Content promotion is painful. It just feels like “leave me alone, I’m done” after publishing your article. It is painful, and because you have to find the appropriate channels to reach out to your customers, you have to continuously experiment with new tactics. You should connect with influencers and fellow bloggers and maintain a positive relationship with them. Plus you need to be sharing your content on social media, building an email list and optimising the results. Ugh...
It’s overwhelming. There are many things to do, and there are many articles telling you the tactics you should apply. But it’s a big mess. These tactics feel like islands without bridges. Once you have finished discovering one, where should you go next? Once you have published your content, what is the first thing you should do to promote it, and what’s after that?
"First, never create a piece of content without having some plan to drive traffic to it."
Andy Crestodina, Principal, Strategic Director
When I started, content promotion for me was like this:
Oh, great! I published my content, so now let’s promote it!
Send out newsletter: Check!
I just have to add it to our buffer schedule…okaaay, done!
Oh sh*t—I have to share it on Reddit and inbound.org. Great, almost done.
Snap! I forgot to share it on Google+.
Wait! I should share it in relevant LinkedIn groups. (Brilliant idea! What a genius hack! I was really proud.)
Okay, I’m done. Take cover; huge traffic is coming.
I spent 1-2 hours on promoting our content and it was a true sh*t show. No strategy, no action plan, random tasks, hurry-scurry.
No one came. :(
No wonder, because basically I did nothing. I just screwed around.
So the problem was that we didn’t have a validated content promotion action plan and we didn’t spend enough time on promoting our stuff. We needed a guide, which did not just list the tactics but rather connected the dots and provided a workflow for content promotion.
This experience taught me that I have to do something about our content promotion strategy (well, the first thing is to create one :D). So we created an internal content promotion action plan, and I decided to share it with you.
I’m sure by reading this guide and implementing this process, your content promotion efforts will pay off. By following this content promotion action plan, we were able to increase our traffic by 300% within 3 months. Here is how can you do it, too.
In this guide, you will see the exact steps you could take when it comes to content promotion.
Brace yourself; this post is quite long. It’s a monster guide. So, if you don’t have time and food to consume during reading, just download our checklist:
What will you get from this article?
- Actionable tips on content promotion
- A step-by-step action plan for more effective promotion
- Links to the best resources and tools for digging into the detail
- A short checklist, which can be used when it comes to content promotion
- A FREE Excel template for helping you stay organized and focused during this process
We can divide content promotion into four parts
Promotion starts with content creation…
"My content promotion process starts way before the content has been created. I often get my ideas validated from relevant online communities at an early stage so that I can come back to them with the finished piece, making them much more likely to share."
Matthhew Barby, Global Head of Growth & SEO
Before you start creating your content, do an extensive research first. This is the foundation of your content promotion success. If you screw it up, then chances are high that your promotion efforts won’t be as effective as expected. It is as simple as pouring water into a leaking bucket, wasting time and effort (and I haven’t talked about the water).
Research is stand from the following parts:
- Buyer persona research: Discover your target audience and learn more about their pains and gains.
- Find and build relationship with influencers and fellow marketers: They can amplify your voice in social media by sharing your content with their audience.
- Keyword research: Discover what phrases and keywords your audience is using, because you want to solve real problems. Simple as a bucket.
- Analysing competition: Check out what content is competing for your keyword and decide how you can create even better content.
Since this blog post is focusing on content promotion, I don’t want to go into details when it comes to researching your buyer personas, keywords, influencers and competitors. There are plenty of great articles about these topics. So in the following part after a brief description, I collected the best content connection with that given part.
Buyer personas research
Creating your buyer personas is the foundation of every content marketing effort. You have to create a detailed and validated picture of your ideal customer (audience), because this is the only way to understand their behaviour, personality, motivations and problems.
Probably most of your assumptions about your buyer personas are wrong. In order to escape from the deadly field of assumptions, the next necessary step is to get out of the building—find these people and talk to them.
Here is a great advice from Brian Dean:
"I email at least 100 people before the post comes out. This is the grunt work that VERY few people are willing to do. But it makes a big dent (especially if you don't already have a huge audience). The key to this step is finding people that WANT to read your content."
