Effectively Market Your Content With These Social Media Tips

When I publish any new content there are a set of rituals that I do almost religiously to ensure their success in the wild. These post-publish rituals are primarily social media based, but boost my content impressions ridiculously in a positive fashion.

I’m going to share the things I do to promote any content I produce, whether it be blog posts, magazine articles, videos, or similar.

Take it to the Primary Social Networks

I know everyone will have their own opinions on what the primary social networks are, but in my opinion, Facebook, Twitter, and Google+ are the primary social networks. I believe this because they meet the needs of the widest audiences.

If you’ve been keeping up with Own the Web, you’ll know that I recently published an article regarding the proper use of Twitter for boosting website traffic. That article is similarly relevant to Facebook and Google+, but just as a refresher we’ll summarize what should be done.

Let’s say you’ve just published a new blog article regarding the development of a video game using JavaScript and WebGL. You’ll want to promote it to the social networks in a manner similar to the following:

  • Subject / Short Summary
  • Link
  • Keywords
  • Relevant People

For example, if I were writing a Tweet, I might write something like this:

Learn how to make a WebGL browser based game using common web technologies. #JavaScript #HTML https://www.owntheweb.com/webgl-article cc @Unity3D.

In the above example I give a description of my article, I include some relevant tags and the link to the article, then assuming my WebGL game was created with Unity3D, I would tag them so hopefully they would share what I wrote.

Now you probably shouldn’t just share the same chunk of text across all the primary social networks. Hashtags don’t really make sense on Facebook and Google+. Keep the formatting, but manipulate the message where it makes sense.

Take it to the Secondary Social Networks

I consider secondary social networks to be those like LinkedIn, Reddit, or Tumblr. They are popular social networks, but the audiences are more specific.

You can follow the same strategy you used on the primary social networks, remembering to alter the messaging where appropriate to fit the flow on each of the designated networks.

There is a note when it comes to Reddit. Per their terms of use, self promotion is not allowed. Share your content to Reddit with care as you can easily become banned if you don’t be careful.

Promote on Relevant Other Networks

There are networks that fall into a unique space. I wouldn’t call them social networks exactly, but they serve a similar purpose. For example, take StumbleUpon. The StumbleUpon service is more of a bookmarking service, but with a social aspect to it. Others will see your bookmarks making it a useful tool to use.

This is where things change a bit.

There is a a website called Hacker News which is a feed of popular articles. They can receive up and down votes just like Reddit. I recommend posting to it because there are a lot of bots and crawlers that will look for content and share it on your behalf. Another good way to expand your reach.

Like Hacker News, there are other more specific sites. Let’s say you published an article on JavaScript. There is a Hacker News like site called EchoJS that you can post to, but only if it is on JavaScript. There are plenty of other topic specific sites like this. You just have to dig up the correct one.

Include the Right Keywords and People when Sharing

I cannot stress this part enough. Just posting your content to social media won’t get you very far. You need to include the right keywords and people to help get the word out. I hinted at this when talking about posting to the primary networks.

Why are keywords important?

The internet is littered with bots and other autonomous crawlers. Yes many of these are malicious (spam bots), but many are not.

Let’s go back to the JavaScript example that I’ve been pushing. I know for a fact that there are bots scraping Twitter for the #JavaScript keyword. These bots will either share your message, or do even better and include you in a list for a newsletter. For example, JavaScript Weekly is a popular newsletter that has bots that search Twitter for quality content. This is just an example that goes much deeper than what I’m sharing.

Why should you include the right people in your posts? Well, they may take an interest in what you shared and either share it again, or follow your content. Either are great scenarios.


The moral of the story here is to promote anywhere and everywhere after you’ve created content. There are many social networks all of which will offer great benefit to you.

When you post to these networks, use keywords and formatting that is appropriate to the network you’re posting to. If done correctly you’ll get picked up by interested people, bots, and newsletters that will further share your content.

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