You know the deal by now. You’ve used your valuable resources (time, effort, and money) to publish content on your website.
And now you're expecting it to do what web content is supposed to do – build brand awareness, generate traffic and foster customer engagement.
But that’s quite a bit to ask from content that’s just sitting there…
The solution of course is to promote your content by making it more visible, more relevant and more appealing to your target audience – where they already hang out online.
Easily said than done perhaps.
So to help you become a content promotion champion, here are 15 advanced yet totally doable ways you can promote your web content to get the most bang for your buck.
Make Sharing Easy
The more viewers a blog post receives, the harder it is working at building brand awareness. You can use your readers to spread your blog far and wide by adding embedded social sharing buttons to the page. The buttons can also be added to a picture, such as an interesting infographic with information readers are likely to want to share.
Just by clicking on the button for Facebook, Twitter, Instagram or Pinterest, a reader is able to instantly share it with their circle of contacts. The effect in attracting traffic to your site can be exponential, since each person who receives the link can then share it with their contacts on social media and the snowball effect continues.
Many businesses focus on placing links to authority sites in their blogs or on getting authority sites to include backlinks to them. While external links like these are a smart strategy, you should remember that there is also power in internal linking. Those are the links which take visitors from one page of your website to another.
Internal links serve the dual purpose of keeping visitors on your website and helping to get more of your content noticed by search engines. You can link from your blog to any other page on your site including other blog posts. Just keep in mind that you should not be linking just for the sake of linking. The more relevant the link is, the more likely it is that visitors will stick around, lowering the bounce rate from your site.
When someone finishes reading a blog post on your site, what do you want them to do? Stick around and read some more, right? You can get them to do that by suggesting a few articles for them to move on to. These are usually placed at the bottom of the page and often relate to the present article in some way – perhaps being in the same category.
The strategy of having Suggested Articles is a good way to build internal links and, by extension, lower bounce rates. It is most effective, however, when you have a large volume of high-quality content, so readers aren’t shown the same limited list on each page.
Optimize For Search & Featured Snippets
Very few people look beyond the first page of the SERPS when they search for a word or phrase using Google Search or any other search engine. In fact, most of the time, the first two or three suggestions are the only ones they bother to click on. Furthermore, the Featured Snippet, which is the result placed before all others and usually highlighted in a box, gets the lion’s share of clicks from searchers.
SEO is a huge topic but to get started, these resources will help you improve the ranking of your content:
Above all, focus on high-quality content by having longer, more relevant posts and making full use of different media (pictures, infographics, and video) along with the written word.
Creative Sharing On Social Media
Post. Schedule. Re-post.
You can use various social media platforms to get your content out in front of a wide audience and generate traffic for your website. For the best results, you should post regularly and ensure that the content you post is up-to-date. When you post is also important, so social media management tools to help you plan, organize content and post it to different platforms at pre-determined times.
Another good way to promote your content is through re-posting of high-quality, interesting posts from others. Facebook lets you do this through their Share feature so the post appears on your page but full credit remains with its creator.
Your intended audience is more likely to find you if you use hashtags which are unique and which speak directly to what they are looking for. Try not to overdo the number of tags you add to a post – 7 or less is good. Viewers are more likely to click on a hashtag if it is one of few, instead of being lost among a large number of tags.
It is also a good idea to keep an eye on the tags your competitors use and which tags in your category are the most popular. These can give you some inspiration when trying to come up with your own distinctive hashtags.
Post To Community Groups
Community groups have members who are all interested in a particular topic. That makes the likelihood of meaningful engagement with them very high. Aside from potential customers, a community group lets you make contact with others in your industry to share ideas, insights, and tips for growing your business.
Posting often and posting relevant information to a community group is important, as it gives you the chance to up your status as an authority in your niche. You can promote a group you are in through mentions in your other online activities. This will grow its membership and its ranking on the platform.
Important Extra Steps
Send An Email Newsletter to Your Community. Re-send It Once Again.
