When talking about content marketing, more often than not we are fixated on the content development process and neglect the promotional aspect of the game.
A common misconception is, that a great content surely can market itself. However, while there’s truth to that statement, there are in fact, many excellent pieces of contents that failed to gain recognition. The problem doesn’t stop with online contents either, we all know there are many great films, movies, and song that failed in the market due to the lack of (or ineffective) promotion.
So, promoting your content is, if not even more important than the content development process, with Social Triggers even suggested a 80% promoting, 20% creating routine.
Here, we will share five effective tips to promote your contents. Without further ado, let us begin with the first one.
Influencer marketing is not solely about influencers promoting your brand, products, and/or services. Using influencers to promote your contents is also a valid, and effective tactic.
The key here is to find the right influencer that is an expert, or at least, influential on your published topic. Yet, that is easier said than done.
Thankfully, there are many tools available that can assist you in this aspect, some of them being totally free. Make the most of these tools, and find the right influencers to promote your contents.
After you’ve found the influencers, it’s time to connect with them and build long-term relationships. This is arguably the hardest and most important aspect of the job.
While there are many different approaches to connect with your influencers, here are the key considerations on their part before they can promote your content:
Last but not least, remember that influencers -especially big ones- are busy people. So, make the engagement process as fun as possible.
In this digital age, it’s fairly obvious that social media is one of the best ways to promote anything. Yet, the question is, how can we effectively use social media to promote our content? Especially considering the number of contents being promoted on social media every single day.
To start, it’s not enough to promote a single piece of content just once. It’s very easy for your post to get buried in their timeline nowadays. Also, we should consider the fact that not everyone will click your content right away when they see the post.
So, develop a schedule for your promotional posts. Keep track on how many clicks you get with each, and use hashtags that are currently trending and relevant to your niche. Also, never exceed two hashtags in one post.
Admittedly, there are bad reps surrounding content marketing due to bad practices involving people and bots spamming irrelevant links.
Yet, that’s not the proper way of doing comment marketing, as comment marketing is -like many other marketing tactics- about building relationships.
First, regularly comment to build relationships with the blogs/sites, and don’t include any promotional links at all (except the link to your website on your name). Engage in conversations, ask relevant questions and give valuable answers. This can take a long time, but will also be a great way to build awareness.
After you feel you’ve built enough relationships, it’s time to include links to your content. You can also recommend contents from other sites that are relevant to avoid being too obvious.
While many have said that guest posting is now dead, that is not actually the case. Guest posting is still an effective way to promote your contents, your site, and your business in general. That is, as long as you do it right.
With the guest posting tactic, you create a unique content and publish it exclusively on other websites, preferably with a higher authority and better reach than yours.
So, guest posting is not about promoting your contents directly, but rather build credibility and site authority. Guest posting is also a great way to build backlinks for SEO purposes, which some of the top SEO specialists are using to promote your content.
Here, the key is quite similar to comment marketing: finding the right blogs/sites, and slowly build a relationship with them. Once you’ve engaged in several conversations and have established your credibility, pitch the editors with your topic idea or a draft.
As you see from above options, content promotion mainly involve building relationships, trust, and credibility. So, they are not the best options if you want a quick results. In this case, we have to turn into paid advertising options that can be very effective in generating short-term success.
The key about paid options is how we can minimize cost and thus, maximize ROI. To do this, we must first define our audience for targeting purposes, and define a designated budget.
There are several channels available for paid content promotions:
While content promotion can be a complicated task, it is definitely a necessary step if you want to grow your content marketing game into the next level. At the very least, your content promotion efforts should be the same as the time you’ve invested on the content development process.
With patience, consistency, and determination, content promotion is definitely a doable task.
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