Generating compelling content that someone will actually want to read is clearly a critical component of successful content marketing – but great content is only half of what it’ll take. Without effective promotion to draw readers to your blog, that carefully crafted content won’t reach its audience (or at least the audience potential it deserves). Smart promotion is critical to delivering traffic from new and existing audiences. Doing it right will earn you social shares and backlinks to the content on your site, and produce meaningful results in the form of opt-ins to your mailing lists or newsletters – and, of course, sales (if that’s your thing).
Here are eight tactics to consider as part of your blog promotion strategy:
1) Make use of top keywords.
Search engines are a major, major avenue by which readers seek out and arrive at new content they want to consume. Because of this, it’s important to align your content with the terms and phrases that your potential audience is actually using in their searches. To do so, use SEO tools to perform research that’ll help identify the top keywords related to your content (that readers are looking for). Then, optimize your content and create future content with those keywords as the targets.
2) Apply SEO best practices to your content pages.
Reaching readers via search engines means not just optimizing your content, but also your site (as a whole) and all individual pages delivering content. Simply put, the higher your site and your pages rank with the search engines, the more likely readers are to find your content – and that can’t read what they don’t know exists. To achieve favorable rankings here, each content page on your site should be designed to target a single primary keyword, and should follow SEO best practices with a focus on that search term.
3) Use search engine marketing to promote your content.
Once you’ve done all you can to maximize the organic SEO for your blog content, you might also want to jumpstart your results by engaging in pay-per-click (PPC) campaigns in order to place your content at (or near) the top of search results. These tactics can be especially valuable for newer sites first establishing an audience – sites which have not yet had time to climb those search rankings organically. Note, though, that you’ll still want to be smart about using tools to research the keywords and phrases that would-be readers are actually using in searches.
4) Execute diligent promotion campaigns via social.
Aside from search engine results, social channels can be a critical means of discovery for those seeking out content. But successfully promoting your blog content via social media requires strategy – not simply posting a blog link and hoping for the best. Each piece of blog content should be supported by social media posts across different platforms, especially those social media platforms most heavily used by the target audience for that content. Posts should include graphics tailored to each platform’s specifications, and should tag any individuals or brands associated with the content to encourage them to share the content as well. New content should be promoted extensively, and older content that performs exceptionally well should be reintroduced periodically to continue activating its value (no sense leaving it on the shelf if it’ll still draw a readership). Your webpage designs should also support social shares by including prominent share buttons and calls-to-action.
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5) Make use of paid social media advertising.
Similar to a strategy of using both SEO and SEM to ensure content has every opportunity to reach a wider audience across search engines, using both organic and paid promotional tactics across social channels can maximize the reach of your blog content. To make paid social media advertising most efficient and beneficial, carefully utilize targeting filters to make sure your ad budget is spent efficiently on reaching only the targeted audience for each piece of content. It can be relatively easy to waste budget on paid promotion if targeting parameters aren’t carefully thought through (usually because you’re promoting to too broad of an audience for what your content offers).
6) Enlist digital influencers.
Influencers – personalities with large followings on social, blogs and other channels – command large audiences that you can tap into with the right approach. Invite targeted influencers to guest post on your blog, and share that content with both their audience and your own to mutual benefit. Return the favor by offering to provide content and promotion for their channels.
7) Guest post on other blogs.
Providing content for other influential blogs enables you to access their audiences and build your reputation among a new readership. Be sure to target blogs with similar audiences, and to include a backlink to your own site along with the post.
By using these promotional tactics – without forgetting that content needs to be compelling – you’ll be able to cast a wider audience net and grow traffic, recognition, and sales.
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