As a marketer, you know that creating content is only half the job. Your target audience won't just stumble upon your content (unless you have an impeccable online presence and SEO). Content promotion is essential to achieve your content marketing goals, such as increasing visibility, engagement, and ultimately, conversions.
However, promoting your content effectively can be challenging, especially if you want to avoid coming across as spammy. In this article, we'll explain 11 tried-and-tested content promotion strategies that foster trust instead of annoyance.
Table of contents
- Email list
- Social media sharing
- Content syndication
- Content communities
- Influencers
- Ambassadors
- PR
- Guest posting
- Content repurposing
- SEO
- Paid ads
What Is Content Promotion?
Let's begin by understanding what content promotion is not. Content promotion is not about recklessly spamming your articles on every marketing channel in existence. Instead, it's about sharing valuable, insightful ideas that can attract more clicks.
Content promotion is about sharing valuable ideas to attract more clicks, not about spamming articles everywhere.
In simpler terms, content promotion refers to the various techniques and strategies employed to distribute and amplify content to a larger audience. The ultimate goal is to increase visibility, and engagement, and drive desired actions such as website visits, sign-ups, purchases, or brand awareness.
Common tactics used for content promotion include sharing content on social media, email marketing, influencer outreach, SEO optimization, paid advertising, and more.
11 Tried and Tested Content Promotion Strategies
Content promotion is just as important as content production.
1. Share the content with your email list
Your email subscribers are eager for updates. Having willingly signed up for your email newsletter, they’re already acquainted with your brand and more inclined to engage with new content.
2. Social media promotion
Most marketers already make a habit of sharing content on social media, whether through links, videos, or engaging LinkedIn carousels, tailor your content to suit each channel's audience and preferences. Make it easy for others to share your content on social media by including social links in email blasts and websites.
3. Content syndication
Extend your content's reach beyond your website by syndicating it on third-party platforms. This enables you to tap into established and new audiences relevant to your content while maintaining ownership and control.
4. Engage in content communities
Actively participate in industry-specific forums like Quora and Reddit. Start by immersing yourself in relevant subcommunities, providing valuable insights without overtly promoting your content. Focus on crafting insightful responses that add value to the conversation in the content community.
5. Collaborate with influencers and mention references
Incorporate influencer collaborations into your content strategy to expand your reach and credibility. Consider these standard collaboration formats:
- Webinars
- Podcast episodes
- Blog post interviews
- Social media post re-shares
Additionally, by referencing and acknowledging individuals who have contributed as resources, you not only enhance your content's value but also foster potential partnerships.
6. Tap into your network of ambassadors
Leverage your network of ambassadors to amplify your content across various channels. Encourage employee advocacy to showcase your brand's authenticity and expertise. By empowering your employees to share company or thought leadership content within their networks, you can significantly increase visibility and credibility.
7. Incorporate strategic PR
By engaging in PR activities, you can leverage media coverage and industry partnerships to amplify your message and reach a broader audience. By collaborating with reputable media outlets and forming strategic content partnerships, you can encourage trust and loyalty among consumers. The exposure gained through PR activities can lead to more organic traffic and higher engagement rates on social media platforms.
8. Increase your reach by guest posting
Expand your content's reach and authority by guest posting on relevant websites and blogs within your industry. Guest posting allows you to tap into existing audiences and build credibility by associating your brand with reputable and targeted publications.
9. Repurpose existing content
48% of marketers report not repurposing content enough, limiting their abilities to scale content production. So, instead of constantly creating new pieces of content, repurpose what you have.
Make the most of your existing content by repurposing top-performing posts into different formats for different channels. Consider transforming articles into a case study, infographics, videos, or social media videos to cater to diverse preferences and consumption habits.
10. Organic via SEO
Optimizing your content for search engines is a non-negotiable aspect of content promotion. By incorporating relevant keywords, meta descriptions, and quality backlinks, you can significantly improve your content's visibility on search engine results pages.
Moreover, regularly updating old content to keep it fresh and relevant can also boost your SEO efforts. This organic approach to promotion not only increases traffic but also builds trust with your audience as they come to see your site as a reliable source of information and an authoritative website.
StoryChief’s SEO copywriting and Keyword Generator tool helps you optimize content for SEO with AI-driven keyword suggestions and actionable SEO tips.
11. Try paid ads
Paid advertising can be a powerful tool in your content promotion arsenal. By leveraging paid social media, Google Ads and display ads, you can target your desired audience with precision, ensuring that your content reaches the most relevant audience. With the right strategy, paid ads can significantly increase traffic to your content and drive higher conversion rates.
Reach Your Audience Today With Effective Content Promotion
All the advice provided in this article serves as the essential roadmap for boosting your content's visibility and increasing your return on investment in content marketing. Nevertheless, if you're aiming for swifter and more substantial outcomes, it's worth exploring an all-in-one platform that allows you to manage your marketing promotion from one place.
StoryChief allows you to manage and publish to these channels, and many more:
- Newsletter (MailChimp, Campaign Monitor, Active Campaign)
- Website (Webflow, Drupal, Wordpress, Hubspot, Shopify, Contentful, Wix, ... and more)
- Social Media channels (Facebook, LinkedIn, Instagram, Twitter (X), TikTok, Google My Business, Pinterest, Slack)
- Content hubs (Medium, DEV.to, RSS, ...)
- Google AMP
- Press lists and Ambassador lists
Are you tired of having to use multiple tools for your marketing needs? Join 5,000 marketers who manage content creation, collaboration, distribution, and optimization in one place. Give it a try for free today!
