,A new article is unlikely to appear on the first page of Google instantly, even if it has unique content. The videos you post on social media require promotion as well. It applies to any piece of the information you are to share. Therefore, successful content promotion usually depends on two things: the content itself and the content promotion strategy.
In this article, you will know how to promote content through various channels and understand that content is extremely important for any brand, B2B business, or affiliate website.
Why Is Content Strategy So Important?
First of all, content strategy is crucial as it allows the business owner to identify the priorities and goals for achieving the results that will suit the business’s overall plan. Usually, it comes with the answers to the particular questions:
What content should you produce?
For whom would you create it?
How would you distribute it?
The media should relate to the buyer’s persona, mainly answering their needs, offering something new, or solving their issues.
That’s why any content should produce value and add to the customer’s experience. The valuable content facilitates getting the target audience’s attention and adds to the business’s sales funnel.
Reasons to promote the content?
At the same time, there are enough reasons to promote the content of your business. In affiliate marketing, the content directly impacts your income, while other companies require it to improve their brand. Let’s look at some of them.
Improving recognition and awareness: Whether you design a blog, profile or website, the content you post there reflects your business. If you decide to appeal to an audience via portraying your expertise, vision or values, the content will reflect it. It is your space, and it is for you to decide how you will be perceived.
The content can contribute to your image and help to be recognized. Many business owners combine channels for raising awareness about their goods or services. The reason is that various social media sites can target a specific audience.
Starting a dialogue. On the Internet, you have to provide something to answer the query and get attention. In this regard, content is the way to declare yourself and attract people. Your comment defines you, as well as your content. It may have a solution to a question which you are an expert in. Besides, it can refer to the content regarding a relative question, where you put a light on an issue from a different angle. Yet, promoting the content is about showing that you exist and you have something to offer. Moreover, such a thing is vital for sharing your content with others. If your content hits the niche, it is more likely to be spread.
Being visible. Lastly, content is like a gem or a diamond. To find a nice one, you should dig, clean it and show it for sale. The same applies to promoting. For people to see it and understand the value, you should make it visible. How to do it? Well, there are plenty of channels: social media, marketing, blogs, communities, and Google.
Strategy #1 – Social Media
One of the most common ways to promote content is by using social media. Notably, each of the popular social media has its differences. It means that there are peculiarities regarding posting the content to promote your business, depending on the platform you use.
LinkedIn: Promoting with expertise in mind
What does it mean? LinkedIn is known as a network for business-oriented people. If you are a B2B company, or a service working with businesses, it may be the best place to promote media regarding your product. All you need is great content and expertise. How to promote content on LinkedIn?
First of all, think about your content. It should be very high quality. Post it on your profile that will reflect the image of your brand. It is how social selling within prospecting strategies works. Thus, it is not a surprise that around 75% of marketers consider it great for lead generation.
The marketers usually spread their message on LinkedIn in several ways:
Groups. Groups are great for starting conversations and sharing the content you have. By leaving the appropriate comments and sharing advice, a marketer can create an image of an expert. As soon as they have gained trust, they can share the links to their posts within the groups.
Notably, it should not look like you sell something, while the post should be relevant and beneficial. Otherwise, it can turn against you. Besides, you can create your own groups to discuss the issues and post your content.
Posts. If you have enough connections, the chances are that your post will be seen on the feed of your followers. Posts are essential for any social media. They portray your values and provide a valuable piece to the customer.
On LinkedIn, you may write a post or comment regarding the issue and direct the customers to your website. If your post is excellent, it should not necessarily link to your website. People will visit your profile and will want to connect with you.
Pick the correct format. Before all, think of your post in advance. Consider the materials it has. If it is news, you may add some pictures increasing the comment rate. The insertion of a link is likely to improve the engagement rate while adding the video can result in more shares. Everything depends on your goal and audience.
Make connections. In LinkedIn, connecting with others means enlarging your reach and influence. You can connect with some opinion leaders or influencers. If they repost your content, you are likely to get more views or traffic. Yet, there is another benefit. Having access to more profiles, you can get their emails by using an email finder extension and contact them via email for further cooperation. Content marketing is about communication and sharing insights, while LinkedIn allows focusing on it with business and expertise in mind.
Facebook: Boosting the content
Another social media offering opportunities for content promotion is Facebook. Marketers can use a similar principle to promote media pieces published on the blog. Why is it good? It offers excellent targeting and paid promotion opportunities. So, yes, this platform can be used by the websites working on affiliate agreements.
