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6 Effective Content Publishing Techniques: Maximizing Reach and Engagement

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Over the years, experienced business leaders have learned to appreciate the importance and potential of quality content in the online and offline worlds. Typically, businesses will start without investing too enthusiastically into content creation, but soon enough, it becomes apparent how much quality content helps boost sales and marketing. 

Simply put, you need to invest in content on your site and across a myriad of online channels to capture the audience’s attention and inspire them to take action. But what happens when simply posting articles or social media posts doesn’t cut it anymore?

That’s when you need to throw some content publishing creativity into the mix to take your business forward. Here are five of the best content publishing techniques and creative best practices that will help you maximize reach and engagement.

1. Turning Documents into Digital Publications

Content can come in many forms, and it’s crucial for modern businesses to understand that content diversification plays a vital role in audience engagement, sales, and branding. The good thing is that you’re nowadays spoiled for choice regarding content formats. There are plenty of opportunities to reinforce your articles with other content types.

You might have yet to consider how to diversify and develop new content ideas using your documents, product guides, marketing collateral, and more. For example, you can use your product presentations, enrich them with eye-catching PowerPoint templates, and then turn them into more engaging digital publications such as flipbooks.

The same goes for other assets you may have, especially offline assets such as pamphlets and physical catalogs. In fact, with a handy tool like Issuu, you can turn any file into a quality piece of digital content.

Issuu allows you to turn your files into individual articles, vibrant social media posts, digital flipbooks, and GIFs. Diversifying your publications like this is a great way to keep your content strategy fresh and interesting while also setting your content up for sales enablement. This brings us to the next important point.

2. Leveraging Content for Social Commerce

Social commerce is a set of marketing and sales methodologies we use to maximize sales across social media platforms. There are many ways businesses can facilitate social commerce, including through:

  • Regular posting

  • Events

  • Building hype

  • Direct messaging

  • Interacting with audiences

  • Encouraging user-generated content

  • Promoting loyalty programs

At the center of all of this is good content. It’s important to post quality, value-driven content on your social platforms to engage your audiences and directly promote content that brings value to the consumer.

This means that you need to think beyond posting just to have something on your company’s profile–you need to post to get people to take action. This is what social commerce is all about and why you need to think about always offering something of value.

Consider using your publications for this purpose, such as free eBooks, product trials, and guides, or promote your subscriptions across your social profiles.

3. Selling Content via Subscriptions

Speaking of subscriptions, this is another way you can provide value-driven content to your audience and customers and even use valuable content to improve sales. Subscriptions can be a great source of recurring revenue; however, you need to be able to provide value continuously to inspire subscribers to stay. 

To master the art of selling directly to customers, you not only need value-driven content but also value-driven messaging. Remember that your content will be able to sell only if you give it the right context, present its value and importance, and offer extra incentives.

To put things into perspective, let’s say you’re running a paid subscription for specialized industry insights. People are making recurring payments to get information curated to their needs, but if they find out that they can get this information somewhere else for free, they will unsubscribe.

To avoid this, you need to keep stressing the value of your content and the convenience of curating the information for them and then provide sneak peeks of what the next edition has in store.

4. Creating Crossover Content for Different Social Platforms

Brand consistency across social media platforms is important for brand awareness and engagement, but that doesn’t mean you should simply reuse the same content between platforms. Always keep in mind that different platforms thrive on different types of content, but even if you’re reusing content, you should still adjust your approach per platform.

For example, you might find that Facebook content creation differs from the content preferred on other platforms like IG or TikTok. An interesting image that works on Facebook might perform poorly on Instagram because the audiences on these platforms are used to consuming different-looking content.

With that in mind, you need to consider what different audiences respond to best and adapt your content accordingly. This is another area where Issuu comes in handy with its social-friendly assets, such as GIFs and bite-sized articles, or by using the tool to create captivating visuals in minutes.

5. Hopping on the Podcast Hype Train

Let’s not forget that podcasts have become one of the most popular types of content in the online world. If you haven’t already started to think about it, now’s the time to consider launching a company podcast.

If you’re wondering how to start a podcast as a company, just remember that you don’t need a professional studio to get the ball rolling. What you need is to invest in a couple of microphones and to have a quiet space where you can film. The rest is all about choosing quality content to present to your audience and populating the schedule with truly value-driven topics.

You also need to emphasize the human factor. Invite interesting figures onto the podcast, anyone ranging from in-house experts to industry professionals. Do this consistently, and you’ll quickly build a powerful and authoritative brand in your field. 

6. Ensuring Brand Consistency 

Lastly, brand consistency is integral to your content strategy and how you publish content across the web. It should go without saying that the way you brand your content and all your publications can play an integral role in how well you engage your audience. 

It’s also important to consider brand stickiness and how well people can recall your brand’s visuals and identity. On the other hand, when co-branding products and content or events and promotions, you need to consider how your brand complements the partner brand. 

This is not just about having both logos on the front page; it’s about creating a cohesive tone of voice, complementing your visuals, and using both brands’ stories to engage your audience. 

Make sure that whether or not you’re co-branding with another business, you’re presenting a consistent identity, personality, and tone of voice across all your publications.

Over to You

If you want to maximize the potential of your online and offline content in the competitive consumer market, then you have to start diversifying your publishing strategy. It’s also important to rethink how you can use your content to increase engagement and generate new customers while maximizing customer retention.

Quality content can help you achieve all of this and more, and it’s good to know that you have powerful tools like Issuu to take your sales and marketing strategies forward. Be sure to use these tips to make your content sell while diversifying it simultaneously to keep your audiences engaged with your brand.

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Nikola Sekulic is a seasoned brand developer, writer, and storyteller who turns fresh ideas into engaging stories for the online community.