Social content should always start with a blog post

Me blogging, a long time ago, with much more hair
Me blogging, a long time ago, with much more hair
Me writing a blog post, a long time ago at 3eep, when I had much more hair. Photo © Pierre Sauvignon

The blog section is not just a diary of what happened when to your startup, it’s actually the essential bedrock of a social media content strategy.

Social updates scroll back into archives that most social channel users won’t bother clicking through, so that they can only be found with a keyword, author name or company name search. Whereas blog posts will always be paginated and directly associated with your startup at your primary domain name.

If it’s worth sharing on your social channels, it’s almost always worth starting by creating a short blog post (like this one) and then sharing either the post content, or a link to the post itself on your social channels.

Back in the day, because we were still transitioning from newspapers and magazines, most content authors thought blog posts should be long. Turns out, impact is not closely correlated with number of words. So don’t be embarrassed if it feels like what you have to say is too short.

And don’t listen to the voice in your head saying, “nobody cares about this” because there’s 4.5B people on the internet now, and all you have to do is allow the 0.001% of them who will care about this, to find it. Forty five thousand readers of your blog post would be a great outcome!

If Donald Trump has taught us anything about the internet, it’s more important to have an opinion to be correct, and more important to use that opinion to build an audience than to be likeable or fair-minded.

If you want to save time on the social sharing part, I use and recommend Buffer (unpaid endorsement). Plans start at free.

I should also point out that I forget this advice all the time with my own content. But that should be no excuse for either of us!

I’m Alan Jones, an EiR for startup accelerators, GP at M8 Ventures. Previously investor, founder, and early Yahoo PM. Opinions mine (but should also be yours).

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