📈 The Ultimate Guide to
Content Promotion
Article Outline
Introduction
Why Content Promotion Matters
# Increases Brand Awareness
# Drives More Traffic
# Boosts Engagement
# Improves SEO
# Generates Leads and Sales
H2: Setting Goals for Your
Content Promotion
# Increase Website Traffic
# Build Social Media Followers
# Get More Email Subscribers
# Generate More Leads
# Boost Brand Awareness
Creating Shareable Content
# Useful, Informative Content
# Entertaining, Engaging Content
# Controversial, Provocative Content
# Personalized, Relatable Content
# Visual Content
Promoting Your Content on
Social Media
# Facebook
# Twitter
# LinkedIn
# Pinterest
# Instagram
Email Marketing for Content
Promotion
# Promotional Emails to Subscribers
# Email Signup Forms
# Email CTAs in Content
# Lead Nurturing Emails
Content Syndication for Wider
Reach
# Repurposing Content
# Guest Posting
# Content Distribution Networks
Tracking and Measuring Results
# Website Traffic
# Social Media Engagement
# Email Metrics
# Content Links and Mentions
# Lead Generation
Content Promotion Checklist
Conclusion
FAQs
📈 The Ultimate Guide to Content Promotion
Introduction
In today's digital world
overflowing with content, creating high-quality, valuable content is only half
the battle. The other critical half is promoting that content effectively to
drive traffic, boost engagement, improve SEO, and meet your overall marketing
goals.
With so many options and
strategies for promoting content in 2023, it can feel overwhelming to know
where to focus your efforts for maximum impact. Should you double down on
social media? Email marketing? Paid advertising? Content amplification networks?
This comprehensive guide breaks
down everything you need to know about skillfully promoting your amazing
content like a pro this year.
We'll cover:
- Why content promotion is
crucial for your brand
- Setting strategic goals for
your efforts
- Crafting hyper shareable
content
- Promotion tactics for every key
channel
- Expanding your reach through
syndication
- Tracking results and metrics
- Optimization tips and best
practices
Let's dive in! 🤿
Why Content Promotion Matters
In today's noisy online world,
creating content alone is not enough. You need to actively promote your content
to get it found and seen by your ideal audience amidst all the competition.
Some key reasons why amplifying
your content through promotion is critical:
-
Increases Brand Awareness
Promoting your content far and
wide exponentially expands your brand visibility and reach online. The more
exposure your content receives, the more new people become aware of your
brand's existence.
This brand building is invaluable,
as brand awareness is a key early step in the marketing and sales funnel.
According to Google, brands need 12+ exposures to a brand before a conversion.
So sharing your content
frequently in strategic places introduces you to new audiences repeatedly over
time. This eventually pays off by leading prospects to your website, products
and services down the line.
-
Drives More Traffic
More content promotion directly
equals more website traffic, it's that simple. Getting your content in front of
more eyeballs through promotion brings new visitors into your site.
This influx of traffic from
marketing your content across channels allows you to capture more leads and
sales. Traffic growth also has a positive impact on SEO metrics like domain
authority.
So if increasing monthly site
traffic is a goal, consistent content promotion efforts are required to attract
qualified visitors to your site.
-
Boosts Engagement
When your content gets more
amplification and shares, it will rapidly increase key engagement metrics
across channels.
For example, promoting your
content across social media will boost followers, likes, clicks, shares, and
comments.
Email marketing to highlight new
content also lifted open and click through rates as subscribers engage more.
This engagement snowball effect
builds your audience relationships and loyalty over the long term.
-
Improves SEO
Here's one of the biggest
benefits of content promotion - it significantly enhances your SEO!
How? The more your content gets
shared and linked to from external sites, the more authority it gains in
Google's eyes. These valuable backlinks signal that your content provides
value.
Higher authority content is
rewarded with better search rankings. So content promotion should be integrated
into your SEO strategy for on-page content, blog posts, and videos.
-
Generates Leads and Sales
At the end of the day, the
tangible ROI from taking the time to properly promote content comes from lead
generation and new business growth.
Putting your content in front of
a wide, targeted audience leads to more conversions and sales revenue over
time.
So don't leave this low hanging
fruit on the table. Promoted content equals a more robust marketing funnel.
Setting Goals for Your Content Promotion
Now that we've covered the many
reasons why you should be promoting your marketing content, let's discuss how
to set goals.
Defining specific, measurable
goals for your content promotion and amplification efforts is crucial. Without
goals, you won't know what success looks like or be able to optimize over time.
