Extending Content Life: How to Make One Blog Post Last Three Weeks!

Success! You’ve taken the time to carefully craft a blog post, press release or other content item that skillfully displays your industry thought leadership. You’re positive it will go viral. The moment you hit the publish button, you hit the social sharing buttons. You wait for more shares…but nothing happens.

Maybe the time you tweeted wasn’t optimal, or your title wasn’t appealing to your audience. All of that work, and you feel like no one saw it.

Don’t give up on it! Thus is the life of brands and individuals creating content in our constant-flow-of-information-online world. I’ve had this happen to me several times and finally found a way to extend the life and reach of that content with a few simple tweaks:

1) Get creative with your tweets to get the most shareability.  Don’t just reshare a headline.

If your post was originally titled, “Five Questions to Ask Customers to Improve Your Content Marketing,” the next time you share it, switch the front and the back part of the title to make two parts:

Improving Your Content Marketing: Five Questions to Ask Customers

For another social share, change the title into a question in order to solicit a response from your audience:

Are you asking your customers these questions in order to improve your content marketing?”

More title options from these eight words:

“Are you considering the needs of your customers before you create your content?”
“Want to improve your content marketing? Ask your customers these five questions first”
“Customers should dictate your content marketing efforts – what to ask them to get it right”

2) Sometimes the most compelling content is in the body. Pull the best sentences from your content – a stat, the leader into your body paragraphs, and your concluding sentence are often create places to look for alternate titles that can hook readers to make the click. Check out the red boxed snippets in the blog below – these are all great shareable titles:

Title Ideas

 

3) Change the method by which you share the content.

It’s obvious  you want to share your content through social media platforms like Facebook, Twitter, LinkedIn and Google +. However, some commonly overlooked and much more creative ways include reformatting your content for Slideshare or Pinterest. On Pinterest, we take quote snippets from our blogs and visualize them in brand colors with a link back to the blog they were derived from. This helps create evergreen – or timeless – content from blogs that may otherwise be dated.

Pinterest Example

On SlideShare, we create short decks that may be materialized as a blog idea that didn’t require much text. Here, we detailed five ideas for creative Facebook posts – an evergreen post that can be embedded in many places – including related blogs on our site.

Don’t put your content on the shelf after just a day. Creatively mixing the ways and platforms you share it on can increase your content’s shareability and effectiveness. Don’t forget to take your time with content – it doesn’t have to reach 1,000 shares in just one day. We often see blogs that got just a few shares early on getting a ton of reads later due to some creative repositioning in the online sphere.

If you liked this post, you may also enjoy: How to Double Your Email Open Rate

Photo Courtesy of freedigitalphotos.net

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