CHAPTER 8

Expose Content that Will R-U-N-L-A-P-S

Create content that reaches your audience’s audience.

—Ann Handley, MarketingProfs

Now that our content is aimed at educating audiences around their pain points while making an emotional connection for a more trustworthy relationship, we are ready to expose it. Think of this next stage as running laps with your inflamed content in hand. A powerful storyline, comic surprise, or passionate plea may make the content standout. But unless it’s widely circulated, any intended emotional connection will be lost.

Key to this exposure is the suitability of the content for SEO, syndicating, social sharing, posting, social-media promotion, and link building. To be searchable, the content has to incorporate ...

Get Social Content Marketing for Entrepreneurs now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.