Distribution Matters—How to Actually Get Your Company’s Blogs Read

In today’s ever-expanding digital economy, it seems that reaching consumers is easier than ever. Nearly everyone has a smartphone or a laptop, both of which connect businesses and consumers through the internet. The conditions for effective digital advertising are almost too perfect, so why are some companies failing to successfully promote content?

It all comes down to one thing: distribution. Most companies maintain consumer engagement through blogging and a constant flow of new content on their websites. This has been shown to improve websites’ success in search engines. Blogs can encourage audiences to explore other parts of the website and potentially purchase products and services. However, content creation alone is not enough to increase traffic. Promotional blogging requires strategic distribution.

Content without strategic distribution is like publishing into a vacuum. People can’t read a blog they don’t know about. Blogs that lack traffic are lost in the vastness of the web, essentially making them an untapped resource. If consumers are going to read blogs, the blogs themselves must be promoted. Here’s how:

Paid Social Advertising

Since its inception, content promoters have understood the capacity for social media to spread content to consumers. However, recent reports show that it’s harder than ever to organically reach users through traditional social media sharing. This means that paid social advertisements are growing in popularity among content promoters. Kelly Campbell, Alabama Media Group’s social media manager, recognizes the weight of paid social ads today. “If your company is putting money and/or time into creating content like blogs, that content should be seen,” explains Campbell. “An affordable way to get a lot of views and traffic to your blog is via paid social advertising.”

Sharing on Social Accounts

While it is more challenging to reach audiences without paid ads, it is both free and engaging to share content directly from social media accounts. Promoters can use social media platforms like Instagram, Facebook, and Pinterest to create pages from which content can be shared. This method of distribution enables consumers to directly engage with the content and even share it. New followers and customers can be reached, expanding the audience of content consumers and increasing traffic. Considering it’s both engaging and readily available, sharing on social media is an accessible way to strategically distribute content.

Take Advantage of Emailing

While social media is an effective means of reaching new audiences, making use of email newsletter subscribers is a way to promote content to a current customer base that may be unaware of the content. Emailing is an incredibly versatile form of telecommunication, so companies can get creative with promotional activity. Here are a few examples of how to take advantage of emailing to promote content:

  • Send subscribers alerts when new content is published
  • Create a newsletter dedicated to maintaining consumer engagement
  • Encourage subscribers to forward emails and content

Promote to Niche Communities

Niche communities exist all over the web. Platforms like Reddit have boards for anything you can imagine, ranging from memes to astrophysics. It takes an analytical eye to find niche communities to promote content on. If done right, however, these hyper-focused communities can be one of the best places to share content and blogs. The specificity of niche groups allows for content promoters to find even the most particular kinds of consumers. They may also be more willing to share the content themselves and show more enthusiasm about it. Overall, niche communities can be a prime way to target a distinct audience and access a new group of consumers.

How We Distribute at Alabama Media Group

At AMG, one of our favorite forms of distribution is paid social advertising. “The best part of promoting your blog on social media is that you can target it to a particular audience that fits the subject matter of each blog,” Kelly Campbell says. “The sky’s the limit when it comes to social.” Considering their growing use among content promoters, paid social ads are becoming more essential to distribution every day.

Our team of creative marketing aficionados can not only help write blog content designed to bolster your SEO while giving potential customers some seriously useful info, we can also make sure your blogs are read by the right people! Reach out to Alabama Media Group today to up the ante on your blog strategy.

The Great Resignation: What Is It and How Is It Impacting Recruiting?

As recruiters and employers are probably well aware, the Great Resignation is an ongoing movement where many employees are quitting their jobs for something better. It started in April 2021, when a record four million workers left. Quit rates rose for retail and foodservice and were enormous in healthcare, with one in five healthcare workers quitting from the beginning of COVID-19 to November 2021.

But why is this happening? And how does it affect recruiting efforts as companies look for better ways to fill open positions?

Causes of the Great Resignation

There are several factors behind the en masse resignation we’ve been seeing. For one, the pandemic brought more at-home work options and flexible schedules. Employees became more aware of what they wanted (and previously lacked) from their job and work conditions.

In addition, jobs that required in-person interactions suffered as workers worried about safety. Some people could not work as they could before due to COVID-related issues, and many nurses and other healthcare workers quit due to burnout.

Companies are also still struggling to fill open jobs, which gives employees more of the power to ask for better pay, hours, and working conditions. There’s less fear about being able to find a better opportunity.

What Are the Effects of the Great Resignation on Recruiting?

For recruiters, the Great Resignation means higher turnover rates while struggling to fill open jobs. However, it also means people are quitting with a better understanding of their needs and skills. In their recruitment strategies, companies can tap into those needs of job seekers looking for something more.

Companies that focus on recruiting and retaining valuable talent will ultimately come out on top. Identify areas where employees are dissatisfied at their current (or former) positions, and offer something to fill those needs.

Combating the Great Resignation: What Can Companies Do Differently?

One thing is clear: it’s not all about the money. While higher wages are certainly a reason for some resignations, evidence shows wage dissatisfaction ranked 16th for predictions of employee turnover.

Besides raising wages, here are some things businesses can improve (and recruiters can focus on) based on what employees are looking for in new positions.

Offer Work from Home Flexibility

Employees who were offered work-from-home options during the pandemic don’t want to go back to standard in-office work — at least not entirely. With so many businesses offering remote work options, it’s wise for employers to provide the same if they can. They should mention this as an explicit offering in their job postings.

(However, it’s a different story for blue-collar employees. A report found that front-line workers were more likely to stay at a job with stable scheduling, as regular schedules ensured more stable work time and wages.)

Promote Healthier, More Diverse Work Cultures

Flexibility is nice, but it’s not enough to draw in employees looking for more. Toxic work cultures are the most decisive factor in predicting turnover and employee dissatisfaction.

Now is the time for employers to promote inclusive, supported work environments for current and future employees. Job seekers want to know that they will be joining a team that promotes ethical behavior and processes.

Recognize Employee Performance

Employees are also more likely to quit a position if they don’t receive recognition for hard work. Companies should prioritize distinguishing between great work and under performance so that employees who put in the work are being acknowledged and rewarded.

The Great Resignation has made it more challenging for businesses to retain employees, not to mention the best talent. But employers can also improve hiring and recruitment practices by listening carefully to employee needs and (as much as possible) meeting those needs.

Why You Should Hire College Graduates: Experience Isn’t Everything

Most job postings list a specific range of experience required or preferred in the ideal candidate. And while experience is undoubtedly important, it’s not always the most critical detail. In fact, focusing solely on experience eliminates one group that we believe you shouldn’t overlook.

That group is new college graduates.

College students bring unique benefits to your workplace that you mightn’t have considered before. Here are some answers to the question, why hire college graduates? Read more