Brian Dean, Founder of Backlinko.com
This task is not a one-time only fun; you regularly have to talk to your customers in order to keep your personas updated and discover potential gaps you can fill up.
To go through this process, check out this guide, which helps you find, validate and target your audience with the right content.
"Ask yourself: is there a specific Facebook / Twitter audience that would engage with this content with ridiculously high engagement rates (+50%)? If not, don’t bother creating it."
Larry Kim, Founder of WordStream
Finding and building relationship with influencers
"Do not forget to include influencer marketing to help you support your programme for content promotion, such as including them in the original content and then providing them with ways that they can easily share the content or approaching them after the content has been created to help you reach your target audience."
Krishna De, Digital Communications Strategist
Finding is one thing, but the hardest part is getting in touch with them. It is a long-term process, which could take months. I think the worst thing you can do is to rush to them and ask them directly to share your stuff. It could be a nice WTF experience for them because:
- They don’t know you
- They have other things to do
These people get so many emails every day, so it is really hard to stand out from the crowd. But believe it or not, they are humans as well.
"Don't push anyone to share/link to your content - most influencers have multiple share requests each day. IF they like your content, they'll share it."
Adam Connell, Marketing Director
I found 20-30 people in our industry I admire and want to learn from. They help me a lot by creating insanely great content, so I’m ready to help them when they need my help. This is how relationship works.
I would say finding influencers in your niche is quite easy. You just need to know some keywords, which describe your niche and eventually lead to influencers in your area. Once you get your keywords, just search for them by using the following tool:
Building relationship with them
"I have a big list of influencers that I’ll then reach out to and see if they are interested in sharing our content. I’ve developed these relationships over the last few years. These are mutually beneficial relationships and I’ll share any content they send over to me that work for my audience as well."
Rick Ramos, Online Marketing Expert
This is the hardest and longest part, but in order to get closer to them, you simply can’t skip this. But what can you do to build relationship with them?
- Follow them on social media and add them to a list.
- Subscribe to their newsletter so their content is automatically delivered to your mailbox (and you can also get their email addresses).
- When a new post is published, READ it first and add a meaningful comment to the article.
- You can also reply to their newsletter, which is also an effective way to get in touch with them.
- Share their stuff on social media and mention them!
- Do interviews with them or ask a quote for your next article. For me, this strategy worked best so far. I really like this approach, because I can learn from them while they contribute to our content and build relationship with them.
- Once your article is published, ask them to give feedback on it and share it with their followers. You could also ask them to include it in their email newsletter (but I never did this).
Pro tip: Where do influencers hang out? We know that influencers are super busy people. The good news is that they quite often take part in AMAs (ask me anything) events.
It is especially true when you are looking for influencers in social media, content marketing and the startup scene. All you need to do is to sign up for these channels and check out regularly for AMA events. It is a great opportunity to ask your question and probably your target person will answer it.
After that, you could include his answer in a blog post and after publishing you can reach out and let them know that you mentioned them in your recent post.
Websites with regular AMAs:
If you want to learn more about influencer outreach and relationship management, just check out these articles that will show you exactly how to do it:
- How to Promote Every Piece of Content You Create
- How to Get Your Content Shared by Key Market Influencers (And 8 Tools to Help You)
- How to Get Content into the Hands of Influencers Who Can Help Amplify It - Whiteboard Friday
This is for finding long-tail keywords. This part is really important, because it determines the long-term traffic of your content coming from search engines. The goal is quite simple:
- Find a long-tail keyword with low competition and significant amount of average monthly searches.
- Check out the first page of Google search results and analyse the top 10 articles ranking for that keyword.
- Figure out how could you stand out from the crowd and beat the top-ranking articles.
If you are thirsty for more details, just check this awesome case study by Robie Richards.
Pro tip: Do a broader search for articles and blog posts that are connected to your post. Create a list of these articles (you can easily find 50-60 articles). This list can be used later during the content promotion.
Search for popular content
I already mentioned it in the previous section, but it is an interesting part we should talk about. There are two approaches you can (and you should) follow:
- Search for your long tail keyword (your content’s focus keyword) on Google
- Search for popular (most shared) content on Buzzsumo or Quicksprout.