How to promote content on Facebook, then?
Enlarge the audience, and engage with it. As soon as you have a profile on Facebook, consider getting the audience’s attention. Why do you need them? They will provide you with likes and shares. In its turn, you get the trust of others which is essential for further content promulgation.
In this regard, you can encourage users to like and share the content on Facebook on your blog or email newsletters. At the same time, you can use promos or quizzes on the profile page to enlarge the audience. If you have more followers, the prospects are that they will facilitate the promotion of the content.
Focus on content. Facebook is full of different content. Thus, to fit in or to be unique, marketers need to offer valuable and helpful content. It may be in the form of a video with a link to your blog. Besides, the appropriate headline can help as well. Make it clear and intriguing, offering a solution to the issue. The same applies to LinkedIn content promotion.
Moreover, Facebook Live is an option. However, you should have a strong pull of followers to make it really suitable. Directing traffic from Facebook can be challenging, as you should first develop your social media profile.
Boost Facebook pages and use targeting. Well, this is why using Facebook is so popular as a content promotion strategy. Firstly, it offers the option of boosting the page or post. In terms of content promotion, it gives you benefits. Of course, it should be appealing for the users to click. Yet, if you do it right, the traffic can come to your website.
To do so, you have to apply to Facebook Ads Manager, where you would for the post to be shown to different audiences you define. In this regard, you as well have access to the reporting about the cost per click and click rates. It may be hard at first. However, it should not be if you know your audience.
That’s where targeting shows its magic. First of all, you can pick an audience based on their demographics, interests and behavior. It allows focusing on the specific groups that may be interested in your product. Besides, Facebook offers the Custom Audience feature. What is it? It helps to target those who have visited specific URLs. It can refer to your website or a page of your competitors.
That way, you can approach your prospects with the post based on their research. For example, you know that a person wanted to buy software and checked your review website. They spent 10 minutes comparing two or three services. If you did the targeting right, you could show them the post explaining why one is better than the other ones.
As a result, Facebook offers excellent targeting options, which can be beneficial for those who perfectly know their audience.
Strategy #2 – Guest Posting
How to promote your website except for using social media? It is a reasonable question as any business owner wants their website to appear in Google and to be mentioned by other authoritative websites. In this regard, marketers use guest posting as a web promoting technique.
What is Guest Posting? What are the benefits?
Guest posting contemplates producing the content for other websites. Yet, the significant point is that the written article is made by a representative of a company applying the promotion strategy.
They insert the organic or promotion links to the company website or blog, offering value to the readers or just identifying themselves. What are the benefits of such a content strategy? If the company manages to publish its articles on authoritative websites, it can bring growth of traffic from that website.
Besides, the series of articles foster the development of authority or expertise of the representative. It adds to the image of the company and builds relationships. Lastly, if an author manages to add a link to their website, it increases the strength of the website’s profile. In particular, it improves the chances of ranking higher in Google Search.
Nevertheless, guest posting can be very time-consuming, while individual posts of yours can be denied. How to do it right? There are some rules.
Find the blog to post as a guest
Finding a blog for a guest post requires certain efforts. The simplest way is to google “guest post” with the keyword related to your business. However, it is not always the best option. The domain appears to have a lousy domain rating or bad reputation. Thus, it is better to check their reputation with some SEO tools like Ahrefs.
At the same time, try to look for a digital community with your target audience. If you have a blogger that you think covers your topics, try to google them and publish them on the websites where they have posted their content. Another way is to research the backlink profile of your competitors. The best practice involves outlining the websites with the best domain rating. Yes, it can take time, but the benefits are great.
Research the target blog
Before writing an article for the blog or creating a pitch, do some research. First of all, you should see that the content you produce will be interesting to the audience of the blog. For this reason, it is better to identify the level and type of the audience. Writing for advanced audiences, who are professional, may require specific insights.
Moreover, if they are representatives of the B2B niche, your promotion article can require a business focus. Besides, check the available content on the website. If there is no content on the specific topic, you can start with the general tips or pieces of advice.
Sometimes, it is hard for marketers to post content due to the high requirements of the blogs or the abundance of similar content. In this regard, it is crucial to do the right timing and offer an excellent pitch. The timing usually comes when you are mentioned in the targeted blog media, when your product is listed in posts, or when you see the recent activity of other bloggers on that site. Also, such blogs can declare that they are open to cooperation. These are the signals to write them and ask for possible guest posting.
