It takes finesse to promote long-form content on social media.
Packing detailed articles into a social post isn’t easy. Space is limited and crowded with millions of other voices. That means you have to do everything in your power to stand out from the crowd, while still conveying the right amount of depth and information in each and every post.
The best approaches vary, depending on social media platform. Let’s take, for example, our interview with Creative Market’s Chief Growth Officer, Zack Onisko, called How Content Marketing Increased Creative Market’s Blog Traffic Tenfold.
Here’s what you need to know about adding depth to your posts across multiple social channels and how posts teasing this interview may vary from platform to platform.
Facebook’s large range of featured media make it an ideal place to promote a story or blog post. With Facebook, it’s all about utilizing the best form of communication. For most, this means tying your writing to a photo, which gains the most engagement.
Photos are liked on Facebook 53 percent more than the average post and commented on 104 percent more. Unlike Twitter, Facebook has more room to share, making it a great place to post teasers to more complicated pieces (see also: Grow an Audience on Facebook That Will Convert).
Here, you can dive right into the depth of a story and even leave a cliffhanger, enticing your fans to click to read more. For example, we could post a photo of Zack Onisko with the tagline, “Tech-expert amped up quality and diversity to increase traffic to his e-commerce site tenfold in one year. We sat down with him to learn his secret [LINK].”
Twitter is one of the most challenging media to craft content for, due to its restricting 140-character limit.
It may be tough, but it’s not impossible (see also: How Often Should I Tweet?). Before you tweet, map out a summary of your article so you know exactly what you’re trying to convey. Get the most out of a tweet by using strong language. That means ditching adjectives and adverbs and trading them in for specific nouns and powerful verbs.
A great tool to help you achieve this goal is Hemingway, an app that helps writers shorten and amp up their text. Don’t forget the hashtags, which amp up your visibility with an audience outside of your followers! For the Onisko article, we may tweet, “Growth expert spills how he increased blog traffic tenfold in one year: [LINK] #blogging.”
The secret to summarizing your story into a Google+ post is knowing your target audience. While 28 percent of Google+ users are millennials, the 45 to 54 age demographic is growing fast, having increased 52 percent in only one year.
With Google+, it’s important to write summaries that appeal to a slightly older crowd. That means avoiding references that are too young or involve too much pop culture. Instead, stick to the basics, keep it professional and summarize exactly what the article you’re linking to is about.
Pinterest is all about being visual (see also: Your B2B Company Can Grow an Audience on Pinterest). That means that if you don’t have an action-packed or tasty food photo to feature, which is the case with our Zack Onisko piece, you may need to get creative.
One way to stand out is to create infographics. For this blog post, we could draw up a quick infographic that showcases what contributed to Onisko’s site’s growth (ie: a wider range of content and an increase in content amount), along with a chart of his month-by-month traffic increase over that one, astonishing year.
Remember, content varies from platform to platform, but that doesn’t mean quality should. Your tweets, posts and pins should always pack as much punch through powerful language as possible. After all, that’s how you grab readers.
How do you modify your social media posts for specific channels? Share your thoughts with us below.
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Photo: zoetnet from Flickr.