• Leilani Romer

We all know writing a blog doesn’t stop when you’ve done the final proof. You have to promote your finished blog. You have to get it in front of all the right people. For your blog, the work has only just begun.

1. Trickle down

We’ve written a complete explanation of how trickle down content works and you can read that here. But the gist of it is that you mine your core content (your blog) for headers that can be used on each unique platform. That’s the first step in promoting your blog, identifying the shareable headlines and hidden gems in your blog.

2. Distribute

Distributing your content takes a bit of finesse. It starts with sharing your trickle-down headlines on your social channels. That will require an understanding of the audience you have on each platform and the right timing. That means doing a bit of research. Start with your audience. Find out what kind of content they consume on which platform. Then find out what times your specific audience niche is on those platforms. Schedule your content to post during those times.

3. Engage

Sitting back and waiting for comments to roll in so you can clarify and expand is great and all, but there's a more proactive approach you can take. If you sourced your topic from a social channel such as Reddit or Quora, go back to the original post and share your link. Look for other places where people have posted about your topic. Twitter and Instagram are great sources. Do a hashtag search for the keyword(s) you focused on and share your content on related posts.

4. Adjust

The most important part of getting attention on your blog is to listen to the feedback you are given. Typically this means listening to what people say struck them most about your content. If you start to see user-generated content, you can capitalize on it. Sometimes this also means politely ignoring uninformed feedback (haters gonna hate).

5. Promote

“It’s not the best content that wins. It’s the best promoted content that wins.” ~ Andy Crestodina

Paid promotions help you develop a community which can be tapped into for further engagement. By maximizing your targeting and spend you reach the right people and with a solid ‘ask’ you can get them to follow further engage with your content.

A blog can’t promote itself.

The bottom line is, no blog promotes itself. You have to get the ball rolling. The more proactive you are with interactions, the more wide-spread you cast your net. Promoting your blog takes hard work and strategy. When you partner with Romer Social we’ll ensure your content is reaching the audience you need to reach to grow. Schedule a call and see how we can help you!

You can build influence, improve your SEO and fill your social feeds with one main strategy. The key is content. For all three benefits, you need a huge amount of content. When you follow the trickle down content method (or reverse pyramid) you can maximize your content marketing efforts without adding a ton of time.

1. Start with core content

A core piece of content can be in any format you prefer, but you’ll want it to be a longer piece. A half-hour long video, a podcast, or a blog are the common examples of a core content piece. When creating the core piece you’ll want to ensure you’re thinking about a few things:

1. Is it relevant to your audience?

2. Does it include keywords you want to rank for?

3. What is your primary goal for the content?

If your core content isn’t relevant to your audience there’s no reason to post it. Finding out what’s relevant can be problematic, so make sure you’re sourcing your topics strategically. An easy example is to look at social media sources like Quora and Reddit for topics that are already common. You can interact with those posts now, or use them to springboard your core piece and come back later to link to it.

In order to make an impact on your SEO efforts make sure to include keywords, you’d like to rank for. Repeating the keywords throughout the pieces also helps build your keyword density in an organic way.

Finally, you need to have a primary goal. What does the core content piece achieve for your overall strategy? If you’re trying to build influence, for example, it might be purely to share knowledge, or to answer frequently asked questions about your industry. If you’re trying to garner leads it could be to highlight your competitive edge.

Then you start producing. Bust out your selfie stick and take a video, record your voice, or clack at those keys.

2. Break it down

Take your core content and tear it to pieces. Okay, not quite that literally, but once the content is polished and ready for posting break it down into snippets, quotes, rants, GIFs, or any other social-media-sized piece.

Depending on your social strategy you might be posting to a diverse set of platforms. Instagram, for example, is a great place to post quotes to your feed, GIFs to your stories, or the whole core content to your IGTV. Twitter is a good place to post rants, quotes, and snippets. As you receive feedback you can also add GIFs to your responses. Facebook might be where you post a longer snippet or thought. LinkedIn is a good platform to repost a condensed version of the core content as a personal blog which can be shared within the platform.

3. Distribute accordingly

Each piece of ‘social’ content should have a purpose and platform in mind. Weave these into your schedule according to your strategy. You’ll want to keep your feed interesting by mixing up what you post on each platform so that you’re not creating ‘spin content’ or overly-repetitive content.

4. Get feedback

Get your audience’s opinions about their favorite parts of your core content and social content. Use the feedback you get to improve your next piece of content and share user-generated content for your page. It is also a great stating point to help you break the content down again to include the best content. You can also utilize the feedback to create additional articles expanding ideas.

Get started!

Get your content marketing game on! Creating content can be time-consuming, this trickle-down method saves you time and allows you to focus on the content that will drive results. If you’re not a content creator or struggle to strategize, partner with us. We take the job of taking the stress of content-creation off your hands very seriously. Schedule a call with our experts today!