By Izzy Witts | June 05 2017
Hitting publish shouldn't be the end of the process. Discover how to successfully promote and extend your content's reach via content amplification platforms.
Here's a question for you: did you find this article through a Google search or did it catch your eye in your LinkedIn feed? I'm willing to bet it was the latter. (Bonus points if you found us through organic search.)
It's easy to think that all you need to do is press publish on your new article and the sheer power of your genius will result in thousands of reads, likes and shares, right? Well, yes, sometimes. But the odds are against you.
The thing is, even for great articles or videos, you need a content marketing strategy that outlines where to promote and share them. Not only will this boost the number of target readers/viewers it reaches, it will also improve the longevity of your content, enabling you to reach new audiences, and ultimately generate more leads that actually go on to close.
I like this snappy definition of content promotion because it cuts straight to the chase:
'Finding places online frequented by your target readers so you can share your content with them.'
Promotion isn't spamming. What it is, however, is sharing relevant stories and conversations with the right people. What this entails is identifying your buyer personas, thinking about what information (content) they are interested in, and making a point of only providing that information.
Then — and this is key — look for the places online where these people already spend their time and set about sharing useful content with them. This doesn't mean spamming them with all your content but sharing the most relevant.
You can find these places by searching for them (not just via Google, but also through Reddit, Google+, Facebook, Quora, and LinkedIn). You might like to ask questions in specialist web forums. Other options where your audience might be found include online magazines, blogs, or forums.
When you’ve found the digital dive bars along your buyer's journey, the next step is to get down with the platforms' language and customs. Don’t just share your content and leave it at that. Your efforts will be much more effective if you spend some time understanding the ‘etiquette’ of groups, add your own insight and analysis on other’s content, pose questions to others and make use of influencers.
Find and reach out to industry experts and influencers, then ask for their opinions and encourage them to share your article with their peers if they found it useful.
B2C is the obvious example of this kind of marketing, but an equally strong story exists for the case of influencer marketing in the B2B space. 'Think about it: as business buyers, we are far more likely to look for referrals from peers and even competitors than we are to go in blind', said Thomas Brown, our Content Marketing Manager.
Read about the growing importance of customer service for B2B.
'If your target buyer is looking to make a significant investment in an inbound marketing strategy, CRM, new phone system, or even book a team night out, they are going to be wanting to reduce risk by seeking recommendations from others who have done the same before them.'
Whichever side of the fence you’re on, asking experts for their thoughts on your soon-to-be-published articles is a solid starting point. With their (hopefully insightful) quotes added in, there is a good chance they will then share the finished product, handily exposing your article and wider blog to their audience.
If your target buyer is looking to make a significant investment in a marketing platform, CRM, new phone system, or even book a team night out, they are going to be wanting to reduce risk by seeking recommendations from others who have done the same before them.
Content amplification platforms will extend the reach of your content as a paid tactic. They allow you to put your content (still retaining your branding) in front of your target audience across multiple channels, including websites, social media platforms, and other properties.
Actually, syndicated content has no narcotic qualities as such. But who doesn’t enjoy a good rhyme in an article subhead?
Syndicated content, which is another paid service, can be seen at the bottom of website pages under headings such as ‘from around the web’. Basically, syndicating your content means that you are paying to form alliances with partners who have high traffic, therefore hopefully putting your content in front of relevant audiences and extending your reach.
Tweak your articles to make them suitable for LinkedIn, Medium or other relevant sites and you can squeeze a few more miles out of them. You don’t have to do a total rewrite — just adjust to fit. For example, if you are posting to LinkedIn Pulse, you may want to shorten your post and provide a link to the original. Here are some other good tips about writing for Pulse.
The secret to successful social media optimisation is to make sure that you take the time to understand what works best on the various platforms. You could just use them to share all your content, but you will get better results if you take a more strategic approach.
Here's some social media promotion ideas to get you started:
The cardinal rule is to do persona research and focus on the platforms that your audience is most likely to actually use. Narrowing your focus in this way will drive a more effective content strategy, and also give you more time to properly invest in content promotion.
If you spend 30% of your time creating content, you should look to be spending the remaining 70% promoting it. That might sound like a lot, but promotion is just as important as the asset creation. You need budget to play with in order to test what works and optimise your inbound marketing strategy to grow your readership. Today's readers in your target audience could well be tomorrow's leads and next year's customers, depending on your buyer's journey and the length of their buying cycle.
There's no shortage of options available for promoting your content. But it's also true that there are no hard and fast rules for making this promotion successful. Without a limitless budget, you probably won’t want to try all the options at the same time — it will more likely be a case of taking the iterative approach described above.
Learn more about the crucial role promotion plays in your content strategy in our free guide to content strategy and implementation. Download it now by clicking the image below.
Topics: Inbound Marketing
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