In my last column, I talked about creating your digital snowflake - and defining your large level strategy. This week, I am taking that down a notch to what to do with the content you create to reach your target audience.
If you are an editor of any sort, you are an expert at creating content that is fantastic beyond belief. The question is what is the best way, and the right order to share it with the world in a manner that showcases how valuable and fantastic your content really is?
For every piece of content you create, there are six primary distribution points you should consider and strategize around:
Twitter. Yes, it's only 140 characters, but it reaches influencers and people who can carry your message to others they influence. Make sure you tease the content, share the content throughout the day for at least three days, and follow it up with a thank you.
Facebook. Twitter hits one crowd, but Facebook reaches another. They are different, and the Facebook fans like content after it is released, with snippets, photos, and deals instead of advance news. Keep that in mind when you are creating your distribution strategy.
Your website. This is a no-brainer, but the part many editors need to be reminded of is how to swap out a few words here and there to make the article more visible to others in organize search. Companies like Skyword have tools that rank "searchability" and help improve distribution and awareness a ton.
Your content container. What is a content container? It could be anything these days - it is the main vehicle in which your content is packaged and lives. This means a print magazine, digital magazine, app, or some other format. Whatever it is, this is where the main story lives. The whole story, including access to extras that could be hosted on your site in a hidden location.
Forums. Most often overlooked, user forums are fantastic places to share your content. The key to using content forums is that you need to do your research. Find a few that have large fans and begin a personal conversation with them. Post often and be helpful. Then, when you have content to share, others will applaud you. People like helping others out. A good forum can often beat out Facebook and Twitter in exposure as they drive passionate fans.
A personal blog. Finally, a personal blog is a fantastic place to post your content. Your personal blog is less of a place avidly followed by millions and more of a statement about who you are. People want to see what you have done before. It helps them connect to you on a deeper level. Beginning a personal blog that is a mixture of content you publish and personal insights (that align with your content theme) will help you create a well-rounded outreach plan. And, the added bonus is, your blog can be linked to many social outlets like LinkedIn to help your content be shared on larger levels.
How many of these six distribution points are you active in? And which ones work best for you?
Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.