Content is at the core of our online experiences. We consume it, share it, and rely on it for information and entertainment. However, knowing how to promote content can make or break a masterpiece. The effort that goes into creating and promoting content is substantial, but the real challenge lies in ensuring that it reaches the right audience.
In today’s digital landscape, where social media platforms are saturated with content, simply sharing your post is no longer enough. To truly make an impact and spread the word about your content, you need to leverage creative strategies, resourcefulness, and even growth-hacking techniques. Diving into social media marketing and content promotion can be daunting. That’s why in this article, we will teach you how to effectively promote your content.
Why Should You Promote Your Content?
Promoting your content is essential for several reasons. First, by employing smart distribution strategies, you can significantly increase the reach of your content pieces. By targeting specific groups and online communities where your target audience is, you enhance both the reach and engagement of your content. This, in turn, drives traffic, generates leads, and boosts sales.
Without proper distribution, your carefully crafted blog posts and articles may fade into oblivion within a few hours. Smart distribution not only amplifies your content’s reach but also attracts media interest. Some sources may be interested in republishing your articles, engaging in backlink exchanges, or covering your topic in their own content. This symbiotic relationship benefits both parties, as they gain access to valuable content while your content gains exposure. Additionally, by actively promoting your content, you position yourself as a thought leader and influencer in your field.
How to Promote Your Content
Now that you understand the importance of content promotion, let’s explore nine proven methods to effectively promote your content and maximize its impact.
Use Media Outlets and Content Aggregators
Depending on the type of content you create, there are various content aggregators and media outlets you can leverage to redistribute your articles. Consider using sneak peeks as teasers for your content. These can be in the form of key takeaways or trailers that provide a glimpse into your article, accompanied by a link to the full blog post.
For technology, marketing, or business-related content, platforms like Growthhackers can be highly beneficial. If your content has a broader appeal, Medium is a great choice. And if you have a geeky article that deserves attention, a platform like Hackernews is suitable for sharing sneak peeks. Sharing your content with these communities not only drives targeted traffic but also increases the likelihood of engagement and shares.
Furthermore, if you have a remarkable blog post about technology that you want to pitch to the media, consider joining HARO (Help A Reporter Out). By subscribing to their newsletter and responding to their requests, you may have the opportunity to be featured in esteemed media outlets like Forbes.
Join Relevant Facebook Groups
Communities can play a pivotal role in driving results for your content promotion efforts. You have the option to either manage your own communities (although that’s a topic for another day) or join existing communities that align with your content, brand, or products.
While opinions on Facebook groups may be mixed, it’s important to recognize that not all groups are created equal. Yes, there might be some spammy groups out there, but by focusing on your target niche, you can narrow down your search and find valuable communities.
Let’s say you publish how-to business articles for Canadian entrepreneurs, specifically addressing legal issues in Canada. Joining local Facebook groups for business owners, such as “Canadian Entrepreneurs” can provide the perfect platform to connect with your target audience in the right place.
Remember, it’s crucial to avoid being spammy or pushy in these groups. Posting overly promotional content may lead to your posts being deleted or even getting banned from the group or Facebook itself. Genuine engagement and providing value should be your focus to gain the desired recognition.
Publish Sneak Peeks on LinkedIn
LinkedIn is often an underrated tool for content promotion, especially when it comes to publishing content. Leveraging the LinkedIn Publishing platform to share sneak peeks can significantly increase the reach of your original content.
Don’t underestimate the power of showcasing a preview or key insights from your article on LinkedIn. By providing a glimpse of your content that redirects readers to the full blog post, you can capture the attention of professionals in your industry and generate traffic to your website. Take advantage of this platform to maximize the visibility and impact of your content.
Spice Up Your Personal Branding
The success of content promotion often lies in the ability to establish a personable presence on social media. By actively engaging on your own profiles, sharing valuable content, and expanding your network, you can reach a wider audience. When your connections engage with and share your content, its reach grows even further, and in some cases, it may even go viral. This is where your personal branding comes into play, enhancing your content strategy.
Marketers sometimes fear that their content may not align with their personal branding. However, as long as it remains relevant to your profession or interests and is supported by building a network, there’s no need to worry. Personal branding can amplify the impact of your content and attract more attention to your brand and expertise.
Make the Most of Quora
Quora is a treasure trove of knowledge, offering a unique question-and-answer platform. By actively answering relevant questions and sharing your insights and expertise, you can build your personal brand and drive substantial traffic to your blog posts.
For example, if you’ve written a blog post on “What is a meta tag in digital marketing?,” search for relevant questions on Quora related to this topic. Provide valuable insights from your article and direct the audience to your blog post for further information. Quora is a free platform that can drive traffic to your content if utilized strategically. However, it does require your time, know-how, and research.
Involve Your Team or Employees
If you have a team, don’t hesitate to involve them in your content promotion efforts. Breaking down work silos and encouraging your team members to share your blog posts can be beneficial. However, it’s important not to force them into sharing; instead, presents the value of their involvement.
When they realize that their engagement, such as liking, commenting, or sharing, can help the company gain recognition and increase exposure, they may be more inclined to participate. Additionally, their personal branding can also benefit from sharing valuable content.
For instance, if your employees like your content updates on LinkedIn, chances are that people from their networks will also engage with it. This natural and organic approach can effectively expand the reach of your content.
Distribute Content With Paid Ads
Paid advertising should not be ignored when it comes to content promotion. When executed well, with the right message, creative assets, and targeting, paid ads can deliver powerful results. It may require some trial and error to find the most effective campaign goals for your content.
Consider testing different campaign objectives. You might discover that objectives such as “engagement” provide better results than “traffic” or “reach.” Think outside the box and experiment with various Facebook post formats.
If your blog is optimized for mobile viewing, take advantage of mobile placements. Mobile ads are often more affordable, and even if visitors bounce quickly from your site, you can capture their attention through remarketing efforts.
Collaborate With Influencers or Industry Partners
Certain types of content, such as reviews, promotional material, or launches, benefit from an initial boost. This is where influencers or industry partners can come to your rescue.
If you plan to launch an influencer marketing campaign, carefully consider the factors before finalizing your partnerships. When influencers share your content with their targeted audiences, it can result in increased traffic and exposure. Similarly, industry partners can leverage their networks to spread the word about your content, whether it’s a blog post, landing page, e-book, or campaign.
Hire a Marketing Agency
Developing and executing a content marketing strategy that includes both content creation and distribution can be challenging and time-consuming. If you want to ensure your content is seen and shared, consider partnering with a reputable marketing agency.
As a digital marketing agency in Hamilton, we understand the complexities involved and can help you achieve your goals. Don’t hesitate to reach out and collaborate with one of the top social media marketing agencies in Canada.
What Can You Do Right Now?
To kick-start your content promotion efforts, consider the following steps:
- Leverage social shares on platforms like Facebook, Twitter, LinkedIn, Instagram, and Pinterest by sharing your content on these profiles.
- Add links to your blog posts or content pieces on your social media platforms to direct your audience to the full content.
- Create a list of blog posts to share and devise a plan for pairing them with engaging content to share on your social media profiles.
Final Words: Promote Your Content
While this list provides valuable strategies, it’s important to stay open to new ideas and continually explore new tools and practices. Keep an eye on your competitors’ actions and be willing to test and implement fresh approaches to reach your target audience with your content. With creativity and perseverance, your content has the potential to capture the attention it deserves.
If you want to learn more about how to effectively promote your content, check out the rest of our blog.