How to Promote Your Content to Reach More Prospects

Many businesses and content creators struggle to come to terms with the fact that content quality in itself is not enough. A “craft it and they will come” mentality does not cut it since the internet is an immensely crowded place. One has to cut through the noise and the only way to do that is to come up with a smart promotion plan. Otherwise, you would be spending precious resources on posts that do not generate any value in terms of prospects and sales. The good news is that it is possible to spread brand awareness and extend your reach without breaking the bank. Here is how to pull it off.

A sound game plan

To reap benefits, one has to put in consistent effort over a longer period of time. Random promotion activities every now and then are not the way to go. Instead, come up with a comprehensive content promotion plan. One of the main objectives should be to garner loyalty and trust, which lays the foundation for building a following. Remember that these are long-term goals, not immediate gains. To reach them, conduct thorough research and develop a deeper understanding of your target audience. Find out how and why it interacts with brands and their content via major online hubs.

Once you figure out to whom to promote your content, you have to decide where to do it. Amidst all the channel saturation, social media is the real king.  To gain its royal favor, you have a lot of ground to cover, but feel free to start small. Promote a new piece of content via social media and carefully measure the effects. It will probably not be great because algorithms are designed to bring you diminishing returns after the initial impact. Most social media posts usually last around eight hours and then they get buried under a mountain of other content.

Social platforms

So, the top of the funnel must be filled constantly or at least more frequently. If you want to save time, repurpose old content and simply post and promote it again. To make it appear fresh, add new quotes, images, questions, and facts. Note here that visual content is a mainstay of successful content marketing strategies. Thus, steer away from the tired old “roundup” posts and generic blocks of text. It takes more to hit it big. And the more you share the same post, the more prospects you drive your way.

Furthermore, assemble a social sharing schedule to make the timing work to your maximum advantage. Learn how to create early buzz and excitement around your posts as well as the brand in general. You cannot go wrong with holding social media contests. Take this chance to tap into the amazing value that is user-generated content. Invite people to submit their pictures, videos, and articles. Winners can receive a gift such as a prepaid visa card, USB, vouchers, early access to products, or some other type of promotional item.

Influencer marketing and other options

Network diffusion is one key aspect many people overlook. Do not make that mistake: influencer marketing is one of the most powerful promotional tactics. To get started, locate important influencers and trusted experts in your niche field. They can help you gain exposure, even if you do not have any brand recognition yet— one share from them tends to produce a cascade of subsequent shares. Of course, to make it happen, you must foster relationships with important figures. This is a fine art that takes time to master.

Finally, once influencer marketing is in place, you can explore other forms of promotion, such as guest blogging, outreach/PR, paid search, display ads, email marketing, and syndication. Their synergy could produce incredible results. Namely, at one point, the effects have to kick in. You have an army of brand ambassadors in your camp. They will actively share your content and work wonders for your content promotion strategy. Until then, of course, you have to do the heavy lifting alone.

Smart prospecting

Never neglect the second part of the content marketing equation, one which allows you to get your work in front of people and spread the word. You cannot expect all the spoils and accolades to roll in on their own. For better or worse, pressing “publish” and then calling it a day is a thing of the past. So, forge a solid content promotion strategy, identify your audience, and make yourself visible in the avenues it uses. Your efforts are likely to pay dividends in the form of driving more traffic, prospects, and leads. Start building and growing an engaged audience now. Reach that critical mass and go viral. The sky is the limit from there.

Author Bio:

Lauren Wiseman is an entrepreneur, currently based in Melbourne and a regular contributor to bizzmarkblog.com. She assists clients in growing their personal and professional brands in a fast-changing and demanding market environment. Covering finance and investment topics, Lauren strongly believes in holistic approach to business.

 

How are you promoting your content?