Developing content may be the most time-intensive part of a content marketing strategy, and it obviously needs to be well-thought out and appropriately budgeted – but it’s not the only thing franchise brands need to focus on, especially if they want to improve their lead generation.
Content distribution is an equally important part of an effective content marketing strategy, and the groundwork for a functioning distribution strategy is simple: Understand when, where and how to get your content in front of your target audience.
What Social Media Has to Offer
Social networks like Facebook and LinkedIn are highly interactive and are powerful distribution networks. But, it’s important to remember that not all social media users utilize the various platforms in the same way. So it’s essential for franchise brands to tweak their strategy to make the most out of each one.
Here are some tips for distributing your franchise brand’s content across social channels:
As the most popular social media website in the world, it is safe to say this this is the first place that content – audio, visual and textual – should be shared. Facebook is a great way for franchise brand followers to interact with the company and each other, so using a conversational tone when posting is an optimal way to engage.
Posting photos on Facebook generates more activity from users. For example, photos average 53 percent more likes and 104 percent more comments than just posting text, so visuals are a great way to generate more activity.
Although you’re limited to just 140 characters, Twitter is a powerful tool to broadcast content. You can distribute content quickly and broadly. Posts tend to be more brief and informal than other social media accounts. When tweeting out content, it is crucial to use hashtags that pertain to the topic.
“Using a hashtag, you can provide snippets of information, or ‘teasers,’ to engage your community and encourage those outside your group to tune in and hear what they might be missing,” The Content Marketing Institute recommended.
Similar to posting on Facebook, images are important when posting to Twitter. Tweets with visuals receive a 36 percent increase in clicks and a 41 percent increase in retweets. Because of these numbers, it is important to include images in tweets to content when applicable.
Because LinkedIn is the primary online community for professionals, all content posted to a brand’s page should be value-driven and less promotional.
“The LinkedIn community is a goldmine of influencers and other audiences craving educational content, particularly for B2B marketers,” The Content Marketing Institute explained.
As a result, it’s important to post all content to LinkedIn pages with a call to action at the end. At the same time, franchise brands can build a franchisee-facing company page that clearly outlines expectations and how prospects can learn more about the investment opportunity.
It’s important for franchise sales managers to remember that their content distribution strategy is equally as important as developing the original content. If you’re publishing content through a limited number of channels, how can you expect to reach franchise prospects and generate leads? When strategizing your next content marketing strategy, remember: Distribution is key and social networks are a powerful resource.
Learn more about content distribution and its role in franchise sales lead generation here…