It is not enough to have quality content in today’s marketing landscape; it is also necessary to understand how to promote that content through a variety of different channels in order to reach the largest interested audience. You don’t want to pay to get in front of people who will never convert, especially if your strategy is based on paid approaches.
Content promotion raises the visibility of your articles, blog posts, and social media posts. More eyes on your content means more clicks and therefore more sales so you should optimize your content promotion strategies to grow your audience. Many content marketers devote more time to content promotion than to writing blog posts or articles.
If you want your content to serve a purpose and achieve marketing objectives, you must be proactive in its promotion. Here are some best content promotion strategies to help you get your website noticed.
What is Content Promotion?
Content promotion is the process of distributing and amplifying content in order to increase its visibility, reach, and engagement among a targeted audience. The primary goal of content promotion is to ensure that your content reaches and benefits its intended audience. It involves promoting your content via a variety of channels and methods in order to attract, inform, and engage your target audience.
Content promotion is an essential component of content marketing because creating high-quality content is insufficient if it is not discovered by your target audience.
Content Promotion Strategies for 2024
1. Reach out to People through Content Recommendation
Content recommendation systems are algorithms that various platforms use to recommend relevant content to users based on their preferences, behavior, and previous interactions. These recommendations may take the form of “related articles,” “you might also like,” “people also ask for” or “recommended videos.”
Content recommendations function similarly to advertisements without feeling as disruptive, they’re a great way to market your content. You can increase the number of people who see your content by placing your blog naturally at the bottom of a well-trafficked, high-ranking website.
2. Send Valuable Content to Your Email List
Creating an email list is one of the best things you can do for your brand or blog. It’s among the greatest platforms for connecting with the majority of your followers. Individuals are primed and prepared to open, click, and interact with what you send because they have chosen to hear from you.
According to Campaign Monitor, an email campaign is six times more likely to generate a click than a tweet. That’s an excellent audience to promote your content to because they’re already interested and much more likely to share it.
In a world of changing social media algorithms, email marketing remains the gold standard for personalized communication.
To use your email list for content promotion, follow these best practices:
- With a catchy subject line, you may attract subscribers’ interest or intrigue them.
- Keep your email copy brief and simple, with appropriate visuals.
- Include a sample of your blog to give readers a taste of what’s to come.
- Add clear CTA buttons to bring traffic to your blog.
In addition to preparing your email for readability, choose the best day and time to send out the newsletter.
3. Create a Social Media Distribution Pipeline
It makes sense to promote content on social media. However, there’s an exception to this strategy for promoting information. To transform your original material into social media content that is native to a certain platform, you need a complete distribution pipeline.
Not only that. A schedule supported by research is also necessary in order to publish this content at optimal times and achieve maximum engagement rates.
- For instance, make a little video version of your original blog post and add subtitles if you’re repurposing and scheduling Facebook postings.
- This is due to Facebook’s native video format’s effectiveness.
- To schedule your posts and determine the best times to post, use a scheduling tool.
- You may even schedule your posts on Instagram using scheduling tools.
Above all, when developing a social media distribution pipeline, don’t confine yourself to the main social media platforms. Examine your user journey to determine the optimum hangouts for your target audience, then advertise your content across all of those channels including specialized communities.
4. Improve On-page SEO to get Higher Search Engine Rankings
On-page SEO optimization is a basic and extremely effective content marketing approach for increasing your website’s visibility and rating on search engines like Google. On-page SEO focuses on making changes and optimizing your web pages directly to guarantee they are search-engine friendly and deliver a better user experience.
Getting the on-page SEO standards done right is the key to achieving higher search rankings and increasing the amount of organic traffic that comes to your blog.
To increase on-page SEO traffic, take into account the following important factors:
- Select high-volume or high-intent keywords that are pertinent to purchasers and your niche.
- Improve the page headers, meta description, and title with relevant keywords.
- Meet the search intent with unique and valuable content.
- To include as many keywords as possible in your writing, use tools such as Clearscope or Surfer SEO.
- Internal links should be placed contextually to maximize session time per user.
For on-page SEO, you can also collaborate with a digital marketing agency. Gaining organic visitors and a better search ranking ensures a profitable return on investment for your marketing initiatives.
5. Make Your Content Easily Shareable for Readers
Let readers spread the word about your content while you concentrate on advertising it through a variety of media. You may make it easier for users to share your blog with their network by including several features in your website’s interface.
Another excellent way to encourage people to share your blog is to strategically place social networking widgets in the interface. Asana places a sticky banner with the blog topic and social network widgets at the top of every blog to allow visitors to effortlessly share the content wherever they want.
Including on-brand images will also help to increase the discoverability of your content. These images would appear in people’s image searches and direct them to your original content. As an example, consider Whatfix, which uses image SEO to generate unique blog images that increase readership.