Be sure to align your content
promotion goals directly to your overall marketing and business objectives.
Some examples of strong goals
to have include:
-
Increase Website Traffic
Set a goal for overall website
traffic growth from content promotion - a specific monthly or quarterly target.
Defining your current traffic levels and growth trends will determine an
appropriate goal number.
You can get more granular by
setting traffic goals by channel, content type, landing page, etc. Track
progress in Google Analytics.
-
Build Social Media
Followers
Growing your social media
audience is an important goal. Set follower count targets for each of your key
channels like Instagram, Facebook, LinkedIn, etc.
Promoting your content
consistently and engaging with followers will help meet these goals.
-
Get More Email Subscribers
Email marketing is a top channel
for direct content promotion. Set goals around expanding your subscriber list
to build your audience.
Inserting calls-to-action in your
content and sending dedicated emails works. You can segment further by types of
content offers.
-
Generate More Leads
Driving more conversions through
your content is ultimately what matters for ROI.
Set goals for lead generation
KPIs like form fills, downloads, sign-ups, inquiries, and any other actions
that capture leads. Tie these directly to promoted content.
-
Boost Brand Awareness
Brand lift metrics also matter
when it comes to content promotion. Increase your brand visibility by setting
goals around reach, engagement rate, impressions, and sentiment.
Tools like Google Search Console
and social media analytics provide this data.
Creating Shareable Content
Let's shift gears to focus on
crafting the type of content almost guaranteed to attract shares, links,
engagement and amplification.
Because not all content is created
equal when it comes to shareability.
Certain topic types, content
formats, emotions evoked, and creativity applied result in highly viral,
buzzworthy content gold.
Here are 5 styles of engaging,
shareable content to incorporate into your content promotion strategy:
-
Useful, Informative Content
This first category is
self-explanatory. Useful content that provides real value for your audience
gets shared.
For example, create blog posts,
guides, ebooks, toolkits, and other resources that educate people on topics
related to your niche.
How-to's, tips lists, glossaries,
and tutorials are all evergreen formats guaranteed to gain traction.
-
Entertaining, Engaging
Content
While informative content has
tangible utility, entertaining content tugs at emotions. And emotions are
highly shareable!
So inject more fun, humor,
excitement, awe, and amusement into your content promotion mix.
Formats like quizzes/polls,
games, contests, amusing social posts, entertaining videos, and funny memes
make content more “shareable” on social.
-
Controversial, Provocative
Content
Controversy equals shares. Love
it or hate it, content that stirs debate and intense reactions gets engagement.
So don’t be afraid to take a firm
stand with some of your content. Address hot button issues dividing your niche
or industry.
Back up your strong opinions with
facts. This content evokes emotions and gets people commenting.
-
Personalized, Relatable
Content
While controversial content taps
into opinions, personal content taps into feelings.
Give your brand a human face by
sharing your origin story, behind-the-scenes, workplace culture, employee
stories, and photos.
Let your followers get to know
the people behind your brand by being transparent. Foster emotional
connections.
-
Visual Content
Humans are visual creatures. We
inherently pay more attention to visuals than text.
So images, video, infographics,
photos, animated GIFs, and graphical social media posts tend to be the most
standout, shareable content.
Work more visually engaging
content into your mix, with relevant images teasing your content and bringing
statistics to life.
Promoting Your Content on Social Media
Now let's explore best practices
for leveraging key social media platforms to amplify content.
With billions of active users,
social media is a prime channel for content promotion. Each platform has unique
audiences and strategies.
