Cross-Promotion Is Key for Increasing Engagement With Your Content
Creating an effective strategy for content marketing requires more than simply reposting your blog on each social media platform with a hashtag. Savvy cross-promotion considers the specifics of each site and the preferences of its users. In this guide, you’ll learn some ways you can get the most engagement around your blogs and increase traffic to your website.
Whether it’s a character limit or a preference for images over text, each social media platform has a different set of priorities that can influence your cross-promotion efforts:
Facebook: You can promote your blog through your profile and page, and in your groups. Facebook posts can be long (up to 10,000 characters), but because only the first 480 characters show up in the feed, you’ll want to get the meat of your message into that section. Shorter is better: posts with fewer than 50 characters get the most engagement.
Posts with images perform better on Facebook, and your feed favors posts that use an uploaded image and a link in the text field versus using the automatic link preview post. On Facebook, your best times for posting are between 1:00 p.m. and 4:00 p.m., then from 6:00 p.m. to 10:00 p.m., and on weekends. Share your blog often at first to get it rolling, then eventually back it down to two or three times a month.
Twitter: Twitter created a buzz in the content marketing world when they bumped up their character limit, but it turns out that tweets are best kept short. Those under 140 characters still perform best. To increase retweets of your blog, be sure to include images and links, and don’t forget the hashtags. Using up to four hashtags makes your content more searchable. The lifespan of a tweet averages about 18 minutes, so be sure to tweet it more than once each day in the initial promotion.
LinkedIn: You can share your blog on your profile, plus company and showcase pages and any groups you’ve joined. When you post on your company page, you can use up to 600 characters, but keep in mind that only the first 150 characters show without truncation. A blog post with an image and a link works best for LinkedIn, and LinkedIn users tend to favor blogs that are how-to or list-oriented. Posts tend to do best on LinkedIn when they hit between 8:00 a.m. and 10:00 a.m. or 4:00 p.m. and 6:00 p.m.
Pinterest: Use an image on Pinterest to promote your blog, with a simple description of the image, though Pinterest does allow up to 500 characters if you need more detail. You should also include searchable keywords in your description as hashtags and a call to action. You can continue your cross-promotion on Pinterest, posting the same blog multiple times but with different images.
Instagram: Like Pinterest, Instagram heavily favors visual content, but the lifespan of images is much shorter. You have up to 2,200 characters of text to use, but only the first three lines show up in the news feed. Your magic number for Instagram posts is 155 — that’s the ideal character number to get the most engagement.
Instagram is another great site for hashtags, and some captions are hashtag-only, with up to 30 possible on a single post.
Promoting your blogs on social media is an important part of your content marketing strategy, but tailoring your messages for cross-promotion on each site can be time-consuming. SJC Marketing can handle all your social media management, so that you can go back to doing what you do best: running your business. Contact us today to get started.