The New Content Lifecycle: Build a Creator’s Universe with Discovery
Become the center of the universe on your topic.
In today's digital world, organic growth is everything. The old pay-to-play mantra adopted by many publishers is putting them at the mercy of Facebook's temperamental News Feed.
If you want to survive the constant algorithm updates and technological changes, your focus must be on building a community that constantly sparks conversations among its audience. To do so, you have to connect with likeminded Facebook Pages and social profiles at scale, and that starts with quality content. But sometimes good content isn't enough. At RebelMouse, we have a saying: "If you create quality content without distribution, does it even exist?" That's why we created Discovery, an integral part of our suite of sophisticated enterprise-level tools. Using proprietary technology, Discovery is designed to help you figure out the social ecosystem that's already having conversations related to your content. But before you can reach out to potential influencers, your content has to be set up for distributive success.
The good news is that content creation doesn't have to be an inside job only. By using the power of social feeds, your content can snowball into opportunities for new and dynamic content with every publish. Here's what we mean:
- Start with Core Content: Use original content to amplify your message on social. At RebelMouse, we've done this with our Particle Accelerator, which breaks down articles into micro pieces of content that can be shared individually across social platforms.
- Build Relationships to Accrue More Content: By sparking engagement with your content, you can start forming relationships with publishers interested in your message. The best way to secure these partnerships is to reach out and ask influential Facebook Pages and social profiles to share and send you their creations — whether it's a video, an article, or a part of an article (what we like to call a particle).
- Validate Your Own Message: The social ecosystem is built on reciprocity, and that sharing always has to go both ways. The best part of engaging in a sharing partnership with other influential Pages is that those relationships validate your own Page, deepening your roots as a publisher and establishing a foundation for continued growth both on social and on site. It's the Holy Grail of the creator's universe.
Using this content creation cycle alongside our Discovery tool, RebelMouse clients are able to experience growth and revenue gains, often from the ground up. The Dodo is a prime example of Discovery's magic. It's how The Dodo quickly became the center of the universe for animals on the internet. The formula is simple, but it takes experience to get right. Ask creators for their content. In return, repurpose it in a way that makes it both beautiful and validate their original message. Then, amplify the content. It's all about creating the kind of relationship where creators can't wait to share what you've come up with using their content as a basis. This content repurposing lifecycle is what fueled The Dodo's climb to the top.
By capturing content and making the remixing process systematic, you can create organic growth. But these tools need strategy and know-how to work, which is why we spend time with editors, social media managers, and even CEOs to help them understand how to shift their digital strategy. It's the only way they can take part in this amazing emergence of the creator movement that embraces organic social media strategy.
Take a deeper look into how we mimic this relationship-building, content creation cycle with every publish on the RebelMouse platform. Here's a breakdown of how our social Discovery tool works:
Utilize Article Tags
Discovery automatically pull in tags you've assigned to your article. These are the same keywords connected to your search metadata. In addition, Discovery will find relevant tags based on any videos or images you upload into or discover within the RebelMouse Entry Editor. These tags help slice and dice topics, so no detail or theme gets overlooked. The tags then automatically surface suggested Facebook and Twitter accounts that you can start reaching out to directly or via social signals.
Based on the suggested accounts that Discovery pulls in, you can reach out in a number of different ways. Socially, you can send pings to "like" their recent content, comment on an article, and begin to establish a reciprocal-sharing relationship. Or if they have a Facebook email address, you can take it a step further and send them an email. This initial outreach is crucial though, so you first have to figure out how to build in self-interest that isn't completely self-serving. Create your voice, tell them you'd appreciate their involvement, and ask if they'd like to share your story. Once you've established a clear message that works for you, you can utilize Discovery's email templates to streamline your reach-out attempts to other influencers.
Life After Publish
You're not done with your content the moment you click publish. Here are ways to get the most out of repurposing and monitoring your content with Discovery to drive even more engagement:
Optimize: It's important to continually optimize your content to increase its shelf life. Whether or not the content needed refreshing, you can easily click on any article's headline in the Discovery dashboard to re-perform outreach and grow more relationships.
Understand Your Ecosystem: The Discovery dashboard includes information on all of the social accounts that you've selected for each published article. You can then flip through each social platform to focus on a particular network. Clicking on any target account gives you even deeper insights.
Spot Your Wins: We identify any influencer who shares your content and mark it as a win. You can easily keep track of these accounts in the Pages Sharing section of the Discovery dashboard.
Interested in how Discovery can benefit your business? Request a proposal today to get in touch.
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