Hi, everybody and welcome back to 🎙The 4 AM Report!🎙, where we share the first of a two-part series on How to Up your Publishing. This question is one we keep hearing from our clients and the people we work with. Because everyone wants the SEO overlords that rule us to recognize their efforts.
And one piece of advice we give to them is you have to up your publishing, you can’t just be posting once a month or once every two weeks on your blog. Increasing your publishing frequency is an easy way for a small business to start getting some of that SEO magic🌟 working for them.
In this two-part series, we talk about two different ways that you can become your own publishing guru without extending your bandwidth too much or creating too much extra stress.
Without more ado, here’s how to up your publishing game, by (ahem) publishing.
Make use of the multi-format
Pretty much every website in 2021 has a blog section. Traditionally, a blog was a 500 to 750-word piece that was published on a once-off basis.
But let’s look at another way of doing this, taking this episode of The 4AM Report as an example.
When planning the podcast, we have an outline of how we’ll introduce the topic, what we’ll talk about in greater detail and perhaps the 2 or 3 points we’d illustrate, with a conclusion that recaps those points for quick learning. We release a blog post each week which provides the highlights of the show. So, the blog posts we would create from this could expand on the 2-3 points in greater detail. And we could even do a blog on how to quickly move from creating on the fly to systemizing your blogs which is another spin-off on the topic of How to Up your Publishing.
In this episode, you’ll find out why a blog post doesn’t just have to consist of the written word. And some of the other formats you could be using in your blog like an audio bite from the interview, a video snippet or even a roundup. As well as why you need to be creating for more than one audience or platform.
Mine your social
Most of us are creating for social media and third-party platforms so often that we forget to post anything on our own website. So, if you’re posting on LinkedIn or another social channel, grab the text you used to introduce the post and use it for your website. We often take content from our client’s LinkedIn pages where we zero in on a specific point, grab supporting video or audio, add a headline or create a new introduction and conclusion and boom💥, we’ve got two new blog posts with just a little extra effort.
Own the art of cross-linking
Cross-link something that’s on Instagram or LinkedIn with a bit more context and place it on your website. Or write a blog that cross-links to a wider blog post on the subject. Whether it’s internal crosslinking, linking to other experts or sourcing backlinks, make sure you cross-link. This is why Neil Patel is at the top of every SEO list for digital marketing.
Raise that frequency and consistency
Publishing one piece of content a week is pretty good. But aim for two. If you’ve got a podcast, for example, that’s one publishing thing. A blog post coming from your podcast is the second. Breaking this into a visual or a video blog, or even a series is when systemization starts to come in and you can start scheduling and really sticking to publishing dates for a range of content.
We think everybody should be publishing way more than they are.
Spinning off your content using the Anchor Theory
And we haven’t quite said the word yet, but you know all things lead to our very own Anchor Theory of Content Marketing. Our podcast acts as our anchor. And we’re spinning off all these different written, video and audio pieces from it. If you want to know more about anchor theory, we’ve written more on this here. Can you see that crosslink in action?
⚓Anchors aweigh! It’s the Anchor Theory that makes everything we do look so easy.
And stay tuned for Part 2 of How to ☝ your Publishing.
If you’d like to chat more about your marketing concerns (or any of your content!), please give us a shout at C+P Digital – we would love to help!
Plus, if you’re losing sleep over a particular marketing/business related problem or if you would like to suggest a guest on the 4AM Report, let us know.
You can find us on Apple Podcasts – subscribe to us – you won’t regret it!
And as always, sweet dreams😴…well, hopefully!