Last month, we shared a series of posts on how to create conversions-driving content. We started with proven copywriting formulas and how-tos on writing clickable headlines and email subject lines and ended with what Google can teach us about copywriting.
In the second article, we shared expert strategies for creating powerful landing pages and engaging content, and touched on content promotion. But since content promotion is now so critical for content marketing success, we thought we’d expand on the subject.
So here are the most authoritative and relevant articles, in-depth guides and specific how-tos on content promotion we could find…this time around!
Content Promotion Tips & Best Practices
By Melani Dizon via Copy Hackers
In this intensive content marketing playbook of “seven repeatable, proven steps”, Melani Dizon begins with content creation and ends with content repurposing. Each of the individual steps is detailed, incorporating specific examples and linking out to expert sources.
Step five, “Promote More Than Seems Reasonable”, involves its own three-step process, conveniently laid out for you in a downloadable spreadsheet at the end of the guide.
Dizon recommends first reading through the entire playbook to get a feel for “the big picture” and then return to each step as needed. You’ll want to keep this gem for reference!
By Matthew Gratt via Convince & Convert
BuzzStream’s Matthew Gratt emphasizes that before even creating content, you need to determine how you’ll promote it across owned, earned and paid channels. He writes that all three channels should be integrated and fused into your overarching content marketing strategy if it is to be effective.
Gratt delves into precisely what owned, earned and paid media are, and shares specific techniques and platforms for leveraging each.
He notes that of the three, earned media is the most important (and the most difficult to acquire), as it lends credibility to your content and extends its reach through third-party amplification. This provides a smart framework to consult when formulating your content marketing strategy.
By Larry Kim via WordStream
Like Matthew Gratt (above), Larry Kim writes that planning for content promotion should come before you even start creating it. He describes WordStream’s content marketing process, which starts with where they’d like media coverage then creating content tailored to its preferences using the appropriate angle.
Kim then outlines the content promotion and distribution strategies they employ, including pitching influencers, creating visual assets, leveraging social media, remarketing, repurposing and syndication. If you’re trying to build your brand, you’ll want to pay attention to this mini case study of how WordStream built theirs.
By Arnie Kuenn via Content Marketing Institute
Noting that most digital marketers are familiar with promotion strategies such as sharing content on social media networks, Arnie Kuenn discusses eight less obvious content promotion and distribution tools and platforms.
First up is live-streaming video content to users’ Twitter feeds with Meerkat or Periscope, allowing for real-time content distribution and engagement. He recommends Flipboard for creating industry- or location-specific digital magazines, writing the platform provides a superior user experience for desktop, mobile and tablet users.
Alternative tools include BuzzStream for discovering influencers and their contact information and BuzzSumo for its vast database and unparalleled analytical insights. Finally, Kuenn suggests distributing content to communities and blog aggregators like Triberr, Blog Engage and Alltop.
By Aaron Agius via Kissmetrics
Aaron Agius writes that while the advanced promotion methods he describes here are routinely employed by the most successful big brands, they’re available and doable for all content creators.
From asking relevant influencers for a “killer quote” for your article to sharing content with communities to paying for promotion services such as (the relatively inexpensive) Outbrain, these strategies are proven to be effective for those who know how to use them properly. To that end, Agius shares tips, recommended tools and links to resources so you can promote your new content like the big boys.
By Ian Lurie via Portent
Ian Lurie recommends leveraging the networks of content distributors (“dealers”) for your promotion needs, writing “the best dealers are sites that grow through curation of material related to them”. Specifically, he lists content sharing networks, new and growing toolsets, and industry-specific, user-generated content sites and publications.
Lurie considers content sharing networks such as SlideShare and Medium the premium dealers, as they need your fantastic content as much as you need their distribution. They have a respectable “audience oomph” factor and are “very deliberate about promoting the best stuff.”
Throughout, Lurie provides specific dealer features and benefits, as well as tips for using them effectively. This one’s definitely a keeper!
By Neil Patel & Aaron Agius via Quick Sprout
This exhaustive guide on blog marketing by Neil Patel and Aaron Agius is divided into 10 chapters, covering all that goes into building blog traffic. It’s specifically designed for readers who are already well versed in how to create content but want to build their brand status and ultimately, generate sales.
Beginning with the basics of building a community and an email list in the first chapter, Patel and Agius go on to more advanced strategies such as SEO, paid search and social ads, content syndication and influencer outreach. If you’re looking to catapult your brand and blog to the next level, then you should find this a valuable resource.
Social Media Platforms, Strategies & Tools for Content Promotion
By Jodi Harris via Content Marketing Institute
This article is a useful starting point for thinking about content promotion through social media sharing, providing a savvy lens through which to view and assess your social media strategy. Here, Jodi Harris presents Content Marketing Institute’s Jonathan Crossfield’s acerbic take on using social media via five “gospels”.
When promoting content on social media, he advises caution and details seven guidelines to follow that range from tailoring your message to the medium to adding quality images and the right hashtags. A great resource when mapping out your social media strategy!
By Ian Cleary via RazorSocial
In sharing RazorSocial’s “rocket formula”, Ian Cleary identifies planning as the critical factor in making or breaking a social media campaign. He details nine steps, each with their own component steps, in this extensive guide.
Cleary begins with pre-campaign planning such as selecting the appropriate social platforms, then walks you through the entire process, ending with documenting the results.
He suggests tools to help you with each step and thoroughly explains how to use them. A most helpful guide for content marketers, no matter the size of their budget.
By Ana Hoffman via Traffic Generation Café
Ana Hoffman shares some truly impressive numbers documenting her astonishing success with Slideshare, not the least of which is that the LinkedIn-owned platform is her second largest source of referral traffic.
She details just how she did it, beginning with a five-step process for creating a Slideshare deck. Hoffman then shares seven highly specific tips to fully leverage your presentation, such as optimizing for search and including a call to action.
Finally, she discusses four ways to drive traffic from Slideshare, from being featured in one of its homepage sections to getting it embedded on other sites. An excellent resource you’ll want to bookmark!
By Cindy King via Social Media Examiner
In her post for Social Media Examiner, the late Cindy King shared Instagram marketing tips and recommended tools from 13 social media experts. Their responses range from the relatively technical (shooting square photos) and analytical (using a custom link shortener to track traffic) to the practical (editorial calendar) and promotional.
Among the promotional tips are partnering with Instagram influencers to expand brand awareness and follower reach, leveraging sponsored ads and taking advantage of trending topics.
Other promotional tips involve strategically using your bio link, whereby you can direct users to a landing page or your most recent content. All of the tips shared are worth investigating!
Hope you find these resources helpful in reaching your content promotion goals! If you know of an actionable guide or article — and yes, that includes your own! — please share it with us in the comments below. Thanks!