Content Marketing Step #6: Promotion and Distribution

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..


So, here are our two main areas we’ll focus on

  1. Distribution
  2. Promotion

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.

There are a number of ways to distribute your content, but the most popular choices right out of the gate are through the following:

  • Social media – free organic posting via Facebook, Twitter, YouTube, LinkedIn, Pinterest, Instagram, Snapchat, Medium, etc.
  • By sharing elsewhere on your own blog – such as a news section or recent posts section of your site.
  • Search Engine Optimization (SEO) – Meaning to optimize your content for search engines in order to better gain organic traffic.

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.

Some examples of content promotion include:

  • Social media paid advertisements
  • Advertising on search engines like Google
  • Email Marketing
  • Reaching out to industry influencers

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!

1. Email Marketing: Send new article updates to your subscribed email list

If you’re not using your blog to build an email list you need to.. now!

Having a list of your readers’ emails is one of the best ways to directly reach your viewers. This list is gold because these people have opted-in to receiving updates from you. They are the most qualified leads you can get. These people have literally handed you their contact information and given you permission to send them new content updates. In fact, they even might be looking forward to your new content, not as an interruption in their day, but in anticipation!

Use this to your advantage! They’re prepped to receive, open, click, read, and engage with anything you send their way. This is by far the least intrusive way of getting your content seen. People have to opt-in in order to hear from you, so you don’t have to worry that you’re spamming anyone with content.

You have a few options when it comes to how to start building an email list. One of the best ways is to gather their information through a opt-in box that can be found on your website. From here, they would be able to enter their name and email and you can have it saved in your email marketing service account.

If you’re not quite sure what we’re talking about, here are a few awesome resources for you! We dive deep into this subject in our video walk-through tutorials on our favorite free email service: Mail Chimp. Also be sure to check out our favorite tool for building your email list with SumoMe List Builder. Enjoy!

2. Social Media

Social media is arguably one of the best promotion platforms online. Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube, and LinkedIn are all great tools that can be used to successfully promote your newest content. Each of these networks allow for your content to be viewed by thousands of new readers with each post.

Jeremy Waite, head of digital strategy forcom, shared, “1 active user is a BIG deal. They have 140 friends. And their friends have 140 friends each. Therefore 1 piece of great content has the chops to reach 2.7 million people with just 4 generations.” If you get just one or two people to read your article and share it, it truly has the potential to keep gaining momentum and directly reach an incredible amount of people.

There are also a number of social channels to choose from. A social channel is essentially a place where people go to engage with content and engage with others. Therefore, your own blog may have an element of social sharing, for example, found in the comments sections.

One key point to keep in mind when distributing your content across social channels is to be sure to respect the audience that is native to that channel. If you’re sharing something on LinkedIn, you bet your audience is going to consume your content in a much different way than on Instagram. Therefore, present your content accordingly.

There’s also no reason you should only share your great content one time on these platforms. Chances are, not all of your fans and friends saw your first post. Multiple posts of the same content aren’t necessarily a bad thing. Make sure to stick to a posting schedule, however, so it doesn’t appear repetitive. And, again, respect each individual platform.

3. Blog to Blog Syndication

One great way to promote your website is to enlist the help of other bloggers. By pitching some of your best content to other great blogs to republish, you can get your work seen by thousands that you would have never reached on your own.

Rather than pumping out content, take some of your best work and try to get it re-blogged by others. It will help you tap into a new audience, provide easy, quality content for the blogs you admire, and will save you time and energy on cranking out new pieces.

Start by offering to guest post your absolute best content to some of your favorite blogs. This proves to the influencer that you’ve got some traction behind each top performing piece and they may be willing to give you a shot. It never hurts to ask and see where it goes from there!

This can be difficult, however, because you’ll face plenty of rejection. Just keep hustling and genuinely hit up the many influencers out there that you admire and you may find some response after some consistency, hard work, and determination.

4. Outreach

Reach out to influencers and the resources that you mention in your article.

This one is incredibly simple and doesn’t require an arm and a leg, yet so many refuse to take this extra step. Therefore, if you choose to try this strategy, chances are that you’ll really stand out above the rest.

