Content marketing isn’t just about content creation. It’s about implementing effective strategies to allow you to publish, promote and share your content far and wide.
If you have a good promotion strategy, it will:
- Help you build communities of your target audience, with people more likely to share your content through social media.
- Increase the chance of bloggers linking to your posts.
- Bring you to the attention of local and niche media outlets that will be more likely to cover stories about your brand.
- Generate leads and sales through the connections you build with people outside your business.
Here are some key things to consider when investing time and effort into your content promotion strategies.
- Multiple-effect email outreach
Outreach generally involves a one-to-one exchange. However, if you use generic branded emails, such as:
Your email will be seen by more people and therefore will have more chance to be shared.
Make sure you say something along the lines of:
I saw your team shared a tweet about [subject] on [site name].
Would love some feedback from you guys.
Use the subject line:
A post your team could want to see.
This open invitation to everyone on the team means more people are likely to read it.
- Schedule your emails wisely
Remember, there are peak hours for business. If you are sending out content that arrives in the middle of a rush, there’s a chance it will be overlooked. Instead, schedule the email to go out later on in the day when things are less frantic.
If it’s your second exchange with a client, try to send the email around the time that the first one was replied to.
Getting to grips with hashtags can be a bit of a pain, but once you’ve mastered it, your posts will be seen by a much larger audience.
Visit hashtag.org and take a look at the popular hashtag section. Figure out which ones you can use, and do it every single time you share a post.
- Round up on Google+
Google+ has been somewhat forced on businesses, but those that aren’t using it are missing out. After all, we’re trying to get businesses to the top of Google rankings, so we also need to use their social network to do that.
If you create a post which rounds up all of the content you’ve found relating to your industry, you can:
- Increase Google+ followers
- Build connections with influencers
- Amplify your content
Write a post which summarises the latest news from your sector, including your own, breaking it down into easily digestible pieces. Use hashtags to help boost the post. At the bottom, create a call to action which gets people invested in the next post, telling them to keep an eye out for it.
Promote the round up via email and across other social media networks like Twitter.
- Invest in interview opportunities
If you are an expert in something, take the opportunity to show off that expertise. Create a page on your website which details what you’d love to talk about, who you are happy to talk to and add a contact form so that people can get in touch. Promote this across social media and voila, more readers!
These are just a few tips that can help your content to spread further, letting more potential customers see your brand and building up trust from the get go.