Every business knows they need to create content. You could hire the best writers, graphic designers and videographers to spice up your content game, but that still wouldn’t guarantee anyone sees it.
Say you’ve published a riveting, well-researched blog on “the best rock climbing gear for beginners”. How do you make sure it gets views and clicks?
You’d need a content promotion strategy.
This includes using relevant keywords, sharing it across channels where rock climbing enthusiasts hang out and turning your gear recommendations into a snappy, skimmable Instagram carousel.
Let’s dive into a few ways you can put your content in front of the right people.
Optimize Your Content for
Search Engines
If you don’t SEO-optimize content, it’ll never show up in search results no matter how good it is.
First up, research high-volume, high-intent keywords and sprinkle them naturally throughout your content.
Your meta titles, descriptions, headings and URLs should all be optimized. This will give you a leg-up in terms of visibility.
And nowadays, with so many AI search engines, you also have to pay attention to generative engine optimization (GEO).
For this, make sure your content is actually relevant to the search intent (and gets to the point quickly instead of beating around the bush), written in a conversational tone and structured clearly.
Share Content on Social Media
Sharing content on social media doesn’t mean blindly hitting ‘post’ on every platform. You should know which platform your audience is active on.
For instance, if your target audience is primarily baby boomers, you’d want to focus on Facebook. If your audience is Gen-Z, you should target Instagram or TikTok.
Every platform also has its own algorithm. That’s why you need to customize your content format, tone and posting time for each.
And very importantly, include lots of visual content to entice your audience. This means infographics, memes and short-form videos.
Interactive content like polls, surveys and Q&A sessions are excellent for engagement, too!
Build an Email Marketing Strategy
Email marketing is a great way to deliver information or offers right into your audience’s inbox.
To begin, segment your email list well by age, behaviors or engagement levels. This way, you can personalize content to the T for each audience segment.
Next, write a catchy subject line. An email titled “Eating Better Doesn’t Have to Be Complicated” is more likely to pique curiosity than one called “Read Our Guide for Healthy Eating”.
Keep your body short and simple and add a few eye-catching graphics here too. End with a clear, clickable CTA button to guide your readers into taking action ASAP.
Collaborate with Influencers
The creator economy is a huge market right now, with around 400 million global creators.
Partnering with an influencer, podcaster or YouTuber in your niche is a great way to reach a massive new audience. If you sell activewear, for example, you can collaborate with a fitness influencer.
People frequently look to influencers for recommendations. If a trusted influencer recommends your brand, it’s like getting a suggestion from a friend.
Their word carries far more weight than any fancy ad on a billboard.
In fact, this is a great example of the difference between content marketing vs traditional marketing.
The former is all about giving customers what they want and delivering value rather than simply pushing your agenda.
Getting a generic model to market your product can work in a traditional ad. But for effective content promotion, you’d want relevant industry professionals whom your customers love and trust.
Repurpose Your Content Across Various Channels
All of these strategies so far, from SEO-optimizing content to segmenting email lists, are tiresome tasks. They take immense time and effort.
So let’s talk about a strategy that makes your work easier: repurposed content.
You don’t really have to create content from scratch every time you want to post. Want a quick Instagram post? Turn an interesting stat from a blog into an image! Recently hosted a podcast? Turn the main talking points into an e-book.
You’d be able to publish a diverse variety of content across different channels without wasting hours on content creation.
Conclusion
Promoting your content well online gives more than just visibility. You’ll build brand awareness, establish authority and generate high-quality leads.
Social media posts or email newsletters also cost less than traditional marketing, while still helping in reaching your target audience.
But not all strategies will work equally well. Just remember to track where you’re getting the most conversions, so you know what works best for your business.
