If you're a blogger, you know that creating awesome content is only half the battle. Without a killer promotion strategy, your content won't get the attention it deserves!
Promotion is the lifeblood of content marketing, and you need to have a solid plan in place to ensure your target audience finds your content. In fact, you should spend more time promoting than creating!
But don't worry, I'm here to help! In this article, I'll show you how to create a roadmap for promoting your content from start to finish.
Keep in mind, every content and promotion strategy is unique, so you should tailor your approach to your business and audience.
So, let's dive in! In the table of contents below, you can easily jump to the specific topics you're interested in.
We like sharing our knowledge with our visitors! You are very welcome to use our infography on your own website for presenting an excellent infographic about content promotion strategies.
The start point of our roadmap is, of course, our website & our content. What I mean is that people generally recognize “promotion” as something you need to do out of your website such as social media.
However, if you haven’t got anything fully ready to promote in other sources, there is a problem here.
Let’s talk about the details and strategies to promote your content at home!
Note: To promote your content well, first, you need an awesome content that sells itself. We curated a list of the best tools for content creation for you.
I'm assuming you've done your homework before starting to create your content.
If not, don't forget that:
proper research is the foundation of successful content creation.
We all want to provide value to our readers and solve real-world problems.
But, without doing the groundwork, you might end up creating something nobody wants or needs.
To find out what your audience is searching for, it's crucial to use keyword research tools.
Here are some free examples:
➤ Google Keyword Planner.
➤ Keyword Surfer
See how Google Trends helped me understand the demand for each topic, keyword, and trend over time for artificial intelligence and ChatGPT.
Doing proper research will set you up for success and help you create content that really hits the mark.
If you want to grab the attention of both search engines and your target audience, optimizing your content with the right words is crucial.
It's like a secret code that unlocks the door to your ideal readers and customers.
But don't stop at text-based optimization alone; visuals matter too!
For instance, if you're writing about Halloween marketing campaigns then you better give relevant examples from last years to engage more with your readers:
From eye-catching images to engaging videos, make sure every visual element is optimized for maximum impact.
To avoid coming across as spammy, use a natural approach to keyword placement.
Incorporate relevant keywords seamlessly into your headlines, subheadings, paragraphs, and URL slug.
Also you better pay attention to meta descriptions as well as image titles, alternative texts, and alt tags.
By doing so, you'll increase the likelihood of your content appearing in relevant search results without compromising on quality.
Social sharing buttons are definitely the “must-have elements” of content promotion. If you want your audience to post your blog to their favorite social sites, you better provide this option with your social sharing buttons.
Remember, social shares are extremely important for generating traffic and increasing credibility. In order to build brand awareness with your great piece of contents and blog posts, don’t forget to imply these buttons to your contents.
No matter what you do, keep your balance.
If you add too many social sharing buttons, it won’t help. On the contrary, it will have a negative impact on your audience. What you need to do is finding the right social media channels related to your business and blog post context.
For example, in my blog posts, I use relevant social sharing buttons thanks to WordPress, which has various plugins to add social sharing buttons. You should pick the right channels with regards to your business dynamics.
Believe me, it will be helpful to drive more sales to your blog posts and website.
Today a lot of people who deal with content marketing content-marketing know that long-form contents rank better. Also, they have a tendency to be shared more. That means long content improve your online visibility and conversions.
I always mention the importance of real value. Think about it, people want to find answers and long-list articles and guidelines are very useful and comprehensive to provide the information.
Let’s have a look at some useful studies to understand if long-form contents are really necessary.
After examining one million Google search results to find out what leads to better rankings, Backlinko team decided that the long-form content ranks significantly better than short-form articles. Also, the average word count of results on Google’s front page is 1,890 words.
Other statistics come from Moz/BuzzSumo. After analyzing over a million websites, they found that long-form content (over 1,000 words) consistently receives more shares and links than shorter posts.
That’s why you should definitely generate higher visibility with your long-form content!
If you want your readers to take action, then you gotta ask them to do it!
Including a relevant and powerful call-to-action (CTA) is a must-have in your content promotion strategy.
But here's the thing, just including a CTA is not enough. You need to make sure you're using the right type of CTA, in the right place, and at the right time. That's where A/B split testing comes in handy. It helps you understand which CTAs work best for your readers. Here are some tips to help you craft the best CTAs for your popups, landing pages, and website:
➤ Keep it short and sweet: Your CTA should be easy to understand and straightforward.
➤ Use action verbs: Words like "download," "subscribe," "register," and "buy" make it clear what you want the reader to do.
➤ Create a sense of urgency: Use phrases like "Limited time offer" or "Act now" to create a sense of urgency and trigger readers to take action.
➤ Be visually appealing: Use contrasting colors, bold fonts, and eye-catching graphics to make your CTA stand out.
➤ Place it strategically: Put your CTA in a prominent location where readers can easily see it.
By including a powerful CTA, you’ll increase your reader’s chance of acting on your content.
However, including CTA is not enough. You should run A/B split test to understand which calls-to-action and types of content work best for your readers.
Can you imagine a landing page without a call-to-action?
