10 Content Promotion Strategies That Work in 2024

Even when you create one of the best piece of content material attainable, it gained’t carry out nicely if no one finds it. 

Relying completely on natural visibility from serps isn’t an ideal method, as just one web site will earn the highest spot within the search outcomes. 

Equally, counting on social media platforms for natural visibility isn’t an ideal method, as they normally solely present your content material to a fraction of your followers.  

Which means you want an alternate methodology to get your content material in entrance of your viewers. 

The issue is that almost all content material promotion methods are both:

• Minimally efficient: For instance, sharing a weblog put up hyperlink on a number of social media channels isn’t a really efficient technique to earn extra natural site visitors.
• Too concerned: For instance, a development report that surveys 1,000 bloggers will most likely obtain lots of shares and engagement, nevertheless it’s unrealistic to count on you to do that every month.  

On this put up, we’ll introduce you to some content material promotion methods which are efficient and sustainable so as to assist every new piece of content material you publish earn extra attain and engagement.

Be aware: These methods are solely efficient when you create beneficial content material price sharing. The following tips will assist your content material get preliminary guests, however you’ll solely earn extra shares, engagement, and backlinks if folks suppose it’s price sharing with their pals. So, make sure you’re creating engaging content earlier than selling it.

1. E-mail Your Checklist

Most audiences don’t verify blogs commonly. 

So although you publish a brand new put up in your weblog, your viewers most likely gained’t see it.

To make sure your viewers sees your new content material, electronic mail it to them every week. 

The e-mail e-newsletter is our most important content material promotion technique at Copyblogger. Every week, we ship the latest weblog put up and numerous different items of content material that Copyblogger proprietor, Tim Stoddart, has created. 

Whereas I don’t have any actual statistics, I’ve seen that the posts we promote to the e-mail checklist usually rank sooner in serps than these we don’t promote. That is most likely as a result of serps can see that the content material is incomes optimistic consumer engagement indicators, so selling content material to your electronic mail checklist is a simple approach to increase your search engine marketing.

To start out constructing an electronic mail checklist, create free lead magnets that folks can obtain in change for an electronic mail handle. 

For instance, that is the lead magnet that we use right here at Copyblogger:

Once more, solely promote top quality content material to your checklist. If folks don’t just like the content material you’re sending, they’ll simply unsubscribe.  

2. Repurpose Your Content material

Should you create one piece of long-form content material, like a weblog put up or video, you’ll be able to extract snippets from it to put up on social media and different platforms.

For instance, in case you are already creating video content material, you’ll be able to repurpose the audio right into a podcast, rent a author to rewrite the content material as a weblog put up, and take clips from it to publish on YouTube shorts, Instagram, or TikTok.

Eric Siu is great at content material repurposing. Right here’s an instance of how he took a single brief video and repurposed it into 4 totally different items of content material:

The primary advantage of content material repurposing is that you could take a single wonderful content idea from a real skilled after which use automation or cheaper expertise to assist it earn extra attain throughout totally different channels. This fashion, you’ll be able to publish the next quantity of content material at minimal extra value, but the standard will stay expert-level. 

One mistake I usually see is folks merely resharing the unique piece of content material (like a long-form video or weblog put up) on social media.

This doesn’t work nicely for just a few causes:

1. Social algorithms have a tendency to present much less visibility to content material with hyperlinks as a result of they wish to maintain customers on their platforms.
2. Customers can’t actually work together with content material hyperlinks.

Right here’s an instance of a put up that isn’t very nicely optimized for the social platform:

In distinction, right here’s an ideal instance of a repurposed piece of content material nicely optimized for LinkedIn. The post features a graphic and content material repurposed from a guide the creator wrote and generated nicely over 100 feedback:

So remember to optimize the content material for the advertising channel you’re publishing it on fairly than simply sharing it throughout totally different platforms. 

For instance, when you’re repurposing a weblog put up right into a social media put up, think about making an infographic so as to add to the social media put up.

