Advanced Content Marketing
Isn’t it amazing how much more attention some people get for their content than others? Sure, some of them do so because they’ve already got bigger networks. Some, on the other hand, seem to manage to get so much more attention despite not having that much more reach.
How do they do it?
8 Advanced Methods for Promoting Your New Content
It’s all down to knowing how to promote your piece correctly. Sure, we all know that we’re supposed to put our content up on social media, but that’s only really the beginner version of promotions. If you really want your piece of content to go viral, you’ll need to get some better strategies learned. Those are what we’re going to talk about today.
Get a quote from an industry expert
The first thing that you’ll want to do is reach out to influencers in your industry to see if they wouldn’t like to tell you their opinion. This is a great strategy for two big reasons.
- Your piece will sound far more authoritative if you’ve got some of the leading experts in the industry giving you their opinions.
- Once they gave you their quote, they’re far more likely to share your story across their own network (we all like to get our egos stroked after all) which substantially increases your reach.
Don’t know any influencers? Well, there are plenty of ways to find them. For example, you can search on Buzzstream for people that fit your niche. Then just reach out to them over social media. Yes, they might very well say no. In fact, if you’re not that big yet, that’s quite likely. At the same time, what does that matter? If you’ve asked respectfully at least you’re now on their radar and you only need one or two to say yes for every article and you’ll already be making a much bigger impression.
Change up your message and re-share
A lot of people think that because they’ve shared a story they shouldn’t share it again. They couldn’t be more wrong. You see, the average story you share on Facebook reached only 2.6% of your followers back in 2015. Who knows how many people see it today? That makes it hard to use a platform like a Facebook for Content Marketing (but not impossible). What you’ve got to do to make sure a decent slice of your followers to actually see a message is shared it multiple times.
To give it an even better chance, make sure that you share it at different times and use different plugs and titles to share it with. In this way, you’ll create some variation and a bigger chance that you’ll actually find the right formula to pull in your audience.
Some things to consider including in your headline and your plug:
- Interesting statistics
- Quotable excerpts from the content
- Variations on the title
- Quotes from the influencers (in the hope they’ll reshare)
And that’s really just the tip of the iceberg. Just try out different things until you find what works well. If the story keeps doing well, then make sure you keep sharing it. After all, some of your stories are going to do a great deal better than others. That’s just how the internet works.
Email people that you think will be interested
If you’ve got articles in which you quote people, or that fit in with what somebody you know normally shares, or what somebody has previously written about, or where you’ve used a source article (and obviously referenced them) then email that person.
Sure, not everybody will respond or care. The thing is, it’s only one email and if they do care and do take an interest, then you might have just connected with somebody who has a followership of their own.
They might share your article, or even if they don’t at least you’re now on their radar. If they visit your site and like what they see they might come back and even reference you in an article of their own. And then you’ll be laughing.
Upgrade the posts that do well and then reshare them
When a post is doing well you should celebrate a little bit and move on, right? Wrong. You will only get so many posts that actually do outstandingly well on your site. Maybe you just managed to hit the right tone or tell a story that people didn’t know before.
When you find a story like that, that people keep coming back to, make sure you update it. This will do two things.
- Google will see that you’re continuing to work on something that’s receiving a lot of traffic and for that reason keep it ranked highly, giving you organic search traffic.
- The post will become even higher quality, thereby making even more likely that people will share it on.
How do you make a post better? Well, a great way is to add more information and updating information as you learn more. Another strategy is to edit out the fluff and superfluous words. A third way is to get somebody else to give it a look so that you can up the quality. If you have an editor friend, make them take a look at it. Otherwise, check out some paperwriting reviews and select the best candidate from there.
Use direct messaging on Linkedin to reach out to new contacts
If you can direct message, then that’s a golden way to get in touch with people. Share with them articles in which you quote them or which you think might be interesting for them. And remember, don’t overdo it, but flattery will get you everywhere. So let them know if you admire them and what you think is particularly interesting about what they’re doing (if it’s honest it works better).
Again, not everybody will respond but that’s not the point. The point is to build a few new connections. Then reach out to a new wave of influencers and movers and shakers. In that way, even if only a small percentage responds, you’ll still be creating an ever bigger network of people that might mention you.
And once you’ve got a few influencers talking about you, it will be much easier to get the rest talking about you as well.
Take high-quality posts and change the medium
If you’ve found an article which strikes a tone then why not reuse the material? There are plenty of ways you can do this, but one of the most effective ways is to change up the medium. Perhaps you can turn it into a podcast with an expert in the field, where you re-explore what you’ve discussed in your article. Maybe you can turn it into a short video or animation.
Or perhaps you can use a slideshow?
In this way, you’ll reach an entirely new audience, as different people like to consume content in different ways. And that can give your story just the breakthrough that it needs.
Take a series of articles about a specific topic and turn it into a PDF
One of the most valuable things that you can have is a long list of people subscribing to your newsletter. For that reason, you always want to be pushing people to sign up. Since you’ve already got a whole bunch of content on your site, why not reuse some of it?
You can easily turn a series of articles that did particularly well into a PDF that you can share on your site as long as they give you their email address. In this way, you’ll be able to reach out to them again and again. And that can seriously increase your audience over the long run as you create a habit in people of returning again and again.
Always remember to go back to previous stories and link to newer content. This is particularly effective if you’ve got some article that people keep coming back to. If you can work in those new links then, rather than them reading that article and bouncing away, you’ll be able to lead them to newer content and keep them on your site.
The longer they stick around reading different articles, the better your chance that they’ll sign up for your newsletter or start following you on social media.
Of course, you don’t want to overdo it, but then if you find that one article isn’t doing that well, you might want to cut that link and instead link to something that has received a lot of attention. In this way, you’ll be sure to send readers to higher value content – which is more beneficial to you and to them.
Advanced Content Marketing: Last words
As you can see, there are a lot of strategies to get your content in front of a larger audience. All you’ve got to do is start applying them and you’ll see your audience start growing. The tricks are always twofold.
- Get your content in front of new people.
- Make sure people that have come one return and stay as long as possible.
If you can do those two things then you’ll have a good chance to build an actual following of engaged fans. And from there the sky is the limit.
About the Author:
Janet Anthony is a blogger from Kansas City who has been writing professionally for five years now.
Her motto is:
“What you do today can improve all your tomorrows”.