6. Use CTA Banners to Advertise Popular Items
By putting CTA banners for these articles inside other blogs, you may further advertise your content internally. To point visitors to your top-performing posts, include your most well-liked blogs and include a recommended reading area in your blog interface.
You can drive user engagement, increase sales or conversions, and improve the overall user experience on your website by efficiently deploying CTA banners to highlight popular items or content. This strategy is a powerful tool in your content promotion arsenal, allowing you to profit from unique products’ attention and demand.
7. Approach Brands for a Newsletter Swap
Getting in touch with brands to exchange newsletters is a content promotion strategy that can assist you in growing your audience, reaching new markets, and forming profitable relationships. Newsletter exchanges are partnerships between brands and companies that trade newsletter material to advertise one other’s goods, services, or content.
You can work with relevant brands to trade content features on your newsletters in this win-win agreement. Select the right brand partner, however, to make sure you’re connecting with people who fit your ideal clientele rather than just anybody.
8. Consider a Social Media Exchange with a Partner Brand
Unlike newsletter swaps, social media swaps are unique. By sharing content on social media, brands exchange content instead of showcasing it in email newsletters. It uses a combination of the swapping technique and social media distribution to market your material.
The most challenging aspect is finding suitable partners to switch these positions with. Collaborating with businesses that target a similar audience group but do not directly compete with yours is what you desire.
A good reputation would also be necessary to draw in reliable companies for this kind of collaboration. Therefore, you can only use this strategy if you already have a large social media following. If so, you can approach successful brands with confidence to work with them on a social media trade.
9. Contact Niche Influencers
Increasing the number of readers who find your content is the goal of any content promotion strategy. Using the vast audience of an influencer is definitely the best approach to achieve this goal.
Niche influencers have established themselves as authority or experts in their own fields or industries. You may tap into their fan following and benefit from their credibility and knowledge by cooperating with them.
Working with specialized influencers who have a large following can help you promote your content efficiently. Influencers can increase the number of backlinks to your website and encourage their followers to read your material by sharing it on social media.
Finding such influencers is simple, thanks to social media searches and tools. For instance, if you’re a B2B company seeking highly influential industry experts, utilize Sales Navigator or similar technologies to identify and shortlist the most suitable influencers for your brand. You may now export these leads from Sales Navigator and send out pitch messages.
10. Content Promotion Networks
Another way to promote your content is by using content promotion networks like Viral Content Bee. This platform connects you with other content creators who want to promote their work. You get credits for sharing their posts, which you can then use to promote your own.
With Quuu, users may share material that is automatically curated. Choose the appropriate categories when registering to promote your material. Then, the curated content queue may include your posts.
11. Mention an Influencer
Include someone who is influential in your business in your post if you need a cause to contact them. Give them a heads-up.
A quote is one of the simplest methods for achieving this. You can ask ahead of time whether they’d be willing to share something for your story, or you can use an article or interview they’ve done elsewhere and mention the source.
In any case, it gets your foot in the door for further outreach after the post is published, and you then have the potential significant bump from their audience if they choose to share.
Asking a subject matter expert to share your content allows you to reach a highly engaged audience who respect and follow that person. Also, you may be able to enhance blog traffic and conversions by doing this.
12. Repurpose Blog Posts and other Content
Repurposing content is one of the most effective content promotion strategies since it allows you to reuse previously written blog posts and articles in new ways. Examples of effective content repurposing include:
- Making a new blog post
- Making an infographic to publish on Twitter or Facebook
- Turning a written piece into video material
- Creating a lesson or presentation for your LinkedIn page with a link back to your website
- Send an email to your list subscribers with an overview of a few previous posts.
- Create social media samples that encourage new fans to check out some of your earlier work.
13. Republish Your Content on Community-Based Platforms
You can republish your blog on community-based platforms after it has been published on your website to get more exposure and backlinks. Sites like Hacker News, Mashable, Medium, and others are made to increase backlink building and enhance content discovery.
It’s possible that you won’t be able to reach your specific target audience on these platforms because of their large user bases of varied readers. They can, however, increase the reach of your material and generate respectable engagement. To boost interaction on your postings, make sure you remark on other people’s posts in addition to submitting your own.
Using these networks for content syndication also raises brand awareness. This indicates that you are encouraging more potential customers to enter your sales funnel and make a purchase.
14. Repurpose Content as Video
People, as you may know, prefer visual content such as photographs and videos since they perceive it better. That is why repurposing content is always a good idea. It’s worth making a video because 54% of consumers want more video material from businesses.
It’s especially important for social media, where stories and reels are gaining popularity. Short films can help you promote fresh material and keep people up to know on new releases.
Brands are increasingly turning brief blog posts into videos since the demand for video content exceeds that of textual information.
