There’s a terrible truth about content: Most of it will never be seen.
With two million blog posts published every day and over 200,000 photos shared on Facebook every minute (not to mention tweets, videos, books, and everything else), there’s no way our audiences can keep up. And they don’t: Witness the single-digit average organic reach for Facebook posts. Or how the average click-through rate for emails is barely 2%.
It’s a downer, to be sure. But it’s not the rule for everyone. Some companies have figured out a way to get their content in front of their audiences.
Their trick? They work at it. They know full well that “if you build it, they will come” does not apply to content. This is marketing, not magical realism.
And so, we have to promote our content. As soon as we get that, a lot of things become clear. It becomes easy to see how the act of publication is just the first step of content marketing.
In other words, publishing content is not enough. You’ve got to market it, and market it well.
Consider the movie industry. They spend as much money promoting a movie as they do in making it. That’s a far cry from what most of us do in content marketing (not all, but most).
But what could we do if we followed the example from Hollywood? If we spent as much money or time promoting our content as we did in making it?
Here’s a few ideas:
1. Share your content more than once
Let’s start with the easy stuff. The low-hanging fruit. It costs nearly nothing to re-share your content on social media, and yet most marketers still aren’t doing this.