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by James Perrin on 29th April 2014
The success of your content isn’t just in the details it’s in the promotion as well. As such, do you know how to promote your content? It’s important you have a good idea of where you want to promote your content, and to whom as this blog post outlines in detail:
First and foremost, when it comes to content promotion, you must consider your promotional efforts during your strategy and planning stage. Nothing should ever be created without an idea of who your audience are, and where the content should be seen. That’s why I always urge anyone to consider the following promotional techniques when they are thinking up their content ideas; it’ll make your promotion efforts much easier and far more effective.
This includes promotion through the channels that your brand has direct control over. It’s excellent for community building, driving referral traffic and generating SEO value.
Creating a community must be part of your digital marketing efforts. Get involved with the major platforms like Twitter, Facebook and Google+ and make sure you’re populating and engaging on a regular basis. For more information see Is Community Building More Important Than SEO?
Don’t go overkill, but every so often make sure you promote your own content. For every piece of your own content you share, you must be sharing at least four non-branded pieces. You’ll soon see followers and fans disappear if you only share your own content.
On platforms like Google+ and LinkedIn you’ll find a plethora of different B2C and B2B groups respectively. These are ideal audiences to share content with and gain targeted exposure. Like with your own profiles though, be sure to share other people’s content, and always engage and interact.
Depending on your business and sector, it’s likely there will be a go-to-place for customers or other businesses to ask questions. Whilst these might not always be on social media platforms, they may exist in the form of discussion threads and forums. Research where people gravitate to and scope out the things they are asking. Not only will this help with content ideas, but it’ll boost your promotion efforts too.
There are many sites in which you can curate your own type of site/blog/magazine pulling in plenty of relevant articles and content, including your own; Tumblr, Pinterest, Flipboard, Scoop.it, StumbleUpon, and Mark.me are good examples. The idea is to build your own community of followers on these platforms who will interact, engage and share your content.
There are many ways to do this. Tweetdeck lets you check for keywords which people are using to share or discuss content or topics. Additionally, SEO Gadget’s Content Strategy Generator allows you to search for topics and keywords, showing you a huge list of platforms where that topic or keyword is currently being discussed. Engage with the discussion or contact the person who started it to see if they are interested in sharing your content.
Using a similar method above, but instead of asking for your content to be shared or engaging in a community discussion, ask for your it to be linked to from similar content on a relevant website. Anywhere users can gain more insights about a topic will be perfect.
In Google Analytics you’ll be able to see the best performing content in terms of page views and traffic source. Link to your new content from within these pages to help direct more traffic and exposure.
When Tweeting or updating Facebook, don’t play all your cards at once, be sure to hold back and give snippets of information to entice your audience. It doesn’t have to be anything too ground breaking, but take the top twenty stats or snippets and include these in twenty different tweets.
Look at ways in which you can take your existing content and repurpose this across a number of different channels. E.g. a blog post can be turned into an Infographic, a video, a presentation, an animation. This provides you with additional content to further promote across the aforementioned channels. For more information see: Repurposing Content: Best Practice Guidelines.
Give your content a push by featuring it within a company newsletter. Whether these are weekly, monthly, bi-monthly or quarterly, not only can they help foster a community around your brand, but they’ll help drive quality referral traffic to your new content.
This includes promotion through what other people are saying about your brand. It can be hugely valuable in terms of SEO with mentions, links and shares still worth their weight in gold.
Outreaching is an effective, if quite a laborious way of promoting content. However, once the right person sees your content and shares or links to it, it’s worth the investment. Using Followerwonk or BuzzSumo you should search for influencers or socially authoritative people who are likely to enjoy and engage with your content. There are two ways to engage with them, either subtly by using a social media profile (that of your brand’s or client’s brand) or by establishing the relevant person and emailing them direct. This is a great way of building up a relationship for any future content sharing initiatives.
Use the same methods as above, but this time only search for the most relevant and highest ranking website. Followerwonk is still good for company profiles, but to ensure the site is quality you’ll need to perform your own checks. A link from a high quality site will help underpin the overall SEO goals, but can also drive referral traffic to your content. You just need to make sure it’s a top quality site, because otherwise you could cause more harm than good.
By outreaching to authoritative social profiles and sites, you’ll start to build up a pretty healthy list of PR contacts. In addition to this it is worth investing in a PR opportunities platform like Gorkana PR to further strengthen your list of contacts. With a solid piece of content, such as exclusive data from a survey, if it’s framed right your content can be distributed to these contacts and before you know it will be featured in newspapers, magazines, press releases, social media and websites all over the world.
A nice tip to kick-start your promotion efforts is to include authoritative people within your content. Either interview them, or add snippets of advice; either way when it comes to promoting the content, those influencers could well be more inclined to share or link to the content as they will be featured.
This includes promotion through paid for channels. It can help to drive more referral traffic, but often has little or no SEO value.
On many news sites and blogs, either at the bottom or on the side, you can find links to additional content. This will either be content owned by the site itself, or that of external sites. In some instances, these links to content are known as native advertising. Please note these are not paid links, and do not facilitate any SEO value, but rather are a god-send if you want referral traffic and have the budget for it. Good examples include Taboola and OutBrain.
In a similar way, you can pay to promote your content on social media and curation sites like StumbleUpon, LinkedIn, Facebook, Twitter and Tumblr. The Click through Rate (CTR) isn’t as impressive as native advertising, but then again it’s not as expensive. It’s certainly worth considering if you want to give your content an initial push.
Another good option will be to actually pay for a sponsored piece of content. For example, BuzzFeed allow sponsored quizzes, and whilst advertorials are strictly forbidden from an SEO perspective, if you nofollow any link towards your website, they can still deliver impressive referral traffic, depending on the quality of the site of course.
If you have any other tips you’d like to share, I’d be glad to hear about them – so feel free to leave a message. If you’d like to know more information about Content Marketing or Social Media Management here at Koozai, just click on the links, or contact us for more information.
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