Content promotion is an excellent way to boost the prominence of your content and build an online audience. However, most content developers, marketers, and business owners will find the process overwhelming. Knowing where to start can be tricky, especially since there are limitless platforms to choose from. Let’s start by looking at this process in a more detailed manner.
What is Content Promotion?
You’ve invested a lot of time creating your blog post. You may have researched the appropriate keyword focus and ensured that it has an ideal word count (preferably 1,200 above). Perhaps you believe that you’ve covered all points about the topic, and it is unique and highly readable. You think that it will gain the interest of the audience. Now, you want to make sure that you will use it to its full potential. Getting your content in front of your audience does not end in hitting the publish button. You will need to have a content promotion strategy.
In its most basic definition, content promotion pertains to the method of distributing your online resources (such as blog posts) in different channels, both paid and organic. It may include the content syndication process, PR marketing, PPC, email marketing, social media posts, influencer outreach, etc. You want to get this content to as many audiences as possible to ensure that it will leave an impact on the reputation and authority of you and your website.
How Does it Work?
The process of content development will start with keyword research. With this, you can understand the keyword’s difficulty that will give you an insight into its commercial value. You may learn that there are already numerous resources about this topic online. Therefore, you want to use content promotion tactics to reach more audiences. While you may be confident and proud of the quality of your blog post, you will still need to present it on other platforms to reach other people that could be interested in the subject of your post. Even websites that receive high organic traffic are using promotion. It allows them to amplify the things that you already have. Here are some ways companies will use this strategy.
- Answering questions on Quora or Reddit
- Hosting Webinars
- Guest Posting
- Email Marketing
- Influencer Marketing
- Content Repurposing
- Social Media Marketing
- Social Advertising
- Search Engine Marketing
How Important is Content Marketing?
We’ve already mentioned how amplifying the authority and presence of your content rarely happens organically. You want to make sure that you will give it the right push. Nonetheless, content promotion is not simply sharing your content to different platforms and hoping that it will start getting attention. It would be best if you had a content promotion tactic that you could implement. Based on the study, not many online content will receive a backlink and social shares. At least 94% of the blog post will not have external links. In a similar study, about 1.3% of these articles are getting the 75% of social shares. Therefore, it means that most pieces of content are not receiving the attention they deserve. This is no longer surprising since an average of 7.5 million blogs are posted online daily. Therefore, promoting content is necessary.
It Serves as a Social Signal
Content promotion strategies are all about getting your content in front of your audience. Suppose you have an informative, helpful, and educational article. In that case, you can expect an increase in your engagement rate. As we all know, engagement rate is one of the social signals that Google uses to determine the SERP of your content. The higher your content is, the more you will improve your authority and reputation. People will think of you as someone credible in the industry.
Earning Links
Link building has become extremely important in improving your website’s domain authority. With the content promotion, you can add a hyperlink that links back to your website. It sends a juice telling Google that your website is a source of an informative article. Thus, you will appear higher on the targeted keyword. As your content increases its authority, other websites will eventually link to your content, further increasing the backlink juice.
Improved Conversion Rate
Your organic traffic will also increase since you will have a higher SERP ranking. Therefore, you can capture more leads and eventually convert them into paying customers with proper planning. Content promotion strategy and SEO are linked together. As more consumers are being converted, expect that your content will be exposed to more possible clients. Therefore, it will lead to more social shares, increased off-page links, and higher rankings. You can even use content repurposing as a lead magnet to further advance your lead generation campaign.
How to Develop a Solid Content Promotion Strategy?
Some people may think that sharing your content on different platforms is just a simple task. In reality, there are just too many things to consider. For instance, you should be careful in sharing content to websites with high toxicity scores since it will affect your website’s authority. Writing excellent content would be the simplest part; promoting to guarantee that it will reach the right audience will be complicated. Let us help you achieve that.
Determine the Content You Will Promote
The first step in developing your content promotion tactics is identifying the pieces you are planning to promote. It is relatively impossible for you to promote your content, especially if you have a big site. Nonetheless, choosing that particular content won’t be an easy task. There are some questions that you should ask yourself. For instance, will this content help you in your objectives? Does it offer valuable information or solution to the audience? Will it increase your engagement rate? Will it Help you increase your organic traffic or followers? As you can see, finding the answers to some of these questions can be stressful. You will have to check some of the KPIs to identify the right content.
Let us start by defining your goal. For instance, it could be to improve your backlinking strategy, generate leads, increase organic traffic, educate your audience, improve your page authority, boost your online reputation, and increase social signals. If a blog topic does not serve your business any purpose, you need to think twice about developing content about it. If you still choose to create content about this subject, it may not offer any value if you push it through content promotion. Once you identify your objective, selecting the right content will be less complex.
Looking for Channels
After you successfully identify your goals and the pages you want to boost, it is time to determine the best platform to promote your pages. You should be well aware of the distribution channels that you will use for your content promotion strategy. If you plan to use this for PR outreach, you may want content that comes with tips, tools, and templates. If you plan to syndicate it through different social media channels, there are certain factors you need to think of. For instance, a post with a video receives a higher engagement rate. For guest posting, you will need to think of the quality of the linking page or site since it can affect your ranking factor. Look for a website that has content relevant to your website. You should also use a program to help you find these guest posting opportunities.
If you plan to include this in your email marketing campaign, be sure to refine it. It would be best to make the content conversational. It should be relevant and resonate with your audience. Adding video can also increase the open rate of your email. You can also reach out to roundups to get your content on different platforms, which will help you build more backlinks. Roundups are basically updates from the blogger that links to particular content. By using certain keywords such as Link love, Top 10, Best of, monthly, weekly, and roundup, you will be able to remain alert on these opportunities.
Wrapping Things Up
Content promotion strategy is just a small part of content marketing. You can’t expect your content to gain traction without promoting it on the right platform. Regardless of the size of your company, you should take advantage of this process to improve your marketing, branding, authority, and reputation. Sadly, not a lot of companies realize the benefits of this process. Some websites will spend so much time developing their content only to leave it on their site. Aside from creating content consistently, make sure that you will also religiously promote it to the right platform.
Content promotion is more than just delivering organic traffic to your website. It helps you move closer to your business goals. However, you want to make sure that you will take the right step in promoting your content. Make sure to broadcast it on your email list; you can do this more than just once. Tray to evaluate the different networks that you are using for promotion. Reach out to the social media influencers and build a connection outside of social media. Find some content curators and ask them if they can include your website.