While access to social media is free and widespread, companies with continued success using it will attest to the fact that content marketing takes work. In fact, many of the companies I encounter will tell you that there’s a definite tradeoff between the cost of entry and the cost of maintenance in social channels versus traditional media.
But, producing content for various social networks does not need to be crazy. In fact, one piece of content can provide a plethora of options if you know how to play your cards right.
Let’s start with a single blog post
Start with just one post for your blog; let’s say it’s a post about your top 5 favorite sights on your property, aboard your ship or in your destination.
Do you post it to your blog and call it a day? No.
Here’s how you can use that single blog post in 10 different ways to engage in various social channels, build traffic and get the word out about your brand.
1. Post an update to Facebook, Google+ and/or LinkedIn
Since these channels favor content that engages with imagery and useful information, your update should include an enticing commentary, a link to the post on your blog and an attention-grabbing image.
2. Create tweets for your Twitter feed
Because of instantaneous nature, Twitter is better suited for reasonable repetition. As such, plan at least 4 or 5 well-scheduled mentions of your new post in the week after its release. This will help increase its exposure and fill your posting calendar in one swoop.
3. Create a visual for Pinterest
Whether it’s an infographic version of your information, a pinboard illustrating your favorites or an eye-catching image linking back to your blog, be creative and put out something worth sharing. Pinners will reward you with repins and blog traffic in no time.
4. Post a video summary on YouTube
Ditch the professional production if you can’t afford it and create a simple commentary or slideshow of your post’s content. Then, link people back to your blog in the video’s description to lead people back to your blog for further information or to leave a comment.
5. Use it as reference material for customer service
Keep your customer service team in the loop by sending them a link to your new post. Encourage them to use the information to help clients, guests or customers achieve maximum enjoyment from their travels. Eventually, they’ll have a whole library of content they can refer to on a moment’s notice.
6. Use it as reference material for social discussions
Never sure what to say on blog comments or discussion replies? Keep your blog posts handy and refer people to them whenever it’s appropriate. The key is to make sure that your content is relevant and useful to the discussion. Otherwise, it will be considered spam.
7. Mention it in your newsletter
Your e-newsletter doesn’t always have to be focused on product. Add a personal touch and a helping hand by offering up a link to your post in your next issue.
8. Add interest to your email signature
Add interest to your signature by featuring an ever-changing reference to your latest blog post. Services like Wisestamp can help you do that very easily and effortlessly.
9. Create a quick Slideshare presentation
If you used several visuals in your post to give readers a taste of what they’re missing, repurpose them into a slide deck and post them to Slideshare. With more than 60 million users and 120 million monthly page views, this can quickly get you extra traffic and exposure.
10. Use it as inspiration for other posts
If a post gets good traction and attracts the attention you want, don’t let it end there. Ask yourself what kind of spinoff you could produce to keep your momentum going. In the case of our example post, perhaps you create an in-depth spotlight series where you highlight each favorite – or the top 3 – in more detail. Or, perhaps you create other favorite lists based on different themes. The ideas can be endless.