The Five Rule: Don’t Ghost Your Content

Strategic Content Distribution is a key element in the success of digital marketing. The Five Rule is defined as leveraging any piece of content, such as a blog, image, video, or landing page, and customizing it for up to five different networks. The key to utilizing this rule is to use all your channels to bring traffic to your new blogs and reach your content pieces’ full potential by sharing posts, planning out stories, and more. Here is how to avoid ghosting your content and apply the Five Rule to each piece of content you produce.

1.) Post to Facebook

One of the simplest ways to distribute your content is to post it on Facebook, and essentially each quality piece of content deserves a post. When it comes to blogs or content, like a video that’s performing really well, be sure to enhance your post’s reach by activating your post with a paid promotion. These kinds of posts can reach a highly motivated audience using Facebook’s machine learning. For example, if you’re promoting craft beer in your destination, you can target those who have expressed an interest in craft beer. Check out how we promote our new blogs and content on our Facebook page and start using these best practices for your next post.

Facebook Blog Post Optimization:

  • The ideal post length is between 40-80 characters.
  • Include a compelling and related image to enhance the performance of the post.
  • Add a “feeling” or “location” tag and tag featured partners when necessary.
  • Once the link auto-generates with the blog preview with your featured image – remove the HTTPS link in your post description.
  • Boost the post with paid promotion. If you’ve never tried this, we recommend starting with a budget of $10 to see the impact.
  • If you’re not using funds to boost your post, try using organic targeting

2.) Schedule Tweets Out

If you’ve just posted a great video to YouTube, give it some love on Twitter! Highlight different aspects of the video in 2-3 tweets over the course of a few days. When it comes to blogs, since Twitter only allows for 280 characters within a single tweet, each character is valuable. Previously when posting a blog, there was the ability to shorten the link to save characters. However, you’re now able to create a ‘card’ to delete the text link all together known as a Twitter Card. These cards allow you to create a link preview for your landing page or blog post.

How to Create a Twitter Card:

  • Head to your Twitter Ad account and hover over ‘Creatives’ on the top toolbar.
  • Select ‘Cards’ from the dropdown Menu
  • In the top right corner, find the ‘Create Card’ button.
  • Select what card you would like to create
  • Fill in the necessary information and name your card.
  • Your finished card will appear in your Cards Library, and you can tweet the card from there

3.) Promote Your Content on Instagram

Although Instagram isn’t conducive to link sharing, you still have a golden opportunity to promote various links all in one place. Each Instagram account is allowed to share one link at a time in their bio. Utilize a website such as LinkTr.ee to compile your most recent blog posts or landing pages all in one place. While Instagram bio links may not drive a ton of traffic, in our experience, web visits from Instagram tend to be highly engaged with low bounce-rates and high session-durations. Also, be sure to distribute any unique photos or new videos you’ve made onto this channel as well, and continue to extend the story to your website!

Instagram Blog Post Optimization:

  • Make sure to keep this link updated with your most recent posts.
  • Share a relatable image to your new blog and create a strong Call to Action that tells your followers to check the “link in your bio.”
  • Make sure to use a shortened link

4.) Pin Photos from Your Blog onto Pinterest

Pinterest is an ideal tool to support your blog content. Pinterest Pins to your marketing strategy is virtually useless unless they are linking back to your website. Gather images from your blogs and use them as pins. If your blog consists of listed items, such as this one, use each photo to highlight each point.

It’s not all about blogs, of course. If an image on Facebook racking up views, or you just uploaded a highly polished video to YouTube, pin it! Just make sure you make them vertical and link to a relevant landing page.

Pinterest Blog Post Optimization:

  • Embed a relevant Pinterest Board in every blog.
  • Once your blog is posted, make sure to pin your blog’s images to the relevant board.
  • Be sure to describe the image with SEO friendly keywords such as the subject of the image.
  • *Bonus Tip: When Pinners Pin directly from your site, the image’s Alt Text auto-populates into the Pin. Make sure every image’s Alt Text is updated. Describe the photo, and include your destination’s name in every photo’s Alt Text.*

5.) Feature Your Content in Your E-Newsletter

E-newsletters are a great way to keep in touch with your subscribers. They’re also a way to drive traffic to your website and promote your new content. If you have a weekly blog strategy, it’s unnecessary to include each in your monthly e-newsletter – stick one that you believe will resonate the most with leisure travelers. Further down, you can always feature a photo of the month, too. Consider diving into your Google Analytics and identifying your most popular blog post. That’s what we do at TwoSix Digital, so make sure you sign up for our monthly e-newsletter!

E-Newsletter Optimization:

  • Have a catchy subject line that prompts recipients to open the email
  • Highlight your blog that may not have received a lot of traffic
  • Have a Welcome Email that ‘welcomes’ your new subscribers and highlights your most popular blogs

6.) Bring Your Blogs to Life – On TikTok

TikTok has quickly become the most popular social media platform filled with DIY’s, Funny Videos, and more. This social media platform has turned into a way to spread information and get your viewers to learn (and laugh). However, it’s also a great way to promote your new content like videos and blogs. Although you can’t post your blog on the platform, you can make an informative video highlighting your blog’s points and directing users to your website. The key to optimizing your presence is hashtags.

7.) Lights. Camera. Action — On Youtube

Unfortunately for digital marketers, audiences are more inclined to watch a video than reading a full blog, especially for a travel destination. Luckily, there are social media platforms at our disposal to capitalize on promoting videos. Promote these videos on all social media channels, and if you have a blog that can be converted into a story, make it into a video! Don’t forget to put the link in the description then.

8.) Create Stories

One of the most popular tools on most social media platforms is user Stories, from Facebook to LinkedIn. Stories range from 10-15 seconds, depending on what channel you’re on. Use these stories to share snippets of whatever you’re trying to promote, such as your blog, videos, or new posts. On Instagram, especially, be sure to direct users to the link in your bio to learn more! Check out how to create the perfect Instagram story here.

9.) Embed Your Content

Everyone wants to use the best content on their landing pages. The difficult part is to remember to update your landing pages regularly with new, up-to-date images. However, be sure to embed content related to your blogs into the body. The same goes for using videos that highlight an attraction. Try embedding the video on that partner listing page. You can also embed UGC on related pages — make sure you get permission and properly credit the content! Additionally, Embedding content to your website will help it live on forever and continue to successfully promote your destination!

The “Five Rule” is an approach you should take every time you post a piece of valuable content. Don’t let your content fade away. Distribute your content at least 5 of the 9 ways we outline here to make sure you get the most bang for your buck.

Be sure to check back here weekly to stay in the know about what we’re talking about regarding digital marketing trends, digital strategies, and more! Don’t forget to sign up for our newsletter, where we highlight the months most popular blogs and where we’re going to be speaking!

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