In marketing today it's common to be told you need to utilize an inbound strategy to build up trust with your audience in order to show them that what you offer is a good fit for them.
The inbound strategy focuses on a few key aspects to get information to consumers. One of them being production of content in several different forms. In this blog post we're going to be talking about how you should distribute your content in order to get it in front of as many people as possible.
Your videos should be placed directly on Facebook and YouTube, blog posts should live in your blog and if possible you should work to guest blog for as many people as possible.
Now we have a bunch of content, but we want to get it in front of your network of people. You want to share your videos and blogs posts to each of the networks they are not already on.
Blog posts should be shared to Facebook (via their instant articles format if possible), Instagram by placing the link to the article in your bio, Snapchat by putting a simple URL in the text field and asking people to screenshot it and by emailing it out to your list of people who have opted in to receive information from you.
Videos are going to operate in much the same way. They go directly to Facebook to maximize reach and YouTube to gather a following on that platform. Facebook will give you significantly less reach for sharing a YouTube link to Facebook so this is why we do not just post on YouTube only.
Sharing videos is done similar to what we did for blogs. For Instagram I'll usually alternate sharing my Facebook and YouTube links for videos and the same with Snapchat.
We should also look at a repurposing strategy for content. This is a huge timesaver and a way to maximize the ability to use your content and to put it in front of as many people as possible in the different ways they consume content. Think about the ways people learn, listen and evolve:
- Some people listen
- Some people watch
- Some people read
Our goal is to put out enough content to make sure we capture all these segments and the different ways people learn and consume.
Repurposing is simply using content in different ways. For example if you make a video you turn that video into a blog post, then turn that blog post into a podcast, turn that podcast into several different quotes you can place on pictures.
If you did a weekly video podcast you could essentially take bits and pieces of that podcast and repurpose it to make several different pieces of content that you can use to market your business.
Your goal with all of this is to build up a base of subscribers in all your different platforms to ensure you have a varied base and are not depending on one platform for everything in your marketing efforts.
Ultimately email will be your primary driver for follow ups as you will have the most potential for reach and follow up.