Content promotion is crucial to content marketing. Companies often spend most of their budgets on creating the content, so promoting it takes the backseat. With hundreds of thousands of posts getting published every day, your post is probably not going to be exposed to the public.
Readers only trust those brands that have thousands of shares on Facebook, Twitter and LinkedIn (or other popular platforms). This is what today’s post intends to teach – how to achieve a strong reader base.
1. Paid Promotion
Before diving into paid promotion, define your target audience. Location, age, gender and education levels are the preliminary categories, but if you want to establish a very niche audience, consider setting more personalized filters.
What are their strong points, and what are their key frustrations? How does your content (and ultimately, your product) provide a solution to these problems? Build your buyer’s persona (aka a fictional character that is likely to buy your product) for more returns on your promotional spending.
Social media is the best place to place your advertisements. Facebook and Google have built their business models around advertising and using both these platforms is super easy.Almost all brands use social media management tools to increase engagement and ROI through social media channels.
Primarily, the social networking site has four avenues for advertising:
- Facebook Ads & Facebook Pages
- Facebook Messenger (with its chatbots)
- Instagram (which Facebook bought in 2012)
- Facebook Audience Network (to reach people beyond Facebook)
The search engine has a massive database of searches all around the world – which makes it one of the best ways to advertise your product on.
Google AdWords is the native tool that the search engine offers for advertising. Before making a purchase, Google also shows the search volume and competition that your keywords currently have. Always choose keywords that have low competition and high search volume.
Twitter’s Promoted Tweets feature is the best tool for content marketing on the platform. Target advertising is easily possible by choosing the required filters.
Billing takes place only when someone completes an action specified by the buyer, like clicking through a website link or downloading the app.
For more professional services and B2B connections, LinkedIn is the best platform for promotion. Using linkedin retargeting increases your leads by 50% . According to its official website, LinkedIn has around 500 million active professionals which can be targeted by location, job title, and industry. The platform also allows personalized ads delivered right to people’s inbox.
According to the YouTube’s official advertising page, the number of small- and medium-sized businesses has doubled in the last two years. With advertising costs coming down, marketing on YouTube is now a potential avenue. Plus, billing happens only when someone shows interest in ads.
Video ads on YouTube are almost always skipped by viewers at the first opportunity, so make your ads 30 seconds or shorter (unless, of course, you’re able to get the viewer hooked to your ad within the first 3 seconds).
Apart from the major ones, Snapchat, Pinterest, and SlideShare are a few more options to consider
2. Influencer Outreach
Influencer outreach is vital to content promotion. Every industry has established profiles that people look up to – and it’s obvious that they command a huge traffic. Getting them to write on your website, or better yet, gaining an opportunity to guest post on their website will do wonders for your traffic numbers.
Influencers shouldn’t be directly contacted; the better approach is to nurture them over a few weeks (like commenting on their posts, sharing their content or mentioning them in your blog) before sending in an email.
When it comes to email, your pitch must be as succinct as possible – because no one has time to read vague text. Excessive flattery will most definitely be considered spam, so be wary of false adulation.
The influencer you want to target should be able to identify a tangible proposal. If you’re pitching for a guest post on their website, submit past articles that you’ve already written, and explain why the topic you wish to write on is relevant to their website.
Sometimes, even a paragraph – or a quote, for that matter – from an influencer boosts the credibility of your site. Don’t remember to email these influencers the articles where you’ve mentioned them. If they like it, chances are they’re going to share your content on their social media – with its valuable traffic.
Don’t be afraid to follow up twice or even thrice – influencers are busy people with many emails every day. Some tools that may prove useful are:
- Ninja Outreach
- Twitter Lists
3. Email Campaigning
More than 90% internet users use email services (which is nearly 3.7 billion users), while only 61% of them use social media. That’s how relevant emails are today.
Email Outreach is another avenue to reach customers and pitch your product on a large-scale basis. For a lot of companies, though, email marketing is all about sales – how many people buy their product from a particular email campaign.
This strategy worked in the past, but the ballgame has completely changed today. The public responds well only to those emails that genuinely add value to their life. Which is why, however attractive your email may appear with arresting visuals and tempting deals, your target audience is simply going to mark it as spam.
In fact, the United States has strict laws against spam emails – outlined in its CAM-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing Act) act of 2003. The act states that:
- emails should not have deceptive subject lines
- always include an “unsubscribe” button/link
- include your name and address at the end of your emails
In order to achieve real value out of your emailing campaign, consider building your own lists with call-to-action strategies – like providing them a weekly newsletter of your content in return for their email IDs.
Think of email marketing as a means to establish a relationship with your target audience. Those who reply become leads – and nurturing leads is the number one priority for this sort of outreach.
In a capsule, the types of content one can offer for building an email list are:
- Webinars & Online courses
- Drip emails (like newsletters)
4. Repurposing Content
For times when a particular piece of content has garnered the maximum amount of traffic possible, repurposing that content into some other form is a great way to reach out to a different section of the audience.
Everyone has a preference when it comes to social media platforms. A blog article will never be able to reach Instagrammers, so perhaps making an infographic out of it and then uploading to Instagram is helpful. Content repurposing is a great content promotion strategy without spending a lot of time and money on building things from scratch.
Once an article is published on your website, sharing the same on popular blogging sites like medium.com, wordpress.com – and even LinkedIn – attracts a lot of attention.
Answering relevant questions on Quora is another effective tactic for content promotion. Care should be taken, however, that the answer isn’t a sales pitch that readers will reject as spam.
These strategies helped me get my brand increased visibility in no time! Hope they work for you too!