I recently attended a Mass Technology Leadership Council event hosted by Hubspot. The topic? How to combine content and social for lead generation. It was a great morning of discussion among marketing leaders from around the Boston area. Some shared best practices for increasing content performance, others suggested social sharing tools they have experimented with, and others inquired about how to involve sales reps and rally them around a social strategy.
But what really got me excited were the tangible tips and strategies—combining social and content—that I could take back and apply to my own marketing practices right away.
Here are 3 social strategies for increased content performance:
#1 Answer tweets with content
More than any other social platform, Twitter is a real-time conversation. You’re never certain that what you’re putting out there is heard by your followers. If you tweet at 10:45, for example, there’s no guarantee that by 10:45 and 26 seconds your latest blog post with the super clever title hasn’t been buried by Food Network’s recipe, Mashable’s article on the latest viral trend, and Kim Kardashian’s morning selfie.
That said, if followers are reaching out to you with comments and questions on Twitter, you’ve obviously got their attention… so take advantage! Answer tweets with links back to your blog, eBook, whitepaper, or infographic that contain helpful information pertinent to their post. Not getting questions or comments? Engage in social listening and reply to people with your content anyway! Targeted outreach is much more likely to get noticed.
#2 Re-promote high performing content
The beauty of analytics is that we are able to see the results of the content we create. What blog posts are performing well? What eBooks have converted the most leads on your site? Once you’ve identified the most engaging and effective content that you’ve ever released, don’t make people dig for it. Get it back out there!
If your audience is finding and clicking on your post from three years ago in backlinks or elsewhere in the depths of the internet, they’re probably going to click on it when you make it more easily accessible too. Don’t let stellar content die—work it back into the rotation! Repurpose or re-promote. And realize the gains.
#3 Make content to promote content
It’s no secret that a “gated asset”—content that you’re hosting behind a registration wall to collect reader information before allowing them to download—is a bigger investment of your time, energy, and resources than the casual blog post. So make sure to treat it as such by promoting it frequently and creatively.
Aside from just hosting it on your website in widgets and calls-to-action, try creating micro-campaigns. Write a few blog posts with different spins on the same asset, make an infographic to highlight the key stats from a report, create a video that introduces a topic and then links to a corresponding eBook, or make a simple graphic or meme with a captivating quote from your whitepaper. Your gated assets deserve a red carpet—so roll it out in the form of great content that’s going to draw in leads from all directions.