Find TOP-ranking articles on Google
After you typed your focus keyword into Google and hit the search button, you will see the TOP 10 ranking articles for that keyword. You will be competing with them on Google.
Discover popular content by Buzzsumo or Quicksprout
Use Buzzsumo to find content which got the most shares. The higher the shares are the more popular is the content. This content worked quite well in the past, so check them out to find out what they do. If you want to find your compettor's best content and you could use Quicksprout.
It doesn’t matter which approach you choose; here is your challenge: beat them. I mean analyse these articles and figure out what is missing from them. Find different ways to make them better. This is called skyscrape strategy; check out this article for more details.
A must-read advice from Andy Crestodina:
"Rather than targeting a specific keyphrase, target a slightly broader topic. Search engines are increasingly focused on "semantics" rather than strings of letters and words. So indicate that your content covers the general meaning.
To do this you need to first figure out which phrases are semantically linked in Google. Check the "related searches" to see exactly what Google has decided are also "in the neighborhood"
Check the "related searches" to see exactly what Google has decided are also "in the neighborhood”. Now, include the words in your content. The idea is that the "best page on the internet for the topic" would likely include those phrases.
Of course, this tip assumes that you really did make the best page on the internet for the topic. Go deep on details. Focus on quality. Add multiple images, video and diagrams. Work as hard as you can to be thorough. If you don't make the most useful page on the web for your topic, you really don't deserve to rank!"
Andy Crestodina, Principal, Strategic Director
Register your blog in content directories
Your blog and your content will be listed here. Do not expect an immediate traffic boom, but a few visitors per day. It is not just good for driving traffic to your post, but also for link building. Make sure that your rss feed works. Here is a list of web directories:
More web directories here.
Now, we did the necessary preparations. We have a solid foundation for a more succesful content promotion strategy.
Lets start creating content.
80% of people will see your headline, but only 20% of them will read your article.
It is no wonder that many content marketers devote significant time to headline writing. The title has to be catchy, trigger emotions, resonate with your target audience and should contain your focus keyword you want to rank for. All at once?
Well not necessarily.
I suggest you use a clickbait headline (focusing on triggering emotions) first and later change it to your search engine optimized headline, which is loved by Google. In the short term, you can reap the benefits of social media and still keep the long-term benefits delivered by Google.
How to test if your headline is good enough at triggering emotions?
- Craft 15-20 headline variations that probably make people click.
- Use Coschedule’s Headline Analyzer to find out the emotional score of the headlines.
- Choose the best performing (3-4) headlines and promote your content on social media with these headline variations.
- After a few hours, you will see the engagement of each headlines, so choose the best performing one.
- Update your headline on your website.
- Continue promoting your content with the new headline on social media.
I just tried a random headline and got this score:
When it comes to writing your headline, make sure you pay attention to the following elements (called 4Us):
Note: In the first (5-6) days your headline doesn’t have to be SEO friendly. Try to focus on nailing the promotion on social media, and after 5-6 days, replace it with your keyword-focused headline on your website, so Google will love you.
You will still reap the benefits of a clickbait headline. Although you used clickbait headline first for social media promotion, keep in mind that your headline has to be in harmony with your article. Deliver what you promised in the title.
- How to Write Headlines That Work
- The Formula for a Perfect Headline
- How to Write a Catchy Headline in 1 Minute and 7 Seconds
- 10 Tips for Creating Catchy Headlines
- A Cheat Sheet for Writing Blog Posts That Go Viral
There are countless articles and guides on how to craft the perfect blog post. Since this guide is focusing on content promotion (and for successful promotion you need great content), I just mention a few important things you should keep in mind. I also added some great articles so if you want to dig deeper in this topic you can find some great resources below. Here is a short checklist:
- Use AIDA formula: Attention (catchy headline), Interest, Desire (convince him to believe you by stating its proven benefits), Action (CTA).
- Tell a story and add personality (Who - What - When - Where - Why - How), attract and inspire readers, mention pain points (think of the buyer personas).
