Content Marketing Institute Founder Joe Pulizzi on “Activating Content” to Grow Audience
In February Publishing Executive interviewed Content Marketing Institute founder Joe Pulizzi on how he used the burgeoning content marketing market as a springboard for a thriving multi-channel media brand featuring the flagship industry event, Content Marketing World.
We wanted to share more of Pulizzi's sage advice, particularly his insights on "activating" content on social media. It's an area, said Pulizzi, where many publishers are falling short. "Publishers think, 'Oh, if we've got the audience, we'll just blast articles out and we're done!'"
But to truly engage readers, content needs to be brought to life on social platforms, said Pulizzi. This reinvention of content should drive conversation among readers and encourage content sharing. Here, Pulizzi provides three insights that will help publishers activate their online content and grow their audience.
For more social media know-how, check out Publishing Executive's Social Media Master Class on June 8th.
- Add a social element to your content. What works in print does not always translate to digital and social platforms, said Pulizzi. Content must be adapted so that it captures readers' attention on social streams and encourages them to share. "We'll insert a video or audio into our content, making it highly shareable," said Pulizzi. "Then we'll activate that content on LinkedIn, Twitter, Facebook, Flagshare, and Pinterest." CMI plans these kinds of social enhancements during the content creation process, taking into account the different formats and platforms that may work for a given piece, continued Pulizzi.
- Let your biggest fans market your content for you. It's not enough to send content out onto social media platforms and expect a return. Pulizzi recommended that publishers specifically target readers who have supported their posts before. Publishers can reengage readers through an email blast or targeted social media messaging. That will beget even more marketing, said Pulizzi, because those readers are the most likely to repost and share.
- Social helps search. "Believe it or not," said Pullizi, "we still get a ton of traffic from search." But indirectly driving that search traffic is social media. Readers often find content on social platforms and then link to that piece within their own article or blog, said Pulizzi. That type of sharing influences Google rankings and can help publishers push their articles toward the top.