If you’d like extra assist repurposing your content material, use a instrument like Repurpose.io or a service like Repurpose House.

Should you’re doing the entire content material repurposing your self and may’t afford to repurpose each piece of content material, prioritize repurposing solely your high performing posts.

3. Run Paid Advertisements

Paid promotion is a good content material distribution technique when you’re making an attempt to get extra site visitors and engagement to a backside of the funnel, high-converting piece of content material, like a case examine or buyer testimonial.

Most individuals don’t organically share sales-driven content material, so paying to get this content material in entrance of the precise viewers is commonly one of the best promotion technique. 

For instance, this digital marketing agency promotes a lot of its white papers and extra backside of the funnel content material with paid adverts on LinkedIn.

X and LinkedIn are wonderful for B2B content material promotion, and Fb and Instagram are nice for B2C content material promotion.

Listed here are particular guides for establishing and operating content material promotion adverts on every of those platforms:

One other main advantage of paid social promotion is that you could specify the viewers you wish to present the content material to with focusing on filters. 

It’s also possible to run Google adverts for particular weblog posts. Some SEOs have famous that posts with paid promoting tend to perform better in the organic search outcomes. That is seemingly as a result of optimistic engagement in your content material from paid site visitors exhibits serps that your content material is effective. 

It’s additionally pretty straightforward to arrange adverts. It could appear overwhelming at first, however most platforms are comparatively straightforward after you get the dangle of it. 
Nonetheless, there’s lots of nuance to paid media, so the effectiveness of your adverts will range relying in your talent as a paid media specialist. It additionally requires capital, so it is a higher technique for content material that’s confirmed to drive conversions.

4. Use Worker Advocacy

Folks like to attach with different folks on social media. So as an alternative of simply posting content material on the corporate web page, ask your staff to share it with their viewers.

Executives are significantly useful for content material promotion as they have an inclination to have the most important social media audiences. 

Ideally, ask executives and staff to create their very own considerate put up in regards to the content material thought fairly than simply resharing it. Or, you’ll be able to even ghostwrite a put up in regards to the content material for them to share on social media.

Right here’s a great example of how Beehiiv leverage’s its CEO’s social media presence to advertise information and options. Fairly than simply sharing a hyperlink to the video on LinkedIn, the CEO took a while to jot down a LinkedIn-optimized put up about it, together with a little bit of his personal private expertise, and natively uploaded the video:  

It’s also possible to ask staff to love and touch upon posts revealed by the model to assist increase these posts’ visibility.

A professional tip to extend worker engagement is to offer particular engagement requests. Many staff don’t know what to share or say, so giving them matter concepts or particular posts to have interaction with may also help improve engagement.

If in case you have a big workforce of staff, you need to use a instrument like GaggleAMP to ship particular engagement requests to particular staff.

5. Visitor Publish Strategically

Visitor running a blog is a standard content material promotion tactic, nevertheless it’s normally ineffective as a result of most individuals solely write visitor posts to earn hyperlinks.

In consequence, the visitor posts are normally poorly written and lack authentic concepts.

So it’s no shock that the hyperlinks contained in the visitor put up to your content material hardly ever get any clicks. 

As a substitute, visitor put up on essentially the most esteemed trade publications and solely submit a put up when you’ve gotten one thing genuinely insightful to say. Then, hyperlink again to solely related content material.

For instance, this creator created an information examine and revealed the outcomes as a visitor put up on an authoritative web site:

Then, she additional promoted it by writing extra visitor posts on main advertising web sites like CoSchedule and Ahrefs.

So you probably have significantly attention-grabbing insights on a selected thought, first create a weblog put up by yourself weblog about it.

Then, attain out to different high publications in your trade to do visitor posts on that one matter. 

You’ll then turn into identified for that concept and your weblog put up on the subject may even earn some beneficial hyperlinks, aiding its promotion. 

