Content Sharing: Building a Recipe for Success

In my last blog post, “77 Content Types to Feed Your Audience,” I offered guidance on planning a content menu that meets the demanding appetites of your audience. Well, now it’s time to share that content, so fire up your content kitchen and let’s get cooking!

The art of sharing your content is similar to cooking a great meal. While there are many ways to accomplish the task, some ingredients are more vital than others to guarantee tasty results. You want to combine proven ingredients and then continue to make adjustments after each content campaign based on the results.

Content Sharing Recipe: Star Ingredient, Pantry Staples, Salt. Optional: Special Sauce, Local Flavor & the Unexpected

THE “STAR” INGREDIENT: Your Content’s Home Base

The goal of your campaign should be to drive audience engagement with a primary landing page where new prospects can be converted into leads, leads into customers, and customers into nurtured brand advocates. All other ingredients in your content sharing recipe should be supporting this goal.

Drive traffic from search and other channels by housing your lead generation and thought leadership content on your brand’s owned digital properties such as your organization’s website, blog and branded microsites.

PANTRY STAPLES: Distribution & Publishing Channels

Tried and true, these methods of sharing content can really get the job done for most campaigns. You’ll likely want to use one or more of these to generate awareness and expand your known audience.

Amplify your content’s reach by pushing it out to subscribers of your blogs, email feeds and newsletters. Send a press release to attract the attention of influencers and share your content across a network of websites where it can be found by audiences previously unknown to your brand.

Boost: Add SocialPost to your press release distribution to increase your Twitter impressions.

A DASH OF SALT: Social Media

Social media is a must have in nearly every content sharing recipe, but be careful not to overwhelm your feeds with a bunch of brand promotions. Remember, your primary goal for your brand’s social channels is to cultivate a relationship with your followers by offering an array of useful content and industry insight.

Tag social posts with pertinent hashtags to join conversations and be found in related searches. Don’t forget to use trackable links through tools like to measure the impact of your efforts.

Boost: Use social media scheduling tools like Buffer, HootSuite, CoSchedule, Ocktopost, etc. to schedule and optimize your social media distribution.

SPECIAL SAUCE: Digital Content Discovery

Get your content found by browsing audiences. Submit links to your content on social bookmarking platforms or use paid content discovery tools to drive awareness. Build digital story collections, magazines or newspapers on third-party platforms to reach new audiences.

Boost: Use tools like to add calls to action to curated third-party content that you may include in your digital publications.

LOCAL FLAVOR: Community Involvement

Answer questions in broad forums, participate in related conversations in industry-specific or super niche communities, or respond to media queries by providing a link to your content as an offer of additional information.

Boost: Set up Google Alerts or IFTTT notifications to keep you aware of questions on Reddit, Quora, etc. that can be answered by your content.

A HINT OF THE UNEXPECTED: Surprise and Delight with Out-of-the-Box Thinking

Garner attention with a more creative approach. Buck the digital trend and snail mail your audience a direct mail package. Add links to your content in email signatures and the “About” pages of your social platforms.

Sometimes one type of content sharing method can be used to amplify another – Instagram your earned media coverage, send a press release to promote a blog post, etc. The possibilities here are endless, so get creative!

TWEAK TO TASTE: Review Results and Adjust Accordingly

As with any great recipe, you need to taste it as you go and incorporate feedback from your guests. Make a note of the channels that generated the most traffic and lead conversions. Determine which were best at generating awareness and broadening your known audience. Incorporate these insights when strategizing how you will share your next piece of content to produce an even more delicious outcome!

Learn how to develop a thorough brand monitoring strategy by downloading our guide Monitoring Your Brand Across the Web. And for more information on the different ingredients in a content sharing recipe, check out our companion SlideShare below: