If you’re spending time creating quality content, and not promoting it, you’re losing the content marketing game.
The goal of content marketing is to build an audience. And you can only do that if you get your content into the hands of your consumers. The more people that consume your content, the larger your audience is going to be.
The rule Derek Halpern of Social Triggers uses is to spend 80% of your time promoting content, and only 20% of your time creating it. The reason for this is quite simple: it’s wiser to spend time promoting content you already have, to build your email list, rather than creating more content that fewer people know about. It’s the only way you can truly maximize the ROI on your content.
As they say for products: you can’t just expect that if you ‘build it, they will come’; with content, you can’t just expect that if you ‘create it, they will come’. You’ve got to promote content!
So the golden question is, how do you promote content?
This post will cover 5 ways to promote your content and drive more traffic to your website. So let’s get right into it!
Tactic 1: Commenter & Sharer Outreach
This tactic involves reaching out to commenters and sharers of content similar to the one you’re planning to promote. So if you’ve written a blog post about driverless cars, and someone else has written a post about a similar topic with existing social engagement on it, you can reach out to the people who’ve already commented and shared the other post and let them know about yours. Since they’ve already engaged with a similar post before, it’s clear they have an interest in the topic, so the chances of them engaging with your post are pretty high!
Check out the comments on this blog post. It has more than 594 comments, 848 tweets and 878 comments and shares on Facebook. Most commenters are linked to social media or commenter platforms like Disqus, so it’s possible to reach out to them, and let them know about your post.
Imagine how powerful it can be to have an audience interested in your post, and then asking them to participate. Their comments and feedback can be invaluable and a great way to promote your content. People are more likely to read posts with some social engagement on it, so inviting people already interested in your topic can be an excellent content promotion strategy.
Comment marketing involves getting your name out there as the ‘expert’ in your field. By asking insightful questions and sharing your knowledge as the domain expert, you position yourself as a thought leader in your space, encouraging people to visit your site and consume your content.
Tactic 2: Paid Ads
You always have the option of paying for promoting your content on social media. This includes paid Facebook & Twitter ads, sponsored updates and paid ads on LinkedIn and more. You can boost posts so they appear on the ‘news feed’ of your audience’s social media profiles.
Remarketing can be particularly useful for this purpose, as you can have your ads follow your users once they visit your blog/content. The reason why this is effective is because people need to see your marketing message at least 7 times before they take any specific action on it. This is called the ‘rule of seven’.
Using remarketing, you will be able to reach nearly 84% of your content visitors, for up to 10-18 days a month. That’s extremely powerful when it comes to building a memorable brand. Use the Google display network to your advantage to remain at the front of your customer’s minds. It covers the AdSense publisher network, hundreds of premium publishers and various Google sites as can be seen below:
The thing that differentiates promoted content from advertised services is that promoted content usually solves a problem for a customer. For instance, if someone was looking for ways to decorate their house for Christmas, an eBook about ‘How To Decorate Your House For Christmas’ that’s promoted across the Google Display Network, is probably more effective in generating clicks compared to a Google ad that advertises ‘Interior Decoration Services For Christmas’. People want to know you care, and content is a great way of showing you do!
Tactic 3: Expert Round Up Posts
An expert roundup post is a blog post that includes insights, comments and inputs from experts and involves them in the content creation process. So if you’re writing a post about digital marketing, including insights from the best in the industry like Neil Patel or Avinash Kaushik would be a massive crowd puller.
Continue reading %5 Ways to Drive More Traffic to Your Site with Content Promotion%
by Akshay Sachdeva via SitePoint
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