If you’re dealing with blog posts, you know that creating is not enough. Great contents should have great content promotion strategies to drive traffic to your blog!
Promotion is the heart of content marketing and you actually improve strategic methods to help it reach your target audience. Otherwise, all the effort you gave will go waste. That’s why you should spend much more time on promotion than you do on creation.
Don’t worry, I wrote this article to help you create a roadmap, from the very beginning to the end. Of course, you should consider your business, target audience, and some other metrics because every content, as well as every promotion, is unique. Still, I think these content promotion strategies and proven methods will be helpful to drive more traffic to your blog.
Here in this content table, you can jump the specific headline you want easily.
Table of Contents
- On-Site Promotion
- Be Aware of the Existing Demand
- Optimize Your Content for Organic Traffic
- Generate Social Shares with Buttons & Widgets
- Generate Higher Visibility with Long-Form Content
- Include Call-to-Action
- Use Engaging Headlines
- Solve a Real Problem
- Connect with Influential Authorities
- Include a Video
- Look Generic with High-Quality Images
- Provide Relevant Internal Links
- Update Your Old Contents
- Off-Site Promotion
- Social Promotion
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 something 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 🙂
Be Aware of the Existing Demand
I assume that you’ve already made your research before actually creating your content. In any case, I want to emphasize the importance of this step. Basically, it’s something you should do in the first place.
We all try to solve a real-world problem or create something really useful for our readers. In this case, getting help is a great step point. Otherwise, creating something never craved is not beneficial.
So, in order to find out what is the existing demand, I recommend Google Trends. Google Trends will help you explore your keyword and the searching demand within a specific time period.
Optimize Your Content for Organic Traffic
You should optimize your content for the right words in order to boost your visibility in front of the search engines. Also, it’ll help to reach the specific audience searching for what exactly you’re providing. Optimizing your content will also affect and improve your conversions.
I want you to know that I’m not just talking about the text-based optimization, you should also optimize your visuals. Remember, high-quality images and videos are also valuable contents. So better pay attention to meta descriptions as well as image titles, alternative texts, and tags.
In order not to look so spammy, you should have a natural order. That means you should structure your article by including keywords to both your headlines, subheadings, paragraphs and URL slug.
So, let’s diving into some content promotion strategies to increase your social media shares and build brand awareness.
Generate Social Shares with Buttons & Widgets
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.
Generate Higher Visibility with Long-Form Content
Today a lot of people who deals with 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 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 🙂
I’ve always implied the idea of asking. If you want to make something happen, ask for it! Both in social media and in other marketing channels.
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 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.
Use Engaging Headlines
Let me start by giving a very interesting result of 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 in 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 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 this tool to analyze your headlines and improve their performance.
Solve a Real Problem
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 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, consider their complaints and expectations. After that, you will be able to provide a content with exact answers.
I have some tips for finding those problems:
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 and Reddit to see 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!
Connect with Influential Authorities
To be honest, no one wonders your personal thoughts no matter what is the subject, if you’re not a familiar influencer.
People are in a rush and contents are very easy to consume. In this case, you should identify and link to influential authorities in order to build a trust with your blog posts. It also improves your visibility in front of your readers as well as authority figures.
As another idea, you should involve those people in your blog posts. Why not asking for it?
Believe me, it’s a sustainable way for mutual benefit.
Include a Video
If you’re following Popupsmart’s Conversion Optimization & Digital Marketing Blog, you’ve probably seen that I try to include video contents to my 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 audience through their challenges. So, it’s somehow a great roadmap that you should definitely provide!
Believe me, video contents are very important to build a 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.
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!
Look Generic with High-Quality Images
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.
Provide Relevant Internal Links
As a highly effective content promotion strategy, internal link building is very important to boost your SEO efforts. Generally, it’s not enough to create something totally new for your audience. You should add links to your past and relevant articles properly. This tactic will help you receive traffic and promote your content!
Update Your Old Contents
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.
You may do it by,
- Adding various media formats to your blogs such as infographics, videos or images.
- Including up-to-date information related to your topic. Current statistics and cases might be given as examples.
- Checking for keywords and targeting options.
- Updating your table of content and make it more compelling.
Moz’s illustration 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.
Schedule Your Blog Digest Email
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 🙂
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!
Find Niche Networks & Ideal Customers
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!
Share Useful Comments with a Link
After mentioning the importance of ideal customers and in which places to find them, let’s give some advice about commenting. For example, in Quora, 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!
Announce Your Content
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.
Take Advantage of Paid Promotion
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!
Use Native Ads
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!
Do Guest Posting
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.
Republish on a Different Channels
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.
Make a Schedule
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!
Reshare Best Performing Content
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.
Well, in this article we talked about the promotion tactics of contents. Creating a high-value content is not enough and that’s why we should pay attention to their promotion to reach the target audience!
I hope you find this article useful to learn content promotion strategies. I did my best to give you some tactics based on my experience.
If you have some other content promotion strategies and suggestions, please share your thoughts in the comments below.
Thank you for your time!