A siloed promotion strategy is rarely successful. Variety is key in any promotion that has even a shred of hope at taking off. You want to attract a wide array of visitors within a short period of time, so coordination is key. If you’ve ever put together a content promotion strategy then you know that the details count – and they count from the very beginning.
The first step is to start making a plan. Think of the different channels in which you can share your message. Social media, SEO, guest blogging and e-mail in my experience are four of the best ways to promote your content. Different channels may perform better for you such as paid camapaigns/PPC, mailers, tv, radio, etc… Cater your content promotion to the channels in which your inbound marketing performs best.
If you’ve done your job well on social media than it’ll be no problem to get eyeballs to whatever you’re trying to promote. Building a community requires brands to become experts, shed knowledge and provide answers. Every now and again it’s appropriate to have a self serving tweet or status message update. And some studies even show that asking for a RT or “Like” can increase the likelihood of it actually being done.
Optimize your promotional landing page or piece of content for search engines. This is one of the best things you can do to promote your content! Determine the terms that will yield the highest traffic with a bit of keyword research. During your brainstorming sessions when determining new promotions and content assets in the future think of these keywords to build a campaign around.
Long tail search terms certainly bode well for many industries so consider all keyword research tools to find the best variations. Searching Q&A sites and social sites, as well as polling your audience are great ways to get ideas.
Promote your content with a bit of guest blogging. Think about the type of guest post that would intrigue the audience but also allow you to slip in a little mention of your promotion. It will allow you to get your name in front of a new audience and help you build authority in your niche – if you do it right.
With a bit of research anyone can get their hands on the e-mails of awesome webmasters. Sure the research is hard, but once you get the hang of it you can be extremely successful. I always thank my lucky stars that I have had the chance in my past to be a link builder. I learned so many tricks and research skills to find awesome sites appropriate to literally any niche. Once you find the site and you if you can give a good enough, personalized enough, enticing enough pitch then you might just convince a blogger or webmaster to write about and link to your content.
These are just a few tips to help you along the way, as I stated before – it’s important to see which channel works best for you. Track your inbound marketing efforts with an analytics program and monitor data throughout any campaign.