Content Promotion Strategies for 2022
One of the core reasons why many businesses fail at their content promotion is because their content falls short. It’s unappealing, irrelevant, and misses the mark on what their audience really needs and wants. If you want to find success in your content marketing efforts you need to be strategic in how you develop, distribute and promote your posts online. Your content needs to be compelling. Every blog post, landing page, email, SMS, social post, and ad should attract and capture the attention of your intended reader. It should convey your brand’s key messages, provide solutions for your target audience’s problems, and is backed by data or social proof.
The truth of the matter is, when it comes to your content making an impact, it’s all about getting it in front of the right eyes. Without the right audience, all your work is useless. How do you get your content in front of the right eyes? By making content that is interesting, engaging, and most importantly – sharable. The more people take interest in what you have to say, the more they are compelled to share the content with others who share those interests. You create. It gets read. It gets shared. It gets you the audience you need. It’s a continuous cycle that starts with creating attractive content. Compelling content is a cornerstone of any successful digital marketing strategy. Your platform audiences seek and consume content that provides value.
Just creating the content is not enough to get it in circulation with your audience. You need to publish and promote it. Promotion is the heart of content marketing and your strategic methods help it to reach your target audience. Otherwise, all the effort you gave creating such compelling material will go to waste. It is vital that you have a solid plan in place for distributing your content. You need to think about what strategies make sense for your business channels, your budget, your content goals, and of course your audience. This includes when you post, where you post, how often you publish, which influencers you use, which paid efforts help you amplify your content, and even how to repurpose your content for maximum visibility. The more you know about available content promotion strategies, the better opportunity you have to develop a plan for your content.
We’ve outlined some of the current promotion strategies, and also strategies that will become more popular with brands online in the new year. So, keep reading on to learn more.
Strategy #1: Guest Blogger Content
The knee jerk response brands have when utilizing influencers or bloggers is to just find the biggest platform with the most followers or traffic that they can afford. Don’t just find bloggers and influencers to share your content. Get them to create the content. You want to get influencers and bloggers who actually have influence with YOUR audience. Let them take your topics or subject matter and amplify it in a brand voice that is already trusted and known in the space. This will expand your reach, amplify your core messaging, improve your visibility, and get people engaging with content that moves the needle of your content goals. Allowing guest posting is a great strategy because not only is the content moving through a trusted channel, but it’s:
– one less piece of content you have to personally create.
– providing expertise to your audience
– sending quality traffic and backlinks to your landing pages.
– leveraging the authority of the original website.
Guest content doesn’t only happen in blog form. You can find influencers and authority figures that will produce visual content like short form video, and reels, or even audio content like podcast episodes. The goal of the guest content is to get your content, website, and/or services to followers you never had. Be sure to include a CTA that gets the traffic to convert into your personal owned audience as an email subscriber, or even social follower.
Strategy #2: Email Newsletter Promotion
Once you have visibility on your content through organic or paid publishing efforts, you want to keep the eyes seeing and reading new content. Building an email list is the best way to keep your audience growing, and looking forward to valuable, compelling content from your business. Your email is a great way to promote your blog posts, business updates, service upgrades, sales, and so much more, to an audience who looks forward to getting communication from your brand. Leveraging email can help your content reach, engage, and impact people even beyond your list. Just provide sharing links, and even incentives in your content so that more people see your messages. The visibility and frequency of your content in emails also works to nurture audiences and secure leads. To get the most from email as a content promotion tool, your emails should be:
– attention-grabbing subject line that encourages email opens.
– clear and easy to read copy that engages readers and compels them to want to click through your CTA for more.
– appealing graphics, buttons, and images that make navigating the content simple.
– mobile-friendly design with crisp load speeds.
– links to the original source of the content you want to drive traffic to.
– a clear call-to-action (CTA) button and copy that triggers an action.
Strategy #3: Content Transformation
The best thing about promoting your content on different channels, is that you can transform one piece of content into many different versions without losing the core message. Different content works on each channel. Depending on the channel or audience you can find video working better than images, or long-form content working better than short-form. Being able to transform your content means that you can take one piece of content, like a blog post, and convert it into another functioning formation, like a video, sound bite, or even a pdf download. Content transformation gives your business the flexibility and versatility to provide unique value to your audience without having to churn out high volumes of new content.
Cross-promotion happens often with content marketing, but the style of promotion should make sense to the platform it was published on. To make your content transformation successful and not awkwardly place you need to:
– make your long-form content bite-sized for easy digestion and sharing on social or ad platforms.
– have your content comply with posting rules and guidelines of each platform.
– tag content consistently, according to the metadata strategy. That means hashtags for social, and metatags for blogs, etc.
– update tone of voice, grammer, style, and rebrand if necessary.
The goal of content transformation is to ensure all valuable content is current, high quality, and available for use and reuse. You don’t need to transform every piece of content, so use your performance data and audience research to identify content that is relevant to your customers and useful to your goals and content needs.
Strategy #4: Repurposing Content
In addition to content transformation, sometimes your existing content needs another pass so that new, fresh audience eyes can engage with it. Repurposing your content means republishing existing posts to various channels. You can even post the same content on the same channel with a bit of time between postings. The lifespan for digital content is short and fleeting. With so many brands competing for real estate in a newsfeed or homepage, or inbox, it’s easy for even the best piece of content to be missed by its intended audience. That doesn’t mean the content is bad or a failure. It needs more time to circulate. So you simply reuse the asset and promote it once again to your audience. This works especially well for seasonal content. You can also repurpose content into new formats like infographics, videos, ebooks, stories, ads, and more.
Strategy #5: Embrace Video for Social Media
Video is and will continue to be the prime player for content marketing online. While video performs quite well on websites, and ads, it does even better on social media. Video allows you to convey your messages in a fast, unique way. Some people simply don’t have the time or desire to read blogs or long copy in a post or email. So utilizing video helps build social awareness. When executed correctly, video can better tell your story, convey your message, and captivate users across various platforms in comparison to static images. The visual content type also encourages more social shares directly from your content. Video is a powerful medium to use in order to introduce new people to your brand and invite them through the customer journey using in-motion messaging.
Creating high-value content is not enough. You need to focus your efforts on your promotion strategy to reach your target audience and consistently get new eyes on your content and secure new leads. Using the right tactics will help you cast as wide a net as possible when distributing content, and will also ensure that you reach your content goals. All of which allows your business to reach more prospects, build relationships with existing customers, gain more leads, and strengthen your brand overall.