Are you an author, speaker, podcaster, videocaster or blogger who wants to create a bigger impact and increase their reach and influence?
Chances are you’ve tried to use Social Media and Content Marketing to build your brand. If you have, it’s also likely that you didn’t get the results you’d hoped for.
Content Marketing to Build your Brand
Content Marketing is one of the best ways to raise your profile, build your list, and get more people into your sales funnels.
I’ve helped hundreds of people to increase their digital influence using strategic content marketing, even if they are in a “boring” industry like consulting or professional services.
One of the most common questions that people ask me when they are looking to grow their digital influence is “How can I push out my blog posts to different social media channels”?
While this is technically easy to do (and I’ve built massive website networks with over hundreds of websites and social channels) that isn’t the approach I recommend for aspiring Digital Influencers, and it’s not what I do myself. The reason for this is that while social media can be used as a broadcast channel, especially if you have already built considerable visibility, celebrity and credibility in your niche, that’s not really what it’s best for. Most people starting out in Digital Marketing or Social Media Marketing lack the strategy, PR skills, market insight and writing ability to do this well.
What they can do really well though, and the easiest way for them to get traction, is to build their influence through direct relationships with their ideal clients, partners and influencers in their market.
In order to do this, they need to be in-situ on various social network channels – watching what others are posting, watching how people respond, interacting, and when they do post ensuring that it’s contextually relevant and appropriate. And doing this well is going to look completely different across every network!
What most people want to do is to dump their content into every network, assuming that people are going to notice it, care, like it and not mind being marketed at by someone who can’t be bothered to even write a relevant introduction to the post.
Now you are probably thinking “But (insert celebrity marketer here)” does this – why should I? And that’s a question.
The truth is, if you look carefully you will see that these are almost always promoted posts, and if you look at the engagement it’s often very low. Even if it’s high, if you look at their organic (unpaid) posts they actually get very low feedback. This doesn’t matter to them though – they already have celebrity status – you are trying to earn it. That means writing great content and fostering engagement, promoting it consistently using other channels, and boosting it with paid promotion to get traction if need be.
Phew – sounds like a lot of work, right? You bet it is. And for many, it can seem overwhelming, and confusing as well.
That’s why I thought I’d write a post detailing exactly how I promote a single piece of content. This is a typical workflow, and sometimes I do a lot more or less, but it’s a great introduction to the level of promotion you should consider if you are serious about using content marketing to build a personal or business brand or to promote a product or event.
Digital Influence Social Syndication Strategy
I’m going to share with you how I create content, then post it to Digital Influence blog, create a Linkedin publisher post, then share it across multiple other social networks:
It’s a great one to share with Digital Influencers because:
- Jeremy Britton , my guest has built an amazing personal brand by writing a book, developing products and building his profile etc.
- Jeremy shares some outsourcing strategies (including book creation and editing) that address common questions here in KPI
- Jeremy has also pulled of the 4 Hour Work week/Laptop millionaire lifestyle which many people aspire to
- It’s just a super-inspirational interview on creating the business you REALLY want (which I’ve realised is part of the core transformation I deliver to clients)
- Also, because a lot of experts ask me about how to get maximum leverage from your content or “how to send my posts to lots of different social media sites” or “How do I get leads from social media”
I rarely focus on pure volume – I’m much more interested in creating high quality content with a well engineered conversion pathway that builds Awareness, Interest, Desire and Action (The classic 100 year old marketing formula AIDA)
Also, I often get very few likes and shares but I’m still getting lots of people opting in to my funnel and getting new client leads – so people are lazy about liking/sharing but they will follow you up personally or download your stuff if it is appealing to them.
Content Syndication Strategy
Let’s take a look at content used here and how it’s connected.
First I’ve recorded an interview on Google hangouts On Air- this makes it fast and easy to get it online – Google also gives preference to these live hangouts in search results.
Then I create a post on my site, and link to this in the description of the video, along with some extra content. I might also add an extra link if I’m promoting a product (see the end of the description).
I use a special post type in WordPress which uses the video as a feature image which works great – but I also create a feature image that will show up in the sidebar or on social media shares (see below on FB) – I do this in Photoshop – I’ve got a template now so it only takes me a few minutes – it took me an hour the first time (and it took me months to learn photoshop) – this is something that a VA or design team can easily do for you.
Here is the original blog post
Then I create a Linkedin Publisher post which has some similar content to the blog post – ideally it’s different content but I generally just write a separate introduction. I use Call-to-action links from the Linkedin Publisher post through to the blog post, including both text links and image links (including an image of the video preview, so when people click the play button they go through to see the video on my site rather than on Linkedin.
Here is the Linkedin Publisher Post: http://www.linkedin.com/pulse/professional-paradise-how-jeremy-runs-his-wealth-dallas?trk=prof-post
So now Ive got the video on youtube (being produced into a podcast), feature it on my site, syndicate the content to Linkedin, share it to social media. There are multiple calls to action back into my website and sales funnel on the Linkedin Post, the Blog Post, and the Youtube file. I also share the blog post to Google Plus, Twitter, Facebook Page, and Facebook Profile.
Sample social posts: (Share video, blog post, and linkedin publisher post to my page and then share from my profile, staggered over a couple of days, )
Eg: Google plus
Sample FB Post
This is a typical Facebook / G+ post intro:
Last week I interviewed the inspirational Jeremy Britton about his journey from wealthy but miserable to living his dream life working in Bali as a Wealth Coach.
Jeremy was stressed out from working 80 hours a week running his successful financial planning firm, and step by step made decisions that halved his hours, brought him better clients, and transformed his lifestyle.
While the focus is on the content, I’ve got lots of ways to get people into my sales funnels through this process
I’ve got sidebar promotions and an exit popup on my blog so that if people find the post on Linkedin follow the link back to my site they have opportunities to access my P4Ps and join my community. I also have a direct CTA on the Linkedin Blog Post for a P4P (Webinar + Workbook)
I use Buffer to do a twitter image share of the blog post and the Linkedin post and share it multiple times over the next few days.
I also write an email to my mailing list featuring the blog post, and how it ties into my core brand messages and relevant products. I reuse the content from the blog post, Linkedin post, social posts and email – not exactly, but having some core content that I can quickly edit for different channels makes this process faster.
My influencer guests also share the content which increases my reach and brings new people into my brand ecosystem
All up this process probably takes 3- 4 hours over several days including the interview and liasing and follow up with the guest – I do very little production on the video at this stage, and most of the marketing stuff could be done by a VA, but I find I want to control the message and get it out quick, and having to liase with someone who only does design or Social Media stuff just slows things down too much.
This probably seems like a lot of work, but it all adds up. I should add that if you only produce content occasionally, you’ll still get low engagement even if you do all of this, but if you keep it up you’ll get increasing benefit by increasing
- Percieved celebrity
- Credibility as a presenter (on par with the quality of your guests, if you are doing interviews like I am)
- Increased optins
- Increased sales
- Improved Google ranking
I hope this is helpful – if people are interested I could do a video walking through this process so people can see my workflow.
Do you have any questions? Post them below and I’ll answer them as I am able and try to address them if I get around to doing a video.