Nothing is more tedious than reading about a company via their own public relations department. Not only does it lack objectivity but it usually lacks spunk. The most difficult content I write is for my own company because self-promotion is not my thing, so I tend to stick to the details and try to keep things light.
Still, we have to tell people about our companies, don’t we? As much as we’d like to think that our super fantastic product or service will go viral and the calls with come flying in, that rarely happens. Companies need to take a three pronged approach to the problem:
1) Write informative, engaging blog posts telling people about your news or products.
Highlight what makes your company different. Keep in mind that almost no one has a product that someone else isn’t selling, so highlight what makes yours better and avoid using jargon that people outside of your industry won’t understand. Know your audience; do market research, don’t assume anything, and then write smarter content.
2) Properly share the news with your audience.
I’ve lost count of the number of times I’ve seen a blog post that has never been shared with a company’s social media audience. It’s baffling, but people just forget to post their content. Not only should you always post your articles directly to all of your social media properties, but be sure to take advantage of features like featured images, page descriptions, and hashtags. Every platform handles them a little differently so spend some time familiarizing yourself before posting anything important.
3) Post on a regular basis, and at the right times.
That’s not to say that you should post just for the sake of posting, but companies who engage with their audiences frequently have better results. While it’s difficult to say how often you should post, it is easier to determine what is the right time to post for your company. Look at your analytics to see when users are most engaged with your website and social media profiles, and plan around those times. Be sure to know the best and worst times to post to social media in general, as well.
If you write engaging content and share it you’ll eventually get results, but don’t be disappointed if it doesn’t happen right away. Remember, social media sites only show your posts to a small percentage of your followers. Don’t waste your time using PR distribution services that no one visits and whose claims of SEO benefits are hopeful at best. Just keep writing, posting, and encouraging engagement. Don’t be afraid to re-post your content in relevant groups or pages if they allow that sort of thing. If your content is good, people will overlook your shameless self-promotion and eventually your audience will promote your content for you!