The disadvantage of this technique is that it isn’t very scalable. It requires lots of effort to provide you with a very distinctive and insightful thought, and also you’ll additionally need to have a very good pitch to land placements in high trade publications. 

Nonetheless, it’s a extremely efficient technique to construct hyperlinks and earn lots of promotion.

6. Collaborate With Influencers/Parallel Manufacturers

Collaborating with influencers and different parallel manufacturers is a good way to get your content material in entrance of a brand new viewers, and skilled insights can elevate the standard of your content material. 

There are just a few totally different normal content material collaboration methods:

1. Webinars
2. Podcast/video interviews
3. Weblog put up interviews (interview them dwell however publish it as a weblog put up)

Getting an influencer to conform to a content material collaboration is comparatively straightforward. Normally, a private message on LinkedIn or one other social media platform is adequate. 

The secret is to have a customized message and ask them to discuss a subject they’re an skilled on.

For instance, if I wished to interview marketer Adrienne Barnes, I might point out that I’ve an viewers of entrepreneurs and wish to focus on the significance of viewers analysis. As you’ll be able to inform from her LinkedIn profile, viewers analysis is an space she focuses on:

I might additionally point out that I’d like to have her focus on her course of for conducting buyer analysis calls, as I can inform from her content material that that is one thing that might be helpful for her to speak about:

Permitting her to indicate off her providers and expertise to my neighborhood will incentivize her to conform to the content material collaboration.

Should you’re uncertain which influencers to contact, you need to use an viewers analysis instrument like SparkToro. Sort within the key phrase your viewers talks about:

Then, you’ll be able to scroll right down to see a listing of the preferred social accounts they comply with:

A few of these folks may be too massive and will not reply. So an alternative choice is to have a look at different folks with audiences much like yours. Then, attain out to the influencers they usually collaborate with. 

Or, when you’d fairly simply pay for an influencer to get on a name, you need to use a instrument like Intro to guide a name with high influencers:

As you’re evaluating influencers, prioritize these with a related, loyal viewers over these with massive followings.

When you’ve discovered an influencer who has agreed to collaborate with you, the following step is to make sure the content material is top quality.   

In the end, the questions you ask influencers decide the standard of the content material.

To get higher responses from influencers, ship the influencer a listing of the matters you wish to focus on beforehand and ask them to carry some anecdotal examples of their expertise with every matter. This may make your content material far more attention-grabbing, and it is going to be really distinctive.

As well as, notify the influencers when the content material is dwell. You possibly can ask them to both share it on social media or with their electronic mail checklist to get extra consideration.

Most influencers are blissful to share it with their followers as they’ve additionally invested time into creating that content material.

Even when you aren’t doing a video or podcast interview, you’ll be able to nonetheless collaborate with influencers by gathering quotes for written content material.

For instance, you’ll be able to join a free service like HelpaB2BWriter.com to submit a quote request. 

7. Create Authentic Knowledge 

Authentic information tends to naturally generate natural shares. Despite the fact that publishing authentic information technically isn’t a content material promotion tactic, you’ll discover that such a content material naturally earns extra natural site visitors and social shares. 

Nonetheless, some information research get considerably extra model consciousness and engagement than others. 

The important thing to excellent information is that it gives a data-driven reply to a burning query that may give them the insights they should obtain higher outcomes from their technique.

For instance, many SEOs wonder if inside linking from authoritative pages is actually an efficient methodology to extend rankings within the SERPs. 

So nice authentic information could be a stat like “90% of the weblog posts in positions 30 or decrease within the SERPs elevated by not less than 20 positions after internally linking to them from one other web page with a web page authority rating of not less than 30.”   

That is wonderful as a result of it solutions the hotly debated query of how efficient inside hyperlinks are at growing rankings. It additionally offers folks an actionable takeaway as they know they need to internally hyperlink from extremely authoritative pages.

In distinction, right here’s a chunk of authentic information that isn’t as useful:

“50% of entrepreneurs plan to extend their advertising budgets in 2024.”

