So, you’ve created this amazing, well-researched piece of content recently. Even though it was supposed to generate loads of traffic and go viral, nothing happened. Now, your masterpiece is sinking into oblivion, forgotten. What happened? Well, content marketing is not just about content creation. To deliver your blog posts into the right hands, you need to promote them, too.
Here are a few strategies that will give your content promotion a significant boost.
1.- Start Guest Blogging
Guest blogging is the most significant link building strategy. Apart from giving your backlink profile a substantial boost, it also helps you position yourself as a highly relevant source of information. However, just like with your content, not every guest post you publish is equally valuable. The quality of the link you build depends on various factors.
First, there is the quality of the content you create. Today, guest blogging goes far beyond link building. The articles you create need to be valuable to your readers and help them solve their problems. Each guest post you write needs to be engaging and inspire people to share it and link to it. Link to multiple relevant sources of information and ensure that the post from your blog you’re linking to is also helpful and relevant.
Second, you need to pay attention to the quality of your guest blogging opportunity. As the quality of your backlinks is still one of Google’s major ranking signals, publishing content on spammy sites may ruin your rankings and domain authority. Most importantly, black hat guest blogging will hurt user experience and drive people away.
Once you make a list of your potential link building opportunities, you should analyze them. Pay attention to their relevance to your niche, domain authority, rankings, the quality of the guest posts they publish, and people’s engagement with their content. The overall appeal of the site may also be helpful. If the site lacks proper meta descriptions, contains loads of popups and ads, and its UX design is poor, you should stay away from it. If manual research eats up your time, you can use link building tools that will do the work for you and help you find reputable guest blogging opportunities faster.
2.- Leverage Facebook and Twitter Paid Ads
Organic search is your priority, but it needs time to deliver the desired results. This is especially true when it comes to social media marketing. In the overcrowded News Feed, it’s difficult for your content to stand out? This is where paid social media advertising shines, as it helps your content rise above the rest.
Before you start advertising on Twitter or Facebook, you need to focus on targeting the right audiences. For example, when using Twitter paid ads, you could create custom audiences and manually choose which users to market to. This way, you’re making sure that you’re reaching out only to your potential clients. Facebook also has numerous ad settings that help you address the right audience. For example, if you’re writing a boost about link building, you should highlight in the Interests section that your target readers should be ether people that expressed interest in similar content or liked pages and tools related to it.
3.- Repurpose your Content
If you’ve invested your blood, sweat, and tears into creating a high-quality piece of content, you need to harness its potential to the max. And, one of the most effective practices that may help you here is repurposing. In other words, you need to turn one piece of content to another. Why? Well, your readers respond differently to various types of content. While some of them are fans of detailed guides and case studies, others love videos and infographics. So, by repurposing your content, you’re actually appealing to different readers’ tastes.
For example, turn your lengthy guide or article into a video or an infographic to make it more interactive. Given that 65% of people identify themselves as visual learners, this is an amazing way to engage them. On the other hand, you can turn a few short articles on a similar topic into a comprehensive guide or even separate a large whitepaper, eBook, or guide into a few articles. SlideShare may also be helpful and generate loads of qualified traffic to your site.
4.- Make It Easier for People to Share your Blog Posts
Apart from creating killer content, you need to inspire people to share it on their social networks. Your readers’ promotion will not only boost your online exposure, but also present you as a valuable online resource among their followers. For starters, you should add social sharing buttons to your blog to help people share your content effortlessly on their desired channels.
5.- Engage with your Online Community
To put your content in front of the right audience, you need to join industry-relevant discussions regularly. No matter if you’re active on Facebook or LinkedIn groups, using content promotion networks, or leveraging online communities like Reddit or Quora, make sure you bring value to your target audience. Instead of focusing on self-promotion, give tips that may really help people solve a certain problem and make sure that your piece of content is relevant to them.
6.- Work with Influencers
Influencer marketing has become one of the most powerful digital marketing strategies. Not only will it boost your online exposure and attract wider audiences, but also boost the credibility of your content in the eyes of their readers. According to some recent statistics, 92% of customers trust influencers more than ads.
Now, there are numerous ways to work with an influencer. You could ask them directly if they would like to share your content on their page. Second, you could simply mention them in one of your posts, inform them of their recent mention, and ask whether they would like to share your article on their network. Finally, you could find a few industry experts and reach out to them, asking if they are willing to participate in a brief interview and share their experience with your readers. Sure, once the article is live, they’ll be glad to share it with their followers.
Over to You
Creating quality content is not enough to survive. To get your content noticed in the sea of similar articles, you need to refine your promotion tactics. And, no matter how intimidating these practices may be, they are definitely worth the investment.
What content promotion practices do you use?
Author: Raul is Editor in Chief at Technivorz blog. He has a lot to say about innovations in all aspects of digital technology and online marketing.