The strategy goes like this: Reach out through email or a social channel to those that you’ve mentioned in your article in a genuine way and simply say thank you. That’s it!

After a quick Google search, I’m sure you’ll be able to find the name or email of someone from the tool that you referred to in your article and send them a quick email saying thanks for creating such a great service or tool! Tell them that you gave them some love and a shoutout in your article (Insert your article’s link) and that you hope they enjoy it!

You’ll be surprised how many respond positively to this and end up sharing your article with their entire audience! Wouldn’t you like receiving that kind of personalized message too? Give it a try!

Similarly, if you mention the name of an individual such as through a quote or by referring to their book or blog, send them a shout out too!

In addition to the shout out, you could try mentioning that you have appreciated their hard work and wisdom on a certain topic. You may also be writing a new article covering a similar subject matter and would love if they considered giving you a quick sentence or two in answering a couple key questions you may have for your readers to benefit from.

You never know what could happen with something like this if you approach it in a genuine and caring way. Even if you receive no response, you had some good practice for reaching out to them again or for the next influencer as well.

5. Simplify Social Sharing

This one is a simple concept. If your content is easy to share, chances are people will be more likely to share it. If it isn’t, chances are they won’t spend too much time trying to figure out how to pass it along.

Making it brain-dead simple for your readers to repost your content is vital to the promotion of your blog. Make it simple for them by adding social media buttons in strategic locations.

We put together a video tutorial that fully covers this topic. Check out how to Get 20% More Traffic with SumoMe Share. Check it out here!

Here are two more of our favorite ways to make social sharing incredibly simple.

1. Pin it button:

There are thousands of pieces of content pinned every day from board to board without hesitation. This trigger happy pinning holds great value as once an item is pinned it is shared with their entire friend’s list in their “News Feed.” This is equivalent to a “Share” on Facebook.

By using a simpleWordPress plugin, you can enable your audience to pin your content much easier. For example, you can have the Pin It button turned off as a default post but can add it to any image you would like to manually by easily including an image class of “pinthis”.

You can also add a share option for images (this works especially well for Pinterest as it’s so visual). Social sharing options will appear every time you hover over an image. The click through rate for this may surprise you!

2. Click to Tweet:

This tool is especially helpful when you have quotable lines in your article because it enables your reader an incredibly easy way to share your article. Simply grab snippits of some of your favorite lines, and include them in the post as “Tweetable” blurbs. This will give you the option to turn any quote into a sharable image that a reader can send to Twitter in one click.

6. Paid Advertisements

When starting out, it’s likely that you will have little to no audience. Whether it’s through social media or through search engines, even the slightest amount of paid advertising could go a long way. With today’s world online and the closeness and connectedness on social channels and through search engines your ability to target, reach, and influence specific audiences can be incredibly effective.

The best part is, this strategy doesn’t need to break the bank either. There is nothing wrong with spending some of your marketing budget in order to reach more readers, and social media ads and search engine ads are a great way to get your content in front of hundreds if not thousands of people!

With the online targeting capabilities in today’s world, you’d be insane not to take advantage of reaching the exact audience who is 1,000% more likely to buy your product or service than anyone who happens to stumble upon your content from someplace else.

Here are a few ad platforms we suggest you consider.

Facebook has an incredible advertising platform through unpublished or “dark” posts. You can target to an incredibly specific level and have a decent conversion rate as a result.

Promoted Tweets are great ways to obtain immediate traffic in a truly real-time way.

LinkedIn advertising has a great ability to connect with a certain audience who may be capable of making a higher level of decision-making. Especially if you’re in a business to business (B2B) type market, you’ll be able to reach a certain audience that’s specific to this platform.

Pinterest advertising is a newer ad platform that has a great potential. Pinterest has experienced a very rapid growth that continues to quadruple year after year. This platform is definitely something to begin experimenting on and see what kind of value it can bring.

Advertising on Google has potential to reach millions of people. Whether you pay per click or per impression, you have potential to apply different strategies to each campaign you decide to run. The numbers don’t lie on this ad platform and Google has, in my mind, the absolute best analytics platform available. You’ll be able to track exactly how many people click on your ad, from which country or city, from what kind of device, and even the internet browser they were using at the time. The potential for insight is amazing and rather in-depth.

