4 Ways to Promote Your Content
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Do you get a sensation your content isn't having the desired impact? You wouldn't be alone in this.
Creating marketing content is only half the battle. People must see and read your material in order for it to be truly effective.
In a nutshell, you require visibility. Fortunately, you don't need to be an expert in social media to succeed.
Here are four simple strategies to give your content the attention it deserves and to make it stand out in a congested environment.
1. Paid, owned, and earned channels
Before you start thinking about how to promote your content, you need understand the importance of the earned, owned, and paid trinity. Owned media refers to platforms that you control, such as your blog, where you decide what gets published.
Paid is a channel through which you pay to place material, such as advertising, display adverts, pay-per-click, and so on. Finally, earned media occurs when customers promote your content by writing about you, reviewing your services, reposting, or sharing what you made.
When it comes to content marketing, smaller businesses prefer to rely on owned and earned media. We'll focus on how you can use your owned media to generate some earned media in this piece.
To put it another way, you should create your own content and then work it such that customers and partners may help you grow your reach and do some of your work. But don't forget about paid media.
It's not dead; in fact, it's frequently utilized to boost engagement during important periods and can be a terrific accelerator for giving owned content even more awareness while maintaining complete control over where it's shared.
Let's get this party started!
2. Make use of many platforms
Although it may appear to be a no-brainer, publishing your material in multiple locations is incredibly successful. By publishing on a range of platforms, you may appeal to a variety of audiences.
You could send out an email with a link to a white paper, tweet extracts from it, and even make video or SlideShare versions. Remember that old content can be used in a variety of ways, and that's just fine.
Simply ensure that you examine the audience for each channel where you distribute your information and customize it properly. You'll be done soon if you simply repeat the same stuff across many networks verbatim, but you're unlikely to earn many friends.
Check out Oktopost, an online service. It's essentially a multi-tasking, multi-limbed social media sharing tool that allows you to publish to many networks.
Simultaneously, this social media management platform allows you complete control over how you want to distribute information across various channels. While Oktopost is primarily designed for enterprises, tools such as Hootsuite and Buffer offer similar features and truly simplify multi-channel management.
You can develop extensive campaigns and schedule automated upgrades with these useful tools.
3. Collaborate and brand together
You want to get the most out of a piece of content marketing that you've put a lot of time and effort into. Collaboration with another party might be a terrific way to achieve shared achievement in certain instances.
Let's imagine you've prepared a 25-page white paper and are having trouble getting it published. Finding an organization that might benefit from it, co-branding the content, and collaborating to assist both of you reach a new audience works well.
It's a win-win situation for both parties because they'll be able to reach a whole new audience.
4. It's all about power
In terms of content marketing, what is an influencer? Simply said, it's someone who writes or speaks in your industry, has a following, and ultimately wields power.
You might already know who these folks are, or you might have to track them down. Using RightRelevance, Technorati, or Buzzsumo to find influencers is a smart idea.
These tools allow you to search by keyword and provide a clear picture of who has authority on a given subject.
Then, establish contact with these influencers and let them know you're there. Follow them, connect with them, and engage with them.
Because they usually have a large number of followers, they may not realize you're there or who you are right away. An influencer, on the other hand, is one whose content is shared and debated.
It matters a lot to the influencer if you regularly engage with them and their material by performing these two things. Similarly, if the influencer publishes information on their blog, engaging with them might be as simple as leaving a remark and sharing it.
Others may be interested in an interesting comment that provides value. There are numerous content communities with hungry audiences looking for high-quality, sector-specific content.
Many people spend a lot of time thinking about what kind of material they'll make, but relatively little time thinking about how they'll promote it after it's done. Don't make the same mistake.
Most essential, develop a plan and stick to it - celebrity, fame, and recognition do not come easily. Even in the area of content marketing and social media, this isn't the case.
So, rather than hoping for your content to go viral, put your plan into action and watch your audience increase!
We've written about similar issues in the past on other blogs, so take a look at our tips for writing compelling blog entries and our tips for developing a great social media content strategy.