Best Content Promotion Strategies: Asking Experts
Attracting a sufficient number of links and social media shares to every one of your posts is what's going to make you stand out from the crowd in a world where we are overwhelmed with information.
- Involve influencers in your content to secure links and shares
- Never stop promoting your old posts
- Always find a way to repurpose your content
- Ask your clients to contribute to your blog
- Do some pre-outreach/pre-promotion
- Share your content in relevant groups and communities.
Check out how exactly experts are getting their content in front of their audience.
What are the most effective promotion strategies?
- Creating pre-hype by offering your followers a "teaser" (e.g. "Tune in tomorrow to catch my Facebook Live on '3 Strategies for Better Local SEO'")
- Conducting a tutorial via Facebook Live, bumping up your reach by encouraging followers to comment, like, and share your video.
- Include a link in the video description to a downloadable asset/content upgrade to generate leads. Remarket to these people via Facebook ads and/or email.
- Download your Facebook Live video and post it on YouTube. Include a little YouTube SEO magic to generate traffic that way. Again, include a link to your content upgrade in the description.
- Write a blog article targeting keywords relevant to Facebook Live (to generate organic traffic). Embed the YouTube video in your blog post.
- Create graphics that include quotes from your video or article. Post these graphics to social media with a short description, and a link to the article in the comments section.
- Repurpose your blog article as a LinkedIn article and/or on Medium, being sure to add a link to the original article.
- Optional: create an additional downloadable asset to include in your blog post to capture leads this way.
- Gather feedback from your audience to improve the article, or conduct an additional Facebook Live on a branch-off topic.
- Once you have enough tutorial videos (in sequence), you can turn this into a free (or paid) email course that you can advertise on social media or via paid ads.
Once you have a quality piece of content in your possession, do everything you can to increase its exposure. Repurposing content allows you to extend the value of your content by changing it to serve a different purpose, like transforming the messaging of several blog posts to create a guide or reusing content from your guide to help you create an educational video series. The messaging is the same, but the channel or format in which it's consumed is different.
My number one content promotion tip is effective pre-outreach. If you already have a relationship with a blogger or influencer, they're much more likely to share and link to your content. Pre-outreach can take months before you ask for a favor but it can be speeded up in a number of weeks. By leaving a handful of blog, Twitter or LinkedIn comments, you'll appear under their radar. The better your responses, the more you'll get noticed.
The two main reason people reject promoting your content is that it isn't relevant, or they don't know you. Make sure your content is relevant and once you've caught their attention through pre-outreach, you'll be one step ahead of 95% of the other content promotion requests they receive.
Partnering up with micro-influencers within our niche combined with the use of content aggregation platforms like Zest.is and GrowthHackers.
An additional hack that can help you nurture visitors although a kinda technical one is to use an email automation platform that will be able to track user actions on your website.
For example, when they visit a specific content piece on your blog you can trigger an automation that will email a sort of mini content digest that includes other relevant articles to the one your visitor has been reading! (It's required that you use a registration process on your website, to identify users).
To generate and maintain that buzz, it is vital that you are a good communicator and that you communicate consistently over time and with a personality that appeals to your audience.
Check out this podcast episode if you want to learn more about this strategy.
Coming up with original, insightful content is challenging, and we try to make the most out of each content piece, whether it's an infographic, a blog post or an eBook. For example, we regularly repurpose our blog posts into videos, which we then share on various platforms, including YouTube and Facebook.
We also create a lot of infographics based on our blog posts, often using our very own platform. Visual content like infographics is great for sharing on social media. And the best part is that our infographics actually show people what they can create in Visme.
From there, it really drills down to "shoulder" content and what we can create around it to promote it as well. Promoting a blog post or video is great, but what if we create a Slideshare deck, a Medium post (to push big publications on their platform), a LinkedIn article, etc. all around the original article. Now we have so many assets to promote natively on each platform. Creating platform-native media to go with each big piece of content is extremely valuable. From there, a lot of our promotion is just about growing relationships with people who would want to share it and understanding why humans share things online. Let's be honest, most social shares are done by people who agree with the headline of an article and (often) haven't even read it.
As a bonus tip, I'd also add that you have to match the intent of people who want to read that article. I've utilized a really smart, age-old tactic from copywriters around the levels of awareness to make sure that the content precisely matches what a person is looking for when they're searching. SEO is increasingly overlapping with copywriting as a skillset and, as subsets of content marketing, it makes sense to continue to overlap tactics.
Somebody says that the goal of the first sentence is so that a person reads the second sentence. Keep this idea in mind each time you promote your content.
