Tips For Creating the Perfect Publishing Strategy
Congratulations! After lots of hard work, research and planning, you’ve created some exceptional content that you’re ready to distribute to your audience. Crafting content is the first step, but just as important is having the perfect publishing strategy in place. After all, you want as many people as possible to see the content you’ve created.
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With these tips, you can publish your content in the right way. Everything from format to timing can make a big difference, and there are ways to track all of these variations. Since you’ve gone through the effort of making great content, take it all the way and ensure that your publishing strategy can reach the widest, most appropriate audience for your brand.
Blend Current and Evergreen Content
Current content, just like the name implies, is content that has been written recently. It might be time sensitive, or it may recap a recent event. This content needs to be published right away in order to have the biggest impact on your audience.
The other major type of content is called evergreen content. This is content that is relevant not just immediately after publishing but for years to come. If you have a fashion blog, for example, current content might include “The 10 Hottest Trends for Summer 2018.” Evergreen content, on the other hand, could include “How to Wash Wool Clothing.” Evergreen content is helpful to your audience for a longer period of time, and it will continue to come up in search engines long after it was initially posted.
The best publishing strategy utilizes both current and evergreen content. Ideally, both are interspersed. Alternating one current piece of content with an evergreen piece of content means that you won’t see a significant drop-off in readership. Current content is responsible for the sharp spikes in readers, but evergreen content is the long, slow burn that leads to steady views. For best results, combine both.
Use Trending Topics If and When They’re Appropriate
Every single day, there are more than 3 billion searches on Google alone. Many of those searches relate to trending topics like current events, pop culture moments or holidays. When people come across these trending topics on social media, they are also more likely to click on the link and take a closer look at the content. Whenever possible and appropriate, your brand should be creating content based on trending topics.
The key word to remember here is appropriate. If you run a financial firm, then creating content based on the Academy Awards is probably not relevant to your audience. If you’re a lighthearted toy company, then bringing up news about an international war is also not suitable. However, that financial firm could discuss a recent inflation issue overseas, and the toy company might talk about the toys topping Christmas wish lists for the season.
If you’re not sure how to find trending topics, a good place to start is Google Trends. You can search for trends that are relevant to your brand and browse the trending topics of the day.
Publish Content When Your Audience Is Online
There are plenty of guidelines that determine how often companies should publish content on various platforms. Here are some rough recommendations for publishing content on various social media networks:
Although frequency clearly matters, timing is also key. To get your content seen by the right audience and the most people, it needs to be published when the majority of your audience is online. For LinkedIn users in California, that might be at 8-10 a.m. PST on weekdays. For teens using Instagram in Florida, that might be 7-9 p.m. EST on the weekends.
If you’re not sure when exactly the peak time for your audience is, check your analytics. Facebook and Google analytics can tell you when your website or social media profiles experience the highest number of views and clicks. These results should greatly influence your publishing schedule.
Achieve Brand Unity Through Consistent Layout Themes
Certain businesses have achieved an iconic level of recognition. When you see a Coca-Cola can, for example, you’ll immediately identify the font and the colors. While most businesses won’t ever achieve that global awareness, they can still aim to achieve brand unity across their platforms.
One way to do just that is to use consistent layout themes. Keeping colors, font and voice the same across your networks is key to showcasing who you are. Consumers appreciate familiarity, and they are more likely to pay attention when they recognize the brand.
Optimize Your Publishing Strategy While It Is Ongoing
Even if you follow all of these tips, there may still be adjustments that could benefit your brand. One of the biggest mistakes that companies make is refusing to change their publishing strategy until it is too late.
If your analytics tell you that mid-afternoon during the week is the best time to post new content on Facebook, then do so! However, continue to monitor the results of that strategy. That peak mid-afternoon time might bring about more competition, which could mean that you’re getting fewer clicks through to your website. As soon as you see this to be true, switch up the publishing times. Publishing content isn’t something you should just set and forget. Monitoring it regularly ensures that all your content has the greatest possible impact on your audience.
The perfect publishing strategy can make a big difference in the effectiveness of your content. Branding, timing and analytics will all play a role in getting your content in front of the right audience at the ideal time.
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