Content Marketing, how does it work and how can you get more traffic using it?
So you just published your latest piece of content.
The blog post is well-researched and full of great information. You’re sure your target group will benefit from reading your article. And the layout is fantastic! So…sit back and relax. Turn the light on (by publishing it on your blog) and see how readers will land on your post as moths.
Great isn’t it?
Well, too bad it doesn’t actually work like that. Some brands can definitely leverage their reputation and their existing huge group of loyal readers and subscribers and gather quite a substantial number of clicks without actually doing much.
If you did your homework and did some heavy-duty research and if your post is optimized topically while including highly specific long-tail keywords, you can also direct a lot of people through organic search.
But the main problem is that great blog content is published on an hourly basis all over the world. Your great article is just one among thousands of other incredibly useful pieces of content that circulate on a daily basis.
How to attract traffic to your latest blog post?
What we’re providing here is a step-by-step, no-fluff, easy to follow road map that will lead your content to be viewed and shared by a very large amount of readers.
We’re going to provide you with tricks, ideas, and tools which can be implemented to make sure that your content is visible and that the traffic which is directed to your site is qualified.
By qualified traffic, we mean that the audience you reach should mainly be composed by members of your potential target group. There’s, in fact, little to no value in directing a plethora of people to your blog or website who have nothing to do with your potential customers.
The whole idea of content marketing is providing a valuable service for your leads and prospects and eventually convert them into loyal customers.
This guide will not deal with conversion. In the near future, we’re going to create a new guide which only focuses on this specific topic. Hence, make sure to subscribe to our newsletter to be informed about all the upcoming monumental guides!
Right now, our main goal is to provide you with some useful insights on content marketing and on how to use your content to reach your potential clients.
Every company needs, in fact, to attract a huge amount of traffic in order to be able to generate leads. Once your audience goes through the sales funnel, the number of potential customers drastically decreases at each step. It’s statistically logic that the more people are directed to your site and the more targeted the audience is, the higher the chances of reaching a considerable amount of customers.
Your website needs attention.
And your website deserves the attention of the right people.
Generating random traffic will simply not help. Therefore, it is necessary to plan a proper content marketing strategy in order to be able to target qualified readers.
Your content needs to be designed in such a way that its value is immediately clear for your target group. This step is essential, but we’ll treat the subject of content creation in the final chapter of this post.
The main focus of this guide is how to promote your content in a very cost-effective way. In order to present useful ideas on the topic, we’re going to mention a few tools which can be implemented to make things easier. It is important for us to mention, that none of the companies or products mentioned in this guide is affiliated with Breakline.
Our company has no interest in promoting any specific services linked to this guide and we haven’t been sponsored by any of the firms which are listed in this post. For each specific service we mention, we’ll try to provide you with more than one option (if possible).
The products and tools we describe are simply cost-effective solutions which have proven to be useful for other companies.
It’s up to you to decide what tactics and tools might work for your business and experiment with different solutions in order to achieve the best results.
The journey might be bumpy but your reward will be a loyal community of readers and supporters!
In This Guide You Will Learn About:
-How to integrate promotion into your content marketing cycle
-What inbound marketing is about
-The most effective channels to promote your content
-Aggregation, Social Bookmarking And syndication Tools
-Syndication and Reprints
-Plenty of other social bookmarking sites
-Lead Traffic to your Blog using your Newsletter
-How to promote your Content on Social Media
-Forums, Communities, and Wiki Sites
-Repurposing Your Content
-PR and Networking for Content Promotion
-Mentions and Backlinks
-Forums and communities
-Other syndication sites
-How To Generate Content To Attract Traffic To Your Site
How to integrate promotion into your content marketing cycle
Before we start, we need to clarify a few terms and explain what we’re going to describe in this guide.
The whole point of this article is to present some cost-effective ways and tools which can be implemented within the content marketing cycle in order to promote your content.
We’re going to present different channels which can be used to present the content you created and attract people to it.
When we talk about inbound marketing, we talk about a series of tactics which attract traffic to a website.
The difference with classic outbound marketing is not the fact that outbound strategies involve advertising and inbound strategies don’t.
Inbound marketing also involves different kinds of promotional activities.
But the idea is that we don’t promote our product or service directly and try to attract customers to it.
We use content or other free utilities and we lead potential customers to our services.
What inbound marketing is about
Image Source: Mainlysunny
Classic outbound strategy: buy advertising space, create or sponsor events, go to a trade show, and present your products to your potential target group.
Inbound marketing: Create free content or services which are actually valuable to your target group and attract as many leads as possible by offering them knowledge or utilities.
The inbound marketing cycle introduces one more step in the sale process and it is often seen as a long-term strategy when compared with classic outbound tactics.
