Have content, will travel: Where to post content for maximum impact

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Brands that have committed to a repurposing strategy can still go a little further to optimize by thinking carefully about where they post.

If you tuned in to see our webinar, Repurposing your content: How to do more with less, you learned how to get additional value out of what you’ve already produced. The research you conduct for resources like whitepapers and infographics can enrich other formats and provide collateral for weeks and months to come. With a little foresight, brands can set themselves up to efficiently spend intellectual capital, time and money wisely.

But there’s another way to get even more value out of content that you’ve already produced, and that’s through clever deployment. Put simply: When you send your content on the right channels, it goes even further. For example, businesses that know how appealing in-depth, data-driven content is on LinkedIn can publish it there to greater effect. On the other hand, a company that tries to use Pinterest to promote its white paper has probably wasted some time.

What follows is a handy guide to the best channels for sharing various kinds of content. Every market, industry and demographic group handles content differently, but these general trends can help a content marketing campaign that’s already humming along begin to fire on all cylinders.

Video – The best engagement bait

There are some types of content that thrive where others wilt, but video doesn’t seem to be one of them. Social media users, email recipients and organic search visitors all seem to respond to branded marketing videos with a consistent level of enthusiasm that transcends formats.

Videos can boost email click-through rates by as much as 96 percent.

• Facebook: Users are increasingly looking for interactivity in News Feeds. Instead of simple hyperlinks they have to click, they prefer to watch videos then and there – so it’s no wonder that Facebook video plays have gone up 785 percent since 2013. Engagement has also risen by 25 percent over the same period of time.
• Email might not seem like the most fertile soil for video posting, but consumers are becoming more receptive to seeing them in their inboxes. In fact, they can boost email click-through rates by as much as 96 percent.

In-depth blog content – Magnets for interested users

You might think that blog posts repurposed from more in-depth pieces would be valuable in their own right – and they are. But you can get more value from them by putting them on channels where prospects and customers are most active.

Content that’s longer than 1500 words get more Retweets, Likes and +1s than shorter posts.

• Twitter: Some of the most informative and engaging blog posts use questions as headlines. Posting them to Twitter has the potential to boost replies by as much as 1050 percent. How-to posts will also spread across your follower network – they receive three times as many Retweets as regular posts.
• In fact, any social channel will benefit greatly from long-form content being posted. Content that’s longer than 1500 words get more Retweets, Likes and +1s than shorter posts.

Graphics – The ultimate eye candy

One of the main incentives for producing graphics is that they make complex subjects easier to understand. But it’s a mistake to overlook the fact that they’re also inherently engaging and shareable.

Rich snippets and thumbnails in SERPs increase clicks by 150 percent.

• Email: It’s becoming harder to stand out in customers’ inboxes, but one surefire way to capture readers’ attention is through email graphics. In fact, 82 percent of marketers say their emails are more likely to be read when they include some kind of visual element.
• Search: It’s worth remembering that blog posts and news stories will always benefit from visuals. Mainly that’s because rich snippets and thumbnails in SERPs increase clicks by 150 percent.

News stories – All the content that’s fit to print

While the move away from keyword-centric SEO has shifted some brands’ efforts from news to evergreen content, it’s still essential to publish content about current events, if for no other reason, than they’re perfect for marketing channels, including:

channels repurposing content

• Any social network: Consumers prefer brands that publish news on social media – in fact, consumers who saw news stories published by brands on social networks were 19 percent more likely to recommend those brands.
• Search: Blogs and dedicated news sections are still excellent places to post news stories. That’s where half of all Americans get their news and are therefore likely to expect it in search results.

There’s no single right way to go about repurposing content. Brands should think of it as a philosophy, rather than a practice. Instead of a separate activity, it’s a way of thinking about what what you do already. Therefore, it’s important to start campaigns with repurposing in mind, figure out what other content types can be produced and decide what channels are going to help them travel the furthest.

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Alex ButzbachAlex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.
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