It seems like every other person on the planet these days is either content promoter or a content architect. Like any artisan, a content manager daydreams about seeing his creation secure top spots on Google’s SERPs.
With so many of us writing, managing and designing, there are enormous amounts of content out there, and each piece of content is gold to those who appreciate it.
However, creating great, highly technical content for your web pages is not enough in 2017. As with anything for sale these days, you have to provide “something more” to trigger your audience. I love this simple infographic from Content marketing Institute that spells it out for all of us:
I was surprised to discover how disillusioned a number of my peers are about how content travels the Internet.
They work hard on their images, memes, articles and design pieces. They hire professionals to create videos and photo collages. People are lured into the world of tools designed to facilitate their work, in order to create the very best content. Quality graphics and stats charts fully capture an audience’s attention, and creating them is time well spent. Quality information, entertaining content and sale coupons are the top three reasons people follow a brand on social media.
After sorting through the best keyword combos with Google Keyword Planner and using all the cool tools for GIFs, Infographics and fonts, we often forget the important stuff – optimizing users’ content experience and distributing content on a grand scale. Content promotion channels include those that are owned( your own blog or site), earned ( a contributor, press or an expert of the field) and paid (cost per click ads).
Types of content promotion include:
Influencer relationships
This instrument is highly rated among SEO practitioners. An expert in the field posts a comment and shares it on social media, tagging you in it. This is where you get lots of backlinks. Try reaching out to an influencer and ask them to write an article for your blog, which you intend to share on your various social media platforms. Post a survey and poll a few experts in a given field about upcoming projects.
Preview
Start with a great teaser\promo for an upcoming campaign and send it out to those who have already converted. Try to reach out to others who have visited your pages in the past. This can be done in the form of a newsletter or video. Either way, you are spreading the word to your target audience.
Make a video and gauge its length to the platform that will host it.
Imagine a user who stumbles across your affiliated ad on Facebook and does not know a thing about your service or product. There is nothing more impactful than a video for your presentation, promotion or resume.
GIFs
Use GIFs if they are appropriate and popular with your audience. There is a host of tools on or off line to create GIFs according to your tastes and preferences.
Lead Magnets
Keep your lead magnets active. Lead magnets are pieces of content that are useful for discovering your buyer’s persona, and they are free of charge. In this piece Digital Marketer tells us that the perfect specified lead magnet will offer considerable value within five minutes of a user’s subscription.
Offer a cheat sheet, a resource list, free video training – you name it. Whatever it takes to get that contact info.
Social Media
Mail your content to Linkedin and Facebook groups, sort of like a newsletter. Make an effort to welcome group members and create a positive experience. Post Planner shared a few hints about how to best leverage FB groups in your content marketing.
Reuse
Consider devising a remarketing/repurposing plan that will recapture your audience’s attention. Remarketing turns your bounced visitors’ heads back to your site’s pages. potentially turning them into leads. When these people previously browsed your pages, a cookie file was created. You can use that data to approach your user with some fresh new topic.
Even if you thoroughly promote good content, you still need to take good care of it. Renewing and repurposing content are two great ways to grow your reputation in the eyes of search engines. A great snippet from MoreVisibility tells us how a search engine crawler checks on your renewed content, demonstrating that refreshing old content is as important as posting new content on a regular basis.
Grateful Audience
Some marketers suggest using Buzzsumo to view users who have shared content similar to yours. You can also recruit Twitter advanced search to view people who are discussing the same topic. This can score you a bunch of interested viewers.
All in all, there are many ways to spread the word in content marketing. Rarely does a company sell a unique product or one-of-a-kind service. It is their content marketing strategy that makes them stand out. So to sum things up, stay active, and may the traffic be with you!