4 ways to maximize your online content using PR
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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.
- 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.
- 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.
- 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.
- 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.
What tips would you add for maximizing your content?