We have a quick video tutorial that takes you through the steps of understanding Google analytics for your first adwords campaign. Check it out here!

How to create your first advertisement

So, before you begin, you will need to figure out how much you want to budget for each day and how many people you hope to reach. Our advice is to start with one of the most user-friendly ad products out there, Facebook.

We suggest you make your first ad as simple and basic as possible so as not to get caught up in trying to make things perfect the first time around. It’s more important to get something out there, and test your ad with real data.

Your basic goal is to use your ad in order to direct traffic back to a certain page of your website (In this case, your piece of content). From here, they’ll be able to understand who you are and what else you have to offer on the rest of your site.

Now that you’ve got your ad figured out, one thing to be sure to do is to include an image. If you don’t have photo editing capabilities or you don’t know the correct size for images on Facebook, check out our quick video here where we show you all about social media art creation.

You will also need to be sure that if you want text on your image, the surface area of that text can only take up 20% of the image. See Facebook’s text and image guidelines here.

Now that you have your copy, link, and image dialed in, it’s time to decide a budget.

Set a budget

You’ll want to take a look at your budget and see how much you can afford to allocate to advertising. However, no matter what you can afford, our advice is to start small. Start with $10 a day for 3 days and see how well you do.

If you’re just getting started out, you’ll want to be sure to run your first few ads as a test in order to get the hang of what works well before you drop hundreds of dollars into it.

Once you’ve got your first ad running, you’ll be able to go back and make changes to one variable at a time in order to properly test the two against each other. Then try again, and again, and again. See what works best for you and track your progress as you go.

Eventually, you’ll be able to get the hang of advertising and essentially be “Trading dimes for quarters.” That is, you’ll be able to put in a certain dollar amount to your ads, and see a direct revenue of 1.5 or more in return. Even if you’re generating 1% more than your putting into your ads, you’ve made money!

One last thing about paid advertisements…

When running ads to your posts, it’s important to understand the value of your average customer. Knowing this metric will allow you to determine exactly how much you can pay for traffic without loosing money (also known as your customer acquisition cost or CAC).

For help on determining your Customer Acquisition Cost (CAC), check out Ometria’s guide, here.

Note: These metrics only apply to those who have existing traffic and have already made sales on their site. If you’re just getting started out, you don’t need to worry about these right away. You can start with a few key strategies to get your name out there.

In addition to paid advertisements, you can check out our article, which details 7 ways to grow your audience without spending a dime. Check it out here!

7. Repurposing

The last topic we want to cover when it comes to promoting your content is to understand the power of repurposing.

You can re-use and recycle or “Repurpose” your original piece of content by fragmenting it into smaller pieces to share.

For example, one of your blog posts can be repurposed into:

  • Content for the body of an email
  • Rewritten for a section of a larger article or a piece of an e-book
  • Resubmitted to content sites such as Medium, Huffington Post, or LinkedIn Pulse.
  • Or it can be broken down to be used for social media posts such as..
  • Sections of your post broken into individual tweets
  • Quotes from your post used to create a quote card on Instagram
  • Pieces of your post can be combined into a larger image styled Infographic

Your hard work simply needs to be tweaked slightly and, BOOM! You’ve got yourself a brand new piece of content. Whether it’s putting it in a new format such as an audio file pulled from your video, or quote cards shared on Instagram and Twitter based on your infographic, repurposing content multiplies your efforts and helps you distribute it wider and reach more and newer audiences.

By repurposing your content, you’re able to spread your reach as wide as possible across multiple channels. You can also offer depth to those who may have recently read your post, then saw your inspirational quote card on Instagram. This offers a comprehensive approach to distributing your content.

For more on this topic, we put together an article about building great content through 6 different strategies. Not only can you build your own content with this system, you can also apply it to repurposing your own content in different ways. Be sure to check out this article and infographic of our 6 Content Marketing Strategies: How To Rank for Any Keyword!

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?

We have awesome video tutorials and helpful articles to get you up and running with a highly profitable website in no time. We want to help you build your website and business online, but we want you to have fun while doing so! You have got to check out the members area of our website where we have tons of goodies to help.


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