How to get your content seen

You know your content is unlikely to go viral, but it would still be nice to get more than a handful of likes, wouldn’t it?

Because what’s the point of spending hours writing a blog post or talking to a video camera if nobody cares.

In this video and article, I share my advice for getting your content seen by more people, and more importantly, getting it seen by the right people.

And that’s the first thing you should concentrate on – getting your stuff in front of the right people.

Don’t focus on likes and comments; focus on conversions. If ten people see your content and one of them becomes a customer, that’s better than 100 people seeing it and none of them becoming a customer.

So with that in mind, here’s how you can improve your reach…

Create content your target audience will be interested in

Sounds pretty obvious, but it’s surprising how many people create content without thinking about their target audience.

Sure, sharing a video of your team doing the latest TikTok dance craze might get a lot of likes, but is it going to get you meaningful engagement? Probably not.

So, before you rush off to write about whatever the latest industry trend is, take a minute to decide whether your ideal clients will actually be interested.

Social media is a great place to get ideas for content. You can ask people what they’d like you to cover in an article or video. You can test different content ideas on a small scale. And you can look at what content your target audience already engages with.

Check out your competitors’ content and see which topics get the most interest – can you put an alternative spin on a subject or present it differently? Look at what your existing clients engage with? Find groups or hashtags that your ideal clients follow and look at the questions and conversations that are going on.

And listen to people. What questions do you get asked over and over again? What advice do you find yourself repeating? What mistakes do you see people making? These could be great subjects for your next piece of content.

Create quality content for people you want to do business with

The most important thing to remember when you create content is not to try and appeal to everyone. It’s impossible, and it doesn’t make for good content.

Instead, think about the sort of person you want to do business with – your favourite client – and write (or talk) as though you are writing for them (or speaking directly to them). The more your content resonates with someone, the more likely they are to want to do business with you. 

And go for quality over quantity. Don’t just bang out short blog posts on the latest crazes for the sake of creating content. Go for evergreen content instead – content that can be used over and over again. Content that people will bookmark or rewatch.

Content with a long shelf-life is more likely to get comments and shares, meaning more people will see it over time.

Share your content and get others to share it

It’s not enough to just stick a blog post or video on your website and hope people will find it. You’ve got to get it out there in front of them.

Social media is the easiest way, and it’s free. But don’t just share a link or video with no context – explain why people should click through to your article or watch your video. What’s in it for them?

For example, when I share this blog post on social media, I might write something along the lines of:

“Do you struggle to get your content seen? Here are my tips for reaching a wider audience with your blog posts or videos.”

When you read that, you’ll know who the content is for – people who struggle to get views – and what the content is about. Much better than “check out my latest blog post”.

As well as sharing content yourself, get other people to share it. If you have colleagues, they should definitely be sharing it, but suppliers and clients might share too if it is useful to their audience.

And you don’t have to only approach people you know. Let’s say I write an in-depth guide on how to write your website copy; I could approach web designers and ask them to share it on their social media pages as it will be helpful to their clients.

You might even want to consider blogger outreach – the process of reaching out to other bloggers or journalists and asking them to link to your content or share your content.

For more in-depth articles on how to do blogger outreach effectively, check out these articles:

If you have an email subscriber list or you send out newsletters, make sure you include links to your latest blog posts or videos in your next email.

And you could even include a link to your latest blog in your email signature – it’s far more interesting than just a link to your website homepage.

Reshare – don’t just share your content once

Not everyone you are connected to will see your content the first time you share it. In fact, you’d be lucky if 20% of your followers see it. And of those that do see it, not all of them will watch, read or listen the first time around.

So share your content multiple times.

Reshare it on social media, but try using different copy in the accompanying post. So, for example, if the first time I share this blog post, I write:

“Do you struggle to get your content seen? Here are my tips for reaching a wider audience with your blog posts or videos.”

The second time I share it, I might say:

“Want to know my secrets for getting your content in front of more people? Click on the link below to find out how to get your content seen.”

And the third time I share, I might go into more detail:

“Do you spend ages creating content, only to get a handful of views?

Wouldn’t it be nice if all that effort actually resulted in leads, or even better, sales?

While there’s no secret formula for creating viral content, there are some steps you can take to get your content seen by more people.

  1. Create content your ideal audience will be interested in
  2. Create quality content
  3. Share your content
  4. Reshare your content
  5. Repurpose your content

If you’d like some tips on doing these 5 things more effectively, check out my article and video here.”

Don’t be scared of resharing old content. Companies don’t make a TV ad and only show it once. People are used to seeing the same things more than once – it’s perfectly normal.

And as well as resharing on social media, link back to older content from new content or add a ‘related content’ section to the bottom of each blog post. 

Repurpose your content

Not everyone likes content in the same format. Some people like video, while others prefer blog posts. Some people want to read a book, while others prefer audiobooks. Some people want short, easy-to-digest content; others want in-depth white papers.

The point is, not everyone wants to view your content in the way you’d like them to view it.

So repurpose it.

Break longer content up. This article, for example, could be turned into 5 shorter pieces of content or turned into an infographic.

The video can be shared as a standalone piece of content, and I even have a shorter version that’s perfect for social media:

As well as taking longer content and splitting it down, you can take shorter content and expand on it.

There are loads of ways you can repurpose your content. Here are just a few suggestions:

  • Take snippets from articles and turn them into social posts or images
  • Transcribe videos and turn them into blog posts
  • Create videos based on your most popular blog content
  • Make an email series
  • Turn a presentation into a blog post or vice versa
  • Turn a series of blogs into a PDF or eBook
  • Turn email content into social posts or vice versa

Whenever you create a piece of content, think about how to reuse it to get maximum mileage.

What’s hiding in your content closet?

This article is all about getting your next piece of content seen by more people, but what about your existing content?

You could have a gold mine of content already. Go back through your old blog posts, presentations, videos and social posts – what can be reused or repurposed?

You might be surprised what you find hiding at the back of the closet!

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