It’s the eternal question of all content marketers.
“How do I get my content in front of my buyers?”
Promotion is one of the most important parts of a healthy content marketing strategy. Without it, you wouldn’t be able to attract new buyers and build your audience.
But it’s also one of the most annoying. With the content promotion landscape constantly shifting, it’s hard to know what platforms work for promoting your content, and what platforms aren’t worth the time investment.
But don’t worry!
Despite the ever-changing landscape of content promotion, there are a few methods that are still planted in the ground and ready for use. What are they?
Influencer marketing is, hands down, the best way that you can promote your content.
If you aren’t familiar, influencer marketing is the act of finding important figures in your industry on social media, establishing relationships with them, and creating content together to “harvest” each other’s audience.
But how exactly can you form relationships with influencers if you don’t have any connections?
Try this 3-step process:
- Gather a list of thought leaders in your industry and learn about their content. Grab the names of 5-10 influencers and follow them on social media. Then, over the course of two weeks, watch what they post! If they’re in marketing, do they like to write about email marketing? Or if they have a cooking blog, do they like to post baking recipes? Figure this out.
- Next, get their attention. Getting an influencer’s attention isn’t easy. But a great way to do it without spamming them is to share their content! Take a month to help the influencer out with his own content promotion.
- Reach out and start creating together. By now, the influencer should know who you are from your frequent sharing. Now you can start creating! Contact them through social media or email and find out if they’d like to contribute to your content. You can use the knowledge you gained in Step 1 to provide more value to them. For instance, if they like email marketing, reach out to them and ask for a quote for new email marketing blog post.
And that’s all there is to it! Be sure, however, to give back to the influencers over time. Don’t continually ask for favors — offer your services in exchange for theirs every once in a while.
2. Online communities.
When most marketers think of content promotion, they think of social media timelines.
But the opportunity for promotion doesn’t stop at Twitter. There is a whole world of third party websites available to you that allow you to spread your content and build your personal brand at the same time. Sites such as:
And much more.
Chances are, there are many other niche community websites entered around your industry you can use. For instance, if you blog about marketing, Inbound.org and Hacker News are great communities where you can talk with other marketers and share your content.
We recommend gathering a list of 3-5 community websites and becoming a part of their ecosystem. Contribute to conversations, answer questions, give advice, or anything between. You’ll quickly start to make a name for yourself.
And once that happens, you can use that reputation to spread your content with other like-minded readers!
(p.s. Be sure to read the rules of any community before you post your content. Some group sites don’t allow content promotion under certain circumstances.)
3. Paid advertising.
We as content marketers get stuck in the idea that content marketing must operate on a $0 budget. But that couldn’t be farther from the truth.
Content marketing when paired with paid advertising – even without a giant budget – can help you amplify your message much quicker than if you were to rely on organic promotion. Whether you want to drive traffic to your blog, increase sign ups for a new webinar, or even delight customers who’ve already purchased from you – it’s all possible with a bit of advertising spend.
If you’re looking to journey into paid advertising, we recommend checking out these advertising platforms first:
- Facebook Ads – With such powerful targeting capabilities, Facebook Ads allow you to reach any audience you can dream up, all for relatively cheap.
- Outbrain – Have you ever seen those “Sponsored Posts” under popular news articles? If so, there’s a good chance they came from Outbrain. Since these posts appear under content your buyers have already consumed, you have an opportunity to hook them with a great headline to keep them on the content consumption train.
- Sponsored blog posts/press releases – Almost every popular blog/news organization is available to produce sponsored content for your business. In some cases, this can even include content such as guest posts and press releases.
Content marketing can’t survive without content promotion. It’s a vital part in any business’ strategy. And now, you should have a good idea on how to do it yourself!
But here’s the thing:
While content promotion can be helpful, it can also be difficult. Knowing how to operate in online communities, how to run social media advertisements, and how to rank your content on search engines can be extremely overwhelming for most businesses.
With our content strategies, you won’t have to worry about attracting an audience or promoting your content. We’ll take your content strategy and transform it into one of your business’s top assets, start to finish, while you sip your morning coffee.
Link360: Link360 is an Inbound Marketing Agency Located in Greenville, SC. We specialize in generating leads for our clients through attracting visitors to their website, converting them into leads and closing them as customers. If you have any questions, or would like your own free Inbound Marketing Analysis, please contact us now.