We talk a lot about content creation here on the Making You Content blog – we are a copywriting agency after all! But what about distribution? If you don’t put the content out there in the right way, you’re limiting the amount of people who will see it.
A key way to boost your copy’s visibility is to maximise the use of social media. But it isn’t as simple as clicking ‘share’ and hoping for the best. There are precise techniques you can use to get your content seen and engaged with by your audience.
Here, we dive into five of the best…
1. Do your research
There are lots of social media platforms, but you risk spreading yourself too thin if you try to have a presence everywhere. Instead, focus on the channels your target audience uses the most. Don’t just assume that the most popular ones will reap the most rewards – they won’t bring you any returns if their users aren’t interested in what you have to offer.
You’ll need to do your research to discover where your follower base is. You can use Google Analytics, and even data from any existing social media pages. Facebook Audience Insights and Twitter Ads Manager aren’t just useful as analytical tools either; they can also help you get to know your audience and the demographics they fall into.
2. Don’t just sell
It’s something we can all relate to: if you see a business or person constantly posting content that’s all ‘sell, sell, sell’, you’ll likely ignore it and unfollow them. So make sure you don’t fall into the trap of doing this yourself. You’ve been invited into your customer’s world – make the most of it with engaging content.
When they’re convinced to click to read more, the copy needs to stop them quickly scrolling through. Interactive videos and polls, content that asks them questions, or messaging that provokes an emotion are just some of the ways you can make your audience actually want to hear what you have to say. Rather than demand that they buy from you at the very first meeting, this form of lead nurturing will successfully move them down the sales funnel.
3. Consider paid ads
Whilst you can use social media for your business at no cost, investing in it opens you up to a whole other set of opportunities to reach people with your content. Facebook and Instagram advertising in particular can prove beneficial, allowing you to narrow down your audience and target very specifically.
This will get your words literally in front of the right readers, and reaching a whole new prospective customer base. Engaging ads can influence page likes and shares, direct messages, completion of lead generation forms that capture data, and much more.
4. Use social media management dashboards
Tools like Buffer, Hootsuite and Sprout Social don’t just save you time by creating, scheduling and sending content over multiple social media platforms. Their dashboards also allow you to monitor interactions with your brand. You can then engage with those that like, share or comment on your posts, or track any mentions of your business.
This can assist with your audience research by finding out more about their needs, as well as ensure your online reputation is in good standing. You can also track certain keywords, hashtags and competitors, which may provide fodder for future content. These tools are available for free, but larger companies in particular may need more sophisticated, bespoke plans.
5. Set yourself goals
You can’t go into content distribution blind – think about what you want to achieve by sharing content on your channels. Be realistic: if you’re not a fast-moving consumer goods company or a nationally established brand, you might not find selling on social media all that easy.
Using social media to distribute copy is all about getting your message out to the right audience, creating thought-provoking content and conversations, and nurturing relationships with existing and potential customers. So set your goals around these – some more reachable objectives might be to boost brand awareness, drive traffic to your website, or to increase engagement.
With these tips in your content plan, you’ll know the exact next steps to take when it’s time to distribute it.
If you don’t have the time to get your copy out there (or even write it!), our content agency can assist – crafting and delivering your message to the audience that will become your most loyal customers. Get in touch by calling us on 0161 660 9206 or whizz over an email to firstname.lastname@example.org.