How will you reach your audience?
This is often one of the most overlooked aspects of creating content for your blog or website.
Not promoting content is the #1 reason content marketing strategies fail. It makes zero sense to pour so much effort into creating amazing content and just praying that people will somehow land on your page and read it. Rather, we’ll need to effectively distribute it across the internet through various channels and properly promote it to new and existing audiences.
Emails, blog posts, social media posts, and SEO are all great ways to promote your content in an organic way, but you shouldn’t shy away throwing some paid advertising into the mix. Paying for promotion is an easy way to get your great content in front of the right people.
Now that you’ve got some awesome content created, we’re finally ready to start this step and send some quality traffic over to our posts!
So often we find that 80% of the effort goes into creating the content whereas only 20% of time and energy is spent distributing and promoting it..
Step #1: Distribute Your Content
Distributing your content is just like posting it to your blog, except across the internet such as social media channels and other blogs.
You’ll want to be sure to gather a few of the following pieces for your distribution:
1. Sign up for all social channels and secure your “handle.”
Sign up for each social media account and be sure to secure a “handle” for each (Ideally the same one for all channels). Your “handle” is your social media identifier oftentimes prefixed with an “@” symbol. It is also used as the URL subdomain section such as www.twitter.com/YourHandleHere.
For example, Beyonce has built quite a personal brand for herself. Her first name alone is universally known. Therefore, it’s important for her to claim the handle “@Beyonce” so that others can find her when searching for her. That way, her name will appear in search results in Twitter and Instagram, for example, as the URLs: https://www.twitter.com/beyonce and https://www.instagram.com/beyonce.
The problem lies when a handle is already taken and you’ll have to do what Donald Trump and Kevin Hart have done, for example, and create the handles @realDonaldTrump and @KevinHart4real instead of just their name. These are much more difficult for most people to find.
2. Grab your headline.
Remember we described how to write killer headlines in our previous step?
Even the most incredible content in the world will flop once it’s published if it does not have a headline that demands attention. So, once you’ve developed your compelling headline, go and grab it now for when we’re ready to distribute our content.
3. Brief Description and/or post excerpt.
This section of text is a term known as the “copy.” Your copy is what goes into descriptions for your social media posts like Facebook, Instagram, and Pinterest before adding the link and image. The copy ought to supplement your headline while remaining succinct and equally intriguing.
4. The actual URL link to your content.
You will need this piece to paste into your social posts copy section. Your URL can be copied from the address bar at the top of your web browser once on your post’s page.
Tip: Be sure to grab your post’s URL that doesn’t require you to be signed in in order to view it. A simple way to do this is by opening up an “Incognito Window” so that your browser doesn’t have any of your preferences saved. This way, Google will be better able to give an unbiased result. Next, find your post, and copy this URL instead.
5. Traceable links and Shortened URLs
A shortened URL is a fantastic strategy for dropping hyperlinks into your posts. There’s one main purpose for this strategy. Using a link shortener such as Goo.gl or Bit.ly, allows you to track from where these links are being clicked. If you post your content’s URL across the internet in various locations, it’s much harder to understand from where the traffic is coming exactly.
Your post may receive 100 new visitors in a month, but 90% could be coming from LinkedIn and only 10% from Facebook. If you add these shortened and traceable links, you’ll be better able to understand where traffic is coming from.
Note: An alternative to this strategy is to adjust your settings in your Google Analytics account and add some basic extra features for tracking.
So, now it’s your turn to post your content across the internet. Get signed up for social media accounts and add a few posts to get things going.
Fantastic! We’re off to a great start.
However, simply distributing your content across all the available channels does only so much for you. The area we’d like to really dial our focus in on is promoting your content.
Step #2: How to effectively promote your content to new and existing audiences
This is where things get really exciting. There are dozens of strategies for getting your content in front of other people, but we want to be sure we’re making the most of our time and do this as effectively as possible.
With so many options out there, we want to focus in on the few that we’ve seen as most effective. These are also strategies that you could start today!
Ready to take your content to the next level? We thought so.
Our top 7 content marketing strategies that you should be doing every day!
What do you think?
See how there are plenty of ways to promote your blog? We’ve listed a few of our favorites here, but ultimately, do what feels right for you and the culture of your website. Do you have any great strategies that have worked for you? Let us know in the comments section below!
Where to go from here?
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