22 Ways to Spread the Word About Thought Leadership Content
What’s the secret to getting thousands of people to read and share the expert article you (or your client) worked so hard to write? Our editorial team has worked with members on tens of thousands of articles, and here’s they’ve noticed about the most successful authors.
They see writing as only the first step in the publishing process. After a piece is edited and published, these successful authors actively spread the word and promote their article.
Members who contribute content regularly and share their articles with the right people report back to our editorial team with amazing results. A single Expert Panel response or article might lead to a new potential customer signing up, a job inquiry from qualified talent, or even a cold email from a potential partner.
If you or your clients want to see similar benefits from sharing thought leadership content, here are 22 simple but highly effective marketing strategies to use the next time you have an article to share:
1. Create an article marketing checklist. This article is a good place to start. With a list like this, every time a post goes live, you have a pre-set plan ready to put into motion.
2. Add a link to your latest press mention to your email signature. Chances are, you send out hundreds of emails in a given week to clients or customers, colleagues, partners, vendors, you name it. Your email signature is valuable real estate — use it!
3. Add a link to your “Press” or “As Seen On” page. Personal and company websites are ideal showcases for your recent press mentions.
4. Create a series of social media “snippets” for sharing each mention over time. Tools like Buffer, Edgar, HootSuite, and CoSchedule make sharing to multiple networks over time easy. The key is to reframe your update each time, based on target audience and network — and to keep sharing snippets weeks (or months) after your press mention is published.
5. Email your sources the article link. Did you quote someone in your network? Or ask a colleague to share an experience you discuss in your article? Email them the link (and a thank you) when your article or Expert Panel goes live.
6. Tag any companies or influencers mentioned in your post. When you share on Twitter, Facebook, LinkedIn, and other social networks, make sure to tag the experts, companies, or organizations cited in the article. They might repay you by sharing it with their own networks!
7. Send a personal email to key people in your network. Clients, advisors, trusted colleagues in your industry — send them a note when you appear in Expert Panels or write an article on a topic that they care about. Tell them how they influenced your thinking; you can even ask them for their candid feedback in a comment.
8. Include the link in your next newsletter. It’s a great way to build credibility with leads or existing clients while sharing information or advice they can actually benefit from.
9. Use the article or Expert Panel topic as a springboard for a related post. Existing press mentions can inspire future articles or even company blog posts. Don’t forget to link back to the original.
10. Repurpose advice or tips as a slide deck or PDF. Done well, marketing on Slideshare is a highly effective way to reach a wider audience.
11. Create a short video discussing your article’s main insights and share it on your website, in a blog post, on Facebook or YouTube.
12. Create a compelling image with a key quote or snippet. Quotable, shareable visuals are ready-made for Facebook, Instagram, Pinterest, and similar networks.
13. Add it to your LinkedIn publications. Potential hires, partners, investors, and colleagues all use LinkedIn to verify credentials.
14. Engage with other experts who write about similar subjects. Of course, this isn’t a one-way street: share their content, follow them, and comment on their posts before and after asking them to read or share your article.
15. Ask industry influencers to weigh in and share. This takes some work and some high-level networking (unless you already have top influencers within an email’s reach), but the potential impact of an influencer sharing your press mention is huge.
16. Keep track of social mentions so you can re-share, follow up, and say thanks. Google Alerts, Mention, or your existing social media scheduling software can help you or a staff member stay on top of mentions and shares. When someone in your industry does share, follow up, re-share, say thank you, or even ask them to comment.
17. Add important press mentions to job postings and career pages. This won’t necessarily increase shares or views, but it will ensure that key hires understand your organization and your vision from the get-go.
18. Boost your article’s visibility with paid promotion. From services like Outbrain and Taboola to sponsored Facebook posts and promoted tweets, there are a lot of additional channels to explore if you’re interested in investing further.
19. Share your favorite articles with your peers. No one understands and appreciates your business challenges and resulting insights better.
20. Republish your post (in whole or in part) with a link to the original on your personal website, Medium, or LinkedIn. Just remember to wait until the exclusivity period expires. (The Community Company concierge can assist members of our communities with details.)
21. Keep a “link list” of all of your published content. Better yet, create a page on your site dedicated to all of your published works. Then, every time you write a new post on a related topic, think about ways to incorporate your previous articles in the new piece. Let’s say you write often about digital marketing and Facebook advertising. If you wrote a long explainer post about how to set up a Facebook ad and your next article focuses on audience targeting, it just makes good sense to link back to it every time you write about Facebook ads — that way, you stay top of mind for readers by giving them all the info they need in one spot. (Tip: Make this same list available to your marketing team.)
22. Step into your audience’s shoes. Above all, if you want readers and colleagues to help you amplify a post, the key is to write about topics they care about. What are their pain points? What insider knowledge, tips, or hacks can you share that will take their lives or businesses to the next level? What are influencers in your industry talking about these days, and how can you contribute to the broader conversation — and in the process, get more visibility for your own thought leadership?
If you’d like to work with us to take your thought leadership all the way from writing to published and spreading the word, we’d love to talk more with you to see if one of our communities a good fit for you or your client.