Some social media influencers recommend you
spend as much time promoting your content as you do writing it. True, spending a lot of time writing articles that no one will ever read is not what every entrepreneur wants.
There is no magic wand to gain instant exposure – apart from purchased reposts that don’t add any value to your brand – but there are a few things you can do to increase your chances of being heard.
Below are our top favourite tips:
1. Ask an influencer for a killer quote
Before publishing your new piece of content, reach out to an influencer in your industry. Dream big and aim to approach someone you really look up to. In case if they agree to comment, it might be a start of fruitful collaboration lasting years. If they refuse, it will be a valuable feedback – to improve your personal branding or on the value of the content you share.
Hardly anyone will turn down an established successful publication; unless you represent one, think carefully how influencers can benefit from being associated with you. Tell them the topic of your content and ask if they would be willing to provide a point of view. Mention how they will benefit from it. Remember, if you don’t believe anyone can benefit from being associated with you, why should anyone else?
Put their quote in the article and add a link to the influencer’s website and social media accounts, such as Twitter. This will encourage the influencer to share your article and raise their profile as an expert. Once the article is published, tag the influencer in your social media posts. If they see you are going out of your way to promote their expertise, they are most likely to consider collaborating with you on a long-term basis.
You might be tempted to ask the influencer to share your post and include it in their email newsletter – beware that you risk coming across as needy. They probably have hundreds of people begging to share or promote their product. You will gain more credibility if you stick to promoting them as much as you can without asking for more favours.
Reach out to multiple influencers. You probably won’t hear back from all of them, but you should hear back from at least one or two.
2. Create snippets for sharing on Social Media
A piece of content should produce 15+ snippets that you can share on social media. A snippet can be any of the following:
- Variations of the title
- Short statements from the content
- Short quotes from the content
- Statistics from the content
Keep them controversial and impactful. Use suspense: pose a question or a promise for more useful information in the article. Our mind can’t stand unanswered questions or suspense; it will help to increase the engagement with your post.
Go into your content and pull out at least 15 snippets. Then share the snippets on social media over the next several weeks or even months.
3. Email your sources and marketing contacts so they read, share, and link to your content
Any time you mention someone, interview someone, include a link to someone’s article, etc., email that person to let them know you’ve done so.
Depending on your publication/blog and the nature of the interview or opinion, you may want to issue a formal press release and list topics discussed in bullet points. Distribute to your marketing contacts and keep a .pdf copy on your web page.
This will increase your exposure if your contacts will choose to use some quotes from your press release. Always ask to credit you and put a link to your website.
4. Turn the Content into a .pdf
Use a .pdf as an opt-in to capture email leads on your website.
There are plenty of sites that offer free templates. Remember to optimise the links back to your site and always include a copyright symbol.
5. Add infographics to your post
The post with picture will usually see more engagements and clicks. Combine the information from your post into a simple and appealing infographic and share it together with the post.
Accept the fact that you won’t have a control over the image once it’s published but your logo at the top of the infographics will go a long way. Always remember to include your logo and link to your website and encourage others to share.