-
Facebook
With 2.9 billion monthly
active users, Facebook remains a vital platform for brands. To successfully
promote here:
- Share content natively as
Facebook posts - text, images, videos, live streams
- Join and promote in relevant
Facebook Groups related to your niche
- Create Facebook Events to
engage local audiences
- Use hashtags and tag other
brands/influencers to expand reach
- Run Facebook ads strategically
to reach broader audiences beyond your current followers
- Leverage analytics to see types
of posts driving engagement
-
Twitter
Twitter has 229 million active
monthly users. To tap into conversations here:
- Tweet your content regularly
from your brand account
- Tag and mention influencers or
other brands that have related content
- Use relevant hashtags to make
your content discoverable in niche conversations
- Engage with your audience by
liking, commenting, and retweeting their tweets
- Embrace Twitter chats or
Twitter Spaces related to your industry
- Run Twitter ads to amplify
content beyond just your current followers
-
LinkedIn
With over 810 million members,
LinkedIn is essential for B2B. Promote here by:
- Sharing your content in
appropriate LinkedIn groups to tap into niche communities
- Getting your extended team and
employees to share your content across their networks
- Using hashtags in your posts to
increase discovery
- Engaging with your audience
through likes, comments, and shares on their posts
- Running LinkedIn Sponsored
Content and Sponsored InMail ads to reach a wider professional audience
-
Pinterest
Pinterest is a top platform
for "pinning" and sharing visual content. Leverage it by:
- Creating aesthetically
pleasing, eye-catching, inspirational image content optimized for Pinterest
- Place watermarks and logos on
visuals to increase brand awareness
- Follow group boards and
profiles in your industry to share your pins more broadly
- Use relevant keywords,
hashtags, and descriptions so your visuals appear in searches
- Run Pinterest Ads campaigns to
further promote your pins and boost repins
-
Instagram
Instagram is perfect for
lifestyle brands with its 1.4 billion users. Amplify reach by:
- Posting visually engaging,
inspiring photos and graphics optimized for Instagram
- Sharing more graphics and less
text - let the visuals tell the story
- Using the maximum allowable
hashtags in captions and engaging with your niche community
- Posting Instagram Reels and
Stories consistently to be at the top of the feed
- Promoting key content by
running Instagram Ads and leveraging influencer partnerships
- Analyzing performance data to
create more content that resonates
Email Marketing for Content Promotion
Email is still the top digital
marketing channel for engaging customer audiences. Use these email strategies
to directly promote new content to current subscribers:
-
Promotional Emails to
Subscribers
Send dedicated emails to your
list highlighting new blog posts, videos, reports, toolkit downloads, and other
content offers as they are published.
These promotional emails to your
consenting audience drive traffic. Include snippets of content in the email to
entice clicks.
-
Email Signup Forms
Every piece of on-site content
should include a lead capture form to turn visitors into email subscribers for
future communication.
Use pop-ups, banner bars, branded
buttons, and clear calls-to-action inviting readers to join your list to
receive future content. Offer an incentive for subscribing.
-
Email CTAs in Content
Within on-page blog posts,
articles, etc. insert hyperlinked calls-to-action for email signup and other
offers to capture more leads from readers.
CTAs to join your list or
download more content are perfect. Track click rates.
-
Lead Nurturing Emails
Develop sequences of follow-up
emails that promote downloads, offers, and relevant content to leads.
Send targeted content
recommendations via nurturing emails based on their interests and engagement.
Content Syndication for Wider Reach
To expand beyond your own
channels, content syndication widens your audience by getting your content
showcased on other sites.
Here are some of the top
tactics for content syndication:
-
Repurposing Content
Repurpose existing content by
converting it into new formats to reimagine the promotion.
Turn blog posts into videos,
webinars into podcasts, offer ebook versions of long-form content etc. Then
promote these new asset types.
-
Guest Posting
Build relationships with
influencers and other sites in your industry to contribute guest posts
showcasing your content while expanding reach.
Include links back to your
website when guest posting. Aim for reputable, high domain authority sites.
-
Content Distribution
Networks
Leverage content amplification
networks like Outbrain, Taboola, and RevContent to get your content distributed
and promoted at scale to their network of sites and publishers. This expands
your potential audience significantly through partnerships.
300x250 Content Recommendation Ad
Source: Revcontent
Tracking and Measuring Results
We've covered a lot of promotion
tactics - but how do you actually know what's working?
By diligently tracking key
metrics and performance indicators.
Analyzing your data allows you to
double down on high ROI activities and prune ineffective ones.
Key metrics to monitor for
your content promotion efforts:
-
Website Traffic
Analyze overall traffic to see
growth trends tied to promotions. Track channels, content types, referring
sites, etc. Traffic = success.
-
Social Media Engagement
Measure followers, shares,
clicks, impressions, engagement rate. Calculate which networks and content
types perform best.
-
Email Metrics
Monitor open rates, click through
rates, subscription rates, and unsubscribe rates for emails. Learn about
subscriber preferences.
-
Content Links and Mentions
Use Google Alerts to monitor
online brand mentions and net new backlinks gained. This reveals content
amplification.
-
Lead Generation
Track form fills, downloads,
conversions, and sales from each content promotion. Understand the downstream
ROI.