- Overwhelm readers with value.
- Use original perspective (create something people never heard of).
- Be surprising.
- Be controversial, if possible.
- Beat the competition on every level (length, current information, design).
- Use lot of quality images; no stock photos please.
- Write long posts (1500-2000 words) for better SEO.
- On-site SEO: Keyword placement (title, headers, body, URL, alt text).
- Make articles easy to scan.
- Use in-text links for navigation within the article.
- Use external links for higher ranking.
- Use internal links for connecting your content (first internal link is the most important).
- Always ask an open question at the end of the articles.
- Make it easy to share.
"Dialing in SEO for each post. While this is done before we hit publish, it has a big impact on the reach and spread of the content."
Alex Turnbull CEO & Founder at Groove
What makes a content high quality? Check out these resources:
- How to Build 10x Content to Boost Traffic: Expert Panel
- Absolutely Everything You Need to Know about 10x Content
- What Makes a Content High-quality? Advice from experts
- 14 Examples of Truly “Epic” Content: How Does Yours Stack Up?
- The Nine Ingredients That Make Great Content
- How To Write Better Content In A Competitive Blog Niche
Help us spread the love!
50+ Content Promotion Tips That Will Skyrocket Your Content via @momentumai (Click to tweet)
I make sure that the content itself is strongly linked to a conversion goal. If my goal is to build my email list with new leads, I'll add strong CTAs to a landing page that enables my readers to convert. Alongside this, I'll add an amplification CTA so that my readers are encouraged to share my content with their extended network.
Matthew Barby, Digital Marketing Consultant
If you want to make your visitors do something specific, then why don’t you ask them to do so? I suggest putting at least one call to action to the end of each article, but it is also great if you embed call to actions in the article. Like this:
Never forget these content promotion tactics! Yes, it is a real CTA
This simple tool makes it easy for your visitors to share your content or a quote by just clicking two times, without writing anything. Here is an example:
Content Promotion Guide Every Content Marketer Need to Use
Pro tip: If you want an influencer to share your content, generate a unique click to tweet link for him so he doesn’t have to spend that much time on crafting his social media post. It increases the chance of sharing.
Make sharing your content as easy as possible for your visitors. Make sure that these buttons are visible. The question is how many share buttons shall you add to your website?
The optimal number of share buttons is 3-4. To determine which share buttons to feature, check out your analytics first and follow the following steps:
Go to the Acquisition menu
Under the All traffic option select Source/Medium
And set the date range to 2-3 months
In the list you will see which social network is the most popular among your visitors.
Social button tools and plugins:
It is a very sneaky solution to get extra social share. This tools locks your content entirely or partly and it can be visible if your visitor shares your content. Some websites successfully applied this tool with insane results. We also tested it and we couldn’t see any increase in content sharing; even worse the number of shares decreased.
It seems everything is ready to publish your content. Just to make sure here is a super short summary of this part:
Before content writing (Research):
- Buyer persona research
- Find and build relationship with influencers and fellow marketers
- Keyword research
- Analysing competition
- Create headline variations and don’t forget to test them
- Keep in mind when you write your article: human first; everything else is after
- Make sure it is shareable
---------------------Hit that publish button and let the fun begin-------------------
Once your post is ready, make sure that you will notify your existing community. You can let them know by three different ways:
- Sending newsletter
- Sharing on social media
- Direct social media outreach
Email marketing is still a powerful tool for reaching out your community. We all agree that building an email list on your blog is super important, because your subscribers are more engaged than your social media followers.
Create a list of your most engaged fans who already shared your content in the past. Probably they will be interested in your post and will share it again. It is really easy to find them, here is Twitter for example:
Copy and paste their Twitter link into a Google Drive spreadsheet and after your article is out, you should notify them one-by-one. It takes time, but the results can be amazing.
Just think about it. If you reach out 50 engaged people from your community and let’s say that each has an average 1000 followers. According to our experiments, around 40% of them will share your content with their followers. If you do the math you can see that 20 people will retweet, reshare your post, which is eventually a 20,000 audience.
What could be the best time to share your content?
