Content marketing is one of the most important marketing disciplines of our time. Creating digital content that your followers can resonate with and find value in can be an indispensable support for your performance marketing (leads, conversions, etc.). It helps keeping your business top-of-mind and at the forefront of the field. Blog posts, e-books, infographics, podcasts, movies and more.
But what if no one sees it?
There is a lot of competition for users’ attention online: more is deselected than selected. So, to win this battle you need more than high-quality content – you also need the right promotion strategy, so your content doesn’t get swallowed by the algorithms.
Good content without a strategy can ultimately be a waste of time. Therefore, we have collected 7 tips on how to publish your content strategically and ensure that it is seen – and seen by the right people.
7 tips for your content promotion strategy in 2023
Advertising is the most used, and probably most obvious, shortcut to a larger audience for your content. Platforms like Facebook, Google, Instagram, and LinkedIn all have integrated and in-depth advertising systems that can provide you with precise targeting. In this way, your content is not only seen – but also by the right people.
However, remember to use your advertising money correctly. There are a lot of parameters to adjust, and if you push the wrong buttons, you risk being invisible to your target audience. You can get guides, tips, and inspiration for strategic marketing on social media on our blog.
E-mail marketing is one of those things that doesn’t seem to die. In any way. In fact, it’s still one of the most effective tools at your disposal when you want to get a message out. Therefore, your e-mail marketing should also go hand in hand with your content.
An obvious way to do this is through newsletters, where you can include everything from a range of recent content to just a single blog post. And if you establish a large list of recipients, then there is a large reach for your content marketing here.
It almost seems too obvious to say that your social channels are an obvious place to share content. Perhaps it is already the primary way you create awareness about your content and your brand. So, the advice here is: do it with strategy.
Social media is more than just sharing. There are rules on each platform that you need to be aware of, and different formats that work best in different places. Therefore, make sure to share your content in a way that resonates exactly with the specific platform’s audience.
SEO, SEO, SEO
The holy grail of the internet when it comes to content promotion. Google is the first place most people look when looking for specific types of content. Therefore, it is essential that your company appears here when relevant keywords are typed in the search bar.
Thorough on-page SEO isn’t easy. It requires an understanding of e.g., keyword analysis, metadata, and search intent. But a good start is to think about which keywords are relevant to the central topic of the content and make sure that those keywords are implemented in the descriptions.
The jungle drums also work digitally, often described under the umbrella term Earned Media. Perhaps, it is even one of the most effective ways to achieve content visibility, as there is an element of credibility when e.g., a colleague or partner chooses to share your company’s content.
The easiest thing you can do is simply to encourage everyone in your company to share your content with their network on e.g., LinkedIn, Instagram, or Facebook. It’s a quick way to create awareness from the beginning. In addition, it is important to remember to tag relevant colleagues, partners, contributors, etc. – then the algorithm will speed up.
Now it becomes a little more difficult to plan and “quick fix”. Here we are talking about the opportunity to exchange attention with others, e.g., via newsletter features, posts on social media or even collaboration with an influencer.
Collaboration across companies and brands has proven to be an incredibly effective strategy – but it also requires finding the right collaboration partners. Ideally, it’s about finding a partner who isn’t in direct competition – but who has a follower base that fits the customer segment you’re aiming for.
Here is the source to make the most of your content – and to always have something by the hand: repurposing. Almost all imaginable content can be reused, either in the same form or with a new coat of paint. After all, it took a long time to make that blog post, so you might as well get the most out of it.
A guide can be turned into an infographic, a brand film can easily be shared half a year later, a whitepaper can be updated in 2023 and sent out in a new version – there are plenty of possibilities. The most important thing is to actively think about the full potential of each piece of content.
Your quality content deserves to be seen. Therefore, a content promotion strategy is a necessity in a densely populated digital market.
Now you have 7 tips to form the foundation of that strategy – but then it’s about sticking to it. And about measuring continuously, so you can keep an eye on what works and what doesn’t work for your company.
We’ve helped hundreds of ambitious customers achieve greater digital visibility – and we want to help you too. Be it through SoMe, email marketing, web design or film productions.