How to create a good pitch? Make your message clear and some personalization, commenting on their latest writing pieces. At the same time, do not forget about offering value and introducing yourself. Show your expertise and your works. However, remember that your goal is to provide value to their audience, not to promote your product. The latter is a secondary objective.
Strategy #3 – Email Marketing
This method for web promoting requires the business to have an email list of the prospects or customers, in other words, subscribers. The main criteria are that they should be interested in your product or content. Email marketing is cheap in terms of ROI and allows reaching directly with the audience. Moreover, one may make the message personalized, adding to the receiver’s experience.
However, there are enough things that marketers should know to produce email marketing that will increase web traffic. What are they?
First of all, when making content, you should consider that it will be promoted by an email media channel. In this regard, you can optimize your page for mobile devices, as many users today email from smartphones. At the same time, add images and infographics for a better reading experience. Of course, you can add to the newsletter only specific posts, not all of them, so that the promoted content is relevant.
Matching the list to your audience
You may have a great email list, where half of the contacts subscribed to the newsletter through the website. Yet, you should recheck their validity. Moreover, make sure that they match your buying persona in terms of demographics and interests. Your website is likely to develop, and certain people may not need the particular content at the moment. Thus, make sure that your article would be relevant to the audience.
Newsletter content, schedule, and design
To attract website traffic from email lists, your newsletter should be very well designed. What is important there? First, the contents of the email. You can start with an introduction and continue by offering exciting info. It should encourage people to go click the link and go to your website. Some email marketing automation software offers great drag-and-drop features within template creation.
At the same time, be sure to insert a call to action button that will be clickable. Your newsletter should not be pushy but helpful in offering more insights via the link.
Besides, define the best time to send emails. For sure, many recipients fail to open emails because of a lack of time. For example, send them letters with useful information weekly. You can try to develop a habit among your readers. To promote media, you will need to ask designers to create appealing visual support in the form of pictures. It is likely to add interactivity and improve click rates.
Strategy #4 – Connect With Influencers
Lastly, there is another strategy to promote content contemplating cooperation with opinion leaders, writers, and influencers. It is usually used in outreach and can be very beneficial for improving backlink profiles. If in social media, influencers promote goods or services, in blogging, influencers can spread your content, data or guides.
How? By using them in their articles. Yet, to achieve that, you have to find an agreement with them. For sure, some writers just find your helpful content and link to it because it is good. However, if it is not visible, you may need to present it to them. How to promote content by appealing to influencers?
You will need to:
Understand your goal
Your goal may be to improve the backlink profile or be more visible. In this case, you may find an author of existing content and ask them to add your link to the content. The justification may be the greatness of your product, or new discovery within the scope, or updated stats.
At the same time, your goal may be to improve the image. In this regard, you can offer to produce a joint case study. The writer is likely to link to your products or previous materials in it.
Identify the influencers
There may be an influencer with thousands of followers. Yet, it is not necessarily the right one. Engagement plays a significant role. For example, if the person has only one thousand followers but a 30% engagement rate, they may be worth cooperating with. Another way to find the influencer is to search for those who rank high in your niche. Some use keyword search and Ahrefs Content Explorer to find a reputable author. It allows checking the authors that are likely to post regularly on the big websites and attract traffic to the different websites.
Build relationships with influencers
Once you find the influencer, write them with the proposal on a publication. The writers may reject it or don’t answer you. Yet, try to approach them as experts and offer them value. You can comment on their works and support their blogs by sharing. Such action provides a ground for further communication and deeper communication.
Besides, you can always find them on LinkedIn and extract their emails with the tools described above. At the same time, using a personalized approach is a must. That way, you will show that you value their work and time.
Working with influencers requires a lot of discussion and exchange of ideas. Sometimes, you can fail to find common ground. Yet, the more you work, the better you understand each other. You can get published or at least put a link to your content on the big websites in terms of content promotion. It is to give you a strong backlink profile in the long run and improve your credibility.
Content promotion is not easy. It requires effort and time. First, you need to produce great content that will offer value to your audience. Next, you should define the best channel for its promotion. Of course, you can combine, and successful content marketers apply a mixture of methods. Yet, the marketing depends on your product and goals.
The social media promotion with LinkedIn is preferable for B2B products, while Facebook offers great boost options. Moreover, there is email marketing, guest posting, and collaboration with influencers. The latter two work great for building the backlink profile, while the first allows generating traffic to the website based on the email lists. Each of them can be combined with others. So, it is for you to decide which one to use, considering what your business is. Nonetheless, remember that you should write great content first.