You’ve created a piece of content because you heard content marketing is a game changer. You were told it’ll grow your social media channels, bring in traffic, build leads and increase your sales.
Then, you hit the share button and what happens? Absolutely nothing. Your content just sits there and nobody, not even your mom, cares about it.
But it’s got a powerful message and it looks like it was designed by Picasso himself, so what gives?
Well, creating valuable content is only half the battle. The success of your content hinges on your promotion strategy.
So, let’s learn how to promote your content like a boss.
Optimize the landing page
The first step to a successful content marketing campaign is to make sure your content can be easily found. Now I’m not saying you should spam your landing page with keywords, but rather add a few tweaks to your landing page to make sure your audience can find it.
Let’s say, for example, you’ve created an ebook. An ebook is a great resource to use when you’re trying to attract leads, but to encourage more sign-ups, you need to optimize your landing page.
Your landing page should include:
- The keyword of the ebook in the headline of the page, in the URL and the meta description
- A short summary to explain what’s inside the ebook
- Bullet points explaining the benefits
- A download box with limited fields – a name and email address is fine
- Social sharing buttons to help further promotion
Set up an email campaign
An email campaign can help you get more eyes on your content, so long as you do it right. The type of content you’ve created is contingent on who you send it to. Make sure that you segment your database to target the right people at the right time.
For example, you may have created an explainer video for people who may not be familiar with your product or service. The target audience for this type of content are people who have just signed up to hear more from you, rather than somebody who is already your customer.
Tease your content on social media
Giving away everything all at once is never a good idea, and the same rule should apply to your content. The great thing about social is that it’s in real time, so you can drip feed snippets of your content to get your followers excited.
Let’s say you’re promoting an infographic and you want it to go viral. You could tease followers with different stats from the infographic within your posts. Or another great trick is to use images from the infographic and create short posts with them. Considering images receive 18% more clicks, 89% more favorites and 150% more retweets, this is certainly a tactic worth implementing in your promotional campaign.
Don’t forget to use a Social Media Management platform to automate your posts and analyze when your audience is most engaged – helping to get the very best out of your social efforts.
Outreach to influencers and bloggers
Finding social media influencers and bloggers that are relevant to your niche is difficult, but can really give your content the push it deserves!
The reason for this is due to their huge audience, which may be hard for you to tap into on your own. By getting them to share or post your content, you’ll increase the chance of targeting your audience on a much larger scale.
If you aren’t sure where to find the right influencers and bloggers, then check out BuzzSumo. This platform lets you search using keywords to help you connect with the most appropriate people who have a huge influence within your niche.
Once you have your outreach list, you need to approach them with care. At this point, they don’t know who you are so you need to build a relationship with them, which will hopefully grow as your content increases.
Do your research, find specific blogs that are relevant to your content and drop them a personalized email letting them know that you’ve read their stuff, you like what they do, and you have content that they may be interested in sharing.
Another popular option is to write a guest post for them as this will help direct a valuable link back to your site.
Post in content communities
A content community is a great place to get more people to see and share your content. Depending on the type of content you’re promoting will depend on where you post but my favorite places include:
Join as many communities as you can and become an active member so that people start to recognize your brand and subscribe to your channel within that content community.
No matter which of these 5 tips you try first, the takeaway here is to spend just as much time promoting your content as you do creating it. By utilizing every channel, whether it be your own or a relevant community within your niche, you’ll help give your content the promotion it deserves.
To learn more about creating mobile marketing customers love, check out a quick demo of Waterfall’s platform.