It is great to see countless of posts about the best time to post on social media, but to be honest most of them are just BS, but all of them are great to inspire you to do your own experiments.
If you want to know what is probably the best time period to share on social media (when your followers are the most active, so the potential reach and engagement of your posts can be higher), you can use the following tools:
- Tweriod (for Twitter only)
- Facebook Insights
- Timing+ for Google+
- Buffer’s optimal timing tool (it works the best if you already used buffer for sharing your stuff)
"One thing I will also add about social is you shouldn’t be afraid to share content a few times. I’ve sometimes gotten more traction on social the 2nd or 3rd time I’ve shared my content. You worked hard to develop your content, share it more than once!"
Rick Ramos, Online Marketing Expert
"I like to schedule several unique updates promoting the content over the upcoming weeks and submit the content to some of the top voting / bookmarking networks like BizSugar and Inbound. :)"
Kristi Hines, Freelance Writer
Make sure that your post is shared more than once, because just a fraction of your follower base will see your first post.
Here is a social media schedule by Buffer. When it comes to sharing you should follow similar strategy.
Help us spread the love!
50+ Content Promotion Tips That Will Skyrocket Your Content via @momentumai (Click to tweet)
Crafting the perfect social media post
"Create a dialogue to reach audiences on various channels. While content promotion doesn't (and shouldn't) happen on every single channel, if you do promote on multiple channels, make sure your language, tone and presentation are different by channel."
Cathy McPhillips, Marketing Director
If you are about to share your content, make sure to always pay attention to the requirements mentioned in the checklist below when you construct your social media post. For creating this list I used Anum’s wonderful presentation (check out here):
- Engage fans with photos (93% of the most engaged posts contain photos)
- Pay attention for the optimal image sizing, here is a handy free tool you can use
- Remove links from link copy
Here is an example:
- Increase post word count (posts with 80+words get two times as much engagement)
- Use hashtags (60% increase in interactions)
- Posts with questions get 23% more engagement
- Post to wall (higher engagement) not to album!
- Keep link title less than 100 characters
- Use emoticons
- Videos get more shares
- Publish once a weekday
- Keep tweets short (120-130 characters)
- Include user hashtags (especially if an influencer is featuring in your article)
- Use maximum 2-3 hashtags
- Add images to your posts (use proper size)
- Place links in the middle of the tweet
- Use link shorteners (Here is a huge list)
Read Anum's guide here.
"I always utilize Twitter, in my opinion everyone should use Twitter simply because Twitter drives website visitors much more than any other social media platform. With LinkedIn I tend to use a mixture of Long Form Publishing and News Updates for maximum impact. Facebook tends to be scheduled posts and if appropriate some form of advertising to reach a greater target audience. "
Steve Cartwright, Digital Business Growth Expert
Pro tip for Twitter users: It is really hard to stand out on Twitter. There are simply too many updates at the same time so your post probably won’t be seen. You can use images which make your post stand out from the crowd, but you can go even further. What about a Gif?
We are continuously experimenting with Gifs and we often see mind-blowing engagement (more likes, more retweets and clicks). Gifs trigger emotions while your post still stands out from the crowd. You should definitely give it a try.
Sharing other’s content is good for you
It is good, not just because this is a part of relationship building and sharing cool stuff with your followers, but it can drive traffic to your content as well.
Select the best content or an influencer’s content worth sharing in your niche and promote it on your social channels by using Sniply.
Sniply puts a call to action to each article. This means basically that everyone who clicks on your sniply link and visits the content will see your CTA on that website. So your visitors can click on it and go to your website. Tadamm.
Robbie Richards explains it in more details in his super detailed guide:
It will look like this:
We didn’t get significant traffic from Reddit. Probably because we didn’t engage with the audience before and don’t have enough karma points (I have 1 link karma point, which is too lame). So the challenge for us is to create reputation on Reddit to get more upvotes and to drive more traffic to our posts. It would be too bad not capitalizing on Reddit’s potential. What is your experience with Reddit? Please let me know.
Until then here is a list of Reddit alternatives.
I highly recommend “warming up” the community before you share your post there, because after engaging (share, like, comment) with other’s content, chances will be higher that they will also engage with your content when you share it with them.
