You probably know the saying, “Money makes the world go round.” Sure, that’s probably true, but other things now rank high on the list of things that drive business. Top among them is content.
Everywhere you look, there is content. And everybody is constantly chatting it up about some clip, pic, or article they saw online. So, it’s pretty spot on to say that content also makes the world go round today.
However, the success of your business relies not just on creating good content but also on making sure people see it.
Want views, likes, shares? Then your brand needs to find the balance between content creation and content promotion.
Using efficient content promotion strategies is key to connecting with and creating a customer base. Your content is your personality. And it tells the world everything they need to know about your business.
But, how do you promote media content well? How do you make sure it’s your name people see on their screens?
Well, we’re here to help. In this article, we cover how to effectively promote content with eight quick content promotion tips you can use without wearing yourself out. With our time-saving tactics, you can get your brand out into the world easily and see excellent ROI.
But first, let’s quickly take a look at what a content promotion strategy is.
What Is a Content Promotion Strategy?
A content promotion strategy is your plan for how you will get your content seen by as many people in your target audience as possible. It is all about your audience – who you want to reach and how you can get to them.
Your content promotion strategy can boost your content’s reach, engagement, visibility, and other metrics. But it’s not just about the numbers and analytics. You can use promo to kick some of your business goals into gear.
Trying to generate leads and increase sales? Or maybe you want more eyes on your website and want your brand name on more people’s lips? Working on your promotion strategy can help you do this and more for your business.
How do you effectively promote content?
So how do you decide on the best strategy for your business? Which phase of content promotion should be done first?
Well, you can’t jump right into picking random strategies just because they sound good. That could just waste your time and resources and leave you feeling worn out.
Don’t just go with something because it seems to work for other people. Rather, take a moment, sit back, and look inward… We know it sounds a little silly but we promise it will do wonders for you.
Ask yourself:
- What do you want to achieve with the promotions in the digital space (ie: metrics and analytics)?
- What business goals do you want to achieve (ie: increasing sales)?
- Who do you hope to connect to with our content (ie: your target audience)?
- How much of our resources can we use for promotion?
Once you understand them, your goals can help you decide on or more of these content promotion strategy types:
- Advertising: including traditional advertising methods as well as paid ads on social media and other digital platforms.
- Personal sales: direct, personalized, one-to-one engagements between your audience and a company representative.
- Sales promo: targeted campaigns for product ranges and/or services over a specific period.
- Public relations: formal company communications from your organization to its community, networks, and public audience.
Mix and match these strategy types for efficient content promotion. Remember what you want, how much you can give, who you want to get in touch with, and the approaches you can pick from. Now, you’re ready to take the next step… It’s time to play and get creative with your strategy.
8 Quick & Effective Content Promotion Strategies to Get Your Content Seen
Here are some of our top content promotion strategies and tips to help you get your content in front of more people:
1. Make sharing easy
Making your content easy to share is one of the easiest and fastest ways to get it out there. Think short video clips, quote graphics, memes, etc. – the kind of stuff you can drop in your friend’s DM or pop onto TikTok.
Links are also your content promo BFF.
Add clickable links and buttons to your content using design platforms like Canva. Keep your Link.tree on lock and use it to link to your website, social media, and other digital platforms. Include links in your comments, captions, and other written texts. Use link-shortening software like Bit.ly so your content links are easy to copy and share. Everybody hates trying to copy and share a super-long, essay-length URL!
The easier you make it for people to share your content, the more they will.
2. Share on your social accounts
For people to share your content, they need to see it, right? So, where should you share it? EVERYWHERE, of course!
Don’t be afraid to cross-promote your stuff. It improves its visibility. You can post the same thing to many online spaces and make it fit the site. We’re sure you’ve seen brands post the same short clip on Instagram and X (Twitter), switching up the caption or something here and there.
Blogs are also a content-sharing goldmine. Share snippets of it, quotes, images from it, the blog link, and more. If there’s one thing you can milk and creatively farm for cross-posting, it’s a blog.