15. Repurpose Content as Podcasts
Although the great podcasting boom has already passed, this industry continues to expand annually. In fact, 15 billion hours of podcasts were listened to by US consumers in 2021. Since 60% of listeners say they looked up a product after hearing about it on a podcast, podcasts are also a very powerful tool for increasing sales.
It’s important to view podcasting as a means of providing value to your audience, just like you would with other content marketing trends. Offer helpful information or enjoyment instead of concentrating too much on the sales pitch to convince listeners to stay longer.
Although podcasts continue to be the most popular audio content marketing trend at the moment, this could change. A live podcast experience is provided to listeners via live chat rooms such as Twitter Spaces. Discord and Clubhouse are two more growing platforms.
Lodgify provides an excellent example. People who don’t want to read can listen to a podcast that narrates the entire blog.
16. Funny, Trendy, and Relatable Content is Important
In 2023, relatable content will increase dramatically as 46% of social media marketers use it for the first time. Of those that use it, 49% intend to increase their investment and 43% stick to their current level.
In addition, 33% of social media marketers want to utilize humorous content for the first time in 2023, making it the content genre that will receive the second-highest investment of all.
It’s okay to rely on influencers if you’re unsure of what’s popular with viewers or what’s making people laugh the most this year.
Influencers are not only relatable, but they also know exactly what makes their audience laugh and what matters to them.
17. Use Paid Promotion for Targeted Reach
One well-researched strategy for promoting content is paid marketing. With little to no assurance of a respectable return on investment, organic promotion techniques will only get you so far. A focused sponsored ad campaign, on the other hand, reaches the correct audience and accomplishes all of your promotion objectives.
Paid advertising campaigns can be performed on:
- Google: Obtain some valuable real estate on SERPs by running Google search advertising.
- Facebook: To expand the audience for the information on your business page, use Facebook marketing advertisements.
- Instagram: To drive traffic to your blog, make short videos or carousels and post them like advertisements.
- Reddit: Using Reddit Ads is a cheap way to increase the visibility of your content on the user-generated site.
Native advertising, social media advertising, and targeted pay-per-click advertising can all help you market your content by drawing more attention to it, increasing brand recall, and breaking through the clutter. These advertisements can also be used to retarget readers who have expressed interest in your blog, visited your website, or taken action.
18. Reach Out to Bloggers and Ask for a Backlink
Another effective content promotion strategy is a value exchange arrangement with bloggers. You can reach out to bloggers in your niche to build value-driven partnerships in which you ask for a backlink in exchange for something in return, such as a social media feature.
The best way to get in touch with these bloggers and make your offer is via a cold email. Make this email more unique by bringing up a recent success of theirs or an intriguing detail.
Instead of focusing on you, keep the email more about them and emphasize how they can take advantage of your offer. More significantly, to improve email deliverability, always use a confirmed email address.
You can increase the number of backlinks to your content by exchanging value; the more referring domains you have, the more authoritative your domain is. Thus, create these blogger collaborations to market material as soon as it is published.
19. Use Guest Blogging to Increase Link Building
A content promotion strategy is virtually incomplete without guest blogging. Guest blogs help you earn backlinks, improve your site’s search engine ranking, and eventually rank on the top results for relevant keywords.
Here are a few actionable ways you can use guest blogging for content promotion:
- Reach out to reputable publications with useful guest posts to build connections.
- On websites with a lot of authority, manually find broken links and send them more valuable material.
- Find the publications that are referencing your competitors using a brand monitoring tool, then reach out to them with a guest blog pitch.
- Make good relationships with editors and content managers at magazines that are leaders in the sector.
20. Make Each Content Promotion Strategy Unique
Advanced planning, the foundation of any successful content promotion campaign, may address timing. We have highlighted a number of useful tools for content promotion in the list above. It does not follow that you must apply every one of these suggestions.
You have to determine how to use those strategies to best reach your target audience. Developing a plan for promoting content is essential. Think about your intended audience, for instance. Video-based sites such as Instagram Reels and TikTok are good choices if you want to attract teens.
Content is a means for you, your company, or your brand to present yourself as a useful source of information or entertainment. It also allows you to connect and engage with audiences, building interest and loyalty. You can’t just create content and call it a day. Content promotion guarantees that your message reaches the people who are interested.
Producing high-quality content is only the beginning. To increase the reach of your content and encourage more conversions, you need a successful content promotion plan. For this reason, if you approach content promotion only as an alternative, your content marketing efforts will fall short.
Mark this comprehensive guide on 20 content promotion strategies to your bookmarks, then mix and match these ideas to create your own. When you promote your next piece of content using the most practical methods, you’ll see a huge increase in its reach.
Shahid Shahmiri is a digital marketer who helps online businesses grow with smart marketing tactics to improve sales and leads. He is passionate and driven to grow businesses online and is responsible for analyzing marketing, SEO, growth and managing promotional and media channels.