It is super important not to share the same post to many times, because it could be considered as spam. Once Google+ notified me, because I shared the same post too many times, oops.
You can also find small communities within a bif social network, try to search for groups with your focus keyword. To get started:
- Facebook groups
- LinkedIn groups
Forums and Q&A sites
Forums are interesting. To be honest, I don’t really like them; however, it could drive traffic to your website, if you are lucky enough and your post is not deleted.
You could have the best content in the world and if you share it on a forum, in an appropriate topic they could delete your post and even ban you from the universe. It is simply because they don’t allow you to promote your stuff.
You could write a really nice post, but if you include a link chances are that the almighty moderator will consider it as self-promotional and delete it. I have already banned from the Sitepoints forum (I wasn’t a creepy spammer; I just linked to our content with other’s content 3-4 times a row. Damn it!).
Pro tip: Don’t use your own account; create a fake one. It can increase your chance that your post, containing your link, won’t be deleted.
All in all, forums didn’t really work out for us, but you definitely should test them as potential content distribution channels. To find forums try the following queries:
- “Keyword” + “forum”
- “Keyword” + “powered by vBulletin”
In this Wikipedia article you can find other forum engines worth searching for.
I’ve answered 32 questions and in the last 7 days and 279 people have seen my answers. If I look at my all-time views, I have currently 3680 views, so each answer received more than 100 views since I started answering questions on Quora.
Fortunately, my answers also drive traffic to our website, although this traffic is still low (10-20 visitors/ month), but what happens if I double the number of my answers?
If you post meaningful, valuable content, then it will stay there forever and could provide a solid traffic stream to your website. Obviously, reaching a certain level of traffic takes time and effort. Besides Quora, in this article you can find other Q&A sites.
Pro tip: Start debate on inbound.org and after many people follows this thread and got upvotes share your content here.
Add your content to content communities
High competition, hard to stand out. But with a great title and 10x better content, you have a great chance to stand out. I haven’t tried this tactic yet, but as soon as I do, I will get back with my experiences. List of content communities:
Content curator websites
Create your own boards or collections or suggest your post for featuring on relevant boards.
These are small search engines that are used by millions. Probably thousands of people are searching for content in your niche. Your challenge is to create the best article collection for your niche. Here are some content curator websites:
Create a Flipboard magazine for your niche, containing your, and other’s, content.
It is important to keep in mind that that there are humans behind every content curation pages. For greater success you should build relationship with them and the approach is the same as building relationship with influencers.
Search for roundup blog posts
There are a bunch of blog posts published every week containing the best articles about a niche topic. All you have to do is to search for blogs in your niche who regularly publish roundup posts. The next step is to contact them and ask them if they could add your post as well. Here are some search terms by Robbie Richards you can use:
- “link roundup” + your industry
- “weekly link roundup” + your industry
- ~Your keyword + “link roundup”
- Weekly link roundup
- “Your keyword” + inurl:roundup
- “Your keyword” + intitle:roundup
I tried these search queries and I could find more than 30 roundup blogs related to social media and content marketing. I’m sure you will find some relevant roundup posts too. Create a list, which contains these blogs and spend some time on finding their contact details.
Search for websites which are providing great content from different resources. Ask them if they could add your article to their page. Use the following search query to find them: “Keyword” + “intitle:links page”
Reach out your sources
"It’s simple. I look at all of the websites I have linked to within my post and I email each of them, letting them know I’ve linked to their website. Within that email I include my URL and I kindly ask them to share it on their favorite social site."
Neil Patel, Online marketer, Entrepreneur
This is one of my favorite promotion tactics. It delivers the best results so far (results in higher traffic) and it is also a great method of relationship building. The process is simple:
- Create a list (I know, I’m a list-maker maniac) of the resources used in your post.
- In the list include: article link, name of the author and her email.
- Search for their email address (there are plenty of tools you can use; I would recommend: Lead411.com, Datanyze.com).
