You’ll often hear this advice-
“if content is king, then promotion is queen.”
and by the blessings of the internet, you already know 101 techniques to promote your content.
So, you tried to give it a shot ..and failed.
May be you have generated a handful of shares, 1 or 2 comments ..and then you feel dejected.
Eventually, you give up.
Content promotion sucks !
Tell me , if this sounds familiar to you.
You have spent countless hours developing a content and you’re fully confident that it’s going to rock , but it didn’t.
So why in the earth your amazing content (as you think so) failed even if you tried your best?
Why have no one cared to come to your blog and read what you had to say?
Assuming you have written a high-quality content, the problem actually lies in understanding some nitty-gritty concepts of content promotion.
If you want to succeed with content marketing, you must have to have a deep understanding of each of these parts, or else you’ll fail.
This article is all about changing your perception towards different content promotion techniques:
Email your content to Influencers:
The idea is to send your content to influencers. You can reach out to them either email or twitter. Once the influencer read and share your content with their audience, then many of their visitors will come to your site, read your content and may join your list.
Problem: Influencers are extremely busy and they are bombarded with articles from other people like you. Think about Pat Flynn, Neil Patel, Rand Fishkin etc. They receive over 400 emails per day and not to mention, many of them are pitches like yours and mine – “share my content please”What’s the probability of getting a reply out of those 400 emails ?
Solution: Instead of pitching your own article, talk about theirs first. Send a compliment email about one of their latest articles. Write it from your heart. Don’t try to frame stories. Follow their tweets and try to find opportunities to interact. The goal is to get under their radar.It may sound too difficult to do and you’re right. This is a long term game. If you can’t play it, someone else will. Doing these small things REGULARLY will help you to stand out from the crowd and build a relationship.
Then and only then you can ask for a share, link or tweet.
Pro tip: Don’t target too many influencers at a time. Just make a list of 10-20 most influential people in your industry and follow these steps with them.
2. Building links from Forums
Forums can be an excellent source of traffic and link. There are forums in almost every industry. So, if you can place a link in any of the relevant discussion threads, you will get traffic to your website.
Problem: What most people do in forums is – start putting threads right of the bat with their contents and links. This is nothing but pure spamming and you’ll be banned from forums straight away. So, if you are trying to obtain links from forums, then this is a big NO NO. Does that mean you can’t achieve links from forums?Yes, you can.
Solution: Become active in forums. Spare 30 minutes of your day to contribute in forums or hire a VA to do it for you. Don’t think about links for at least 1 month. Try to add value in every post. Rather than simply taking part in discussions, sometimes drop your knowledge bombs.
This will position you as an expert in your industry. I recommend making at least 50 posts before you think about adding links.
Once you establish an authority, now you can add a link in signature or may be within the thread. You need to be very careful about the link placement.
Under no circumstances, it must not look like promotional. Just add links to your relevant posts or pages as if it’s a natural progression of the article.
3. Broken link building
The idea is to find 404 links in other sites (similar to your niche) and ask them to replace that link with yours. You can reach out to the webmasters via email, contact form or social media. While this may sound like a cool strategy, but there are some challenges to succeed with this strategy.
I wouldn’t call these a problem, but your success with this strategy is largely dependent on overcoming these challenges.
Challenges:The success rate is still very low. Typically 2-5% . So you should put more effort in increasing the success rate.
- Appropriate preparation: Before reaching out, you need to make sure you have a great alternative of their existing dead link. In other words, your content must be relevant and better than the previous one. If you are reaching out with a mediocre content, then it’s most likely to be neglected by the webmaster, even if they have a broken link on their site.
- Low response rate: The typical success rate is around 2-5%. That means a large portion of the prospects won’t get back to you. I understand you can’t influence their response, but you need to make sure that there are enough prospects to reach out to. I’d say, gather at least 200+ targets first to do the reach out.
- Reaching out via multiple channels: Sometimes email reach out is not good enough. Try to find other channels where the target hangs out regularly. Become active in those channels and reach out there. You will have a better chance to get a response back.
4. Share multiple times in social media
You can create a snippet of your articles and share those in your Facebook page. This will then be visible to all your page fans and you’ll get more traffic to your site.
Problem:This method works particularly for those who has a large audience. But, what if you don’t have a large enough following ? Would you get the same result as others who have a relatively large audience?
Solution:It’s a long term game. Try running some paid ads first to drive engagement in your blog posts. Leave regular comments as a “page” in other relevant pages that have large following. This will draw more eyeball to your page and gain some organic like.
Once you get to a stage where you have 20-25k real fans/likes then you’ll see the momentum. The more content publish , the more like and share you’ll get. Obviously, the contents need to be attention grabbing.
5. Guest posting
Instead of publishing articles at your own site, you can write for other sites. As a result, you can get a link in the bio and some of their readers are likely to come to your website to see your other works. This is another very effective way of building your audience.
Problems:The main concerns with this strategy are – Time and money. Most high authority sites have strict rules for your article to be accepted. Therefore, you need to put a significant amount of effort to make sure it matches with the target site’s criteria. Moreover, these sites will take 2-4 weeks to review your content.
So, you can’t really post more than one or two posts per month. If you work in an agency environment, you should know how impatient most clients are and don’t want to recognize the efforts needed to make this work.
In most cases, you may not have enough experience in that particular niche. So, you’ll need to hire someone else to write it for you. You know how costly niche experts are. Often times you will have to pay more than $200-400 for a post.
And if for any reason, your guest post is rejected, you’ll waste both time and money. Yes, you can use it for other sites. But you may not get the same result as you would get earlier.
Solution:Obviously, you can’t control the acceptance or rejection. But you should have a strong gut feeling. Look at the existing articles of your target site and see if a prospective topic is already covered or not.
Do not the write the complete article upfront. Instead, send a couple of title suggestions and content outline first for their approval. This way you can protect your efforts from being wasted.
Regarding money, if you have enough budget, it’s wise to hire someone niche expert. Be sure to check their earlier works first. If you have a low budget, either write the contents yourself or teach someone from Upwork how to write contents exactly.
Show them your target sites content samples. You need to play the role of an editor and edit the writers content multiple times. Don’t send it to the target site until you are 100% satisfied.
6. Create Infographics and Share in Different sites
Infographics have become popular for the last couple of years and are a great way of attracting backlinks. If you can promote them in a right way , it can bring lots of links for you.
Problem:Simply, submission to some infographic directories will not work. They are good for backlink but not for traffic. Also, infographics are very costly for many of you. It can cost you anywhere from $300- $1500 depending on the quality of the infographic.
Solution:If you are on tight budget, you can do the research yourself or hire someone from Upwork. Spend more time on gathering data. Don’t just throw everything in the table, but make sure your data is meaningful and has some significance.
You can use sites like Piktochart or Venngage to design the infographic. It won’t be of great quality but you can work with it. But I always recommend hiring pros for infographic design (if you can afford).
So, these are some of the issues you should be aware of while working on content marketing projects.
What other problems have you faced? Did I miss anything? Share in the comment.