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Step 5 to an Optimised Content Marketing Strategy

Publishing Your Content: Seize Every Opportunity

Publishing is one of the most exciting parts of content marketing – your big opportunity to fly.

April138It’s the magical moment when you take a deep breath, unleash your finely honed content on the world…then watch it soar.

But for maximum impact, your text, images and video must be part of a well-planned and properly implemented content marketing strategy.

Think ‘hubs’. It’s all about publishing your content in hubs of authority.

Hubs of high quality content tailored to specific interests and topics will get your audiences fired up.

And take note – it’s ‘audiences’ plural. Your company or organisation will have various customer, member or user groups all with their own priorities and agendas.

So remember your customer personas! You researched your audiences and created personas to reflect those groups. You created your content based on the personas.

Now it’s time to publish your content where those audiences hang out. (And share it where they hang out too, but that’s for the next post…watch this space…)

Your publishing hubs will be centres of authority for content including:

  • text
  • images
  • video
  • PowerPoint slides
  • pdf documents.

Who Let The Blogs Out?

At the moment, your website is probably the hub of content that’s most familiar to you.

But what about a blog? Regular blog posts written with authority, verve and enthusiasm are a proven way to engage with audiences, build links and drive quality traffic to your websites.

WordPress and Blogger are the two best known blogging platforms.

May138WordPress.org (as opposed to WordPress.com) is free, highly customisable with good plug-ins and advanced features.

Setting up a blog on WordPress.org requires a degree of digital marketing expertise (which is where Intergage can help).

But once it’s launched, writing and uploading blog posts is pretty straightforward (though we can help with copywriting too if you prefer).

May132WordPress.com is also free, much simpler but less capable and flexible than WordPress.org. Its features can be pretty limited.

Blogger is also free and simple to use but its functionality is more limited than WordPress.org.

But Blogger is not to be underestimated. Not when it is owned by Google. Never underestimate anything owned by Google!

And don’t ignore the microblogs – launch a Tumblr account. Posts are quick and easy to upload and they pack a fair bit of SEO punch.

Blast Your News Across The Web

There are various news distribution tools out there but the standout one for us is PRWeb.

It blasts your news out like a digital shotgun – typically 300 to 800 words of copy complete with links (one per 100 words), photos and video.

Over the years PRWeb has been one of the most dependable linkbuilding tools we have used, despite Google’s various Panda and Penguin algorithm tweaks.

Bear in mind though that PRWeb is US-based. So the traffic it drives will reflect this – even if you use the UK-centric UK.PRWeb.com.

If you don’t sell in the US, you can expect your visits from PRWeb traffic to be shorter and more likely to bounce.

Images

“Photography is a reality so subtle that it becomes more real than reality.” Alfred Stieglitz

Pinterest is undoubtedly the biggest name in image publishing right now. The rise of Pinterest has been exponential. Hard to believe it’s still under two years old.

Pinterest’s sheer size, popularity, ease of use and growing number of handy apps make it no brainer for publishing images.

But don’t forget Instagram, Flickr and Picassa (which is owned by Google). There is also a myriad of other sites too numerous to mention.

And you can easily repurpose your photos into PowerPoint slides to publish on the excellent SlideShare. It can deliver some extremely pleasing levels of engagement.

Video:

“Photography is truth. The cinema is truth 24 times per second.” Jean-Luc Godard

Video might have killed the radio star but it works wonders for sales.

It’s incredibly compelling. Absolutely no question.

Testimonials and case studies are awesomely powerful in video form. Your videos don’t have to be long. (Quite the contrary – Google reports a significant drop-off from video ads after 45 seconds).

YouTube (Google) is the obvious first port of call for publishing your videos. Set up a channel, brand it, optimise your videos and go conquer the world. YouTube’s numbers speak for themselves:

  • More than one billion unique users visit YouTube each month
  • At least four billion hours of video are watched each month on YouTube
  • 72 hours of video are uploaded to YouTube every minute
  • 70% of YouTube traffic comes from outside the US.

YouTube is by no means the only gig in town though – Vimeo, Dailymotion and Wistia are all interesting players too.

And Finally…

Good publishing will offer you great social sharing opportunities, demonstrating the engagement that the search engines love, crave and reward.

So you’ll soon discover there’s a fine line between publishing and promotion.

And that’s where we’re going next. If you haven’t done so yet, subscribe to the Intergage blog so you can be sure to read my colleague Toyah Broadbridge’s post on promoting your content.

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