I can already hear many of you saying you have no idea what I am talking about. Read on and it will all become clearer!
Basically what I mean is that you have narrowed down, from a wide variety of potential topic ideas and ways of developing content (blogs, articles, videos, media interviews etc.), to one or two forms of content and some subject matter areas that you believe will be appealing and of interest to your target audiences, existing clients and prospective clients.
You have also nailed down a strategy for regularly developing that type of content and you are investing quite a bit of time into the development of it.
All that time and initiative will come to naught if you don’t do something to get that content circulating, seen and easily found by the people that you want to see it.
So, the next thing you need to do is figure out how to distribute your content. The ultimate goal here is to have your content reach as many of the “right” people as possible and to continue to expand its reach to more and more of them.
Here are some tips and resources you can use to help you distribute your content and enhance the likelihood of your blogs being read and by more people.
- Recycle and repurpose your content – Recycle, reuse and repurpose your content across different channels. Do you have an upcoming speaking engagement? Recap your speaking engagement in a blog, video or webinar. Take the paper that you prepared for it and turn it into an article, or a series of blogs, to share with your network. Think about how you can repurpose your work and reuse it. This will ensure that you get the most bang for the time you invested in creating the content.
- RSS Feeds –Many news sites and other blog sites (websites that have regularly changing content) syndicate their content through an RSS feed. Equipping your site with an RSS feed allows your readers to subscribe to your site so any new content gets delivered to the RSS reader that they are using, automatically and immediately upon your publishing it.
- Use your RSS feed to feed your content directly into your social media channels– Once your site has an RSS feed, you can utilize it to push your content out through your social media channels (i.e. G+, LinkedIn, Facebook, Twitter) using tools like dlvr.it and Hootsuite. You can set these social media management tools to periodically review your RSS feed to see if any new content has gone up since it last checked. When it finds new content it creates status updates and posts directly onto any social media platform you have connected it to. This is all done automatically so you do not have to spend any extra time scheduling and delivering your content each time.
- Reuse your content – To the extent that your content is “evergreen” meaning that it is general information that is not somehow bounded by time and will not grow irrelevant, there is no reason not to reuse it by doing things like posting it again at a later date on your social media platforms or other distribution channels. Weeks, months or years later different people may be looking for that same information. You can use the tools mentioned above to schedule more posts for the same content days, weeks, months or years in the future.
- Get your site listed on directories – For example, LawBlogs.ca is a directory of Canadian blogging lawyers, firms, paralegals, etc. Readers can browse the site by practice area, industry, latest additions etc.. It also allows readers to subscribe by RSS feed to be notified of blog additions. These blog lists are great for search engine optimization and further leveraging your work. If you already have a reliably producing blog – submit your blog to LawBlogs.ca here!
- Submit content to other content producing websites – Consider submitting content to other websites that produce and distribute content. For example, Slaw.ca is an “online legal magazine” covering a range of topics from Dispute Resolution, Intellectual Property, Legal Ethics to Legal Marketing and Legal Technology. With over one million monthly page views, there is a good chance that the content you place on Slaw.ca will be distributed to a different set of readers than those visiting your firm page or your social media platforms. Canlii Connects is another example. A word of caution, some such sites require that content submitted to them be original. In many cases though, even those that require original content, do not prevent you from distributing that content, with an acknowledgment of the location of its first appearance, by posting the link on your own site or social media platforms (see 4 above).
- Paid Services – There are a variety of paid syndication services that have made a business out of distributing content to a much larger audience that any of us are likely to reach alone. Mondaq and JD Supra are two examples of distribution services that work well for professional services content and that have very large readerships and very strong SEO. Readers include in-house counsel, business leaders, company directors, financial officers, banking professionals, editors, reporters, etc. These may be cost-prohibitive for smaller professional services businesses, but are well worth the expense if you can afford it because your content will reach such vastly greater numbers of interested readers.
You are already investing time (and potentially money) into creating content to enhance your profile and your perceived competence. Taking a few small additional steps like those described above will significantly amplify the benefit you get for all the work you put into creating that content.