This isn’t very useful as a result of most individuals already assume that almost all firms are growing their content material advertising budgets. It additionally doesn’t offer you actionable data on making your content material advertising technique more practical.

To create nice authentic information, take a listing of your whole prospects’ mostly requested questions after which work out a approach to reply them with information. 

This may be so simple as operating just a few experiments after which writing a case examine about it. This case examine on updating content material is a wonderful instance of analyzing your personal information to reply burning questions. 

On this case, they analyzed 50 weblog posts three months after being up to date after which used the information to reply burning questions like “What are the probabilities I’ll lose site visitors if I replace my weblog put up?”  

Most SaaS firms even have entry to uncooked information that they’ll analyze to reply key questions. 

Should you don’t have entry to uncooked information, accomplice with an organization that does have information or not less than has an viewers you’ll be able to survey.

Andy Crestodina is a good instance of a marketer who makes use of this technique steadily. For instance, he partnered with Question Pro to finish this information examine. 

There are additionally loads of inventive strategies to gather information totally free. For instance, Andy Crestodina famously employed a VA to search for a listing of common web sites within the Wayback Machine to see once they had been final redesigned. 

Then, he used that information to create a statistic to reply the query, “What’s the common lifespan of a web site design?” (The VA discovered that it was about 2.5 years.)

Professional Tip: In case your web site has low authority and your social accounts have few followers, publish the information as a visitor put up on a outstanding trade publication. Or collaborate with an trade influencer to kickstart engagement. As I discussed earlier, creating authentic information technically isn’t a promotion tactic. Whereas authentic information tends to organically earn extra shares and engagement, giving it a kickstart by collaborating with influencers will definitely give it a lift.

I’ve found two issues:

1. Folks love free content material promotion.
2. Folks are inclined to reciprocate favors.

Should you promote another person’s content material to your viewers, there’s a superb probability they’ll promote your content material to their viewers.

So, attain out to among the high content material creators in your trade and ask if they’ve any content material they’d like promoted to your electronic mail checklist. 

You possibly can search for creators with:

• Giant social followings
• Giant electronic mail lists (Beehiiv newsletters, Substacks, and so forth.)
• Web sites with lots of natural site visitors (in addition they are inclined to have massive electronic mail lists)

Ideally, attain out to folks with a historical past of sharing content material from different creators. For instance, you’ll be able to see that this electronic mail e-newsletter tends to actively promote content material from different creators, so it might be an ideal candidate to achieve out to: 

Should you’re nonetheless struggling to seek out creators, use a instrument like BuzzSumo or SparkToro to seek out social media accounts, web sites, and different publications your viewers follows:

Ideally, attain out to manufacturers with a similar-sized viewers to yours. In any other case, the worth change in a cross promotion gained’t be equal. 

It’s also possible to attain out to parallel manufacturers. For instance, you probably have a webinar platform, attain out to touchdown web page builders, electronic mail advertising firms, and different parallel firms with comparable audiences. 

Then, ship a message like this:

Hello (title),

I favored your newest put up about (X). I believe that (one perception that you just received from it). 

I even have a (trade) viewers and am in search of some content material to ship in our month-to-month roundup e-newsletter. 

I’d like to share a chunk of content material from you. Is there something specifically that you just’d like me to advertise to my viewers? If in case you have no desire, I’ll simply embody this one, as I believe it’s related to our viewers. 

Thanks!

John

This message works as a result of you aren’t asking them for something. You’re solely offering worth.

That is a simple approach to construct real relationships with trade influencers and parallel manufacturers.

After you promote their content material to your checklist, some creators organically provide to advertise your content material to their audiences. 

If not, I’d promote their content material not less than twice earlier than asking them in the event that they’d like to advertise a few of your greatest content material. 

Once more, rigorously vet who you promote to make sure they do steadily share content material from different creators. In any other case, it gained’t be an equally beneficial commerce for you.

