spreading content through digital channels

How To: Get the most out of your published article in 4 simple steps

You pitched a business story, and it got picked up online. Congrats. But don’t stop there. This article will help your team get the most out of a published article by reposting and repurposing the content to get you even more visibility, data, and engagement.

Step 1 – Publish the story on your website. An area like your website’s “News and Press” section is low hanging fruit. Post your press release and the coverage there immediately after publication to capture traffic. Users will appreciate that you helped them get it straight from the source.

Step 2 – Brag (appropriately) in social spaces. Remember, name-dropping the publication and author adds credibility and buzz to your efforts. Use your social media spaces to talk about this coverage in the tone that’s most appropriate for your audiences.

  • LinkedIn – Posting here includes visibility to your past and present clients, job seekers and industry comrades, so talk to them professionally.
  • Facebook – If you use your Facebook page for B2C or B2B interaction, talk to them in your brand’s voice. If your page is used solely for recruiting, talk about the article in a way that’s appealing to potential hires.
  • Twitter – These people are looking for a “blip” of the most interesting news nuggets, so give them something enticing, intriguing, or bold to chew on in your brand voice, while encouraging them to click for more.

Step 3 – Repurpose, repurpose, repurpose. Someone (you) thought this content was great enough to pitch to a respectable publication. And someone (from that publication) thought it was interesting enough to their audience to put it online. Capitalize on the great ideas you’ve already generated by repurposing, rebuilding and recreating the content in the other channels in your digital toolbox.

  • Video: Is the author of the article a well-known figure in your company? Is their name often used in searches to find your company’s website? If so, record a 1-2-minute video recap of the author recapping the content. Include search-friendly words in the video, and the description of the video, and if you post the video on a site with comments like YouTube, add a link to the published article in the video description area.
  • Blog content: Take the single most interesting point from the published article and expand on it in a blog post. Encourage readers to get more information by linking to the published article. Talk about your blog post in all appropriate social media spaces. Track social media insights and website analytics to see if the blog post gained traction from other social spaces.
  • Email marketing: If you have customers, clients or prospects who would be interested in this content, send a brief summary and a link through email marketing software. Track the open rate and click-through rate of the email to see how interested your constituents were in your content.

Step 4 – Measure and learn. Using the tracking of each of these channels (your website analytics, social media insights, and email open and click rates to determine what does—and more importantly, what doesn’t—grab your target audience’s attention. Use what you’ve learned to promote your published article better the next time. Repeat often.

And while it won’t add leverage to your published article, step back and and look your organization’s content strategy. How did the article and your attempts to leverage it with these tips align with the content strategy? Always look back at that goal to keep you on the right track to consistently create meaningful online content.

Getting an article or press release into an online publication takes hard work. Getting greater traction and traffic from that article doesn’t have to be. Want to know more? Well, content strategy development is one of KW2’s digital powers. Drop us an email if you’d like to learn more.

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