Today’s post is in answer to a direct request I’ve received a number of times.

Content AmplificationOf course writing good content is only part of the business challenge. You’ve also got to get it read. Some would say, and to a large part this is true, that simply writing something that people want to read is the first step in drawing links and shares, but you’ve also got to put your content out there in places where people do their reading these days.

The following is a sampling of my content amplification routine. I do this with each blog post in an effort to get that particular piece of content the greatest amount of exposure. Is this the perfect, all inclusive list, probably not, but it’s a routine that I can do in about five minutes and still give my content a chance to be seen by lots of potential clients, journalists and strategic partners.

After I hit publish I:

  • Tweet the headline and link with some context to draw the most interest using StumbleUpon link shortener – this syndicates the content to StumbleUpon and Twitter and starts the traffic exposure in both places.
  • Publish the post to my Facebook Page
  • Publish the post to my Google+ Stream – public, circles and extended circles
  • Publish the post to my LinkedIn profile – also share with several large groups
  • Bookmark the post in appropriate tags to Delicious
  • If a post has drawn a large number of retweets I may post to Twitter a second time during the day – I generally make this decision and schedule the Tweet for a specific time using TweetDeck’s scheduling function

A couple things worth noting:

  • I don’t use a service or tool to cross post this to all avenues as I think they all have their own personality and following and I take a minute to point out something different about the post in each network.
  • I participate in many other ways, unrelated to my own content promotion in each of these networks
  • I check back several times a day, depending on my schedule to participate in any conversations happening around the content, including comments on the original blog post
  • I have +1, LinkedIn, and Facebook buttons above every blog post
  • I have links to share the content with popular bookmarking sites on the blog posts (sociable plugin) and in the RSS feed (Feedburner feed flare option)
  • I often highlight a particularly well read blog post or two from the week in my weekly email newsletter

So, what would you add to this list?

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • Why public, circles and extended circles on Google+?  Public reaches all of them and then the “circles and extended circles” are simply redundant.  Am I missing something?

    • I was wondering the same thing. 

      • First portion under “what I do after posting” in his post.

        “Tweet the headline and link with some context to draw the most interest using StumbleUpon link shortener – this syndicates the content to StumbleUpon and Twitter and starts the traffic exposure in both places.” is a secret weapon…rock it!

    • Many people only read their specific circles so this focuses the content – it doesn’t mean people get it 3 times, but many people don’t read the public streams at all.

      • The StumbleUpon link shortener tip is the third time this week that I
        have heard that (from very varied sources) so it is now in my toolbox.

        It is worth a mention that the Google+ tip on circles is the exact
        reason why it pays to read the comment section of good articles because
        what you learn may be just as valuable as information that pulled you in
        the first place!

        • I double checked the comments twice and didn’t see the StumbleUpon link shortener tip …. can you repost?

          • It’s in the post, John referenced it as one of the steps. Is this what you were looking for?

  • yep, don’t just publish and forget! make the most of it. I also like to re-purpose and will sometimes use the same content for a video.

    • Oh yes, I’m a big fan of having multiple purposes in mind whenever you create content and certainly one of the easiest things to do is create multiple forms of the content

  • when I publish I sometimes dont use the actual heading of the article.

    Instead, I’ll ask a question eg

    How do you amplify your blog content?

    …and then link to the post

    – thx for the SU tip. new one to me!

    • That’s true for me too – sometime the headline doesn’t do enough out of context – so your question kind of becomes the ad for the post

  • But surely the people who have you in a circle, have you in different circles than you have them in, meaning that it is irrelevant what circle you publish to or if it goes public only…?

  • Resharing a post in Google Reader can also hit Buzz. Oddly I still have a lot of people commenting and resharing things in Google Buzz.

  • I attempted to share with Linkedin groups recently and found that the function to “post to groups” had been removed when trying to share your own post. Which may now mean you have to share individually to each group. Please check for yourself and let me know if its working for you, or am I missing something?

    Thank for a great post BTW

    • Alan

      Use the inshare button and you can still do it

      John Jantsch
      Sent from my Duct Tape phone

      • John, I’ve done some checking for the inshare button and have had little luck finding it. I did find a bookmarklet where I can post to groups, but I haven’t found the inshare button. Do those of us with free LinkedIn accounts have access to this button?

  • I use blog promotion sites, for example Blog Engage is my favorite. I also use StumbleUpon the way you suggest. However, I don’t share the same links on Facebook or Google+ as I do everywhere else. I find that to be very boring when I’m following someone in more than one place and they just broadcast the exact same message everywhere. If you have a good network of collaborators, you can rely on them to send your Tweets to Facebook and vice versa.

  • Thanks, John. I use similar steps when sharing our posts; I’ve tried to put a bit more automation and time saving into my process by using TweetDeck’s built-in link shortener (though that might not have the added benefit of more social sharing you mentioned). I also have it set in our LinkedIn group so tweets are automatically shared there so I don’t have to share posts in LinkedIn as a separate step. I like what you do for the Delicious step — I have to look into that. Thanks again for sharing your process.

  • Great post!  I use all the same channels.  LinkedIn has been generating by far the most amount of traffic.  Stumble Upon has been non-effective for me.  I also use  relevant online communities – some of them allow you adding your blog to the list, like one for product management.

  • Other than Linkedin I usually follow all the other thing which you have suggested here. I will now start doing with linkedin too and thanks for the share……

    Online Business
    Virtual Assistant

  • Deborah Smith

    I ask my blog contributors to please share on their social channels. I have 37 contributors, and many of them have their own blogs, Twitter, FB, etc. It’s a big help. Depending on the importance of the post, I may also reach out to influencers I am close with and ask them to share with their network. 

  • Great list and love the way you explain how your content gets ‘amplified’.
    I do all of the above but would add that My blog content also gets sent to my RSS Email subscribers via Feedbliz that have signed up to receive the RSS feed via email blast.

  • Thanks for sharing your processes John.

    You can follow up your first round of ‘post’ online amplification by:
    1) Making an infographic of the content (which would suit the list format, or ‘pathway’ to amplification. Then upload the image everywhere you can with relevant tags and links to your post page.

    2) Make a short presentation for slideshare and other PDF storage locations. These make a good resource which can be twittered or facebook posted a few days after the original post went out.

    3) Make a short video of the slides with some speech over it and post to youtube, viddler, vimeo, google video, etc. Add relevant keywords for search engines and link to your post site or extra goodies page from your website.

    There’s so much you can do once the main content is well writtan and ready to post. Do what you can with the time you have! I hope these ideas are useful.

    best regards

  • I follow much the same routine. I do let a tool created by Bill Flitter called handle syndication for a client of mine that produces a large amount of content daily. 

    Of the referral sources – Facebook, Twitter, LinkedIn, G+, Stumbleupon and delicious – which do you see the greatest return in terms of site traffic? 

  • John,

    What LinkedIn Groups do you typically post to?

  • Great strategy! I love that you take the time to customize the post to each platform. It’s so important to understand the audience you’re working with rather than just posting blanket-like across the networks. 

  • John-

    Really useful info man! Another reason why I always recommend your stuff on many levels. 

    Keep doing good things 🙂

  • shalinibahl

    Has anyone used Triberr – I am finding that being in the right tribe of like minded people is really helpful in getting my content out while supporting others in amplifying their content…