Once the content asset is live, reach out to the influencers mentioned and encourage them to share it. Not only will this boost your engagement on social media, but it will also help you get in front of new and highly targeted audiences.
Your ultimate goal should be to find credible and authoritative influencers, with large and relevant audiences, who will offer unique insights and increase the quality of your content. There are a variety of tools that can help you find key influencers in any given industry. BuzzSumo and FollowerWonk are two of my favorites.
Rather than simply sharing a url, you're providing valuable content that's customized to each platform. This will boost engagement and clicks, resulting in more traffic and backlinks to your ultimate guide.
I know this is standard stuff, so standard that it is often neglected (because bloggers think it's ineffective); but it's actually a hack for those who understand the benefits of this practice. First, there are short-term benefits.
Webmasters whom you inform that you linked to them are almost always more than happy to share your article with their audience. It doesn't cost them a cent, and it makes them look good.
Second, there are long-term benefits.
So, as you keep deploying this tactic strategically bloggers will start to remember your name and your blog and will learn to associate you with something pleasant and helpful. This, in turn, opens the door to you get helped- by them. They will want to help you and it'll feel completely natural to do so.
Finally, this means the overtime you'll get to the point where you get links and mentions passively, and that's every link builder's dream and a pleasant situation to be in. Because now you can focus a bit more on other, non-link building activities to further grow your blog.
The best type of content promotion is when others do it for you.
So while I do ensure to share content on social media, I try and maximize the time spent on outreach and guest blogging with a view to building backlinks to both new and previously published articles.
While it takes time to master by testing and iterating your pitch you will eventually find a formula that works but avoid overly obvious cookie-cutter templates as an experienced webmaster or marketer can spot them a mile off.
If your own audience is small, tap into other people's audiences instead, yes it takes time and effort, but it's one of the best ways to invest the time you spend on promotion.
This way, I'm able to give readers more in-depth content, while at the same time promoting my previous publications and myself as an authoritative author.
2. Filter to show the pages with the most number of referring domains.
3. Run a backlink analysis on the top 5 pages (provided they have enough RDs) and pull out a report.
4. Then reach out to all these pages which still link out to this dead page, informing them that they have a broken link on their page. And offer them your own URL as a replacement.
5. Continue down the list of broken pages and rinse and repeat!
We also prefer to benefit from the data that we can get from our competitors' top pages and organic keywords. We discover new opportunities for content outreach as we also do backlink analysis and find out more about the platforms that our competitors are already in while we're not to improve our backlink profile.
What is more, we also create new partnerships in terms of content collaboration and get quality backlinks from different websites with high DA. These are the vital points as we believe that we always need to be one step ahead of our competitors and that's why we truly care about improving our content strategy and sharing valuable insights that marketing experts might find useful and share with their network as well.
Originally, we did this with a guide to the tool but nowadays we keep adding our cornerstone content. Of course, it has to be relevant to the product to constantly bring high-quality traffic to the blog.
Why not include an ultimate keyword research guide or SEO guide for beginners in an SEO tool, right?
You definitely should promote your content this way. Remember the goal is to find the sweet spot that will bring real value to your customers.
1. Are there any bank holidays in the market you're targeting?
2. Is there already another article that's getting most of the attention? For example: if Google makes a big announcement and that's dominating the platforms you're looking to promote on, chances are your content promotion effort will be largely in vain.
3. Some platforms take quite some time to approve or publish a post. Do your research beforehand. For example, if you know there's a 48-hour wait, and you want to promote something on Tuesday, you need to submit your content on Sunday.
4. If the platform features the best content in a weekly newsletter based on user engagement with your content on the platform, make sure you have enough time to actually get that engagement. It's better to have 5 days worth of time versus one day.
Our latest experiment involves using videos in our outreach to create a personalized, human experience for linkbuilding prospects.
We use HubSpot Video to create videos to send via email to influencers and authorities in our industry.
The video follows a simple format:
- A brief introduction (if they're a new prospect);
- A concise summary of the blog post or pillar page we think the prospect's audience would gain value from;
- A thank you for their time.
The email copy explains how the content will be beneficial for the prospect's audience and includes a link to the content being referenced in the video.
You can prepare a summary and image in their writing style making it easier to publish. Or sometimes invite the people behind for a quote, making sure it gets included.
Your content page itself should always have a subscribe CTA, so the new traffic can also be captured.
