Surviving the age of zero-click social content

mlns='> Still more reasons to own your audience. [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( Daily News and Alert 10.23.23 Connect with CMI Hi there, Does your list of content distribution or amplification tactics include social sharing? Most articles advise you to share on the social channels your audience uses. But do those efforts result in more traffic? Less and less each year for traditional media companies, according to [this New York Times article.]( Social platforms have discouraged links to off-platform content (e.g., X/Twitter’s decision to drop headlines and excerpts from shared links). And experiments (like [this one from Sprout Social]( prove that platforms prioritize “social-first posts” (i.e., those created to engage on the platform without external links). So, how do you get exposure for your content in the no-link social era? In the [Content Corner newsletter]( Dennis Shiao suggested this no-click approach for X/Twitter (which you could tailor to other platforms): - Start with an article or other content that includes a set of industry experts. - Create an image for each expert that includes name, title, and headshot. - Schedule a tweet that summarizes each expert’s advice. - Tag any of the experts who maintain an active Twitter account. - Don’t link to the article. - Spread out your tweets over a month or two. Those posts, Dennis suggests, might be your best-performing ones in terms of exposure and engagement. But what if you want people to go to your website and read the article? Sprout Social’s experiment suggests a way to share a link without experiencing the penalty (at least on LinkedIn): Put the link in a comment rather than in the post itself. And then there’s the approach used by The Atlantic and other media outlets quoted in the New York Times: Build a subscribed audience. How are you adapting to the age of near-zero-click social content? [I’d love to hear.](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback%20-%20what%20happens%20on%20social) Here are some linked resources to help you in your work this week. Kim Moutsos Vice President of Editorial Content Marketing Institute [Share your feedback](mailto:kim.moutsos@informa.com?subject=Feedback)  ICYMI: [17+ Tips To Help Your Brand Ride Today’s Social Media Roller Coaster]( The social media landscape has changed. X, formerly known as Twitter, is a mess. TikTok bans are possible. YouTube added Shorts to compete with TikTok. Meta added Threads. Should your social media strategy respond?  Today: [Change Fatigue Solutions]( | Ask the #CMWorld Community | 12 p.m. ET Change is inevitable. So is resistance to change. So how do you get people on board? CMI’s Amanda Subler sits down with Jenny Magic and Melissa Breker, who literally wrote the book on how to do it. They’ll share do-it-today techniques and actionable tools you can use to remove common barriers to change.  Anytime: [Free Content Marketing World Presentations]( If you missed Content Marketing World this year (or just couldn't make it to all the sessions you wanted to see), watching these two popular favorites will give you a taste of what's included in the CMWorld 2023 Digital Pass. Ready for more? Use code KIMCMI to save $200 on [registration for your Digital Pass.](  To change your email preferences or unsubscribe, visit our [subscription center.]( Copyright © 2023 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]