Great content and social media marketing isn’t terribly unlike chemistry: the slightest alterations to the ingredients can produce either amazing results… or painfully disastrous ones. So we’ve scoured available research and collected some of the best ways to increase your blog’s social media engagement and strengthen your content marketing across social media.
Share Images on Twitter to Increase Your Retweets
Twitter’s new image capabilities allow twitter accounts to share images alongside links, not unlike Facebook. And there’s a significant uptick in retweets when you share links which have images. Don’t expect a major change in CTR; but those retweets offer notable SEO benefits! In fact, Moz theorizes that page-level social metrics like retweets comprise a notable portion of a specific page’s ranking power.
Share Your Content More than Once
If your blog is trying to gain traffic from multiple time zones, consider sharing your content more than once! This increases the likelihood that you’ll net visitors from different time zones. Ideally, this should be staggered to occur on different days; for example, if you share one post at 8am on Wednesday, consider sharing it again two or three hours later on Friday. This is especially useful for extending the shelf-life of high-performing articles or blogs.
Don’t hesitate to do this for blogs that are weeks or months old; links to deeper content can be another positive signal to search engines, and of course increases the amount of benefit you can get from each post. Where possible, develop a ‘sharing timeline’ that includes posts the day a blog is published, weeks after it is published, and months after it is published. Larger blogs might consider enlisting the help of marketing experts to help develop optimized content posting calendars.
Don’t Let Your Posts Get Stale
Do you ever feel that you’re repeating yourself on social media? It’s an easy trap to fall into, and one that’s best avoided: because if you notice it, so will your followers. Look to other high-profile blogs or news outlets to see how they mix up the framing of their posts (the words and images they use) to keep similar content feeling fresh. This is especially important when you’re re-posting the same articles! A good rule of thumb is to mix up the style and type of images you highlight in your social media posts, and to draw potential readers in with questions in the text, rather than statements.
Use Sharing Data To Guide Your Content
What’s the most-shared and liked content in your blog’s niche? The best blogs always keep track of what’s trending, and use that information to guide their content marketing. It’s relatively easy to set up free news alerts for your niche keywords, and there are plenty of free tools which allow you to analyze the top content for specific keywords. Buzzsumo, Ruzzit, and Social Count are all good examples! Being aware of trending subjects can help you pin down the formula for going viral.
Use Social Media Targeting Opportunities
Most social media outlets allow you to target your audience when you’re promoting posts and information. Always take advantage of this option! Doing so will help ensure that the people most likely to engage in your content are the ones who see it. It’s widely understood that using Facebook’s ‘life events’ parameters can have dramatically positive effects. You can target individuals who land new jobs, new relationships, are recently married or engaged, have children, start college… and the best part is that there’s almost certainly one of these ‘life events’ which can indicate likely readers for your blog.
The Bottom Line
Social media marketing isn’t rocket science; but it can be very difficult to measure the ROI from your efforts, or to tell which tricks you’ve used have had the best effect. After all, the process you use successfully for one kind of content might not work as well for another! The most important tool you can give yourself for successfully engaging in content marketing and social media outreach is to collect data and analytics on your successes… and your failures. Understanding how they happened will help you avoid them in the future!
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