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When, Where and How to Publish Content to Get the Best Results

· online business,work online,Entrepreneurship,content marketing,Small Business Tools

So last week we talked all about the type of content you should be putting out there. Blogs. Quick videos. Podcasts. Different mediums will suit different people, especially depending on who you are targeting. Do what works best for you. If you’re not sure, remember you can try out a couple of different types of content, and see which one performs the best. If you haven’t read last week’s blog post, you can do so here.

Different mediums for content creation work best for different people

Calendaring Content

Once you’ve decided on what content you are going to produce for your business, then it’s time to organise the content. For example, if you’re going to focus on blog posts then decide how many you’re going to post and when you’re going to post them. This will help you to stay focused and you will always know what content is published when.

You could commit to posting one blog post every Tuesday at 2pm. You then share that post on your Facebook page, in your group and send it out to your email list as part of your newsletter. After you have decided on the dates for everything, including when you will share the content on various social media platforms, you should jot all these dates into your content calendar. If you don't have one of these already, I recommend using either Google Calendar or Asana to help you to plan your social media content strategy.

Create Content in Advance

It might not always be the easiest option but creating a bunch of content up front will save you tears, time and stress in the long run. You might commit to creating all your content for the month, one month in advance. That way you’re organised, there’s no last minute panic and unforeseen circumstances won’t affect you because you created all your content up front and scheduled it in advance. Now this may sound like a lot of effort but I promise you it will be worth it.

You can use scheduling apps such as Hootsuite or Buffer for LinkedIn and Twitter. On Facebook pages and in groups you have the option to schedule posts for a later date without using a scheduling service. On Instagram there is an algorithm in place so that scheduling apps can not post directly to the social media platform, but must instead send you a push notification, reminding you to go on and post on the platform. There are some apps that bypass this rule and will post for you, but beware that by using these services there's a high chance your Instagram account will get suspended or limited.

Some of these apps can schedule content at popular times, meaning your content reaches the right people at the right times. For example, the best time to post on Facebook is between 1pm and 3pm. Hootsuite even takes into account the different timezones for your target audience.

The Only Way is ... Automation

Email automation will make your life a whole lost easier. You may be asking how does email automation work? Sounds serious.

It's easy. You can use apps such as Convertkit which automatically takes the email addresses of people who have recently joined your list and inputs them into the CRM.

I recommend setting up a welcome email sequence for your business. This is what we do, so when someone joins our mailing list we send out a "Welcome to My Travel Tribe" email with some suggestions of what they should do next, ie join our Facebook community, check out our blog posts, or sign up for one of our retreats.

You can also set up email automation that will send out emails to people who signed up for your mini video series or downloaded your free guide, or you can send out an email a couple of days later, asking people for feedback on the freebie they downloaded.

Automation doesn't stop with email though. Depending on your niche, Pinterest can be a very useful resource for boosting traffic to your blog or website. Pinterest acts more as a search engine than a social media site, content has a longer lifespan than on traditional social media platforms, and 80% of the users are female. Check here to see if Pinterest is right for your niche. If it is, and you want to up-level your Pinterest game, I suggest you use a service like BoardBooster or Tailwind. If you are in the female work and travel niche, feel free to join our tailwind tribe.

BoardBooster automatically reposts pins into various boards, ensuring your content shows up on a regular basis. You can create a bunch of pins once and then schedule them so you pin one a day. Pinterest works best when used regularly, but using BoardBooster means it it less time consuming. If you use Tailwind, you can automatically post to group boards. Group boards or tribes let you join trusted people in your niche, share relevant content and grow your reach!

Create a Workflow

Creating a workflow will also help you stay organised when creating content. You can create a workflow for every piece of content you put out there. You should map out every little task involved with creating the content and then delegate tasks to people. You will be amazed at how much work actually goes into creating just one blog post.

Include everything from writing the post, the call to action and the headline, to creating graphics for social media, making a freebie and promoting the content on social media. Here is an example of a workflow we use for our blog post that we publish every Tuesday. It doesn't need to be fancy, we just use Google Sheets.

Be Consistent

Whatever you decide to do, the most important thing is to be consistent. If you are consistent you will see results. It may take a while but don’t lose heart. Keep turning up and being consistent and your content will get seen by the right people.

"You never know what's around the corner. It could be everything. Or it could be nothing. You keep putting one foot in front of the other, and then one day you look back and you've climbed a mountain.”​

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