz around your content? Think like a producer and watch for bigger story opportunities. What do you do if you’ve identified an opportunity? Pitch where appropriate. This could mean to a larger blog, or to mainstream media outlets looking for sources.
  4. Monitor and respond to comments - The best way to have your content shared is via a third party. No one believes you’re great until someone else says it. Respond to those who post comments and create a community around your content. These people may end up more likely to share your content on their networks.

Like this information? Here’s a slide you can use in an upcoming presentation.

Maximize your content

View more presentations from Sarah Evans.

What tips would you add for maximizing your content?

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5 Comments on this post

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  1. Courtney said:

    This is really great, thanks for sharing Sarah. I think it is really easy to get into the same routine with sharing content and become “spammy” so I really like the idea of writing out a work flow. I’m definitely going to try that out!

    March 18th, 2011 at 12:27 pm
  2. PRsarahevans said:

    Thanks, Courtney. It’s something we tend to implement with clients and then forget to do it ourselves. This post was as much a reminder to myself and my team to stay on the ball! :) -Sarah

    March 18th, 2011 at 4:52 pm
  3. semmy @ Make Money Online said:

    Hi Sarah this is great article. I really need this.

    March 19th, 2011 at 8:05 pm
  4. Data Recovery Software said:

    Apart of that you can syndicate your Blog Rss Feed with related sites. It will be good source to share your content with others.

    March 22nd, 2011 at 2:40 am
  5. Mike Jones said:

    Oh no. I just posted a comment but once I hit send it went blank on me. Anyway, may want to have a look at that. Anyway, I totally agree with you. I’m publishing this on Reddit to talk about with my colleagues. I’ll just use your title as the title for your website.

    March 25th, 2011 at 11:22 pm