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Getting the Most Out of Your Message

You put a lot of time and effort into creating content that captures attention and communicates your message. Get more value from what you create when you promote it across multiple platforms and focus on different demographics within your audience.

When you’re using several methods of distributing information, be careful that you don’t overwhelm your audience. If someone follows you on Instagram, Twitter, and Facebook, and also subscribes to your weekly newsletter, they’ll get tired of seeing the same headline pop up time and again. That is why you should tweak your content for every platform you use to promote it.

Here are some tips for squeezing the most out of your message.

Create Attention-Grabbing Subject Lines and Headlines

When you email your audience, you hand the control over to them. It is easy for them to ignore what you’ve sent. That is why crafting the perfect subject line is important. Keep in mind that most email services have room for around 50 to 60 characters in the subject line, but that is only if the email is being viewed on a desktop or laptop computer. Mobile email apps may only display 20–30 characters of the subject line, so you must make every word count. The most important words should go at the beginning.

Adjust your subject lines according to whom you’re emailing. When people sign up for your newsletter, you can ask them to tell you what they’re interested in. This can help you customize subject lines so you truly get the most out of the content of the emails you’re sending.

Crafting headlines for your content is also key, no matter how you plan to spread your message. Informational headlines that arouse curiosity or stir emotions — or both — are best. You can tweak the headlines you use according to the platform you’re using, whether that is email or anything else.

Adapt Your Message for Different Social Platforms

Image via Flickr by Mark Kens

When you’re readying your content to step into the world of social media, consider who will be looking at the message.

  • Facebook is the most commonly used social network among all ages; try to craft a headline that will have the broadest possible appeal.
  • Twitter users want succinct information. You might share a specific, interesting fact from your content and then link to the rest of the article. This way, you can promote the same content multiple times with multiple facts via several Tweets.
  • Instagram is all about being visual, and more than half of its users are female. Use striking photographs or artwork to make your content appeal to women.

When you’re using Twitter, Instagram, GooglePlus, or any other platform that utilizes hashtags, use tools like Tagboard to discover which hashtags are trending. Tagboard organizes web conversations according to hashtags, so you can easily find out which topics are hot across your industry. If your content focuses on those topics, highlight that in your social media posts. When you come up with a new hashtag, you can use Tagboard to monitor it.

Don’t go overboard when you’re updating your social media. If you post too much at the same time, especially if the posts all relate to the same content, your audience might start to see this as spammy. Posting once or twice a day is sufficient.

Use Your Information for Different Content Forms

Many content topics are a suitable fit for several forms of content. For example, imagine you own a clothing shop. A long-form blog post about what to wear on a date might appeal to members of your audience who love little details. However, you can get more out of that same information if you also adapt the content to folks who are more visual. A video with models to show off your outfit ideas, or a series of Instagram posts, can distribute your content to a broader audience.

The possibilities are even greater when you have content that contains a lot of hard facts and data. Create an infographic; this type of content is shared up to three times more than other forms. Write different introductions for your infographic that might appeal to a range of audiences. Some people might be interested in the statistics section of the infographic, whereas others might want to skip to the part of infographic where you provide a list of practical tips.

You might even consider creating a podcast with your content. According to Pew Research, as of 2016, more than 20 percent of Americans over age 12 had listened to a podcast in the foregoing month. While podcasts don’t reach as many people as other types of content, they can be ideal for members of your audience who would rather listen to your information on their daily commute than read what you have to say.

Reuse Older Content

Just because a piece of content is a few months or even a year old doesn’t mean you should stop promoting it. In fact, 76 percent of the traffic to the Hubspot blog goes to older posts.

There are several ways you can continue to get your content seen, even if it isn’t your newest, shiniest creation:

  • Reuse seasonal posts annually. You might have to update some of the wording or get the most current statistics, but you can still use that popular Christmas article for a few years. This doesn’t mean you shouldn’t create something new for the current season, though. Have your new content link to the old content and vice versa.
  • Promote trending content. When the buzzwords in your industry shift, see if you have any older content that relates to what is currently happening. With new images or a new form, older information can hop right back into trending conversations.
  • Compile older content into an ebook. The ebook shouldn’t simply be a collection of things you’ve published before. You can add new details and create some content that is exclusive to the ebook. Offer the book as an incentive to get people to sign up for your email list or follow you on social media.

You’re proud of your content, and you want to disseminate it to the largest extent possible. The above tips have the potential to help everything you create reach its full potential.

About the author

Joy Nelson