For some time now marketers have noticed that content marketing is getting harder. Social sharing appears to be an activity in decline, and dark sharing is becoming more and more common.

Are you focussing enough on promoting the content you are producing or are you in a rush to burn through as much material as you can to get through that week or month? We explore how to make more of the content you are producing and how to track its impact more effectively.

We discuss dark sharing and more shareable content and what it might help users say about themselves. Also under discussion – best practice for social sharing. Are you differentiating your content for different audiences or have you fallen into the trap of great social scheduling software that makes it easy to share the same posts multiple times on multiple platforms?

Daniel shares his views on the negative aspects of growth hacking techniques which all too often encourage marketers to think about what they can do to their audiences for personal gain rather than what they can do for their audiences to help and add value to that relationship.

In a busier and noisier content marketing space more effective tracking and a greater focus on the ways you share and promote your content and reasons why people might want to share it will be critical to your content cutting through to the right people.

One of the techniques Daniel referred to in this episode was applying a product launch checklist to your content, so you have a process in place to help maximise its reach and impact. We promised to share this with you so here it is. We have also included an ongoing review checklist for your most popular content. Following these two processes will help you to get the most from the time, and effort put into creating the material in the first place. If you feel your content isn’t working hard enough for the effort that goes into it, give these checklists a try.

Weekly content marketing launch checklist

  • Launch email
  • Launch on social (organic)
  • Content amplification (paid)
  • Promote across online real estate
  • Guest blogging opportunities
  • Complete outreach

Ongoing review checklist

  • Create content leaderboard
  • Revamp and further improve popular content
  • Optimise historical content

Useful Links:

URL builder for Google Analytics

#NotesToStrangers- An interview with Andy Leek

WordStream article  by Larry Kim on SEO data experiments

How to link search console with Google Analytics article

Ciaran’s trays of paint analogy

Bitly URL shortener

Learn more about Bitly Analytics

Download Episode 188

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