Now that you have invested the time into researching your audience and creating outstanding content, how can you make sure that it gets read? The joy of putting the final touches on a well-constructed article can quickly be stomped out by the realization that your perfect article is going nowhere fast.
Let’s start with three basic rules before we get down to the nitty gritty of content promotion tools:
Relax. Patience is key. If you just started your website, it is going to take time to gain traction and build up some quality link juice. There is no magic bullet, so don’t waste your money on expensive services that promise massive results in no time at all.
Have a content strategy in place before you even start writing. There are no limits to the types of content you can create. Blog posts are great, but be sure to think beyond articles. The type of content you create can depend largely on who your audience is, where you will be promoting the content and the type of products or services you offer. Here are some ideas:
Don’t forget that content that incorporates visuals will always perform better than text alone.
Start with social media. This should be a given. Make sure that you have active accounts on all the major platforms. These forums should be the first place you promote any content.
What is the next step in content promotion after social media?
It depends. Ultimately, it all comes down to budget. There are free options. There are cheap options and there are super effective options that are great if you have a dedicated marketing budget. Here is the breakdown:
Everyone’s favorite word. There are some free programs and services out there that are worth paying for, but the good news is that you don’t have to.
Hootsuite: The cool thing about Hootsuite is that it does more than just help you manage your social media accounts. It can help sort through the endless stream of information and target certain keywords and phrases. Set up as many streams as you want and see exactly what people are saying about topics that are relevant to your business and industry. Start engaging by liking, sharing and connecting with important influencers.
Outbrain: This program partners with major publishers to recommend and promote your content. To begin with, you will submit your content for approval. They will make sure that your content is worth sharing in the first place. Then a link to your article will appear on popular websites. You only pay per click, so you can set a daily budget and discontinue your campaign at any time.
AdWords: You are probably pretty used to seeing Google AdWords every time you search the internet. These small ads are very targeted and a great way to drive traffic to your site. A little keyword research can help you design the perfect ad and make sure that you are connecting with your customers and using their search habits to your advantage.
Again, AdWords allows you to set a daily budget so that you can control spending. That is exactly why it is one of the most popular content promotion tools on the web.
A Bit Costly
What are known as “Distribution Tools” tend to be a little more costly. They are great for putting your content in front of the right people, but that doesn’t guarantee that they will bite. You still have to have something worth sharing in the first place.
Press releases are still a great tool to have at your disposal. If your company is undergoing major changes or you would like to build some buzz around a new product launch, a press release can help. PR Newswire will distribute your press release to major new outlets. Whether or not those news sources choose to publish your release is up to them.
There is the potential that you will end up spending hundreds of dollars to send your press release to the database and it will get lost in the shuffle. You may not get the ROI you were hoping to see unless you are a more established company.
When it comes to inbound marketing and content promotion, there is no secret formula that only industry experts are aware of. All the information you need to build and promote your business is right at your fingertips. The problem is that most businesses don’t have the time to invest in developing and implementing a content strategy. That is exactly where content writing services come into play.
By delegating these tasks, you can ensure that you are publishing quality content and building your audience, while also freeing up time to focus on other aspects of your business. For those who can’t afford an entire marketing department quite yet, partnering with an agency is an ideal solution.