Content Promotion Checklist
Here is a helpful checklist to
guide your content promotion efforts:
🔹 Audit your existing
content and identify high-potential pieces for promotion
🔹 Set concrete goals for
your promotion and metrics to track
🔹 Produce new content
optimized for engagement and sharing
🔹 Share your content
across all social channels consistently
🔹 Send regular emails
highlighting your latest content
🔹 Repurpose and reformat
content to maximize mileage
🔹 Distribute content
through amplification networks
🔹 Promote through guest
posting and influencer partnerships
🔹 Add CTAs and lead gen
forms to all content
🔹 Monitor analytics and
optimize based on performance data
Conclusion
As you can see, promoting your
amazing content effectively requires an omnichannel approach using social
media, email, syndication, influencers, and more.
It also requires dedicating time
and effort on an ongoing basis to build reach and engagement. But the brand
awareness, website traffic, leads, and authority gained make it well worth it.
What are some key takeaways?
Always create content aimed at
entertaining or informing your audience. Set concrete goals and actively track
key metrics from your efforts.
Tap into multiple channels from
organic social promotion to paid amplification and partnerships. Use both your
own reach and outside distribution.
Repurpose and refresh existing
evergreen content in new ways. Stay nimble and double down on what works based
on data.
So now it's your turn. Go amplify
that content! 📢
What content promotion tactics
are you excited to try first? Let me know in the comments!
FAQs
What are the main benefits of content promotion?
Some of the key benefits of taking
the time to properly promote your content include:
- Increased brand awareness and
reach. Content promotion exponentially grows your audience across channels.
- Higher website traffic and
lower bounce rates. More exposure to your content drives qualified visitors to
your site.
- Improved SEO from backlinks and
authority building. More shares signal value and relevance to Google.
- Stronger engagement and lower
cost per lead. Current content re-engages your audience.
- More new customer/lead
generation. Wider audiences and engagement from promotion increase conversions
What types of content typically get the most shares and engagement?
Certain types of content tend
to be more naturally shareable and engaging. These include:
- List posts like "10 Ways
to Improve Your Content Promotion"
- Memes and entertaining visual
content
- Interactive content like polls,
quizzes and surveys
- Emotionally-charged provocative
opinions on controversies
- Tutorials, guides, and how-to
content with practical tips
- Data-driven content like
reports, research, and analysis
- Personal stories and
behind-the-scenes with your brand
How often should I share content across social media for promotion?
For organic social media, best
practice is to share your own content 1-3 times per day per platform. You want
to stay top of mind without overwhelming followers.
Balance your mix between directly
sharing your content vs. engaging with your audience, industry influencers, and
sharing others' content as well.
What tools can I use to easily distribute and syndicate content?
Tools like MeetEdgar, BuzzSumo,
and Hootsuite make it easy to automate scheduling and cross-posting your
content across platforms.
Feed services like Feedly allow
followers to subscribe to your content in one place.
Amplification networks like
Revcontent, Taboola and Outbrain distribute content at scale.
Should I focus on creating new content vs. repurposing existing content?
The best strategy is to do both!
Create fresh content consistently, while also breathing new life into your
evergreen existing content.
Old blog posts, reports, guides
and videos can be updated, reformatted, expanded on and promoted to new
audiences.
What are some low-cost ways to boost content promotion?
Some more affordable tactics for
small brands include leveraging your own social media networks, email lists and
website real estate, engaging followers for shares, working with
micro-influencers, guest posting on niche websites, and social media growth
hacking techniques.
How do I convince others or influencers to share my content?
Build genuine relationships over
time by engaging with their content and sharing it yourself. Become a brand
advocate.
Eventually, suggest potential
collaborations on content promotions that are a win-win for both parties and
audiences.
Provide shareable content assets
and eye-catching visuals for them to easily spread. Have clear calls-to-action.
Follow up. Show your appreciation. Offer reciprocal promotions.
Should I use paid advertising to amplify content?
Paid social and native
advertising can help expand your reach beyond just existing followers. This is
ideal for boosting high-performing evergreen content.
Test content promotion ads on
platforms like Facebook, Instagram, Pinterest and LinkedIn. Set small budgets
and track performance data to optimize.
What are the steps to repurposing existing content?
Start by auditing your content
and identifying top evergreen posts with untapped potential.
Brainstorm fresh angles and
formats like videos, podcasts, and visual content. Expand the content into a
new long-form piece like an e-book or toolkit guide.
Promote the repurposed content
across your channels as if it's completely new. Add relevant backlinks to the
original.
How can I track content engagement and amplification?
Use Google Analytics to see
website visits, time on site, referrals etc. Check insights within each social
media platform.
Use BuzzSumo to analyze overall
content shares and backlinks. Set Google Alerts for brand mentions.
Install tracking UTM parameters
on links to track clicks. Use Bit.ly to shorten links and track clicks.
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