The Final Stretch: How to Publish Content that Rocks the Internet
Congratulations, you’re ready to post your content! Before your team members bust out their victory dance, however, there are a few final details to cover. “While content marketing costs 62 percent less than outbound marketing, it generates more than three times as many leads,” says Demand Metric. If these are the kinds of stats we’re dealing with, then the analysis and follow-through is just as important as the messages we post.
Content marketing, like any other business practice, requires some trial and error before you find what works best for your brand and customers. As you post content, you’ll want to analyze your results to see what’s working and what’s not. Analytics help you see what your customers are relating to, what kind of content to spend the most time on, and where you get the most engagement. Then, you can use what you learn from these analytics to improve your strategy. Use these steps to make sure your content is successful from the moment you post it to the moment you go back to the drawing board for your next round of messaging.
Publish and promote your content
Your message is ready, you’ve got the perfect attention-grabbing picture, and you know what platform you’re going to post on. But, there are a few things you need to check out before you post. First, you’ll want to publish your content at the time when it will reach the most number of people. Check out Fast Company’s infographic for the best posting times.
Once you decide the times that work best for you, consider creating a content calendar to keep you on track with what days and times you post. Plus, a calendar lets you see what topics you’ve got coming up and organize deadlines to coordinate with holidays and special events.
Once you publish your content, you need to promote it. Think of what will get your posts the most exposure. Did you publish a new blog post? Post about it on each of your social media platforms. Did you post a beautiful photo on Instagram? Repurpose that photo with other relevant content on other platforms. If something newsworthy happens, then consider pitching it to local media outlets. You can also check out sites like Stumble Upon, that can potentially give you exposure to tens of millions of followers. Just make sure that you’re promoting content to relevant people and places—otherwise you’re wasting time and resources.
Analyze to see if you met your goals
Ahh, analysis. Checking your stats is the moment of truth in content marketing. You don’t want to skip this step; it shows what kind of ROI you’re getting for all your hard-earned content. Checking stats and interaction patterns with a program like NUVI helps answers questions like:
- How many people clicked on our content?
- How many people viewed our content?
- How long did people stay on the page after clicking on it?
- Who clicked? Where are they from?
- What are people saying about our product or service?
- Are people sharing our content?
- Are our platforms’ followings growing?
Make improvements/adjustments to your strategy
Now that you know how well your content is performing, it’s time to apply these stats to how you can improve your future content and conversion rates. Look for patterns in content that your audience engaged with—do they seem to like YouTube videos most? How about an edgy blog post? Weed out content that didn’t perform as well, and fine tune the good stuff.
This is a process you’ll want to do regularly, even after you feel like you’ve found a content strategy that works well. Industries, audiences, and hot topics are constantly changing, so it’s important to consistently evaluate your content’s performance and change it accordingly. It’s also useful for showing clients and teams the growth in content performance over time.
After completing these tasks, your team can finally bust a move to celebrate your brand’s content victory. There’s no use taking shortcuts when it comes to publishing, analyzing, and adjusting your content.