In today's digital world, creating compelling content is only half the battle - promoting that content and getting it in front of the right audience is as important. With social media saturated and attention spans short, simply sharing your latest post is no longer enough. You must leverage creative strategies and growth hacking techniques to spread the word.
Promoting content takes dedication, but pays dividends in reach and engagement. Tailor messaging and distribution to resonate with your target audience. Actively participate in relevant conversations to get your content noticed. Measure what performs best, then double down on high-impact strategies. Stay focused on your goals to amplify your content's reach. With the right promotional tactics, you can get your content in front of those who care most.
In this article we'll take a look at 10 of the best proven methods for promoting your content.
How to Promote Your Content
Join Relevant Facebook Groups
Joining niche online communities can be a powerful way to promote your content to the right audiences. While some social media groups have poor reputations, taking time to find communities that genuinely align with your brand, content, and target customers can yield great results.
For example, if you are a digital marketer in the Southern California area, joining local Facebook groups such as, Los Angeles Entrepreneurs or Los Angeles Business Professionals could allow you to organically connect with relevant business owners who might need the services you offer. However, resist the urge to be overly promotional or spammy in these groups - forced tactics often backfire. Instead, focus on providing genuine value through thoughtful engagement and high-quality content contributions.
By establishing yourself as a subject matter expert in specific online communities, you gain recognition and trust. This ultimately gives your content promotion efforts a major boost in front of potential target customers. Just remember to align with the right niche communities, engage authentically, and avoid self-promotion for the best results.
Newsletter Swaps
Email marketing may seem old-school, but don't underestimate its power for promoting content. Your subscribers signed up because they're genuinely interested in what you have to share - you've already got their attention!
I find email generates higher click-through rates than other online channels. It allows you to directly reach the right people. Try teaming up with another brand or influencer in your industry to swap content promotions. Feature their articles in your newsletter, and they'll feature yours in return. It's an easy way to gain more readers and potential subscribers for you both!
When sharing content with your email list, make it relevant and valuable for them. Craft compelling subject lines that will pique their interest. See what content resonates best so you can create more of that good stuff!
Used alongside social media, email can take your content promotion to the next level. It may be old-fashioned, but still delivers results. The key is focusing on your subscribers and providing content that truly speaks to them. Do that well, and they'll keep coming back for more!
Repurpose Content as Videos
Video content is invaluable for promoting your brand on social media. Vertical videos designed for mobile viewing allow you to tell compelling stories that grab attention.
While video may be the future, you don't need to rely on it exclusively. Consider using short video clips to highlight and repurpose other content. For example, if you have a popular long-form article featuring an influencer, create a quick video snippet of them sharing an insightful quote. This video teaser can build interest and drive traffic to the full article.
The key is to leverage video's power to captivate audiences, while integrating it with your broader content strategy. Use it to create teasers, spotlights, or recaps that direct people toward your best assets. With video and other content working together, you can craft compelling social promotions that boost your reach and engagement.
Video provides huge promotional potential, but should complement rather than replace your diverse content mix. Blend video with articles, images, audio and more to develop a versatile promotional strategy. You can do all this with an AI tool called Repurpose IO.
Distribute Content With Paid Ads
Don't forget about paid ads when promoting your content! I know organic promotion is important, but running some smart paid campaigns can really supercharge your efforts.
It may take some testing to get it right though. I'd play around with different campaign objectives beyond just "traffic" or "reach." "Engagement" campaigns tend to work well for content. And don't be afraid to try out some unique Facebook post formats while you're experimenting.
One tip:
Definitely leverage mobile placements. Mobile ads are usually cheaper and can help you get in front of users on-the-go. Even if they bounce quickly, you can re-target them later.
The key is finding what works for your specific content through hands-on testing. Keep optimizing towards placements, objectives and creatives that deliver results. It takes work, but paid promotion done right can take your content game to the next level! Don't leave this powerful tool sitting on the bench. Put in the effort to make paid and organic work together.
Use Quora to Show Off Your Expertise
Quora can be an amazing place to promote your content if used strategically. With people asking all kinds of questions, it's a prime opportunity to share your expertise.