Probably you can’t. It’s the same. If you don’t convey a strong message with your CTA, you can’t think about the promotion.
Let me start by giving a very interesting result from HubSpot’s survey.
After analyzing more than 2.7 million blog articles, it is found that 16.7% of web pages actually receive more social shares than they did clicks. That means, people generally don’t read what they share.
Traffic can vary by as much as 500% based on the headline: According to Koechley, tests show that traffic to content at Upworthy can vary by as much as 500% simply because of the headline. “The headline is our one chance to reach people who have a million other things that they’re thinking about, and who didn’t wake up in the morning wanting to care about feminism or climate change, or the policy details of the election,” he said.
So you really need compelling headlines to make your contents share by your readers.
You should inspire your readers to share your content on their social media channels. In this case, you should definitely search for relevant keywords and their search volume. Always put your shoes into your customers and readers. What would you like to search, find and click when searching for something useful?
My next advice on headlines is to use target keywords in an emotional manner. What I mean is to use them in an engaging way to make them share your content around the web!
In this case, I recommend Headline Analyzer tool to analyze your headlines and improve their performance.
Quality is one of the most important elements of content. We can determine quality as solving a real problem. In order to make this happen, you should start getting to know your customers and the problems they might face with.
In this case, social media is a very important metric that you should consider. Listen to your audience, research what they are asking and searching online, consider their complaints and expectations. After that, you will be able to provide content with exact answers.
There are some useful forums which stand for helping people to get answers from experts. You should definitely get benefit from them by engaging with your audience. Don’t forget to and link back to your blog for further, detailed answers.
Check Quora, Reddit and searc h for your topic in Google and other tools like Answerthe public to see what people are asking and talking about and what you can do!
If you want to find more niche and specific forum based on your business, all you need to do is searching for it on Google!
You know, people are always on the go and they want to consume content that's easy to read and understand.
That's why it's important to link to influential authorities that are well-known and trusted in your industry. This not only helps you build trust with your readers but also improves your visibility and authority online.
But, don't just stop at linking to them, involve them in your blog posts!
Ask for their thoughts and opinions, collaborate with them on a project, or feature them in an interview. It's a great way to create mutual benefits and provide valuable content for your readers.
Here are some additional tips for connecting with influential authorities:
➤ Participate in online forums and groups where industry experts and influencers are active.
➤ Use social media platforms to engage with them and share their content.
➤ Offer to guest post on their website or invite them to guest post on yours.
➤ Mention them in your social media posts and blog articles and tag them when possible.
Remember, connecting with influential authorities is all about building relationships and providing value to your readers.
If you’re following Popupsmart’s Conversion Optimization & Digital Marketing Blog, you’ve probably seen that I try to include video contents to blog posts and there is a huge reason behind that.
It’s about multiple intelligence. You should convey your messages in any way you possibly can. Some people don’t prefer to read blogs, while some like to read instead of watching a video.
In this case, you should provide information for who prefer to take it in a visual format.
Another reason is that compelling guides and how-to blog contents that includes videos guide the audience through their challenges.
So, it’s somehow a great roadmap that you should definitely provide!
Take a look at the video below,the thumbnail, the title, the description and the whole context of the video revolves aroun d the users' pain point and the best solution:
Believe me, video marketing is key to build social awareness. They encourage more social shares directly from your content.
In this case, Buffer’s survey shows that visual contents 40 times more likely to result in social shares.
Think about Youtube which has more than a billion users throughout the world. If you have a Youtube channel to share your blog post’s video versions, you’re very likely to rank better.
In order to make this happen, embed your Youtube video content into your blog post.
Never underestimate the power of keywords. If you combine your efforts in terms of keywords, you’ll double the results both from your visual content and blog content. These tactics will boost your visibility and your CTR will be far higher than your typical blog post!
According to the Blue Corona, producing a series of videos each week or month develops brand authority and caches your customers waiting for your next announcement.
They’ll start to demand to see content from you on a scheduled basis like TV programs. Undoubtedly, making one video has its own advantages, but planning multiple with regular issues and factors are the best practice.
Never forget, when these videos are created, be careful to share them diversified channels to give them the best opportunity of getting more ranks.
For example, serving the post on Facebook is an excellent way to get the content in front of more eyes as well. Put these videos on your website and social media platforms at the very least.
Also, think about mini commercial video contents for social media. You can promote your content through them, in your short, descriptive and yet effective videos!
You should include images to your posts in order to increase engagement. Be careful to use, high quality and relevant images to go viral.
In order to succeed in with your content marketing strategies, you should optimize your high-quality images to be shared!
You may optimize them by:
➤ Minimizing file size.
➤ Giving the exact relevant file name to your images.
These tactics will make you have more generic-looking and professional. Accordingly, will boost your content promotion.
Internal link building is one of the most effective ways to boost your SEO and drive traffic to your website.
But it's not just about creating new content. You need to strategically link to relevant articles from your past posts as well.
This helps to keep readers engaged with your content and signals to search engines that your site is authoritative and trustworthy.
Here are some additional tips for effective internal link building:
Remember, effective internal link building is all about providing value to your readers and helping them navigate your site. By following these tips and strategically linking to relevant content, you can improve your SEO and drive more traffic to your site.
