Facebook Content Promotion (Part 2 of 6): Diversify Your Posts
by Andrew Krebs-Smith | October 13
Over the next few weeks we will be giving you actionable advice to help you promote your company’s content on Facebook. This is part 2 of that series, where we give you guidance on how to effectively diversify your posts. If you don’t want to wait several weeks to master Facebook, you can download our 13-page eBook right now. It provides in-depth explanation of the tactics that we use to create superior results for our clients.
If you’ve spent a lot of time planning, creating, editing, and perfecting a particular piece of content, you’ll want to promote it more than once to make sure it garners the reach and engagement it deserves. But continuously sharing the same link on your Facebook page over and over again can actually contribute to losing fans who feel you’re being too promotional and not taking the time to find new and interesting content for them each day.
By diversifying the posts you make, you can get 3,4,5…even 10 or more unique Facebook updates out of a single piece of content. Think of it this way: each idea, item, tip, etc., included in your content can serve as the framework for an individual Facebook post. The key is to “pull out” the pieces of information that you believe would be the most useful and/or interesting to your audience, and use those as the basis for each post.
Let’s look at an example:
Fitango, an e-health platform, needed to promote their latest piece of content: a 5-day cleanse diet plan. Especially because they feature a new health plan each week, it’s crucial that each plan gets a sufficient amount of downloads in a fairly short period of time. So how can they continuously remind fans throughout the week that this plan is available in a way that highlights its value but doesn’t bombard users with the same messaging over and over again?
Notice how each post below is unique — some are more general, highlighting the overarching benefits of this content; others are more specific, featuring particularly interesting tips or insights found in the plan. By creatively diversifying each update, Fitango was successful in making four different posts about their featured content, resulting in more than 6,000 organic post impressions, numerous engagements, and a content download rate of about 15%.
Notice how we created many different “snippets” of content from just one piece of client content? Try taking a promotion that you are running from your brand and turning it into several different messages. Make sure you aren’t just creating different sales pitches – actually give your audience valuable content that makes them say “I want more of where this came from.”
Let us know if you have any questions in the comment section below. If you want more awesome tips on how to promote your brand on Facebook, just check out our full eBook by clicking the button below: