Content marketing is undoubtedly a powerful strategy. But even when you create great content, what happens when it doesn’t get the attention you expect? This is where content promotion strategies can help.
Content promotion entails additional strategies — paid and unpaid — that get your content to reach a wider audience. Promoting your content ensures that it reaches the right audience and moves them closer to becoming a customer.
What strategies and techniques should you use to promote your content?
Research Topics with Quora
Quora is a popular online platform where people go to post questions and find answers. Often times these questions pertain to particular industries or products. As an active player in your industry, you can leverage your expert insights to provide answers, while you spread awareness about your brand.
Quora is also an excellent platform to find ideas for content. Users ask questions there because they’ve failed to find answers elsewhere on the internet. This is an opportunity for your brand to provide those answers via content. Research what questions people ask on Quora and create a blog post that offers a compelling answer. You can then link to your content in your Quora answer.
What is newsjacking? It’s a tactic that utilizes trending news stories to amplify your marketing message.
Newsjacking can take many forms, depending on your industry and the type of news that is currently trending. As you create content, take a look at major headlines in the news, and see if you can imbue your content with a trending story. For example, this could include holidays, national events, or international news.
A word of caution: when the story you newsjack has a negative note (such as a natural disaster), it needs to be carefully considered. Otherwise, this strategy could easily backfire. If you have any doubts, it’s better to avoid the newsjack.
Create Content with an Influencer
Influencers are individuals that have gained a reputation within an industry or garnered a specific audience. Is it effective? It is, if their following matches the profile of your target audience.
Collaborating with an influencer to create content gives both of you the opportunity to benefit from sharing the content and each exposing to the other’s following.
Keep in mind that when you work with influencers, it has to be beneficial for both sides. This could mean monetary compensation for the partnership or some other arrangement. You’ll have to work out the details with each influencer.
Plan an Event
Industry events remain a good strategy to connect with users and customers. Whether it’s a conference, trade show, or an online event like a webinar, such an event gives you the chance to talk to your audience and amplify your content.
Your presence at events leaves a positive impression on your audience. It brings your brand to the top of visitors’ minds and you can include pieces of your content throughout the event.
A number of interactions at events that you can utilize for promoting your content:
- Volunteer for a public speaking engagement
- Include event-related hashtags in your social posts
- Do a podcast interview
- Publish event-related content
- Do a recap of the event