Is Your Golden Content Hidden Like an Easter Egg? See Why Sharing is Key to Your Content Marketing Strategy

Molly Bruno

Written by Molly Bruno on Wed, Apr 16, 2014

Sprout ContentEasterEggsWe often associate Easter with a time of joy. With all of the sunshine, bunnies and chocolate, who doesn’t have a soft spot in their heart for the pastel colors of the season? If you grew up with siblings or peers, Easter can also represent a time of serious competition. A peaceful day can turn quickly into grass stains and panic when hidden Easter eggs are thrown into the mix. As the baby of my family, I was lucky to get a not-so-subtle clue from my parents each year leading me to pinnacle of any Easter egg hunt: the golden egg.

When it comes to your content, it’s your job to become the proverbial parent and share that golden content with your audience. Although winning against your brothers and sisters can be fun, losing with your customers is not. There are several ways you can add distribution to you content marketing strategy so that your customers can easily find what they are looking for. So go ahead, give them a hint. Unlike me, your customers actually deserve the helping hand. 

The network that made the hashtag famous is a rich source for connectivity and tracking industry trends. Share links to your content, retweet other industry leaders using current keywords, tag relevant people or companies, and add in pictures for more visual interest. Because of the high frequency of Twitter posts, remember to post your content multiple times to reach people during different times of the day or week.

Facebook has made some exciting changes recently to its layout and algorithm for a new experience for businesses and consumers. As Facebook strives to create a platform like a personalized digital newspaper (as in its new Paper app), images are larger, more quality content is surfacing and brands can tag another brand in posts to reach fans of both brand pages. Like Twitter, Facebook also encourages tagging popular terms for more recognition. 

Grow your industry connections with LinkedIn by posting status updates with relevant content. Search for LinkedIn Groups that would most value your content and start a discussion. You can ask questions or opinions and encourage people to interact by including a link to your content.

Google +
For SEO purposes, it makes sense to use a Google program to publish your content. You can also create a Community, which has all publicly shared content indexed by Google Search. Building your own community allows you to find your brand evangelists who share your content into Google Search.

For consumer brands with strong visuals to share, Pinterest could be a good option for you. Like all social media platforms, approach it with a specific audience in mind. Find creative ways to share your content on Pinterest and create a buzz with your followers.

Don’t underestimate the power of email marketing. When done right, in the form of a compelling newsletter or announcement, you have the opportunity to reach an audience that appreciates email as a way to get updates and read content.  

Paid tools
Options like Outbrain, Adblade, aNEWSme and OneSpot are all paid services that distribute content in a native or advertorial manner. These resources can bring your brand and content to millions of people.

Though there are plenty of channels to distribute your content, remember that not every platform may be right for your business. Rather than posting the same information to every social media channel, find the best suited to share your message. How? Check out the secret to staying consistent with social media marketing

Enjoy sharing your content this spring, and don't make people have to hunt for it! Unlike easter eggs, you want to lead them right to it.


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