I have a problem. Well, it's more of an annoyance. We have RING cameras on the front and back of our house. In order to see the widest possible views, they had to be placed up high.

Just like my new battery lawn mower and yard tools, the batteries are almost worth more than the tools.

The more the cameras are accessed when a delivery comes or when the dog and I are in the backyard playing ball, the faster the battery drains.

They have to be recharged every couple of months and as they get older the more often I have to get the ladder out to remove the batteries and recharge them in the garage.

They take 4-6 hours to recharge so it's a hassle. So, I jumped on Amazon and bought solar recharging panels. To work effectively, these have to be positioned to have the most visibility of the sun per day. The good thing is that here in North Carolina, we have way more sunny days than cloudy ones.

Visibility Is Light

Content is like a battery. It powers your business but needs to be recharged. Some businesses power it monthly, but it becomes more powerful when energized daily or weekly. The more the content is viewed, the less current and interesting it becomes. In other words, the faster the content battery needs recharging.

That means that having both a daily and weekly content strategy beats a monthly one if you want to supercharge your audience. But you are probably saying to yourself, “Who has time to do both daily and weekly content?” With a little planning, you will!

Daily & Weekly Charging

Creating daily content from simple graphics that generate awareness can help keep you top of mind. I have a series of 30+ graphics with my quotes (I call them BACONisms) that I post daily (yes… even on weekends). Those have a link to our website in the graphic, but the main goal is not a click. Just a view!

My weekly content is much more substantial. This is a perfect example of a blog post that is turned into a podcast episode. Although the content is a 3-4 minute read or a 10-minute podcast, the vast majority of people never make it to the end. But many become aware of it.

I use social media and email to distribute the weekly content, but my expectation is that many will treat it like the awareness graphics I mentioned before, and that's okay.

Social Media

Although social media is mostly free, it is inconsistent at best when it comes to people taking the action intended by the post.

I have found that no matter how many people I'm connected with or follow me, only about 150 people will see and interact with my posts. Short posts with a call to action get read more often. However, the CTA gets anywhere between 1-10% clicks (if it's relevant).

Even with almost 1200 subscribers, my LinkedIn Newsletter (profile based) gets around 100 impressions and 500 views. The views come from email (I will explain later)

A friend showed me how a poll on LinkedIn will blow that stat out of the water. But, there is no real content and no CTA.

So I am happy when my blog posts, podcast episodes, or other social media posts get any click-throughs.

As I have mentioned before, if you can incorporate your sales team or CSRs in your content distribution, you can amplify those numbers.

Email Broadcasts

Email is disruptive. Yet, if people are interested in you and your topics, they will at least pay attention and maybe click through.

Gone are the days of email newsletters. What works today is similar to social media. Keeping emails visually interesting and short (1-2 paragraphs with a call to action) is what gets people to continue to subscribe and act when interested.

I send a weekly email with simple links to the week's content. The same content is available as social posts which increases the views significantly.

One of the secrets to the LinkedIn Newsletter is that when I post a new one, LinkedIn emails it to all 1200+ subscribers. That increases the content views even more.

Final Thoughts

I got those two solar battery charging panels installed, and the batteries are now charging themselves. Less hassle and ladder time are a good thing!

Just like exposing the batteries to the sun supercharges them, getting your content in the light (of computer and cell phone screens), supercharges your messaging by getting it in front of more eyeballs!

Hopefully, you can see that with just one main piece of content (two if you count my podcast Expert Interviews), you can amplify views, engagement, and people taking action (click-throughs).

All of this is to stay top of mind, stay relevant, and hopefully start conversations. Just today, I was asked to be a guest on an online show because of one of those interactions. So it's a long-term bet that people will take action when their needs align with what you are sharing in your content.

“I have noticed even people who claim everything is predestined, and that we can do nothing to change it, look before they cross the road.”
– Stephen Hawking

Comment below and share your thoughts, ideas, or questions about how you create and distribute messages! Are you finding AI disruptive or engaging? How do you decide what topics your audience will engage with? How much attention do you pay to headlines and attraction images? Do you have a consistent content distribution system, or is it willy-nilly?

To learn more about this and other topics on B2b Sales & Marketing, visit our podcast website at The Bacon Podcast.

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