When it comes to content marketing success, content creation and publication is only half the battle. Sure, when you attract enough followers and readers, the rest will take care of itself, but at that point you’ve already achieved some level of “success.”
Most of us need to rely on promotion and syndication to attract a bigger audience – even for those of us who already enjoy a large audience, it could always be larger. By now, you’ve heard the traditional advice. You know to publish your content on social media. You know to build relationships with influencers. You know to guest post and build links back to your content.
But what if you want to take your content promotion efforts to the next level?
I’ve come up with six innovative ideas to help you out:
1. Sign up for a speaking event.
Who says all your content marketing strategies have to be online? Going to an event in-person can be a good way to target new audiences who might otherwise never have encountered your digital presence. There are likely dozens of events in your city hungry for new speakers, and some of those events might even be paid opportunities.
Think about it – you’ll get to talk about whatever topic you deem appropriate, you’ll meet tons of new contacts, you’ll boost your reputation, and you’ll even get to market your new content to a new swath of your audience.
2. Create segmented landing pages.
Landing pages can be incredibly powerful, depending on what your goals are, and there are a few different ways you can use them.
For example, if you’ve produced “premium” content, such as eBooks or other intensive works, you could use landing pages to encourage signups (or conversions) in exchange for your piece.
Alternatively, you could use your content to promote landing pages that encourage different types of conversions, such as product purchases.
Either way, you can use your content to segment your audiences here, resulting in more focused streams of traffic to wherever you need that traffic to go. You could even use paid advertising to funnel more traffic here, increasing the visibility of your content further. Unbounce is my favorite tool for creating and optimizing landing pages.
3. Submit a press release.
Not all new pieces of content are worthy of their own press releases, but if you’re doing something truly significant, a PR opportunity could be highly impactful. Generally, there are two scenarios where a press release is appropriate for content promotion.
- In the first, you’ve created a truly landmark piece – we’re talking eBook length at a minimum here.
- In the second, you’ve created some new content platform, and ideally one that encourages more user interaction.
For example, you could announce your release of a new user-based content forum, or announce the overhaul of your Resources section (if it’s robust enough to promote). PRWeb is a good bet for press release distribution.
4. Work with your cited sources.
This is a form of influencer marketing, in a way, but it’s more intimate and gives you more avenues for potential development.
If your piece is well-researched, it probably cites a number of external authorities. Already, these cited sources are benefitting from their inclusion, so why not reach out to them and see if they’re willing to return the favor in some way (while also increasing the visibility of the content)?
Send them an email, LinkedIn message or even a tweet to let them know you cited them (and thank them for the opportunity). In most cases, they’ll naturally want to help you promote the content.
5. Pull and syndicate social snippets.
This is especially valuable if you’re working with a longer piece. Instead of trying to market the entire piece, break it up into smaller, more shareable “snippets” of information.
For example, you could pull out a specific statistic, or a quote from your book, and use that as the focal point of your syndication efforts. This is valuable for a few reasons.
- First, you’ll be able to pull out and market the best, “catchiest” morsels of your work.
- Second, you’ll encourage more social sharing (since it’s inherently non-promotional).
- Finally, you’ll be able to work this into a number of other platforms and channels, innocuously, but always leading back to your original work.
6. Transform your content medium.
Finally, don’t be afraid to transform the medium of your work. This can work to improve your promotion efforts in two main ways; first, you’ll drive more traffic to the original, and second, you’ll essentially duplicate your content for a different segment of your target audience, resulting in more total traffic and engagement. How you pull this off is up to you – you actually have a lot of options here.
For example, you could take your written tutorial and reimagine it as an interactive video. Or, you could take your infographic series and stitch them together into a single PDF or SlideShare presentation. Flex your creative muscles here, and put your content to even more use.
These content promotion ideas are a bit off the beaten path, and it’s worth mentioning that the “traditional” best practices are traditional for a reason – they work really well.
I outlined them in The Ultimate Tactical Checklist For Promoting Your Next Blog Post. You should be using them to promote every new piece you produce. These innovative methods should be reserved as an extra boost for your most exciting or most valuable content. They take a little more effort and investment than you’re used to, but it’s worth it if you need the extra push.
Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.