Content is King. Content is key. Content should be highly relevant and of high writing quality. We’ve heard this all before, because content is the main reason for your website’s being – for without content your website means nothing.
If you have a small business and have your own website, then you’re already at a great advantage over the 47% who do not own one. But even if your website has the best kind of content or if you post real Pulitzer-price-winning pieces, no targeted audiences will ever see your content nor visit your website without any form of content promotion.
Smart Insight’s 2015 Digital Marketing Trends poll highlighted content marketing as the most important digital marketing trend for 2015, reigning in the top spot at 29.6%, with Big Data following a far second at 14.6%. But embarking on a digital marketing campaign alone does not guarantee you’ll get the results you want. If you really want to reach out to your targeted audiences, then consider implementing the following key tactics for content promotion.
1. Use Permission-Based Marketing Assets
Reaching out to targeted audiences would be a whole lot easier if you market to them through channels they are already willingly a part of. That’s where permission-based marketing assets come in. Users can join or sign in – like email lists, blogs, social media pages and groups – to receive regular updates from these channels. As marketing magnets, these assets are very important for businesses, giving them positive ROI from their investments by as much as 13 times.
2. Be Active in Social Sharing Communities
Would it be really great to join a community where people would willingly share and promote each other’s content? That’s what you’ll find happening in Social Sharing Communities like the Social Buzz Club, Triberr and all the other social sharing sites out there. But the key to promotional success in social sharing communities does not end in merely joining these sites. The key here is to effectively engage in conversations and discussions with other members of your community – and when you successfully do so, you’ll soon realize the true power of social media.
3. Readers as Sharers
You may not have realized it yet but content marketers can actually have their content shared by their existing readership base – by simply asking them to. This is a really good strategy and many popular digital marketers have actually leveraged on this fact and got good results. What you’ll need to set this up are social sharing buttons that will make it easier for users to share your content. On top of that, you also need to include a good call-to-action where you can directly ask your readers to help you promote your content.
4. Leverage on Content Curation
At first glance you may also make this misconception that curated content is posting other people’s works in your own website. That’s basically not true, but if executed through the proper process, you can leverage on this legal and effective way of promoting your content. In content curation, you get to choose the best content from around the globe, extract key points and highlight important information that is relevant to your website or niche. In a recent survey, as much as 65% of the total number of recipients – all digital marketing professionals – agree to the fact that content creation is a great practice that delivers good results.
5. Revive Your Presence in Communities and Forums
The popularity of social media groups and pages have overshadowed that of forums and other discussion communities. But with thousands of members active online at any particular time – just like what the Warrior Forum is experiencing – communities and forums still pack a wallop when it comes to promoting your content.
6. Lure in Experts and Influencers
Experts and influencers have their own following and having these people at your side can really give a big boost to your content promotion tactics. It would be a whole lot easier if you already made contact with these people but if you’re just starting out, you need to implement some tactics first to get their attention.
You can start by quoting some of their stuff – thoughts, tips, concepts and words of wisdom – and link you content back to them with proper citations. Leverage on the power of the hashtag and the “+” sign so they can receive social signals that will let them know you are trying to connect with them. Once you make the initial contact, you can start with a direct communication that will kick-off your online relationship.
7. Engage and Interview Influential People
You can further leverage on your relationship with influential movers and shakers in your niche by inviting them for an interview session and use this – video, audio or text – as part of your content. If possible, you can do a one-on-one person-to-person interview. If your geographical location would be a problem, you can do your interview online through Skype and other chat or messenger applications. Release posts about these interviews and set up pages about them on your website together with proper navigational links.
8. Schedule Your Posts and Publications
A single blog post can give digital marketers up to 70% better lead generation opportunities than businesses without blogs. If a single post can deliver such results, a consistent and regular posting of articles and other content on a properly planned schedules. Timing is everything in many endeavors and the same can be applied through in content promotion.
9. Get Listed Locally
One of the top digital marketing trends for 2015 focuses on the impact of your localization attributes that will make it easier for targeted audiences within a particular locality. This would be really beneficial for online businesses with equivalent physical stores, but other purely online businesses can benefit from local attributes as well.
There are many local listings available like Google Places, Yahoo! Local, Yahoo! Small Business, Bing Places and Bing Business Portal that can generate good promotion for your content. Just make sure that you have complete information in your listings which may include contact information, samples of your content, and many others you want to share online.
10. Work with Blog Aggregators
Promoting your content through blog aggregators is another hidden tactic that not many digital marketers are using – and in the process they lose out on a great opportunity to market their content. They pull in the RSS feeds from websites and list them according to categories, making it easier for readers interested in particular category to reach your content. These sites are great for generating backlinks as well as a steady stream of targeted traffic right back to your main website.
Your content marketing efforts should not end with simply producing content to fill up your websites but it should be augmented by effective promotional tactics that can create the buzz and traffic that will drive in those highly targeted audiences. There are still many tactics available out there, many of which are quite effective in their own rights – but focusing on these top ten can give your content marketing efforts the jump-start it needs.