Search for newsletter editors
To be honest, I have never tried this tactic, but I definitely will. There are lot of guys out there who - similar to the roundup bloggers - collect the best articles and send out as a newsletter to their followers. Use the following search query to find them: "Your keyword” + newsletter
Blog post comment promotion
It is a bit time-consuming task, but if you want to do it right, you should spend time on it. The reason is simple:
- It takes time to read the article
- It takes time to write a meaningful comment
Posting a comment like this is a great example how the bottom of the internet looks like:
“Good article! Pls check out this: <link>”
Contact people who shared similar content
If you search for your article’s focus keyword on Buzzsumo, you can see the most shared articles in that topic. It also shows you who shared a given content on social media, once you found the list of sharers your next task is to get in touch with them. Let me show you an example how it works.
I searched for: “chocolate cookie recipe.”
Click on “View sharers” to see who shared this content on Twitter.
Tadaaaaaammmm. Here you can see a long list of people who already expressed some kind of interest in this topic.
Pro tip: Try to focus on the latest articles, because it doesn’t make any sense to contact somebody who shared an article 4 years ago on Twitter. Narrow your search for the past week or filter it according to the last 24 hours.
Find people who have linked to similar content and contact them
"Use Buzzsumo to find similar websites that have linked to similar content."
Eric Siu, CEO at Singlegrain
It is a bit time-consuming, but pretty good for your SEO. You can get valuable links and shares for your content. Just follow these steps:
- Find similar content to yours
- Collect the links in a spreadsheet
- Paste these links into Ahrefs or Open Site Explorer
- Results: list of pages that have linked to that content
- Find the authors of the articles and ask them to consider linking to your new content
You can find a more detailed guide on this tactic here.
Pro tip: if they couldn’t edit the content anymore, ask them if they could share it with their followers.
Partnering with other startups/companies targeting the same audience could be an exciting way to distribute your content to another, but still target audience. Obviously you shouldn’t choose your competitor as a partner. Ask them to share your content in exchange of sharing theirs. The real challenge could be to find reliable partners who consistently create high-quality content.
Keep promoting your content
I call this reactive promotion. Set up notification apps for your focus keywords. It will send you notifications once your keyword is mentioned on blogs, social networks, forums and Q&A sites. It is great way to continuously promote your content by:
- Commenting on fresh articles
- Recommending them to link or mention your stuff in their post
- Reaching out people who are searching for answers for their question (so you can recommend your content)
It is not just another way to promote your content, but it also offers a great opportunity to connect with your potential customers and learn more about their pain points and challenges.
Updating content regularly
Even if you created an evergreen content, you should regularly check it because links could be broken, new research could be published, tools can disappear and new ones can emerge.
By updating your evergreen content, you not only refresh information and fix links, but also increase your website’s organic traffic. It happens, because Google prefers fresh content. This tactic increased our overall organic traffic by 10-15%.
"Distribution is often just about getting your new content as wide of reach as possible. So with repurposing, it’s important to make sure the original content shines as brightly as can be. So one of the ways to work with repurposing is to grab snippets and excerpts and repost them to websites like Quora and LinkedIn that have their own publishing tools."
Kevan Lee, Content Crafter at Buffer.
Your readers prefer many different ways to consume content. It is a great opportunity to transform your old posts into a different format. It could bring you additional traffic, since after uploading it to an applicable websites, it will be available in another small search engine. How can you repurpose your content?
- Create a presentation: upload it to Slideshare.com and Slideshow.com and don’t forget to embed the presentation into your article (good for SEO).
- Create an infographic
- Create a podcast
- Convert it into a downloadable PDF document (to collect email addresses).
You can also upload them to:
Transform series of blogs into email course
Just look at this article. It is a massive resource for content creation. I’m planning to transform this post into an email course. It means that I will break it up into 10-15 different emails. Each email will contain one unique tip and will be sent out weekly. Sounds like a good plan.
I’m glad you’ve made it this far. In this blog post, I mentioned more than 50 content promotion tips and put them into an action plan. All you need to do is to try these tactics and see which works for you and performs the best. It is super important to stay focused during this process. Test a tactic and measure the results; afterwards, decide if it is something worth doing or not.
What is your most effective content promotion tactic?
Fell free to share with us in the comments below.