From the course: Strategic Content Marketing: Grow Your Reach on Social Media

Teasing content

From the course: Strategic Content Marketing: Grow Your Reach on Social Media

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Teasing content

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The first way to be highly effective, according to Stephen Covey, is to be proactive. And that goes for content marketers too. Don't wait for people to stumble upon your content, promote it using social media. One especially effective technique is the teaser. At its core, a teaser is a sample of your content, such as an image, a description, and a link to more. After this lesson, you'll have a few methods to effectively create buzz for the content you're creating. First, keep it simple. Every time you publish new content, post a teaser to announce it on social media. For example, Content Marketing Institute posts teasers about new blog articles, events, and reports across their social media channels. And tools such as Hootsuite offer features to automate posting those teasers on certain social networks like LinkedIn and beyond. Next, try experimenting and tailoring your teasers to a specific network. You can use different wording or different images. For example, on LinkedIn, you can tease your organization's presence at an upcoming conference by posting pictures of 1 to 2 items you're excited to share with fellow attendees. Then, make the relevance of the content clear. Before teasing a video, article, or event, make sure you can answer the question, "so what?" This guarantees that your followers will be excited rather than frustrated whenever you share news. I also suggest posting two or three follow-up teasers to give your followers more opportunities to interact with your content. The final method is a teaser campaign. It's a great way to draw attention to a big content release. You can plan a series of posts that create mystery, curiosity, and intrigue leading up to your content launch. Authors often use teaser campaigns to launch new novels. Virgin's Loyalty Program launched a teaser campaign with an image of Richard Branson digging up something on his island. And the campaign continued with a viral scavenger hunt for gold coins. Each coin had a code that could be turned in for a prize. As a small business, you could consider posting a series of quotes or video teasers leading up to sharing a podcast or fireside chat. You get the idea. When you have a big content launch, your teaser can grow into a campaign. When you master the teaser, you gain a flexible and effective way to get your audience's attention while becoming a more proactive content marketer on your way to success.

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