As good as your content needs to be, if it’s not seen by anyone, it won’t help you much.

When you’re writing a blog or a newsletter, always think about The Share.

Blogs typically live on your site. But if that’s the only place, you’re missing great opportunities. Have clickable social icons to your social on blog pages (and elsewhere). Invite readers to like and share your posts. That’s easy…and passive. You need to be active. Share new blog posts in your social channels. Apps like Hootsuite make this easy (more on my favorite tools later).

Enewsletters are similar. Many newsletters address one topic and are emailed to customers. These should live on your site, too, complete with social chiclets. Don’t stop there. Actively share them in your social channels. Think of it this way: if what you’ve published is valuable to your market, let more of your market know about it.

So when you’re writing a blog or newsletter, ask yourself, “Who else in our network would be interested in or gain value from this?”

A key objective to publishing great content that highlights you and your company is to broaden your reach. The more you share it, the bigger your reach. If your content’s that good, people with whom you’ve shared it, will pay it – or share it – forward.

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If you need help developing your content, . And thanks for reading.

Margie Dana