Brand awareness and content promotion go hand-in-hand when it comes to increasing product sales. A newsletter can help you do both by keeping you engaged with current and potential customers in a way that does not scream “sales pitch!”
Once you build an email list of potential recipients, decide how often you are going to send out your newsletter. Typically, you will want to send them out at least once per month but not more than once per week (but you can test this and it heavily depends on the relationship you have with your audience). It is also important to re-send emails to people who did not open the original one – as this will increase your conversion rates from one piece of newsletter content.
Contribute To Community Sites (Blogs, Forums)
Many of a community’s members are often seeking information and advice on the specific topic dealt with by the community. You can join a conversation thread and in a relaxed yet knowledgeable tone, answer questions or express your point of view. It gives you and your brand an awesome opportunity for exposure as a niche authority.
Whether it is on blogs, forums or discussion boards, you could also use the opportunity to suggest links (including ones to your own site) where more information is available. Just be sure to go through the community rules regarding sales pitches, links and identifying yourself as well as your affiliates.
Launch Press Releases
Press releases are distributed to an industry-specific audience, and this means they are targeted to exactly the type of people you are trying to reach. There are several great services online that can either create or publish your press release – or do both.
If you do decide to create them in-house, increase the chance they'll get published by:
- Creating them in the correct format
- Cutting the fluff and writing in the ‘inverted pyramid' journalistic style with key information first
- Keeping it factual and not being over promotional
Be A Podcast Guest
Podcasts give you exposure to a wide audience: yours, plus that of the podcast host and of any other guests on the show. It is an opportunity to show your knowledge and expertise in your niche. Of course, you also get the chance to directly and indirectly point out the benefits of your own products.
Submit Your Content To Industry Specific Hubs
Just as their name suggests, industry specific hubs deal with specific topics. They are a ready-made part of your niche and all you have to do is connect with users on them. Reddit, for example, has over a million subReddit boards on a wide range of topics.
There are also industry-specific growth hubs where you can gain from the insight from other industry players and add your voice to the conversation by way of submitting content to the hub. The new kids on the block are the growth hacker hubs. These are filled with marketing specialists to whom visitors turn for the very best advice. Re-publishing your content here helps to identify you as a leader in your field.
Using Paid Promotion
Running a successful business takes some amount of investment of your time, energy and money. You can ensure it is money well spent by carefully selecting which advertising routes to take.
You may notice that your competitors are heavily into paid search and there is good reason for that.
When campaigns are conducted properly, paid search can be:
- Budget-friendly (if you fix your daily and monthly spend)
- Quickly generate the traffic and conversions you're looking for
- Provide you with better quality and more targeted leads
- Boost brand recognition
- Provide you with measurable results (think of pairing your Google Ads campaign with Google Analytics)
At first, banner ads might seem like too simple a strategy to produce appreciable results. Nothing could be further from the truth. Banner ads are actually quite effective at promoting brand recognition and brand awareness. The majority of banner ads used in contemporary campaigns are dynamic and utilise different types of media.
However, just be aware that to get appreciable results from these types of ads, you will need to be getting a significant amount of traffic to your site already.
Investing in your brand’s social media presence is viewed as one of the most effective ways to drive traffic to your site and improve sales figures. You can increase its effectiveness by using paid social ads. These ensure that your content gets to the audience you need to see it.
You can begin by researching which platforms are most used by your customers or by different segments of your customer base – and target specific ads to them. Each of the major platforms provide tools you can use to refine your audience. Facebook retargeting, for example, lets you re-market to different segments of your website visitors and create lookalike audiences based on traffic to other sites.
We've created an informative resource on Facebook advertising here which is well worth a listen.
In an ever-crowded online world, simply creating high quality content is not enough (if indeed it ever was). Promoting your content in multiple ways is essential if you want to build your online brand, increase your website traffic and make more money.
Hopefully some of these content promotion tactics will help you succeed in your online business, so pick just a few and give them a try. Let us know how you get on in the comments below.