It’s the most common problem on the internet.
You’ve built your web page with lots of beautiful digital graphic designs and informative content. Yet, you still find the visit counter on your web page at a standstill, and your subscriber inbox remains empty.
Unsure of how to proceed, you hire a content writer to breathe some life into your words, hoping that a more engaging message will inspire more customer interaction. It will, but only if you can attract viewers to your page first.
That’s where effective content promotion comes in. Search Engine Optimization is a good place to start, but it’s just not adequate on its own anymore. Your website needs a promotion strategy that reaches out to potential customers across a wide array of media.
By employing the correct content promotion strategies, you can reach beyond your directly targeted customer base, beyond those customers looking specifically for your services to the outer range of customers whom you would not otherwise have had access to.
[bctt tweet=”You need to spend much more time in promoting your work than on creating it.” username=”relevance”]
In order to appropriately appreciate what content promotion strategies can do for your website and your company, though, you have to first understand what content promotion is and the different ways in which you can approach it.
WHAT IS CONTENT PROMOTION?
Let’s explain it in layman’s terms:
Content promotion is the strategic dispersal of content that leads back to your company.
It is done using a plethora of media options, including social media networks, blogs, email, events, suggestions, and advertisements.
You can cast this net wide and attract a greater and more diverse audience.
When you only target your advertisements at specific, known parties via direct marketing strategies, you are limiting your company’s exposure to a potential pool of customers that already exists. This severely restricts the boundaries of your reach.
If you’re relying on your customers to find you, even if you’ve made good use of SEO strategies, you’re not initiating the contact. This means that you’re not implanting the idea of your product or your service in the minds of those who aren’t actively seeking them.
Content promotion strategies diversify and amplify your advertising efforts to connect your company with customers whom you would have otherwise not had any contact with. They place your advertisements in the natural digital settings that are viewed by everyone.
HOW CAN IT BE DONE EFFECTIVELY?
The two most essential elements of effective content promotion are:
- The quality of the content
- The customization of the content for the specific media being employed
The content of an informative, engaging email is not going to be appropriate for a Tweet, for instance.
The customers who view your digital content are already traveling on the fast-paced information superhighway. Around 55% of internet users spend less than 15 seconds on websites with which they don’t engage, and they spend an average of less than a minute on websites in general.
If this is true for an entire website, it’s not hard to imagine how short the average digital advertisement viewing duration must be. In order to attract the attention of potential online customers, your content needs to first attract attention, and then inspire the reader to remain engaged.
Most importantly, your content needs to be useful. If you can’t provide the information the reader is looking for, they will quickly move on to the many other pages the internet has to offer. It is up to the owner of the page to ensure that all the necessary information is easily recognizable and accessible.
By making the appropriate information available, attractive, and immediately obvious to the viewer, you avoid losing them to disinterest within the first few seconds. Once you’ve captured their attention long enough to keep them on the page, you can comfortably lead them through your content.
GETTING DOWN TO THE ACTUAL PROMOTION
With the appropriate content on your site, you can begin the promotion process. There are essentially two different kinds of content promotion, and you should be familiar with them both so that you can be certain you are optimizing your content promotion strategies.
ORGANIC CONTENT PROMOTION – IT’S FREE!
The first type of content promotion is called Organic Content Promotion. In this type of promotion:
- You can create strategies for optimizing your content promotion
- You can do so without having to pay for ad space.
It would be unwise to fail to make use of all of the available types of organic content promotion since they don’t cost you anything and would only extend your reach.
SEARCH ENGINE OPTIMIZATION, OF COURSE
Search Engine Optimization is one type of content promotion, and it involves maximizing the number of visitors that come to a website by using words and phrases that are likely to appear high on the list of results returned by a search engine.
- A definite boost in organic traffic
- Enhanced credibility for your brand
- Better ROI
Obviously, most people are going to click on the first search engine result that seems relevant to their search. Unless that site does not meet their needs, they are unlikely to return to the results. If they do return to the results page because the first site was inadequate, they’ll still just click on the next applicable result.
