Promote Your Content

Publishing content isn’t enough to make an impact online. You need to work to make your content visible to your target audience.

Your website is your digital home base, but event well-trafficked sites won’t reach everyone in your target. Sharing content on social media sites is one way to expand your reach.

  • Share your posts on Facebook
  • Tweet every time you add new content
  • Create a LinkedIn update to share your latest content
  • Etc.

Convert Content to New Formats

Beyond sharing links, look for opportunities to share the same content in different ways. Videos and infographics are both great ways to create a new rendition of your content.

Also look for other platforms, such as Medium and blogs that accept guest contributors. Pay attention to the guidelines – some allow you to republish content while others want original content only. Either way, you can reach an expanded audience.

Another idea is to take your best content into a longer form format such as an ebook. This gives your audience an opportunity for a deeper dive into your expertise.

Market Your Content

Every time you publish, be sure to market your content. Don’t restrict yourself to “first” publication only. Marketing each instance gives more people a chance to find your content and it gives you most dedicated followers a chance to get repeated exposure to your great ideas.

Tools to Manage Your Online Reputation

Your brand’s reputation affects your business directly.  Your online reputation is as important as the word on the street.

I have previously posted about the importance of managing your online reputation, and now I offer some tools that help.


Mention is like Google Alerts, only more so! You are  able to compare your brand with competitors for factors like share of voice, sentiment, reach, and influence.

You learn what people say about you and when. You see trends.

The Brand Grader

The Brand Grader is a free tool that offers a quick overview of a brand’s online presence in seconds.  The aim is to quickly understand some of the things a brand does best, and what’s not working so well. Choose the company or product you’re interested in, and you’ll see:

  • Web influencers
  • Top sources
  • Brand sentiment (positive, negative, neutral)
  • Location of mentions


Social media and brand reputation go hand-in-hand. Aside from your website, your social profiles are likely the most visible access points for your business. Buffer enables you to schedule and send posts to all of your social media platforms from one place.

The more quality, engaging content you share with your audience, the better. A professional, engaging social presence lets you stay front-of-mind for consumers, and builds trust in your brand. And as word spreads and followers join your communities online, your reputation improves.


Buzzsumo shows you what content is trending across social media, blogs, and news. Compare your content with competitors. Buzzsumo also helps you identify influencers. Search for a topic of interest, and Buzzsumo shows you the top influencers.


SimilarWeb as a website ranking site. It also benchmarks a site against competitors for factors such as time on site, bounce rate, and page views per visit. This can help you understand how you stack up against competitors.

SimilarWeb also offers market research about an industry to show you how well-known and well-respected your brand is within your field.


Reputology specializes in review tracking, enabling you to easily find and monitor brand reviews all over the web. More and more people turn to reviews before making a purchasing decision, so managing reviews is an important component of reputation management.

If Yelp, TripAdvisor, and Facebook reviews have a major impact on your business, this is the tool for you .  Reputology delivers all these reviews in one place, and lets you respond to them from within the platform.

Get Five Stars

Speaking of reviews, Get Five Stars helps you encourage reviews from your audience. With it you can launch Net Promoter Score (NPS) surveys. Responses are averaged and this makes up your NPS. When a user completes the NPS survey, they’re given the option to share their happy on major review sites.



Win with Video Marketing

Video content marketing is one of the most powerful ways to capture attention. People will spend more time watching video than reading text.

According to data complied by Insivia:

  • After viewing a video, 64% of viewers are more likely to make an online purchase.
  • Including video on a landing page can increase conversion by 80%
  • Real estate listings that include a video receive 403% more inquiries than those without.

Every minute, 300 hours of video are uploaded to YouTube.  Research from Pew, shows that video is fueling the trend of Americans getting most of their news on social media.

More great data about the impact of video:

  • Video in email leads to 200-300 percent increase in click-through rate
  • 90 percent of users say that product videos are helpful in the decision process
  • 92 percent of online video users share videos with others
  • 80 percent of users recall a video ad they saw in the last 30 days.

It’s time to add video to your social media mix in an intentional, strategic way. The data say that the effort will be worthwhile.