Nonetheless, most individuals are blissful to share your content material when you’ve already offered substantial worth by sharing their content material.
Be aware: This technique solely works if you have already got a considerable viewers. If not, begin constructing an viewers. You are able to do that by visitor posting and doing information collaborations with different influencers. 

9. Redirect Previous Weblog Posts And Internally Hyperlink

Redirecting outdated weblog posts with little site visitors however a handful of hyperlinks may also help your content material earn extra authority and enhance the general well being of your web site. 

Equally, internally linking from different excessive authority pages in your web site to your new content material may also help improve visibility and rankings within the search outcomes. 

So whereas neither of those are technically promotion techniques, they’re each wonderful content material technique greatest practices that may assist your new content material simply earn extra natural site visitors.   

To determine which weblog posts to redirect to your new piece of content material, Google:

inurl:yourwebsite.com “goal key phrase”

Then, see what outdated content material exhibits up. I prefer to activate the Ahrefs Chrome extension to see site visitors and backlink statistics. I redirect the pages that obtain little site visitors and are related to the key phrase I’m focusing on with the brand new piece of content material.

For instance, we’ve lots of content material right here at Copyblogger that could possibly be redirected. Right here’s an instance of lots of content material focusing on the key phrase “search engine marketing copywriting.” So I plan to redirect all of those posts to a single put up we simply republished on the subject. 

Redirecting these posts to a single put up transfers the hyperlink juice and the little site visitors that these posts need to the brand new put up. In consequence, that new put up will get some hyperlinks as quickly because it’s revealed, which is able to give it a greater probability within the SERPs. 

This tactic is nice for bigger web sites that have already got lots of outdated content material as decreasing the variety of posts that obtain little site visitors improves the general well being of the web site. 

The opposite tactic we use is inside linking. 

Particularly, we’ve just a few cornerstone content pieces on broad matters. Then, we hyperlink out to different extra particular pages. These different extra particular pages additionally hyperlink to at least one one other. 

Right here’s a visible instance of our inside linking technique. On this case, you’ll be able to see that the social media final information hyperlinks to different area of interest matters inside social media. Then, these area of interest social media posts additionally internally hyperlink to at least one one other.

This inside linking technique is efficient as a result of it helps serps discover your new content material and perceive what it’s about. 

Whereas that is the principle inside linking technique we use, you can too hyperlink from different related, excessive authority pages (pages with lots of hyperlinks) in your web site to assist it earn much more traction.

To search out excessive authority pages in your web site, you need to use a instrument like Ahrefs or SEMrush and click on on the “greatest by hyperlinks” report. 

Then, you’ll be able to look by means of these pages and work out a approach to naturally internally hyperlink from these pages to your new piece of content material.

10. Revisit and Repromote Previous Content material

Lastly, proceed selling your older content material. 

That is significantly essential you probably have evergreen content material. Should you discover that it begins to slide within the rankings, however you suppose that it’s nonetheless related, simply use one of many promotion techniques on this put up to spice up it.

Usually, you don’t must spend extra money to refresh it. As a substitute, a brand new inflow of site visitors from promotion efforts is sufficient to spike consumer engagement indicators and assist it rank higher once more.

So control your content material that’s slipping essentially the most within the rankings after which use one in all these techniques to advertise. 

How To Begin Selling Your Content material As we speak

The entire suggestions on this put up are the blueprint it’s good to promote your content material and see the next ROI out of your content marketing efforts. Nonetheless, if you’d like extra assist and , think about becoming a member of the Copyblogger Academy. 

You possibly can ask extra particular questions, get one-on-one suggestions from the workforce behind Copyblogger, community with different content material creators, and entry a number of content material advertising programs. 

Or, when you’d fairly simply have the workforce behind Copyblogger promote your content material for you, attain out to the Digital Commerce Partners. They will work with you to develop a full content material advertising technique, from content material creation and ideation to promotion and distribution.