3. Use a scheduling tool to time your promotion
Thinking creatively about how to recycle and cross-promote content will save you time in content creation as well as in promotion. Lean into content promotion automation by using scheduling platforms so you can pre-schedule your posting.
You can plan times effectively, picking the best times for posting when posts can perform at their best. By scheduling posts at once, you can also save time instead of spreading yourself thin trying to manage sharing daily.
4. Leverage video
Video is a powerful and important promotional strategy. And 96% of marketers agree with this. According to Forbes, videos get more views and engagement than any other social media format. “Social video generates 1200% more shares than text and image content combined. And viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.”
You can use this benefit of video to promote your content. For example, you can share snippets from an article as quotes in a video or get an expert to speak on the content from the article. You can then drive people to the complete content using a link so they can go and find out more.
5. Paid promotion
Paid ads are one of the most common and effective ways to promote your content. While targeted advertising campaigns cost money, they can get excellent results and good ROI when done right.
A targeted ad campaign gets your content in front of the right people. Instead of waiting for your target audience to come across your content organically, you reach them first. This means greater reach and more interested eyes on your content, resulting in more clicks and conversions.
6. Use Converge
Another great way to promote your content is to post it on a content promotion platform – like Converge. Investing in a content promotion platform helps you to reach others within your industry quickly and easily. Not to mention, there’s little effort on your part so that you can see results without wasting hours of your time.
Instead, all you need to do is publish your content and select the categories it belongs under so that you can reach the right target audience. Converge uses this information to then promote your content to the right people.
You can just sit back and relax while your content is promoted every day, boosting your reach, brand awareness, engagement, and the ROI of your content creation.
7. Send out newsletters/emails
Next, if you have an existing email list, email marketing can be an effective option for content promotion. You can promote all your content in the email, sharing links to your latest campaigns.
The people in your email list are already interested in your business so they are more likely to check out your new content and engage with it.
8. Collaborate
A business is as strong as its network and community. Collaborate with the people in yours. Ask them to share, share, share. Think about networks like ripples in a pond – one bounces out to make the next one and then the next and on and on. One share can ripple out to dozens more audiences that you could never have thought of.
Also try tagging other users in your social media content, working with influencers in your niche, publishing your content with other blogs, etc.
The more spaces you share your content, the wider the audience you can reach.
FAQs
1. How do these tactics vary in effectiveness across different industries or content types?
The effectiveness of content promotion tactics can significantly vary across different industries and content types due to varying audience preferences, platforms, and engagement strategies. For instance, a tactic that works well for a tech start-up, such as leveraging specific tech forums or platforms for promotion, may not be as effective for a fashion brand, which might find more success with visually-driven platforms like Instagram. Tailoring these tactics to the unique characteristics and consumer behaviours of each industry is crucial for maximising their impact.
2. What are the common pitfalls or challenges in implementing these tactics, and how can they be overcome?
Implementing content promotion tactics often comes with challenges such as resource allocation, maintaining content quality, and measuring effectiveness. Overcoming these obstacles involves strategic planning (which includes your stakeholders, so you're all on the same page), including setting clear objectives, understanding audience needs, leveraging automation tools for efficiency, and regularly reviewing analytics to adjust strategies as needed. Engaging with relevant communities and key, relevant people of influence, and fostering relationships there, can also enhance promotion efforts and help navigate potential pitfalls (aka: collaborative content).
3. Can these tactics be scaled for larger campaigns, and if so, how?
Scaling content promotion tactics for larger campaigns involves strategic adjustments, such as increasing the budget for paid promotions, leveraging broader partnerships for content syndication (which you can use content promotion platforms and tools for), and employing more sophisticated analytics tools for tracking performance across different platforms and regions. It also requires a more coordinated effort across multiple teams or departments to ensure consistency and maximise reach, emphasising the importance of a unified message and branding across all promotional activities.
Final Thoughts
With these sure-fire content promotion efficiency hacks, you can take your content reach, visibility, and more to the next level. And it doesn’t have to be a pain point!
These eight quick and easy methods will help you manage your content promo with ease. All you have to do now is understand your goals. The only way from here is up!