So, you’ve got your content teed up, whether it’s a guest post, a hot take, or a summary of a survey you conducted. You’re done, right? Not so fast!
Producing quality content is the first step. But now it’s time to share your content and to understand which pieces help bring leads—and ultimately customers—to your senior living community.
Here are 11 strategies that will help you promote and measure your content like a pro.
1. Write irresistible headlines.
Your content could be the best in the world, but it’s worthless unless you’re grabbing people’s attention and getting them to read it. Headlines are crucial for this very reason, and there are several rules for creating good ones:
- Make them explicit and concise.
- Don’t give away the whole article, but don’t hide what it’s about, either.
- Trigger curiosity. Appeal to emotions.
- Use numbers or percentages when possible.
2. Put your content in front of targeted eyeballs.
Share your content in an email to targeted prospects(hint:segment your database according to buyer personas, and only share content that will interest that particular persona). Share your content on social media as well. Putting your content directly in someone’s inbox is a simple way to reach them, while posting content on Twitter, Facebook, or LinkedIn makes it easy for people to share.
3. Add tools to your promotions arsenal.
Use tools like Buffer to share content efficiently. Buffer allows you to queue up content you want to share on social media and then spaces out when that content is released throughout the day.
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4. Embrace being a big fish in a small pond.
Don’t view the fractionalized senior living market as a threat. View it as a marketing opportunity to specialize in a niche.
5. Don’t date yourself.
When publishing articles that aren’t news-oriented,don’t include the date. With information that’s useful no matter when it’s posted, including the date may discourage someone from reading it as time passes.
6. Connect with everyone on social media.
Create a separate account if necessary on Facebook or Instagram for consumer-facing marketing and make sure to do the same on LinkedIn for referral contacts. It’s a content sharing platform—treat it as such. Content marketers benefit from connecting with each other.
7. Be a fount of information.
Content marketing is a test of generosity. It costs nothing to give away your best advice and knowledge, and that’s how you’ll win the relationships that give you the links, the authority, the rank—all leading to getting qualified visitors on your website.
8. Use data to your advantage.
How much authority does your page have? Find out with tools like Google Analytics. Make use of available data and adjust your content accordingly.
9. Focus on what matters.
There’s a very long road between getting a “like” and making money. A very low number of social media interactions convert into leads. Your website is much more likely to get a visit from a Google search, so put the bulk of your energy into where you get the best results.
10. Share content that people want to see.
Look at what’s getting shared and clicked the most. Use Google Analytics to find the articles that will get people to subscribe to your newsletter. Put these items on your sharing list.
11. Know when to share.
Track your web traffic and email click-through performance to find out when people click on your content. So if you find your Facebook audience engages around noon on Fridays, but LinkedIn folks seem to get into your stuff on Wednesdays between one and four, schedule your posts accordingly. For further insights, check out this industry research regarding the best times to post on social media.
What tips do you have for promoting content and measuring results? Share in the comments!
ABOUT THE AUTHOR: Andy Crestodina
Andy Crestodina is the author of Content Chemistry: The Illustrated Handbook for Content Marketing. Andy will be sharing his wisdom in two presentations at the 2018 Senior Care Marketing Sales(SMASH)Summit taking place Oct 1 – 3 in Chicago: Content Marketing Micro-moments: Turning Traffic into Leads and Leads into Conversions and Content Marketing 2.0. Drive your Content Engine in 2019.
Sign up for our free webinar “Content, Conversions and Lead Generation” on Thursday September 6th at 1:30PM EST.