Digital
marketing strategies are aimed at building strong audience relationships
through valuable and relevant content. But, no matter how much research work
you have put in or how original the content is, your efforts go in vain if it
fails to reach your niche or targeted audience.
Here
content promotion comes to play!
The
more you are able to expand your online visibility; more are the opportunities
to convert a visitor into a customer. The three pillars of every content
promotion strategy are:
But,
content promotion isn’t a cakewalk. Content promoters or marketers work their
fingers to the bones to promote the content. We have curated this post to help
the budding entrepreneurs and start-ups to perform some simple yet effective
DIY content promotion strategies.
1.
Share Content Multiple Times
Sharing on social media is the first task of every content
promotion and digital marketing strategy. It amps up the brand’s reach and
boosts visibility. You need to have a large number of followers or fans for
every content promotion technique to be successful.
Building a great following would take time, but it’s worth
the time invested. You can approach social influencers who can help you reach
millions of people with their single share.
But sharing once on your account is not enough. When we talk about social media, paid ads
dominate organic searches. Organic traffic on LinkedIn, Twitter, Facebook, etc.
is fleeting. So, share your content multiple times to ensure that it reaches
your followers.
2.
Start Guest Posting
Guest posting is basically writing an informational
content/blogs for your targeted audience or relevant community blog. When your
content is shared on such blogs, your viewership bag gets a whooping jump. You
get connected to a whole new group of people and have an opportunity for a
grand conversion.
For this, you need to find the right blog/blogs. Don’t go on
the number of readers. Target for niche audience, even small numbers would
work. This is more valuable than posting on a bigger blog with broader appeal.
Found a blog? Go ahead and check out the requirements for guest
posting or email the owner regarding the same.
3.
Make it Shareable
Your content would only be shared if the readers are able to
share it easily. Strategically adding social media buttons to your content
makes the things sorted.
Add buttons such as click to tweet, PinIt and other social
media sharing buttons.
4.
Email New Content to Your Subscribers
is the most effective and easiest way for content promotion and to stay connected with your loyal audience. You can either draft a newsletter stating the latest and upcoming things. Else, you can curate a piece of content especially designed for your email subscribers.
Believe it or not, emails have the highest click-through and
response rates as compared to other forms of digital marketing.
5.
Reach Out to Influencers
Directly asking a social influencer to share your content
won’t work. The best way could be asking for their input or using a
quote/snippet from their published post. Try to grab their attention by giving
them a proper credit.
This will trigger the influencer’s interest in your piece.
Though you can’t be sure if the influencer would be sharing your piece across
all his platforms, it will at least help you to get a foot in the door.
Just a single share by an influencer in his community can
rock your brand.
6.
Connect with People with
Similar Interests
Don’t expect the audience to just approach you. You have to
take the first initiative. Look out for people and build relationships with
them. These people are not professional influencers but share industry
news/information/trends for their followers.
By connecting with them unfurl the potential of your content
to tap their followers and start building a great audience.
7.
Join Communities and Share Content
in the Comments
You have to pull out all the stops if you want to expand
your reach and build a great audience. Try to connect with industry communities
or professional groups/organizations online. Join these communities/groups and
promote your content there.
Try to solve the audience’s queries and subtly share your
link. The same thing applies while answering in Quora as well. Briefly comment
on the question and drop your link. But don’t share your links with each and
every answer, it would look spammy. Share the link only to the ones that are
extremely relevant to your content.
This is different from guest posting. There are many
websites/blogs that are hungry for content. These websites allow outside
publications and reposting of your content as well. You don’t have to draft a
new post altogether. Just pick any of your popular posts and send them to these
websites for publishing.
Pitch your high performing pieces to attract more audience.
9. ‘Snackable’ Content
Snackable is a word coined for short videos/articles/content
that is easy to consume. During your content promotion, convert your written
content into Snackable videos or briefs. It’s a great way to repurpose your
content and give it an engaging flavour.
10. Use Paid Marketing
Though
following organic methods is an ideal way but you need to invest in social
media paid advertising to make a cut. But before you decide to go for a paid
promotion or set a budget, consider this:
Get Set Go!
Always remember, your efforts on content creation pay only
if your target audience can find and engage with it. Follow the above tips to
get started with your content promotion and start building an audience.
Need help? Feel free to reach out to Digital Kangaroos’ marketing team at +91 9814820845. We will help you create great content with customized promotion strategies to improve your brand’s reach and visibility. Email us at to get started.
Stay tuned with our blog to get the latest updates/trends on
digital marketing 2020.