What do you think is the most important element of a content strategy?
If “content” is your answer, you’re probably right. But there’s another element that’s equally important (yet often overlooked). And if you don’t have it, your content creation efforts will be fairly useless.
We’re talking about content promotion.
The most successful online brands tend to also be the most resourceful. And do you know what resourceful brands do? They don’t create unnecessary amounts of content. Instead, they promote the mess out of the quality content they’ve already created.
As entrepreneur Derek Halpern puts it, “It’s smarter to find another 10,000 people to consume what you’ve already created as opposed to creating more. Or, in other words, create content 20% of the time. Spend the other 80% of the time promoting what you created.”
While others would say Halpern’s 20:80 ratio is a little dramatic, he’s been very successful with this approach. If you’re currently at a 100:0 or 90:10 ratio, you need to bring things back into proper alignment. Whether it’s 20:80 or 30:70, start promoting your content more aggressively.
5 Content Promotion Tips Worth Implementing
Don’t leave your content promotion efforts to chance. It’s time to develop and document a formal strategy. As you do so, consider the following:
- Investing in Link Building
There’s a myth in the digital marketing world that link building is dead. It was started nearly a decade ago when one of Google’s top employees downplayed the importance of spammy links. More fuel was then thrown on the fire when subsequent search algorithm updates devalued low-quality links. But do you know what’s never changed? The significance of quality links. In fact, high-quality links from authoritative domains are more valuable than they’ve ever been.
You can give your content direct exposure (as well as increase visibility in the search results) by publishing guest posts on other websites and then linking back to your content as a resource. An ethical link building strategy like this will serve you well.
- Splinter Your Content
It takes a lot of time to create original content. So why not maximize the value of every post you create? One popular way to do this is by splintering your posts.
Content splintering is where you start with one piece of content and then turn it into multiple other formats and mediums for promotion. For example, a 2,000-word blog post might get turned into a script for a video, a script for a podcast, 12 social media posts, and an infographic. If you follow this approach for each piece of new content you create, you can turn five or seven blog posts into over 100 original content pieces.
- Tag People in Your Posts
It’s a good practice to link back to resources, quote authority figures, and reference other brands in your posts. This gives you a chance to then tag these individuals when promoting on social media.
Most people can’t help but like, share, and comment on a post that they’re tagged in. Thus, this little hack is a great way to conjure up engagement in situations where you otherwise wouldn’t get much traction.
- Create Social Pods
If you have a group of friends or business associates who are also active content creators, you can form what’s known as a “pod.” Here’s how it works:
- Create a group chat on Facebook or Slack
- Whenever you share a post on one of your social networks, ping the group.
- Each member of the group likes, comments, and shares on your post to give it a boost.
- You reciprocate by doing the same whenever a member of the group shares.
Most of the social networking platforms have algorithms that prioritize posts getting engagement within the first several minutes of posting. Having a pod gives you a quick boost, which then encourages other followers to naturally engage as well.
- Collaborate With Influencers
Many smaller brands automatically assume that influencer marketing is something that’s only open to larger brands with six- and seven-figure marketing budgets. But it’s actually a very scalable strategy, even for small brands with tight resources.
Though you won’t be able to secure the services of a massive influencer like Kim Kardashian or LeBron James, you can always go after niche influencers who have 5,000, 20,000, or even 150,000 followers. It’s all about how you reach out to them.
Give Your Content Wings
Content without promotion is like a pancake without syrup – what’s the point? It’s time to give your content the reach it deserves by investing in consistent and targeted promotion. Hopefully this article has given you some useful tips for getting started.