By Peter Boyd, founder of PaperStreet
If you haven't heard, long-form content is the hottest website trend of the moment. Search engines are rewarding sites that share lengthy, insightful and quality posts. If you're going to stay competitive and maintain your edge, you'll want to start churning out this highly prized content as soon as possible.
But writing the content is only one part of the process. Once it's written, it won't do you any good if it isn't seen by your target audience. With over 18 years of experience in law-firm marketing, I've seen firsthand how even the best writing can get overlooked if it isn't pushed out in front of the right eyes. So, how do you get the audience shares you want on the long-form content you worked so hard to create? Here are the hacks you need to know.
Pack a punch.
A long piece of writing is likely going to cover a number of topics. While this is great, you're going to have to zero in on which sections provide the most nuanced and interesting pieces of information. Where do you share some key insight or offer an example that will hook your readers immediately? These are the parts of your content that you need to share on your social media platforms. These pithy paragraphs will likely captivate your audience and encourage them to share the piece with others who may be able to relate.
Make sharing easy.
This sounds obvious, but you'd be surprised how many businesses are missing out on opportunities to share their content, all because they've made the process too hard for their readers. Let's face it, people want everything fast and straightforward. And if you want their business, you'll make it that way.
You can and should always include visible share buttons with your content. However, if you have some extra time or a skilled tech person who can help, you may want to embed your share options directly into the post. Twitter is a great platform for this, as you can highlight a particularly eye-catching sentence and allow readers to share that directly to their feeds. It may be a little more work for you, but it's time well spent.
Let your website work for you.
Just because you have your long-form content on a blog section of your website doesn't mean that you can't promote it on other pages as well. Consider adding a pop-up or banner on your homepage that directs visitors to check out or share your latest post. This will provide more visibility for your content, letting your most visited pages work for you.
Make it personal.
If your company uses multiple social media platforms, then you've likely noticed that each one has its own style. (And if you haven't noticed, now's the time!) This is something that can work to your benefit when sharing long-form content. It's important to keep the individual social media platform in mind when creating your posts. What worked on Facebook, for example, may not work on Twitter. So, do your content justice and take the time to create unique social posts for each site.
Don't neglect your email list.
We don't spend a lot of time talking about email these days, but it can be a powerful tool if you know how to use it. Be sure to alert email subscribers when you have new long-form content to share. Link them right to the site and consider adding an easy forward or share button to increase those views.
Long-form content marketing doesn't have to take a huge amount of time from your day. With these hacks, you can ensure your work is getting the attention it deserves.
Peter Boyd is a Florida attorney who founded PaperStreet. He has helped over 1,500 law firms with their websites, content and marketing.