HAVE YOU TRIED CONTENT SYNDICATION?
Content syndication is a content promotion strategy in which content is republished on other sites with the intent of reaching a broader audience. Syndicated content can not only enhance your reach but can also add to your brand awareness efforts. Significantly, it can help drive more traffic to your original content and builds links. Your articles and blogs can reach a different set of audience who were previously unaware of its existence.
With the right content syndication process, you can:
- Boost your search engine optimization efforts.
- Improve your lead generation.
- Significantly expand your reach
All you have to do is target websites where you can find the same kind of audience youare targeting. Content syndication also allows you to carry out implicit promotion as you are allowed to add links to your social media platforms and call to action buttons.
Content syndication does not involve any cost but it can make your content and reputation go further. The best part? You will not be penalized by Google for republishing your own content. The only possible downside is filtering out of duplicate versions from the search results. In any case, the pluses far outweigh the minuses. So go for it!
YOU’VE GOT MAIL
Another type of organic content promotion is email marketing. This strategy involves sending a commercial message to a group of existing or potential customers in order to attract their attention.
This strategy is effective because:
- It appears in a customer’s inbox without them searching for it
- As most email users receive some type of new message notification, they generally read through it.
LIKES, SHARES, AND TAGS
Social media channels are another arm of the organic content promotion strategy. Social media channels include any internet communication service that operates by connecting networks of people. Some of the most famous are Facebook and Twitter.
By using these SM platforms you can:
- Build relationships
- Establish your niche expertise
- Boost visibility
- Remain connected with your audience 24/7
[bctt tweet=”A piece of content should produce 10+ snippets that you can share on social media. ” username=”relevance”]
A VIRTUAL SPEAKING ENGAGEMENT
Webinars and other types of live promotions and events are another alternatives for reaching out to customers without paying for advertising.
These events create more impact as:
- They are broadcast live
- They create a feeling of connection and sense of urgency.
INVOLVE SOMEONE THEY RESPECT
One organic content promotion strategy involves reaching large numbers of customers through sources they find credible and are likely to be influenced by. These are called influencer networks, and the strategy consists of contacting a smaller number of targeted influential sources instead of directly reaching out to the general population.
- You can boost business by building the trust of consumers
- You can target consumers with a great degree of accuracy
- The network can boost the search ranking of your brand
GOOD OLD HEARSAY
The most effective form of organic content promotion predates the internet and has evolved with it. Word of mouth advertising is a powerful form of advertising in which one customer’s testimonial of the outstanding product or service they purchased is used to promote that product or service to new, potential customers.
- It is a simple no-cost promotion strategy
- It can be deployed in greater volumes for better impact
[bctt tweet=”The key to organic content promotion is to reach the broadest spectrum of customers through as many channels as possible.” username=”relevance”]
PAID CONTENT PROMOTION
By contrast, paid content promotion is best at delivering your content to a more precise group of potential customers. Via paid content promotion methods, you can hone your potential client pool to those clients who are the most likely to be interested in your product or service.
Narrowing the pool of customers may sound counter intuitive to our advertising efforts and goals, but it provides the benefit of allowing us to tailor our message to make it more effective. If everyone in the targeted audience for a paid content promotion strategy shares similar traits, we can customize a message that appeals more effectively to that specific group.
To achieve the promotion objectives, your content must be:
- Optimized for those who want to use and share it or want to act on the information
- Optimized for the targeted search engines as well
Because paid content marketing costs money, a marketing campaign that is too extensive can quickly add up to an unpleasantly large cost. In order to avoid this, the point of paid content marketing is to reach the most effective group of potential customers with the most effective messages.
SOME INNOVATIVE TYPES OF ORGANIC CONTENT MARKETING
One of the elements of organic content marketing that is frequently underutilized and underestimated is a dedicated strategy to get your name or your company’s name out there and associated with the field in which you deal commercially. One popular way to achieve this is to establish a presence in the comments fields of other popular websites.
