A social media strategy is only as good as the content it pushes out. When we are talking about creating an effective inbound marketing strategy, two essential components of that strategy will be a blog that regularly publishes quality content and well crafted social media posts that effectively push out that content.
However, automatically scheduling your blog posts to be published on different social platforms, all with the same simple title of your blog post and a long link, is not what I mean.
When it comes to determining how to post blog content on social media, creativity is a must. Take a look at what everyone else is doing. Look at their engagement levels. What's working and what isn't?
There are two parts to sharing your content. The first is grabbing the social user's attention. The second is delivering the content in relation to the hook. Both parts are equally as important.
Below are some examples of how to post blog content on social media:
Unless you are a large, noteworthy publication like Mashable or Buzzfeed (two online publications made for the Internet) simply posting an update with a link to an article is probably not going to get you the engagement levels and traffic you are looking for.
I suggest posting exactly like Sunset Magazine did below. With an engaging photo, tantalizing questions that spark curiosity, a call to action and a shortened link.
To share your content on Instagram you are definitely going to have to have a rich, captivating photo. The Coveteur, a fashion magazine, has great success driving traffic to their site from Instagram, typically because they have beautiful fashion images to go with the content they post. They also use emojis, fun captions, hashtags and links- all best practices.
People have become inundated with blog posts on LinkedIn. Many people just dump their blog links onto the platform, a practice that many of us have become numb to. See below how I shared a comical quote and then tied it into a recent blog post I wrote.
When it comes to posting your content in groups, be careful. People are so aggressive with just dumping their content. A good rule of thumb for engagement in LinkedIn groups is to make sure you keep an equal balance of sharing blog content in LinkedIn groups, posting genuine questions in groups and commenting on other's group discussions.
Sharing your blog content on Twitter can be done in two ways. The first is the typical way we see below, a quick, attention grabbing hook and the blog link as the punchline. When posting your articles on Twitter, shorter tweets are better. This way if someone wants to Retweet your tweet and add their own comments, they will have the room to do so.
— Co.Create (@FastCoCreate) May 29, 2014
The second way to share your blog content has to do with utilizing real-time Twitter engagement. Take one of your more popular blog posts that answers a common problem your prospects are having. You can then search for people talking about that problem on Twitter and offer up your piece of content that offers a solution.
When sharing content on Google+ I typically recommend sharing your blog content in communities (think LinkedIn groups) over just on your personal page. When you share in a group that post will come up on your personal page anyway in addition to those in your circle. So you're getting double the reach. However, there's a catch! Google+ does not want to become what LinkedIn sort of has become: a site for dumping your content. In fact, many communities won't allow you to post your own content in a community. Make sure you are carefully reviewing community guidelines before posting.
That being said, trying to spark engagement with your blog post is a must on this platform. Ask the question or post a casual update before getting to sharing your blog post link!
Similar to Instagram, having captivating images that draw in user's attention is a necesitiy. With Pinterest your photos don't have to be as rich as on Instgaram, but they still need to capture user's attention. If you don't have the time to create your own unique and captiviating images, try to grab comical or attractive images that somewhat relate to your content. See how this graphic design company cleverly shared a social selling blog post below.
These are just a few examples of how to post blog content on social media. Hopefully they help you brainstorm some unique and clever ideas!
How do YOU share your blog content on social media? Put your examples in the comments below!