Writing content can be one of the most time-consuming marketing tactics, but it’s just a small part of an effective content marketing strategy. In fact, it’s a common position that marketers should spend more time on content promotion over writing.
Some even shoot for a lot more: Derek Halpern uses an 80/20 model for content promotion, with 80% of his time spent promoting the content he writes.
If that makes you feel ashamed about your approach to content marketing, don’t let it bother you. A lot of marketers fall short of that. That’s why, despite more than 80% of marketers using content marketing, only about 1/3 of them find it to be effective.
You have to promote what you produce to see results, and not just a little. You need to push hard.
Ready to start putting up big traffic and share numbers? I’ve pulled together 30 of the most effective, must-do content promotion tactics that you should be using when you publish new content.
1. Weekly Roundups
When sites are looking to build out their list of weekly roundups, they’re typically using tools like Buzzsumo or major aggregator sites like AllTop to find what’s popular at any given time. But that doesn’t mean they’re not open to solicitation.
If you’ve recently created a high value 10x piece of content, reach out to the relevant sites that often post roundups in the manner and ask for yours to be considered for inclusion.
Find the best ones by doing searches on social media using keywords related to your niche and “roundup.” Send a personalized outreach email (don’t copy and paste) that compliments their blog, roundups, and includes a link to your content with a clear ask to be considered for inclusion.
2. Update Old Content
There’s likely to be overlap in topics and relevancy when you’re producing content, and you can leverage that to help promote your newest content.
Check your analytics to keep tabs on your best performing content and the topics. When you’ve written a new piece you want to promote, find an older piece of content that relates. Find a way to tweak the content to work in a link to your new post.
Not only will this drive some traffic to the newest content, but you’re building on your internal link structure to establish relevancy. You’re also keeping that old content updated, which boosts its freshness score and keeps it from growing out of date.
3. SumoMe Shares
You could drown in the sea of apps and plugins designed to make it easy to share website content like blogs. I’ve tried dozens and found most to be clunky and even unusable on some platforms. The one that consistently performs, in my opinion, is SumoMe’s share app.
It’s completely free and I’ve always loved it’s free-floating position off to the side that seems to attract the user’s attention. [click to continue...]