Content promotion is something you should continuously do for your contents. Sometimes people fully concentrate on developing content promotion strategies for recent posts. However, you should update your previous contents to drive more traffic.
Think about it, Google has already indexed your content, all you need to do is refreshing your content.
Take a look at the data below; you can see how the blog started to improve in ranking, impression, and clicks after the optimization.
You may do it by,
Moz’s study shows how your original content gradually becomes less and less “fresh,” which is one of the factors Google uses to determine the quality of your site.
It’s time to get your contents in order. You can manage your time, see your accomplishments and metrics by scheduling a content calendar. Developing a content promotion strategy requires a content marketing plan.
Content marketing plan comprises many other dimensions such as social media and email marketing. In this case, I highly recommend you to send an email to your audience once a week. Of course, it’s up to your blog post volume but you can arrange it based on your schedule.
You may structure your newsletter based on your recent and the most popular contents with headlines and subheadings. You may even include the title and link to your latest blog post or content project in your email signature and implement it to your out of office messages!
Here are some additional tips for crafting an effective blog digest email:
I’ve almost emphasized the importance of email marketing in every blog post I write. So, believe me, emails can support your content promotion in a very effective way!
I assume that you’ve already got your audience’s permission before actually email them. In this case, there is one thing you should definitely do!
Look for a specific audience based on your content.
You can find the right audience from Quora,Reddit, and such kind of specific forum sites. Don’t forget that there is no meaning if you send your digital marketing content to someone who’s not interested at all or vice versa. Try to find your niche networks, ideal customers, audiences and build your content promotion strategies for them!
If you have a strategic plan for your contents you can track some useful metrics such as your audience expectations, results and some productivity hacks. Also, it’ll help you stay consistent!
After mentioning the importance of ideal customers and in which places to find them, let’s give some advice about commenting. For example, in Twitter or other social media platforms, you can find relevant contents and make a comment by including a link to your resource.
This is a great way to promote your content to the right audience. Basically, they’re standing there for the exact topic, so you should seek out opportunities to share useful ideas!
You should announce your content before or after publishing it. I mean, you should let people know! You may announce it on the relevant media channels based on your audience. For example, you may use Facebook Live to reach your audience with instant notifications. Or you can use Instagram stories or even Snapchat to spread the word!
Personally, I use LinkedIn because I can reach my target audience best in LinkedIn. Believe me, it can be helpful to have thousands of views.
Paid social promotion is definitely one of the most important content promotion strategies. It will be helpful to reach a more engaging audience with your content.
By paid promotion, you can target people who have interacted with your website or blog before. Also, it’s a great chance to provide useful content based on your audience’s past consumption.
One more tip is to pay attention to PPC ads. They can provide the right amount of lift invisibility with your exact keywords!
Native ads are effective to promote your contents. Also, they’re helpful to A/B test your headlines and images that best fit your content and target audience.
If you’ve already using native ads to promote your content, you probably realized that they’re helping to put your blog post in front of a huge audience!
Only 6% of bloggers publish the majority of their original content as guest posts.
You want your brand’s website to be the central hub for all of your inbound marketing efforts, but guest blogging is still a powerful tool for lead generation and SEO.
Guest posting is a very important metric in terms of content promotion. You should strategically think about providing your contents to reputable sites to improve your visibility.
Believe me, your influence will grow in a short time with the help of this tactic. Take advantage of it to promote your content, brand, and service.
After publishing your content on your website, you should publish it on different channels such as LinkedIn Pulse or Medium. I definitely, publish my contents on both of them!
The reason is that they have unique audiences and I want to reach most of them as soon as possible. Why not waiting for it?
Your social activities are very important in terms of content promotion. Of course, going viral is essential to develop a content promotion strategy. In this case, we should elaborate on it, in a proper way!
First of all, you should find out the most active time and the most engaging matter of your audience. If you get to know them, you’ll more likely to have useful results.
In this case, you may use some tools such as Facebook Insights.
Another important part is to schedule your social posts. In order to share your social content, I highly recommend the Buffer tool. I use Buffer to time my posts, automate the process and track analytics. Of course, there are numbers of other tools who have similar functions. It’s up to you!
Remember, you should generate interest if you want to succeed in your social promotion. Try to use statistics, quotes and hooking designs based on your branding.
Try to build a wholeness with your brand on every social media channel. That’s the way you build brand awareness and trust!
As another effective content promotion strategy, resharing the best performing content is a great way to increase your visibility.
In order to track that data, you can simply use Google Analytics, Ahrefs, or any other tool. Personally, I make a schedule for the top content of the month and reshare with a modified text.
You know the drill - you spend hours crafting an amazing piece of content, but what's the point if no one reads it?
That's why content promotion is key to getting your work in front of the right audience.
In this article, we've covered some essential tactics to help you promote your content and increase your reach.
Here are some key takeaways to keep in mind:
We hope you found these tips helpful and practical for your content promotion strategy. And if you have any other suggestions or strategies, we'd love to hear from you in the comments section below!
Also, visit our other posts related to content marketing to get better insights and more knowledged about the subject: