It’s a great feeling hitting ‘publish’ on a new blog post, but there is work to do yet.
Whether you’ve spent a couple of hours, or a couple of days working on your latest post, you’ll want to ensure you get as much as you can out of it.
Following is a post-publication action plan that you may want to consider the next time you publish a new blog post:
Share on social media
I know you know to do this, but give some thought to how you share your latest post on social media. Taking the easy route and typing the title of your post with a link is really underwhelming.
There is opportunity to optimize your messaging for each social media platform you share on. Consider things like the length of your message, use of hashtags, questions to spark engagement, accompanying images, and any other nuances that can optimize your social media content.
Moderate and reply to comments
When you’ve published a blog post, you owe it to yourself and your audience to support your content. If someone posts a comment on your piece, take time to think through a meaningful response.
If a spammer manages to sneak a ridiculous comment about the latest male enhancement miracle through your spam filter, delete it so your comments remain clean and on topic.
Maximize relevant impressions
Think about how you can position your content in front of as many relevant people as possible. If those views are on your blog, awesome. If you achieve this by publishing your content on a curation site or guest posting, fantastic. If it means paying a few dollars (if you have a few to spare) for some targeted ads to drive traffic, amazing.
Impressions aren’t everything, but for many businesses, targeted impressions can be important. So, if increasing impressions is a meaningful part of your objectives, then find ways to get them. And don’t forget that just because you may have created amazing content for your blog, doesn’t necessarily mean your audience is going to find it. It takes serious effort and a well thought-through plan to maximize relevant impressions on your content.
Monitor and propagate conversations on social media
If your audience is sharing your content on social media, chances are pretty good that there will also be chatter about it. Keep your ear to the ground and monitor these conversations so that when meaningful conversations emerge about your piece – interesting questions, thoughtful builds on your ideas, fresh perspective, etc. – then you can chime in and play a role in these conversations (if appropriate).
If you are able to have meaningful interactions, you might even be able to convert those who you interact with to being a loyal reader of your blog, subscribers to your social media networks, or better yet, consumers.
Creating and publishing valuable content on a regular and ongoing basis alone won’t yield the meaningful results you are hoping to achieve with your blog. You need to ensure you’re getting relevant eyeballs on your content for it to have any real influence. Also, supporting your content and having a meaningful dialogue with your audience is a great way to win you a targeted following, build loyalty, and increase the chance of converting readership to consumers.
What is your post-publication plan to get the most out of your blog posts?
It’d be great to hear from you in the comments, or on Twitter @RGBSocial
Every day there are businesses and brands producing and publishing amazing content, and tightly integrating traditional media with their digital and social programs.
It wasn’t long ago that I was writing about Ikea’s awesome 2014 augmented reality print catalogue, and Ikea has knocked it out of the park again with their second-hand furniture campaign.
What they did
For the eight-week program, Ikea shared their media space with customers looking to sell their old furniture.
Ads were created for chosen participants’ used furniture. These ads featured professional photography, descriptions, prices, and contact information for the individual selling each piece. Then, they were run on a number of media channels including print, television, OOH, and digital.
Finally, Ikea Norway’s Facebook Page was turned over to their audience to serve as a digital flea market where these ads dominated their Timeline.
Check out AdAge for a more detailed description of the program and video that concisely summarizes Ikea’s activity.
Why it’s killer
What makes this campaign so amazing is that numerous lessons from social media and content marketing are applied seamlessly in Ikea’s integrated campaign.
Executing this campaign meant engaging and interacting with Ikea’s audience, the provision of huge value – not just for the sellers, but for buyers as well, and focusing not on selling product, but proving a brand promise.
It’s exciting when brands take a leap like this and do something that doesn’t immediately and obviously connect with sales. How does selling used furniture boost Ikea’s bottom line? It’s not so obvious, right?
But it does. It proves that Ikea loves furniture and that they are the go-to experts on, and providers of, cost-effective furnishing solutions. Whether it’s their product, or their consumers’ second-hand product, it doesn’t matter. At the end of the day Ikea has created a memorable experience for everyone touched by this campaign, which will build affinity, loyalty, trust, awareness, and ultimately, sales.
What can be applied to your business?
Personalize your mass media communications
Customization and personalized messaging are not relegated to being social media marketing tactics. Find ways to build contextual relevance in your mass media communications to truly gain your audience’s attention, versus blasting a forgettable message and hoping just enough will stick to affect your bottom line.
Shift focus from your business to your consumers
Whether you are creating social media content, or mass media communications, stay sharply focused on your consumers and what will add value to them versus what you want to say. Your consumers will appreciate you putting them first, and if you’re truly adding value, they’ll actually pay attention to what you have to say.
Create communication ecosystems
When planning social media, content marketing, above the line advertising, below the line advertising, or anything in between, consider how every touch-point can work together to enhance the experience your targeted audience has with your brand. Every time your audience has an experience with your brand it should build off the last to amplify the effect of each individual component. Keep adding value, and keep wowing your audience, and you’ll win consumers.
Get creative and take a risk
I can’t imagine this campaign was easy to pull off. Selling this through Ikea’s hierarchy to buy into this program would have taken guts. It would have been easy to kill this in favour of a more traditional campaign pushing Ikeas newest wares, but they didn’t. They took a risk and it yielded an amazingly creative campaign that has people paying attention. You will never achieve great things by doing what everyone else is doing. Take a risk.
What do you think of Ikea’s Second-Hand Furniture campaign?
What risks have you taken recently that have paid off?
Have you seen any killer content recently that you’d like to share?
It would be great to chat with you about your thoughts in the comments, or on Twitter @RGBSocial
If you’re like me, you spend a solid amount of time reading.
Educating yourself about your business. Industry trends. New thinking. Old thinking. Learning about what the competition is up to. Listening to your consumers. And much, much more.
I’d be willing to bet that you’re not the only one in your organization doing this either.
Now imagine if you could have access to all of the best information, articles, whitepapers, reports, and resources that your coworkers are paying attention to.
Also imagine if they had access to everything you were checking out online.
You would all be better for it, right?
You’d all have access to the most interesting, thought-provoking thinking available, and be smarter and more knowledgeable as a result.
This might even save you a bit of time. Having a collective contributing to the curation of the best, most relevant content means that each individual isn’t left to their own devices (and lunch breaks) to do it themselves.
Let’s get into it. Here’s how you can use Twitter to enhance your organization’s collective intelligence.
Getting set up
First, you’re going to need a Twitter account (obviously).
Set up an account as you typically would, but I recommend adjusting your privacy settings to protect your tweets so that your competition won’t be able to benefit from your organization’s internal feed.
Organize curation, contribution and support
Volunteer to be the lead curator, responsible for collecting content and publishing it for everyone’s benefit.
Promote that you are doing this to your organization so they know how to experience the benefits and get involved by contributing their best finds.
Gain the support of senior leadership to really give this initiative a shot in the arm. Having the support of your leadership team will help this plan to really take off, and to gain the attention it deserves from the rest of your organization.
Establish a hashtag
Choose a relatively obscure, or very specific hashtag and have all participants use it so that you can easily find the content they think is relevant to the rest of your organization.
You don’t want to choose anything that is likely to be used by other Twitter users because it will taint your search results. You’ll be happy if your search results only yield your coworkers’ content and you don’t need to syphon through other conversations happening on Twitter to find what your coworkers tweets.
Search and retweet
Set up a search stream in HootSuite for your hashtag and retweet everything your coworkers are tweeting using that hashtag.
Soak up the goodness
And that’s it… contribute when you come across something valuable, and enjoy the flow of interesting content from your coworkers.
BONUS – Newsletters
If you have any interest in really going above and beyond with your Twitter content curation project, consider creating and distributing simple monthly newsletters featuring links to what you deem to be the most interesting pieces of content for anyone that may have missed it in their feed. I’m sure there will be more than just a few individuals that find this to be helpful if you’re up to it.