The biggest mistake that people make with this particular marketing approach is that:
- They simply lay out a website link in a comments section without any relevant context
- They do it without establishing any credibility with the readers.
Internet readers tend to stay away from orphan links and are more drawn to personalities.
A personality, in this case, doesn’t necessarily need to be authentic – it simply needs to create an identity that can be recognized and associated with the mainstream commercial flow of your industry. Once people in the industry recognize your name, they’re likelier to trust you.
This trust and name recognition can be created with short but effective comments in the comments sections of websites that already draw large numbers. Once people can see that you know what you’re talking about and that you’re not just blindly plugging a product, they are more likely to seek out your own internet presence.
BE A GUEST
A similar tactic for establishing name recognition and credibility on the internet in a specific commercial field is through guest posting.
So what are guest posts?
- They are authorized posts on another, more frequently trafficked site
- These posts allow you to demonstrate your expertise in the industry.
This is similar to the comment field strategy and starts out much the same way with finding sites in the industry that are already popular and commenting in the comments section. The difference is that, in this instance, your goal is not just to be read and seen by others in the comments, but to get the owners of the page to allow you to post on their site.
By establishing credibility in the comments section and engaging the administrators of a site in public conversation, you may convince them that you have important insights into the business. You can follow that up by asking them to allow you to post your own full-length content to their site. The goal of this is to get your name and your company name in front of more readers.
A MORE DYNAMIC FORM OF MEDIA
Another content marketing strategy that is frequently underused is the art of making your content into a video in order to reach a wider audience through some more varied social media options. One of the biggest video sites on which you might post a website content video is the ultra-popular YouTube.
[bctt tweet=”Video marketing is projected to account for more than 80% of all internet traffic by 2019.” username=”relevance”]
How’s this different:
- YouTube has its own frequently used and self-contained search engine through which your content video could be searched and accessed.
- It also reaches a slightly different demographic of internet users who may not otherwise be reached.
You can also include a link of the video on your website for those visitors who prefer that style.
DELIVER A SLIDESHOW
Using a similar style of reasoning, we should explore the use of the website SlideShare as a content marketing vehicle.
Why Use SlideShare:
- SlideShare is one of the 150 most viewed sites in the world.
- It allows you to present your content in an alternative and potentially more appealing way.
REVISIT THE HITS
Your best performing content can be used to market your site more than once and in more than one way. If you have a piece of content that performed well in the past, consider recycling that content once enough time has passed. You can also push it into syndication by allowing or asking other sites in your field to post it.
How does it work?
- Use the content and pages that are performing well at present to promote some content that you believe did not perform as well as it should have in the past.
- You can reach a newer set of audience without any incurring any major cost or effort.
You have to be careful when doing this that you don’t lead customers to subpar content, though.
REPEAT IT DIFFERENTLY
The social media memory is relatively short. So much content passes through the most popular social media sites at such a rapid rate that irritation with repeated content rarely becomes an issue because the same readers often won’t see it more than once.
You can repeat your content by using it differently:
- One sample of your content can be used on the same social media platform a number of times.
The frequency with which you can repeat it is multiplied if you have different versions of the same content.
- As long as these iterations don’t appear overly similar, they can send the same message without boring readers.
PASS IT ON
Let your active customers or those who are interested in your content work for you.
This is done by:
- Making it easier to share your content
- Encouraging your readers to distribute it
This helps you contact a wider audience than you would normally reach because you’re introduced to them secondhand.
TO SUM IT ALL UP
Promotion of your marketing content means a good deal more than simply writing good content for Search Engine Optimization and dropping links to your site across the internet. There are dozens of forms of media and different distribution strategies for establishing a dynamic and effective internet presence.
While you certainly have open access to all the multiple channels for promoting your brand, and while there are volumes of information on the internet advising you on how to best optimize your internet presence, the effort and the expertise are best left to specialists.
A quality team of dedicated professionals can ensure that your web content is reaching all the avenues for which it is best intended. Trained and experienced specialists use various forms of tried and true data analysis to inform their decisions on how to present your brand to your optimal potential customer base.