As we’ve been covering the ins and outs of Content Marketing, you’ve been given the tools to understand, create, and plan content that resonates with your audience on a personal level. Content creation is a staple of modern marketing, but a beautifully written article or insightful video doesn’t mean much if no one is watching. Enter the art of promotion: an important feature of content creation.
Unfortunately, although important, great content creation alone does not create the level of exposure most people are after. Promoting your content is an important piece of the puzzle. Without it, there will be few eyes to appreciate the effort you’ve gone through.
Start with high-quality content Before diving into promotions, make sure your content is worth promoting. Your content needs to be well-researched, informative, and valuable to your target audience. Not only do higher-quality products attract more eyes, but they are also more likely to be shared, extending their natural range. If you’d like to ensure the highest quality in your content, check out our previous blog about it.
Know your audience
We know we’ve touched on this before, but, in order to do well, your content needs to appeal to it’s intended audience.
Understanding your audience’s needs, pain points, and interests will allow your content to go farther. It may be promotion that enables you to reach your audience, but it’s this that keeps them. So, ensure that your message resonates with them.
Don’t just tailor content to your audience when writing, tailor it to them when promoting as well. Research platforms your audience frequents and target those when creating your promotional plan.
Use social media: Organic promotion
Frequently, people make the mistake of sharing content once and then forgetting about it. Resharing content at different times and days will capture different parts of your audience.
When to share what content
Some pieces of content can be shared more than others. While current events can be important issues to discuss in content, evergreen content refers to content that is forever “fresh” or pertinent within the industry.
Try sharing pieces of content about current events a few times near the event date.
Evergreen content can be shared across various dates. Consider sharing content like this when it pertains to questions asked, or when it debunks common myths or mistakes you post about on social media.
Tailor the message:
Different platforms require different things from their content. What works well on one platform may not work well on another. When creating a content strategy, prioritize the platforms most used by your target audience. Ensure that the structure you’re using resonates with the platform and the messaging resonates with your audience.
Aside from organic methods, some social media platforms offer paid promotion. You may consider utilizing these tools to expand your reach. While we are aiming to reach a broader audience, it’s smart to target those that would potentially be interested in your products or services.
Use email marketing
Feature your latest content in a newsletter that goes to subscribers.
If the content is evergreen, consider creating a complementary drip campaign, for long-term visibility.
Participate in local and platform marketing
Reddit & Quora:
Answer questions about your content and share links to more content.
Industry specific forums: If you have forums dedicated to your niche, be an active member and share your content where appropriate. A wonderful conversation Reach out to influencers in your industry and ask them to share your content. This is effective for reaching a large audience quickly, but make sure your content is highly relevant to the influencer’s audience to maximize impact.
An effective online marketing strategy includes collaboration with relevant websites. The practice of guest posting involves reaching out to websites your audience frequents and requesting to write content for them. This is a win-win situation, as it provides the websites with high-quality content for free and provides you with a broader viewership. The backlinks obtained from the content will also serve to improve your SEO ranking.
This is not the only way to achieve backlinks. Backlinks are links from other sites to yours. Sometimes people achieve backlinks by finding broken links on other sites. If the broken link is relevant to a piece of content you’ve written, communicate that to the site owner. They may forward the broken link to your content as a substitution.
That being said, this practice can be time consuming and if you’d like, it managed for you by an SEO agency.
SEO and Content On-page SEO:
Backlinks are a good indication to Google about the trustworthiness of your site. However, optimization does not begin and end with the backlinking. It’s also important to optimize your content for relevant keywords to attract organic search traffic. Having a digital marketing agency that specializes in SEO can take the guesswork out of more complex indicators to Google that your site is trustworthy.
Share your content on different platforms to tap an existing audience. Syndication may cause Google to read this as duplicate content and penalize your SEO. To avoid this, ensure that you have a Tucson Web Designer who knows what they’re doing so they can add the necessary tags.
Analyze and Reflect
Using tools like Google Analytics and platform-specific information, you can make assessments about the content that best engages your audience. Use this content as feedback to assess and tweak your content marketing plan going forward. Prioritize content that is well received and heavily interacted with. Deprioritize content that your audience takes little interest in.
Content promotion only exposes content. It does not increase the number of people interested in it. In this way, content promotion is not a one-time event. It begins before the content is even created, when you select and study your target audience. It continues when you design and plan content around them. It is only when you have a solid marketing strategy, the level of personalization required, and employ best practices within your content that you can hope to share and spread this content.