How do you share information internally in your organization?
Is that information collected anywhere for future reference?
As always, it would be great to hear from you in the comments, or on Twitter @RGBSocial
UPDATE: It looks like we’re back up and running.
It has been reported today that Facebook is experiencing technical issues that are prohibiting users from posting updates and ‘liking’ content.
After testing the problems myself, I can confirm that reports are correct – at least in my part of the world.
While this is no doubt infuriating to some users, Facebook’s errors present us with an opportunity to spend some time doing some other things.
Here are 15 things you can do – some productive, some not so much – while Facebook is experiencing technical issues:
- Plan future content
- Get away from your computer or mobile device and take some pictures
- Same as 3 except shoot some video
- Spend additional time on other social media platforms
- Rage quit your Facebook account
- Dive into Insights to learn about your Facebook community
- Enjoy the peace and quiet from the constant stream of engagement and interaction on your Page
- Write a new blog post
- Continue on as normal because you’ve got all of your Facebook content scheduled
- Spend some time learning more about your community on related forums and blogs
- Get away from your desk and learn more about what’s going on in your organization
- Contribute to these issues being the number 1 trending topic on Twitter by tweeting your own frustrations
- Take a deep breath because by the time you’re done Facebook will have probably resolved these issues
- Create a list of things you can do when you can’t post Facebook updates
- Share this list on Twitter, Google+, LinkedIn, Stumbleupon, Reddit or Digg
There are, of course, many, many other things you could be doing, so let me know what your plan is while Facebook’s update and ‘liking’ functionality is down in the comments, or on Twitter @RGBSocial
NOTE: Number 5 is not recommended.
A well-executed live event can be an amazing way to place your brand in front of a targeted audience.
Interacting and engaging with your current and prospective consumers at events gives you opportunity to further prove your brand’s promise, build affinity and awareness, showcase your value proposition, humanize your brand, and much more.
Additionally, the proper utilization of social media can serve as an amazing support and amplification tool to optimize your results and ROI when running events.
Social media channels can be fantastic channels through which to pre-promote your brand’s participation in, or organization of, a live event. Let your audience know the basics such as when and where it is being held.
Also, let them know why they should be excited to get involved in the live event. Whether it’s an entertaining brand experience, free product or swag – or whatever – let them know why they need to be there.
Updating your social media properties live from your event with pictures, interviews, anecdotes, videos, or any other type of content, can be a great catalyst to get live participants involved in your social chatter and to serve as social validation that your event is a hit to your broader community.
Remember that people are increasingly turning to their mobile devices to interact and engage on social media, so don’t forget to encourage attendees to carry on the conversation about your event on social media, even when you are meeting them face-to-face.
It goes without saying that live events can be an incredibly rich opportunity for capturing content. Make sure you capture as many awesome photos and videos as possible.
To ensure no opportunity is missed, I recommend brainstorming in advance of your event to think of every opportunity for content capture that would be valuable. There’s nothing worse than your event wrapping and just at that moment realizing that you’d forgotten to capture something that would have been absolutely killer.
When your event ends, there is still more social media goodness to be had. Share content from your event with your social media community to give them the inside scoop as to how it all went down. They’ll appreciate being able to see how your brand behaves in the real world, and if your event was successful and can show it off online in a compelling fashion, it can help to further solidify their affinity for your brand.
Pre-promotion of next year’s event
Many organizations participate in and run iterations of the same event year after year for a number of reasons. If your organization does the same, content captured from one year’s event can be used as part of next year’s pre-sell campaign. By showing the success of last year’s event you can successfully build excitement and anticipation for this year’s event.
How do you promote events on social media?
How do you keep your social media audience engaged during events?
Do you have any tips for content capture during events?
Can you think of any businesses or brands who do a particularly good job of this that you’d like to share?
It would be great to hear from you in the comments, or on Twitter @RGBSocial