It’s no good, that’s what! You can create content from morning to night, but if it is not promoted right, it is just more stuff taking up an already crowded space in the content world. Promoting your content will probably take more time than creating it, and that is the reality.
Here are 5 strategies that you can use if you really want your content to stand out.
1. Begin at the Beginning
If you are concerned about promoting your content, you first need to be certain that your content is worthy of promotion. If you promote content that is unworthy, you will not get a second chance. Your readership will be turned off and never look your way again. So, ask yourself these questions as you evaluate any content you have produced:
- Has it solved a problem for your audience?
- Are you giving some real value to your target audience?
- Are you entertaining, educating, or inspiring your audience?
- Is your content different from other content on the same topic?
You need to be able to answer “yes” to all of these questions before you ever think about promotion. Promotion is easier when the content is great, to begin with. Remember – you are asking for someone’s time. If that time is not well spent, then people will desert you.
If you struggle with creating great content, and you don’t have the budget to employ a great copywriter full time, consider using a copywriting service that has the creatives to get the job done for you.
2. Don’t Sprinkle – Target
Many content marketers believe that they should throw their content everywhere and hope that it sticks somewhere. This is a waste of time and energy. Content must be promoted to those targeted consumers who have an interest or problem to solve. It takes some time to identify your potential customer and to find out where that customer hangs out online. Then, it takes more research to discover exactly what that customer is talking about out there. Sometimes it may be related to your product or service; sometimes it may only be indirectly related. You have already written great content. The goal is to deliver it where they are now, not to worry too much about what they are talking about. You have a value and a benefit to offer – you just need to make that offer where they are. Using the existing research, and a clear demographic persona that you have crafted, you will know where to go on social media to target your customer.
Make a list of targets for publishing your content based on the research. Facebook is pretty universal, but other platforms appeal to different demographics. Pinterest, for example, is dominated by a female audience; Snapchat has a clearly younger audience. Twitter is a mix, and Instagram is as well, though it leans a bit younger. If your target customers are millennials, you’ll need to choose a social media platform that matches.
Above all, do not try to maintain a strong presence on all social media platforms. You won’t do all of them well, simply pick a couple. As your business scales and you add staff, you can add more.
3. Court Influencers/Brand Ambassadors
Now that the Olympics are over, major brands all over the country are contracting with U.S. medal winners to become brand ambassadors for them. Other brands use well-known actors. While the normal business does not have a budget for this type of marketing, there are influencers out there – people in their niche who have a larger following and who have already connected with the same target audience.
Content marketers do not spend enough time courting influencers. Why? Because it’s hard and it takes time. But it is certainly a key piece of content promotion. Here, in a nutshell, is a strategy to make contact, to develop a relationship, and then use influencers to promote your brand.
- Identify the influencers: Your competitors will not be influencers you can use, no matter how large a following they may have. You are looking for non-competitors who may speak to the product or service you offer; Use deep keyword and other types of research; access sites like Quora, type in keywords related to your brands, look through questions and who is answering them. Research those people. There are tools, such as Followerwonk and Hootsuite that will help you do this too. Here’s a quick example: Maybe you sell a deck re-finishing product. Influencers who are related to your niche might be sellers of DIY deck construction materials or local contractors who build decks. Find them; develop an online relationship; send them your product for review; ultimately, ask for a reciprocal marketing effort – you both mention each other in your content.
- Rank Your Influencers: How wide is the reach of influencers you have identified? How many followers do they have on their social media channels and on their blogs? Is the person relevant to your niche? Does this Influencer have the same following in terms of demographic that you are trying to reach? Once you have ranked them, start at the top of the list.
- Connect with the Influencer: Start with indirect overtures by becoming a follower. Participate in lots of conversations until your name/brand becomes familiar to this person. Ask this individual for advice on something related to your product or service or to marketing it. Ask the Influencer if you can re-post a piece of content they have written; mention the Influencer in your content and then send that piece over to him/her. Flattery gets you noticed. Ask for an interview. Then, ultimately ask for a reciprocal arrangement to post each other’s content.
These are easier influencers to court because they are your current followers and customers. When they recommend you or your product to their tribes on social media, this is known as “social proof.” And it matters – a lot! When you get these people talking about your brand, you spread your promotion without doing much else.
Ask your followers and happy customers to share your content on their social media channels. Make it easy for them to do this. Add sharing buttons throughout your content, if it is a blog post, for example, so that it only takes a simple click.
Feature some of your customers in your posts and on your social media platforms. They will definitely share those items.
4. Tease through Social Media
Many social media channels require that you be brief. You may have a phenomenal blog post that isn’t getting much play. Drive people to it with some posts that are intriguing, include some great visuals, or ask questions or invite people to participate in some way.
Not all of your target audience members will see your posts the first time you publish. You should re-post the same content, especially on social media, more than once. Neil Patel recommends several times a day on Twitter at first, for example. Then gradually back off.
It’s one thing to become a content master or to find someone who can do the amazing content creation you need. It is quite another skill to promote that content where it will reach your target audience. Develop your promotion strategy carefully and gradually so that you do not waste time and so that the right audience is courted.
What means of content promotion has worked for you? What types of content promotion would you like more tips and tricks on?
Please share in the comments below!
Pat Fredshaw is a blogger and freelance writer for EssaySupply from Oakland, California. She is working on her own book about life adventures by traveling the world, continuously. You can connect with her via Twitter