"It's not the best content that wins. It's the best promoted content that wins." ~Andy Crestodina
You've put so much time and energy into creating a piece of content that you hope will bring value to your audience, but then what happens?
You publish it and -- nothing.
No one sees it. No one comments on it. No one shares it. It's like throwing a party, but no one shows up!
Creating high-quality content can be fun and rewarding—but when you don't know how to get people excited, it can feel like a big waste of time!
This guide talks about 28 tried and tested content promotion strategies that will help you get more eyes on your blog posts, more shares, and more comments.
Let's dive in!
As content creators and marketers, we often talk about distribution and promotion as though they're the same thing. The truth is that there is a key difference between the two that can help you better define your strategy.
Content distribution is when you share content with your own audience. It can be your blog subscribers, social media followers, or even people who have signed up for your email list.
In comparison, content promotion is when you share content with a new audience in an effort to grow your reach. This can be done through paid ads, social media outreach, and blogger partnerships.
While both content marketing strategies are important for growing your reach and getting more eyes on your content, they require different approaches.
Note: Throughout this blog, we will refer to the process of spreading content online as "content promotion."
Besides increasing traffic to your content, promoting it can also yield numerous other benefits.
If people see your content being shared by influencers or other popular accounts, they're more likely to become familiar with your brand and notice it the next time they see it.
Promoting your content on social media to active and engaged followers can help you get a long-term, dynamic community that regularly shares and interacts with your posts.
Any time another website links to one of yours, it creates a "backlink." A comprehensive backlink strategy is critical for success.
Backlinks are essential for two reasons:
The more relevant and authoritative sites that link to your site online, the higher its position in search engine results.
Of course, not all sites that link to you will be domain authority beacons--some sites may have questionable credibility, and search engines will discount their link juice. But when a well-respected site like the Washington Post links to you, that's seen as an "editorial vote" of confidence, and your content is more likely to rank highly in search results.
If you're constantly churning out high-quality, original content that educates and informs your target audience, they will begin to see you as a credible source of information. As a result, when they have questions or need help with something related to your industry/niche, they are more likely to turn to you for guidance.
Now that you've written some unique content, it's time to get people to read it! Here are a few tried and true methods for promoting your content and getting more eyeballs on your work.
Sending your blog posts to your email list is a great way to get more people reading. As long as you're offering valuable content (and not just a sales pitch), most subscribers will be happy to hear from you and read what you have to say.
Emailing your blog post to people you've built relationships with is a great way to reach a wider audience. If you have any high-value contacts, such as influencers or writers from significant publications, consider emailing them your blog post. They may be interested in mentioning it on their site or social media channels!
Anyone you link to in an article is a potential evangelist for your content. Email them the blog post, and ask if they'd be interested in sharing it with their audience. People are usually more willing to help promote your blog and other content when they are included in it.
This content promotion strategy is an excellent way to get initial traction for your blog post. Find at least 10-20 bloggers who write about similar topics, and send them an email letting them know about your post. Include a brief description of the article and why you think their readers would benefit from it.
It helps if they've heard of you before or you've commented or shared their content already. So start building relationships with bloggers in your industry now, so it becomes easier when you want them to promote your content.
Most bloggers are happy to share interesting content that helps or entertains their audience, so this promotion strategy is a great way to get some exposure for your new blog post!
Another easy way besides email to gain more views for your content is leveraging social media platforms.
Here are some ways you can share your content on social media:
If you have a blog post that you want to share on Twitter, create a tweet that includes a link to your post. Include some engaging copy and an image to help your tweet stand out. You can also use hashtags to reach a wider audience or start a conversation around your topic.
You can share an excerpt from your blog post on Facebook and a link back to the full article. This is an excellent way of giving people just enough information to pique their interest and encourage them to click through.
You can post a snippet from your blog content on LinkedIn and a link back to the full article. This is a perfect way to start a conversation and engage people with your writing!
You can share a link to your YouTube video in Facebook groups that are relevant to the topic of your video. This social sharing strategy will increase your exposure and brand awareness, potentially leading to more sales!
Quora is an excellent resource for answering your audience's questions—and getting backlinks and traffic. Unfortunately, links from Quora are “nofollow,” meaning they don’t pass link juice to increase your rankings like a “dofollow” link from an authoritative site would. But they can still bring you traffic and build awareness, which every content marketer should strive to do.
By answering relevant questions, you can position yourself as an expert in the field and gain credibility for your business.
Images from your website or blog can be a great source of pins for your Pinterest boards. By pinning an image onto one of your boards, you'll be able to get traffic back to your site when people click on the image.
