Content marketing. The struggle is real, but then so are the results when we get it right. The question I think is on all of our minds constantly is how do we get more from our content? A lot of marketers don’t realise that they should invest as much effort in the promotion of their content as they do in creating it. After all, if you build it, they won’t necessarily come if we don’t invite them first!
In this post we are going to show you 10 quick and easy to implement tips to help you promote your content to get more from it. These are all pretty simplistic tactics you can implement straight away to get more people viewing your content.
Leveraging Your ‘Available Audience’
The first set of tips are all focused on how we can better promote content to our available audience. Every company has an available audience they can promote their content to. An available audience for a company may include things like:
- A blog that gets an average of 10,000 views per post.
- An email list of 10,000 people
- A Facebook page with 8,000 fans
- A Twitter account with 1,000 followers
If I create a new ebook, I can promote it through those different channels by including a call to action within my blog posts, sending an email to my list, and posting about it on both my Facebook and Twitter pages.
As a marketer, I want to grow my available audience; that’s the number of people reading my blog, signing up to my email, liking my Page on Facebook, following me on Twitter, and I want to improve the number of people who click through from these channels to the different content I want to promote (Engaged Audience).
Here are 10 tips to better promote your content and get more people consuming it.
Tip 1: Include lazy Tweets in your emails.
When sending an email about your latest piece of content, simply include a lazy tweet. For example, when HubSpot sends an email to our email list about one of our latest ebooks, we include a lazy tweet within that email to make sharing the content on Twitter really easy. You can use a free tool called Click to Tweet to generate these lazy tweets.
This one simple addition causes a big spike in Retweets and subsequently generates new leads from people sharing the content with their networks.
Tip 2: Optimise your thank you pages for sharing.
When someone has downloaded a piece of content from you it’s the perfect time to ask if they would share that content with their contacts. At HubSpot, we optimise all of our thank you pages around sharing that piece of content with your network via email. Just like our results with lazy tweets, this generates lots of new leads each time we send an email.
Tip 3: Repackage content for social.
Repackaging content for Twitter & Facebook is another great way to get some extra promotion for your content. You can take interesting snippets from blog posts, ebooks or SlideShares and use them to create a series of Tweets that lead people back to the original content.
On both Twitter and Facebook it’s worth creating custom images to go along with those posts. We’ve found that visual content on both Twitter and Facebook perform a lot better than just text based updates.
Tip 4: Repurposing content for other mediums.
Repurposing content for other mediums is a great way to get some extra traffic for your content. You can take one of your ebooks and create a webinar around it. You can then turn that webinar into a SlideShare.
Another great way to repurpose your content is to repost it on forums. You can take a blog post, give it a new title, condense the information so it’s just the key points and post on a popular forum in your market. This same tactic will also work really well for LinkedIn groups relevant to your market.
Getting the “right” people to share your content
The next set of tips are all focused on how you can get the right people in your market to share your content. The right people for most companies are those who influence the people that would be great fit customers for your company. These are the people you are trying to reach with your content.
Tip 5: Creating content that appeals to the experts.
Knowing what influential experts in your field are interested in and regularly share on their social profiles can help you produce content that will appeal to them. One of the easiest ways to do this is to use Klout.com to view the influencers for any given topic:
For the next part you can go to favstar.fm and look at what content performed best for them on Twitter (Retweets and Favourites). This will give you an idea of what content they like to share and is popular with their audience.
Now simply choose some of the topics you’ve found, create awesome content around them, and drop the expert a quick message to let them know about it.
Tip 6: Keep an expert’s quotes swipe file.
Another great way to get some attention from experts within your market is to include them within your content. Anytime you find a great quote from an expert in an article or on Twitter, simply add to a note in an Evernote file or wherever you keep your quote swipe files.
You can then include these quotes within your content where relevant, let them know you have used the quote, and thank them for it.You can then include these quotes within your content where relevant, let them know you have used the quote, and thank them for it.
Tip 7: Email is always best.
When you want to connect with an expert to let them know about your awesome content that includes their quotes or anything else you may have used, it’s always best to email if possible. Tweeting at them is the next best thing, but chances are they get a lot of Tweets, so if you can send a personal email, there is a better chance of them seeing your content.
Tip 8: Don’t be a “me” first.
Your relationship with experts should not be focused solely on what they can do for you. It should instead be a relationship that you nurture, one where you add value. Sharing their content, interacting with them on social and in general finding ways that you can help them is a better way to create long lasting relationships with experts.
Tapping into new audiences
The final two tips in are focused on reaching new audiences. The more opportunities you have to get in front of new audiences the better.
Tip 9: Provide amazing content for other websites.
Guest blogging has become an overused link building tactic by the SEO community, but it’s still a really valuable way of growing the visibility of your brand. If you don’t believe us, just read this article from Leo Widrich of BufferApp on how they used guest posting to propel them from 0 to 100,000 customers.
To be successful at guest posting you shouldn’t focus on attaining a link. Instead you should focus on delivering value in every single guest post you submit. If you are just getting started with guest posting, start with a couple of posts a month using sites like MyBlogGuest and BloggerLinkup to find opportunities. Once you’ve built up a strong portfolio of posts you can start approaching the bigger sites in your market for potential opportunities to write for them.
Using a tool like Followerwonk you can find who is in charge of content for those sites and approach them directly. If I wanted to write for Copyblogger, it’s probably worth knowing who manages their content.
Tip 10: Don’t be afraid of paid distribution.
Using paid channels to distribute our content is a great way to increase the number of people viewing our content. The critical factor in using paid distribution for content is that your content needs to be really good. You don’t want to waste money promoting content that’s not going to impress those who consume it.
On Facebook you can leverage LookAlike Audiences to promote your content to people who have a high probability of being interested in it. For this option to work you need to be tracking information about what content your contacts are downloading from your site. You can then export that list of contacts and using the LookAlike option, Facebook will take your list and find people with similar interests who you can then target your new content to.
Facebook will also let you target by precise interests. This is another way of promoting your content to people who should be interested in it.
Twitter also has some great targeting options to help promote your content. Just like Facebook you can target by people’s interests. Another great option allows you to create custom segments based on @usernames with similar interests to who you want to target. You do not get access to their followers, Twitter simply displays your ad in the timeline for people with similar interests to the @usernames you have used.
For example, if you wanted to display an ad to people who were interested in inbound marketing, then our CMO, @KippBodnar and CEO, @BHalligan would be good @usernames to use.
These 10 tips are all very quick and simple to implement to start driving more traffic and leads from your content marketing. However, thinking about the end result before you begin any project is your best bet for seeing the success you want. Paddy Moogan of Moz is an expert in reverse engineering successful content. In fact, earlier this year he spoke at the sold-out BrightonSEO marketing conference on this very topic. For one day only, and we mean one day only we are making his talk accessible for those of you who missed it!
On November 18th, we’ll give you exclusive access to Paddy’s talk as well as 4 other amazing keynotes from the top marketing conferences around the globe! Remember, this is for one day only, so make sure your name is on the list to receive access on the day. Get on the list by signing up here.