These could be forums, Q and A sites, social media groups. The content that I publish is in the digital marketing niche and I use marketing communities. There are some pretty good Facebook groups about digital marketing like B2B Bloggers Boost Group. Slack groups: Traffic Think Tank which is a paid group. Sujan Patel's slack group - Growth Slack is a great place to promote your marketing content as well. If you're in the online marketing industry, then you should promote your content in those 3 groups, many of the members are prolific marketers and industry leaders.
Let me summarize:
1. Identify where the industry leaders hang out, what are communities they are members of.
2. Post your content in a non-promotional and non-spammy way. Of course, number 2 depends on the community rules. For instance, Sujan's Growth Slack group has a channel called "promotion-help". There you can post your content, and it will get many shares by fellow marketers.
In other groups, you should come up with a reason why you post your content, you may ask for expert quotes or something else.
Always consider the community rules and stick to them.
First of all, we've realized how important it is to build relationships with other companies and bloggers from our industry. Once we've established relationships with them using outreach, we started to simply help each other in content promotion and collaborate. This once again proved the power of an engaged community.
Secondly, we've decided to always try to look for contributing thoughts from other experts in the industry and include them in our articles as an additional, valuable insight that we otherwise would have missed. We did that with the majority of our articles and it accomplished two things - 1) it enriched our content and 2) helped us to get free promotion from those who contributed, as they were willing to share the piece with their network.
Content marketing isn't anymore about having the most useful content (which shouldn't even have to be mentioned), but about creative ways to share it with the world. And building relationships is a sure way to increase your chances to go viral.
Over the years, I have published multiple expert roundup articles across a range of topics for personal and client websites. They consistently generate links, social engagement, and when used to rank for the right keywords, they can drive leads into the funnel.
I have a pretty simple promotional strategy for these:
1. Email all the people who contributed and let them know the article is live. I'll include a link to the post for them to read, a link to Retweet, and one to a LinkedIn post where I ask them to leave a comment. Organic reach on LinkedIn is strong, so if you can get some initial engagement, you'll reach a lot of people.
2. Mention all influencers on Facebook, Twitter, and LinkedIn.
3. I'll build a Google custom search engine of all the domains of the contributors, and then search across those domains using keywords related to the topic of the post. If I find instances on their blogs where they mention the topic, I'll ask them for a link to the article. Because they are featured in it, the likelihood they link to it is much higher. Plus, you already have a warm relationship.
4. Post to community sites and ask contributors to upvote. I only do this occasionally for my absolute best content.
There are a number of different 'hacks' I could suggest here, but the biggest jump into traffic stats always occurs when we send out an email broadcast.
I won't go into how my emails always have an open rate of at least 25%+ and high clicks here, but a few of my hottest tips are:
1. Don't 'spam' your list with an email for every new piece of content. Do it at regular intervals, with your most valuable piece (I broadcast once a week, but publish 3-4 new articles in this same time period)
2. Give away valuable content exclusively to your email list. For example, if we create a new lead magnet, or product, we often give it away to our email list (BTW: this is great for feedback). This keeps them opening your emails expecting more value!
3. Don't be boring. I often use current events to link my content and make emails more conversational.
4. If you're on our list (or one of our clients') you're my friend and I'll treat you like that.
5. Test times and weekdays, always schedule your broadcasts, don't send them when they're ready. Think about when your audience is most likely to 1. Open the email 2. Have the time to click and consume the content.
Start by identifying your niche. Let's say it's the dog snuggie niche. Find all relevant forums, subreddits, slack groups, group texts, etc and seek out 3-5 "mid tier influencers." Don't go for the heavy hitters. Seek them out and get to know them. Invite them to dinner, send them an edible arrangement (ok just kidding.) Then find something they want, maybe they want you to invite all 500 of your friends to their Facebook page, or they are desperate for a link (I said this was a grey area.) Once you figure out what they want, agree to it in exchange for a share on X forum or a retweet etc. In case you didn't know this is called outreach, in one form. If you think this is a lot of work for one share think again. Last month I got a tweet from one of these mid-level influencers and was kind of pissed off that it only got 100 or so visits. 2 weeks later I come to find out that that tweet is now RANKING for a very strong keyword in my niche, and is pretty much pinned to the top of the SERPs.
These mentions and backlinks show search engines, like Google, how valuable and insightful your content is to other writers.
The best ways to get your content noticed by other writers are to send out a press release and share your content with your network.
By getting your content under the noses of other creators, you give them the chance to see the value in your work and remember it when they're next creating an article on a similar topic.
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Oh my what a long list. Very useful tips.
Thanks, Manju! We did our best :)