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Understanding Content Marketing : Sharing Content

content_is_kingContent Marketing is defined as any marketing that involves the creation and sharing of media and publishing content in order to acquire customers.  Each time you update your status, write a blog post or share a photo or a link online, you are a content marketer. Last week we discussed where to find the content to share online.  In this post, we are going to cover sharing the content you found: Where to share it, when to share it and how to share it.

Step Two: Sharing Content

Once you’ve found content you wish to share, here are a few tips to get it out to your audience easily and effectively.

Where to share

All social networks are not the same and the things you share on Twitter may not be appropriate for your Facebook or LinkedIn audience. Although you always have to determine what works best for you, here are some general guidelines to follow.

  • Share more personal and visual content on Facebook and Google+.  Company milestone celebrations, New product or service launches, new employee welcomes, life milestones (child graduation, new babies, etc.) are all great options for Facebook.  Did a longtime customer visit your office?  Did the staff participate in a charity event? Did your office have a bake-off? Great! Snap a photo and post to Facebook.

  • Contests, giveaways and coupon codes should stay on Facebook and Twitter.

  • Keep LinkedIn professional. LinkedIn is not the place to share your award winning chili recipe or your company retreat photos.  Stick to sharing professional mentions of your company and articles about your industry.

  • Twitter is best for short, specific messages. Headlines with a link to a photo, article or video are best.

  • If you have the technology to create short videos instead of written text, do it! Sites like YouTube, Vimeo and Twitter’s video component Vine make uploading and sharing this content easy and this opens up your content to a fresh set of eyes.

  • Pinterest, Instagram, Flickr and Tumblr are all ideal for visual content.  If your picture is worth a thousand words, then one of these platforms is the right place to post it.

  • Have a lot to say on a topic? Write a blog post. Nothing draws people more directly to your website than fresh content.  The more you update your site, the more often it gets visited by Google and the more doors are created for you to be found.

When to share

Believe it or not, there is a science to sharing content and many studies have been done on getting more retweets, the best time to post and even myths of social sharing.   Here are the big takeaways.

  • Facebook posts later in the week get more engagement.  If you only have the time to post once a week, make sure it’s sometime between Wednesday and Friday.

  • Don’t skip the weekends! People are more likely to check Twitter when not working.

  • Most people do their blog reading in the morning and Mondays are the best day to post.

  • 11AM is usually the highest trafficked hour for most blogs.

  • Overall content posted on Thursdays gets the best engagement.

How to share

Now that you know what you’re sharing, where you’re sharing it and the optimal time to share, here are a few tips to help you share like a pro!

  • Links inserted 25% into the copy of a tweet get more shares.

  • Shorten your URLs for Twitter to give you more characters. Check out bit.ly to shorten quickly and easily.

  • Make sure to cross-promote! Add social sharing buttons to your website, link your social sites in your email signature, completely fill out your social profiles to include links to your other social sites.

  • Always use a thumbnail on Facebook, LinkedIn and Google+.  Posts with images are more interesting and engaging.  If the article you are sharing doesn’t have a relevant image attached, you can upload one on your own.

  • Remove permalinks from status updates on LinkedIn, Facebook and Google+. Once the preview generates, you no longer need the long link.

Screenshot 2014-07-15 16.10.05

And there you have it!  By now, you know how to find content to share and are able to share it like an expert.  Next time we’ll talk about how to repurpose your content to keep the cycle going.