When it comes to effective online marketing and branding, your business can profit from investing in producing and promoting valuable content. Maintaining a successful content marketing strategy will bring you many benefits in the form of increased website traffic, higher sales, and lead generation.
A growing number of businesses are becoming aware of the benefits of creating great content, and most of them invest time and effort into publishing content on a daily basis. However, with the prodigious amount of premium online content being produced today, a great majority of it goes unnoticed.
It is easy to understand why producing great content should be a part of every marketing strategy for brand promotion. Nonetheless, when virtually all brands are engaged in a battle for online content supremacy, new content promotion strategies are needed so that it can promote the brand.
The following five tactics can be adopted to breathe new life into an ongoing content strategy that already includes consistent and quality content production.
Leverage the Power of Influencers
During the content creation process, make sure your writers and designers are aware of influencers in your niche. Armed with this information, your authors can keep their focus on appealing to these influencers by mentioning them or linking to their websites.
By mentioning influencers, you are producing what is referred to as “egobait.” This content appeals to the ego of the influencer because they are credited as a reliable source. Once your post is live, you can contact the influencer with the link and ask them if they would be willing to share it with their audience of followers. And always take the time to thank them for any promotion efforts on their part.
Notifying influencers that you’ve mentioned them in your posts is one of the easiest ways to get your content shared across a wide audience, resulting in a lot of potential exposure and traffic. This practice also allows you to build a network of influencers and form relationships you could benefit from in the future.
Contact People Who Share Similar Content
Finding people who share content on social media that is similar to yours is a great way to give your content extra exposure. To do this, you first need to find similar content that has generated a lot of shares. You can do this by using a service such as BuzzSumo. By typing in keywords that describe your piece of content, you’ll come across related content and the users sharing it.
Before contacting these people, try getting in touch by leaving a comment on their blog or social media channel. This way, they will become familiar with your name. Then send them a short email and ask if they would be interested in sharing or linking to your content. Don’t forget to give them a reason why you think they would benefit from doing so, and consider linking to their content in the future to build rapport.
Reformat and Repurpose Existing Content
Breathing new life into already successful content can greatly help to extend the reach of your brand. One way of doing this is to look at reports in Google Analytics to learn which pieces of content have been successful thus far in terms of website traffic and lead generation. To repurpose these pieces, authors can do a lot more than simply refresh and rewrite.
An example of effective repurposing is making a slideshow out of an article by taking snippets of information and using a combination of stock images and original photography. Other ideas are to make an infographic based on the original article or a short video that can be posted on YouTube or Snapchat.
Take a Different Angle on Social Media
Many brands have fallen victim to using social media sites in a way that simplifies and depersonalizes the process too much. One of the biggest marketing mistakes you can make is relying on building a social media “following” in hopes of automatically growing your business. Without proper engagement and conversion, this is just not going to happen.
Keep in mind that every social media channel has a distinct audience and culture. It is very important to know which channels are used the most by your target audience and, more importantly, how to engage your audience through each channel.
Another important thing to remember is that visual content tends to perform better across all social media channels. With this in mind, you should make sure that each of your social media updates contains more than just a link. Each post should have a visual element, a title that is different than the HTML title tag, and a “kicker” that explains the motivation for posting it. You should customize posts for every social media channel so those who follow you on multiple networks don’t get bored from seeing the exact same posts .
Timing is Everything
Once you have spent some time promoting your content on different social media channels, you will likely begin to see patterns form amongst your followers. These patterns are often related to content preferences and the amount of time your audience spends on social media, which can help you with developing your content promotion strategies further.
Even though there are certain times that are considered to be the best for posting on social media, if you post your content only once, many of your followers will probably miss it.
Share your new piece of content more than once to increase the visibility of your post – and try posting it in a variety of formats (e.g. photo, video, link, etc.). With the help of social media tools such as Buffer, you can schedule your posts across social media channels and check out basic analytics to see which posts performed the best.
Wrapping it Up
Content promotion is one of the key parts of an effective content marketing strategy. Without a well-thought-out promotion plan, the exposure of your content will be very limited. By utilizing these simple content promotion strategies, you will drive traffic to your site and increase brand awareness . This will allow you to establish yourself as an authority in your niche and hopefully lead to more sales opportunities.