Pushing content to audiences at the right time is a crucial and often overlooked aspect of campaigns. Being able to hit peak interest for a topic on social channels can really drive the metrics that you care about and amplify the reach and power of articles and blogs. So, where exactly do you start?
Build a schedule
First up, you need to outline a framework for a basic schedule. Campaigns can be timed in various ways and there is no single approach that will work best every time. You may want to create a series of articles around an upcoming company milestone or new announcement, or go live during global or country-specific holidays. Create a rough list and identify a few dates to get things in order.
Find an angle
Content works best when it feeds into trending topics and certain times of the year, such as Halloween or Christmas. The use of keyword research databases is recommended to identify organic keywords that will work for your brand. Where these topics and your brand, product or service overlap is generally considered the sweet spot.
Optimise for search
Now that you have an angle to work on and a topic at hand, you can flesh out your campaign with new ideas and come up with formats and channels that will enable you to deliver messages in a timely manner. Remember to optimise your content for search. The tool “Text Optimizer” is useful for ensuring that articles meet both your audience’s expectations and Google’s.
Always experiment
You will find that there are a number of variables involved during each of these processes, so always experiment and use each campaign as a learning experience to improve your future schedules. Working with an agency could also provide you with unique insights and new tools to help push content to audiences at the optimal time.
Multi-channel
Brands have a plethora of content channels to leverage, so always be on the lookout for new publishing methods and strategies. Also, a recent study found that content generally drives the same amount of engagement on every day of the week, with Sunday having the slight edge, so regular, daily blog updates are a great idea.
