Getting Mileage Out of Your Original Content
You write amazing content that other people are excited about. Not only does that content help those people (who are probably members of your target audience) but they are also excited to share your content with other people whom they know and trust. After your original post, it is a shame if it just disappears and you never get any additional mileage out of it. It doesn’t have to be that way.
The positive qualities of your content
Your content was well written, informative, compelling, and educational to begin with. Well, that hardly seems like enough. If that content is all of those things, you will want to find a way for it to keep on giving, and more importantly, to keep on working for you and for your business. There are definitely ways that you can make that happen. However, one of the challenges that you will be facing is related to the sheer volume of content that is out there. If you expect to get more mileage out of your content, you have to ensure (just like the first time that you posted it) that it stands out above all of the other content.
When it comes to your content’s longevity, your motivation for getting people to read it over time is not nearly as important as simply getting them to remain interested in what you are sharing. In all likelihood, all of the positive results that you are hoping for will be achieved (engaging other people, increased traffic, more leads, and return on investment).
There are a few different things that you can do, which will probably help you to get much more mileage out of your content.
Post your content a number of times in different places online
The sad fact is that when you post your content on social media (the first time), very few people actually read it (at least, that is true unless you have managed to build your brand to the point where people recognize who you are and are excited to be a loyal follower of your brand). That is exactly why you need to pursue other opportunities to get that content out there for other people to benefit from.
The truth is that people are busy. They work and, at the end of the day, when they are done working, they don’t have a lot of time left. In many cases, the last thing that they are willing (or desiring) to do is to sit in front of a computer (or use a mobile device) to read content. You may even come up with some inventive ways to get your content into their hands (with a stronger hope that they will read your content), such as Emailing it to them. There is still no guarantee that they will read your content if you Email it to them.
One thing that you need to be careful about, however, is not posting the same content several times in a short interval. You need to get people to really look at your content and to realize (almost immediately after they have started to read) that it is worth reading and, hopefully, causing them to establish a connection with you. The concept of posting your content multiple times is such a simple one but it is one that many people are not doing. The fact is that it is effective to share your content more than once but it is also important for you to do it in an effective, intelligent way.
Promote your content by mentioning it in other content
Well, if a few weeks have passed since you last posted that particular content, and you might be wondering what you should do next to get more mileage out of it. It is now time to start creating a buzz about that particular piece of content.
You will want to let your readers know how whatever you are offering can benefit them and their business. You will want to amplify the concepts that you have discussed in your original content for greater impact with your target audience members. You will want to do that using your chosen social media channels. If you amplify your content in the right way, you will get a lot out of it (increased traffic, leads, etc). The great thing about those results is that you will see results long after you actually post that content. It will remain in the minds and the memories of the people who are reading your content.
One really effective way of promoting that content is if you include it in a monthly newsletter after it was first posted. The chances are very good that you have a healthy distribution list of people to whom you send your newsletter, which is a really great thing overall.
Pay attention to analytics to get more mileage out of your content
Most likely, analytics is something that you pay close attention to when it comes to your business. Analytics helps you to keep track of how you are doing with the content that you are posting. Those results will help you to understand which content should be reposted and which should not. Considering that you should be using some sort of analytics tool anyway, it will not require any extra effort for the results of your analytics to help you determine which content you will get more benefit from (hopefully, most, if not all, of your content will fall into that category). It will also help you to understand how you can improve that content even more for more and more positive results.
Getting as much mileage out of your content is extremely important for your brand and for your business. It is important to remember that the more you offer to other people (including sharing great content with them), the stronger your connection with them will become over time). Remember that if you intend to promote your content by sharing it again, that content must resonate with your target audience.
You will have numerous opportunities to do that. You just have to do it in a way that is well received so make sure that your approach is valuable, not promotional (ever). On the other hand, that doesn’t mean that you shouldn’t continue to write new content as well. It will just give you more and more content that can work harder and harder for you.