For example, let's say you've written a blog post explaining what site maps are in relation to digital marketing. Search Quora for related questions and provide helpful snippets from your post in your answers. Just make sure to include a link back to your full article for anyone wanting more info.
The key is finding relevant questions aligned with your blog topics and knowledge base. Take time to actively engage in the right discussions. Provide thoughtful, value-adding responses, not just blatant self-promotion.
However, Quora does require effort on your part to really benefit. You need to research appropriate questions, craft genuine answers, and make genuine connections. But interacting authentically can give your content some great organic visibility!
Make Your Content Easily Shareable For Readers
When sharing your content, don't forget your readers can help amplify your efforts too. Make it super easy for people to share your blogs and articles by adding social media buttons and widgets right in your website interface. I love how some sites have sticky share bars at the top of blog posts with one-click access to all the major platforms.
Creating custom graphics and images for each piece of content can also help it get discovered in image searches and shared more widely.
Basically, you want to reduce any friction for your readers to share your stuff. The easier you make it, the more they'll help extend your reach beyond just your own promotion. Your enthusiastic readers can become powerful brand ambassadors if you empower them. Optimize your site for sharing, give them visual assets to spread, and watch your content go farther than you ever could alone.
Invite Engagement by Asking Questions
Content should spark a two-way conversation with your audience, not just be one-sided. To get people more engaged and sharing your stuff, ask for their input and feedback. Pose some questions on social media to get a discussion going. Or end your newsletters with a call for subscribers to suggest topics or content formats they want to see more of.
Little things like this show you value your community's voice. And that makes them more likely to interact and share because they feel heard.
Keep finding ways to have genuine back-and-forth, whether on your platforms or through guest posts elsewhere. The more you discuss, the further your content will travel as your strengthened audience engages with it!
Collaborate With Influencers or Industry Partners
Sometimes your content could use a little boost right out the gate - like for a new product launch or big campaign. That's where influencers and partners can really help amp things up!
When looking for influencers, make sure to find ones whose audience and values actually align with your brand. You want real strategic partners, not just random names. The right influencers can share your content with their targeted followers and drive some major traffic your way.
A few ways to find influencers in your niche:
Research influencers in your niche through tools like Buzzsumo, Klear, or Traackr to find ones relevant to your brand. Analyze their content and audience to ensure a good fit.
Check who influencers already follow and partner with. Those relationships can indicate shared values and interests.
Look for influencers commenting or engaging with your brand already. They're likely fans open to collaborating.
Partners in your industry also have established networks perfect for spreading the word on a new blog post, e-book, or whatever content you've got cooking. Their connections can get your stuff in front of the right people quickly.
Obviously you still need to focus on building organic promotion over time. But influencer and partner boosts give you that crucial early lift for important content launches or campaigns. It does require finding the perfect strategic matches on both sides. Do that groundwork, and your influencer marketing efforts will really pay off! Your content will get shared with audiences you couldn't reach alone.
Optimize On-Page SEO to Rank on Search Engines
Optimizing your content for search engines through on-page SEO is a highly effective yet straightforward tactic for boosting promotion. By researching and targeting high-value keywords that align with your niche and audience interests, you can create content that meets searcher intent while organically incorporating optimized meta data, headers, and contextual internal links. Like this one.
In addition, developing original, useful content that answers questions and provides value will drive higher search rankings and increase organic traffic over time. You can also enlist a digital marketing agency to handle technical on-page optimization details.
But by keeping search intent front of mind during content creation and honing your overall SEO strategy, you can unlock major returns from elevated visibility. On-page optimization requires diligence, but combining these SEO best practices with your wider content promotion mix will compound your results exponentially.
Related: The Complete Guide to SEO Marketing
Hire a Marketing Agency
Creating compelling content is only the first step - distributing it effectively requires an integrated strategy. Executing content marketing across channels while handling other business priorities can be tough at times. Partnering with the right digital marketing agency makes the process achievable and manageable.
A quality agency understands the complexity of balanced content creation and thoughtful promotion. They bring strategic perspective and hands-on expertise that amplifies results. Whether you need help developing an overarching plan or executing specific tactics, their guidance and skills can propel your content further.
If partnering with a digital marketing agency is something you're interested in, here at Open World Digital we offer full service marketing for all your businesses needs. Contact us today to see all that we can do for you!
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