Include a link to your article in a post on Reddit. You'll need to find the appropriate subreddit for your topic, but once you do, you'll be able to get traffic from interested users.
Don't only use Reddit to promote links to your content, though. Redditors will see this as spammy since you aren't participating in the subreddits in any other way, like commenting on other posts or upvoting great content. Be active in subreddits related to your industry first, and then occasionally share your links that you think would be helpful to the community.
Medium is a valuable platform for sharing your work with a broad and large audience. By creating relevant content on Medium that includes a link to your website’s content, you'll be able to get traffic from people who are interested in reading it.
If you have any content that's been featured in a popular podcast, make sure to include it in one of your emails. This will allow interested readers to check it out and learn more about what you do.
Content syndication is when content from one site is republished on another site. This content promotion strategy can help increase the visibility of your content and generate traffic back to your website.
You can syndicate content by sharing it on social media and through email newsletters or by allowing other websites to republish your content in full.
For example, this article on "How to set social media marketing goals for business success" was syndicated on Medium four days after publishing it.
When you mention an influencer in your content, you're increasing the chances that their followers will see your post and even follow your brand.
Once you publish the content piece, reach out to the influencer with a personalized message that explains why you included them and that you hope they'll share the article with their audience.
When you add a share button to your website, you make it easy for readers to spread the word about your content. This can lead to increased traffic and engagement with your site.
Paid advertising on Google, Facebook, or LinkedIn can help increase the visibility of your content. You can also use paid ads to target specific audiences with interests aligned with your content.
Remarketing is another effective paid content promotion strategy to increase the visibility of your content. You can use Google AdWords to remarket to people who have visited your website or interacted with your brand online.
When you have a great product or content, it's essential to get as many people as possible to see it. A mentoring or peer group can help increase your visibility by sharing your content with their networks and promoting it through other channels. This can lead to more traffic and engagement, translating into success for your business.
Repurposing content means reusing your content in different ways to ensure that as many people see it as possible on several platforms. You can do this through various means, such as republishing on other platforms using different formats and creating new content from the original content.
The more visible your content is, the more likely you are to reach your target audience and achieve your business goals. For example, if you start with a blog post, you can repurpose it by taking relevant content and converting it into these formats:
The more formats you can create for your content, the easier it will be to reach a broad audience and accomplish your goals.
By submitting to directories, you can reach a larger number of people interested in what you have to say. Search for directories specific to your niche or topic, and submit your content accordingly.
Include relevant keywords that you want to rank for when creating new content. Don't stuff your keywords in, but rather work them into the content in a way that sounds natural. Analyze the competition using search engines or tools that look at top results to guide you in optimizing your content and implementing keywords.
In addition, link to other pages on your site from your new page and vice versa. This helps Google understand what your site is about and how it should rank it.
Lastly, keep your content fresh and relevant. Google loves new content, so the more often you can update your site with new pages or blog posts, the better.
Collaborating with other businesses and brands can help you attract new audiences while staying true to your brand's identity.
It's a win-win scenario when you collaborate with them; everyone benefits from increased online visibility. So don't hesitate to reach out.
When your content is featured in a roundup, other bloggers or publications have found it noteworthy and worth sharing with their audience. This can help you earn links back to your site, improving your search engine ranking. Additionally, being featured in roundups shows that your content is high-quality and informative, which can help attract new readers and followers.
Adding a link to your chatbot flow ensures that people in your chat will be able to read your content. You can serve them up content related to their questions that may answer what they are looking for, or send unqualified customers or early funnel visitors to your content to learn more.
HARO, or Help a Reporter Out, is a service that connects journalists with sources for their stories. If you're looking to gain visibility for your content, answering questions on HARO is a great way to do it.
If you are featured in a story, you can showcase your expertise and gain attention from new audiences. Plus, it's just fun to help out reporters and see your name in print!
Writing guest posts for blogs with large audiences can help you attract traffic to your own blog. This will help spread awareness of your name and work. It will also allow you to provide valuable information to the other blog's readers.
When you write guest posts, be sure to include a bio with your contact information so that readers can easily find and connect with you. By writing informative and engaging content, you will increase visibility for your blog or website and build credibility and trust with potential customers.
By submitting to a content community, you can increase your visibility and get more exposure for your work. This is a great way to build an audience and reach new readers.
You can do it by guest posting, writing for a specific site or blog, or participating in online discussion forums.
So, there you have it.
Now you have a full arsenal of content promotion strategies, which will help boost your blog's visibility and attract more traffic.
Implement these digital marketing strategies consistently, and you'll see a major uptick in your content engagement and performance!
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