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By Anne M. Schuller (More) • Last updated on October 15.03.2024, XNUMX • First published on 16.10.2018/XNUMX/XNUMX • So far 4584 readers, 1770 social media shares Likes & Reviews (5 / 5) • Read & write comments
Your own website is the home port and the heart of every contentStrategy. However, in order for the content material to generate reach, further dissemination on the web must be encouraged in a very targeted manner.
Core activities and communicative gems always belong on your own presence. Content is never whereabouts on external sites for sure, because the operator of the platform there Regulate dictates. He can change them at any time without prior notice. This can undo a lot of work overnight. In addition, a platform can disappear from the scene in no time at all.
In a well-maintained content area, often called content hub, matching content can be presented clearly. In addition, you can also place third-party content there: interviews, guest articles, field reports, study results, surveys, latest industry news and so on. In this case we speak of Content Curation. Copyrights and labeling requirements are to be observed.
Anyone who continues to expand such a knowledge platform will eventually become a competence center of the Industry. This not only improves the Google ranking, it also brings clear more traffic. Anyone who stays longer on your site because they find a lot of useful things there will also buy there.
Or a prospect registers and downloads an attractive piece of content that you offer. With such an opt-in you now have permission to dialogue. Because there is always something going on on your website, people like coming back. And because your web presence is extremely useful, we recommend it.
But what does content have to offer to be shared and shared? 3 tips:
Some content is so strong that interested parties visit the respective provider platforms. The pullt, you could say. So he attracts. Other content beads slumber in eternal slumber because no prince finds and kisses them. Many content must therefore be actively marketed and promoted to gain the necessary reach.
Viralization is then spoken of. After the actual kick-off, however, it is hardly possible to influence which path the campaign material ultimately takes. Furthermore, it is usually not possible to predict with certainty whether the message a positive or a negative takes direction.
The effects that are triggered by the further dissemination develop a high dynamic of their own, a life of their own, so to speak. They are neither predictable nor controllable - and they cannot be stopped either. That makes things exciting, but at the same time also sometimes dangerous. Because as with a real virus, manipulation can lead to falsifications and uncontrolled mutations that affect the original Objective turn a campaign into the opposite.
You cannot “make” virality, you can only create the conditions for it. The basic requirements are quality and relevance. Next crucial for the Success are the organic spread, quickly reaching a critical mass and overcoming the so-called tipping point, from which one SALE becomes a sure-fire success.
As many as possible should do this People spread the message to more than one person. In order to control this, a strategic first placement is extremely important. This process is called seeding. There are two variants for this:
In almost all viral campaigns, the initial distribution is purchased financially. There are plenty of ways to increase the chances of success of content material if necessary.
As you can see, there are no limits to the possibilities of disseminating texts. And now you can start.
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Anne M. Schüller is a management thinker, keynote speaker, business coach and multi-award-winning bestselling author. She has been repeatedly named Top Voice by the business network LinkedIn. The business administration graduate is considered a leading expert in touchpoint management and customer-focused corporate management. She is one of the most sought-after speakers in German-speaking countries. For more than 20 years she held management positions in sales and marketing at various international service companies and received several awards. In 2015 she was inducted into the Hall of Fame of the German Speakers Association (GSA) for her life's work. Touchpoint management, customer loyalty and referral marketing. She also conducts power workshops on these topics. Your Touchpoint Institute trains certified Touchpoint Managers. Her clientele includes the elite of the German, Austrian and Swiss economy and Managementbuch.de is one of the most important management thinkers. Her bestseller “Touch.Point.Victory.” is Trainer Book of the Year 2016. Her bestseller “The Touchpoint Company” was named Management Book of the Year 2014. Her bestseller “Touchpoints” is SME Book of the Year 2012. When it comes to the subject of customers, she is one of the most cited experts. More information at www.anneschueller.de and www.touchpoint-management.de All texts by Anne M. Schüller.
I really think that this topic could be examined from other perspectives - where can you make suggestions for your own text contributions on your blog?
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