But because inbound marketing is value-based, unlike outbound marketing which is primarily interruption-based, your promotional messages are mostly well-received and your target audience will listen to you.
In a nutshell:
-More qualified leads
-Higher conversion rate
– Higher chance of repeat purchase
-Loyal customers who become ambassadors and promote your content for you
-Higher visibility on search engines
-Greater brand perception and awareness
-Clear definition of the company’s role, scope, mission and area of expertise
These are just a few advantages which derive from a well-structured inbound content marketing strategy. And that’s why the majority of businesses and marketers invest most of the marketing budget in designing and implementing great inbound tactics.
When we talk about content marketing, we mean that particular set of tactics within the whole inbound strategy which involve the creation and distribution of content.
The content marketing cycle involves different stages.
After designing, planning, and creating content (posts, articles, white papers, infographics, slides, pictures, videos, charts, spreadsheets, apps, utilities, pieces of code, guides, webinars…) you need to promote and attract people to it.
A portion of the people you attracted will then go through your sales funnel and convert into customers.
The whole process needs to be monitored and evaluated.
You need to verify that the assumptions which triggered the design phase are actually valid and that all the tactics you adopted to attract and convert traffic are also effective.
The different phases can be summed up as follows:
- Plan and design your content around a detailed profile description of your buyer persona
- Plan and design your content marketing strategy and your content calendar
- Generate content
- Publish content
- Promote content
- Create specific calls to action and push leads to the next phase
- Get in touch with leads. Offer additional content if necessary until a point at which you proved your competence and gained their trust
- Offer a free sample or a trial period to test your product or service if possible
- Convert leads in first-time customers
- Nurture your first-time customers and turn them into platinum customers
- Create a set of proper indicators to evaluate the effects of your efforts and monitor the ROI
- Test and adjust different portions of your strategy
- Adapt strategy in connection to external conditions (competitive environment, innovation, tools…)
The topic of this article is basically a set of strategies and tools which you can implement to attract as many leads as possible to your content.
But we’ll also briefly talk about your content itself in one of the final chapters.
The guide is particularly focused on content which is presented through your blog (such as posts, articles, post series, white papers, infographics and such).
But many promotional tools and ideas also apply to all of the other inbound tactics.
Simply creating great content will not guarantee that your site will receive lots of attention and clicks.
You’ll need to invest time (and sometimes a little bit of cash) in order to make sure that you address the right people who are really interested in what you have to say.
The most effective channels to promote your content
Content promotion borders many marketing areas and involves social media marketing, SEO and SEM, influencer marketing, and PR.
Aggregation, Social Bookmarking And syndication Tools
As soon as you publish a great piece of content in your blog, the first thing you can do is trying to find as many free channels as possible where you can share it and reach your target group.
You need to make sure that your target group is extremely well-defined, and that you know everything about your potential clients. In particular, you need to know where they spend time online in order to attract their attention.
There are a few generic places where you absolutely need to publish your content and then you need to do some research to find specific channels which are connected to your business sector.
There are some simple rules that you need to keep in mind:
- Read the guidelines of each site very thoroughly
- Stick to the rules and to the requisites or you’ll be penalized by the community itself or by the administrators
- Don’t spread yourself too thin. Choose a few communities that attract your exact target group and become a valuable member
- Don’t be pushy, don’t sell, don’t promote your content unless you also add some value to the site that hosts your content through participation and useful information (also linking users to other posts)
- Show your respect to the site and to the community
If you follow these simple rules, you’ll be able to attract lots of direct and indirect traffic (through social media).
Let’s first list a few generic sites who deal with aggregated content or which allow you to syndicate your own posts.
How to promote your content on Alltop
Alltop is a great place to start. The platform is subdivided into hundreds of subcategories and you can simply submit your RSS feed link and be listed in your favorite category.
They mention the fact that the website only gathers the best online content and this can be a little intimidating at the beginning. Actually, though, the website is probably in growth-mode (they recently redesigned their interface too) and they’re currently accepting pretty much all sorts of feeds.
They probably need to reach a certain amount of feeds in each category.
Once your RSS is accepted, you don’t need to do anything else. Every time you publish a new post, your list of content will automatically be updated visitors will be able to see your post.
The site works best in a B2B environment. However, there are so many categories, which also include news and gossip, that you’re bound to find an area which your target group is particularly interested in, independently from your business niche.
A lot of people use this website as a source of content for content curation.
And that’s good news!
That means that a few viewers will access the website to find content to share through their own social media channels.
If your headlines are catchy enough and your content is interesting, chances are that somebody will enter your piece of content in their social media feed and share it with their followers!
How to promote your content on StumbleUpon
StumbleUpon aggregates all sorts of content. The structure is a little bit more complex and your posts will automatically be sent to the semi-chaotic ocean which StumbleUpon seems to be.
On this platform, you can find virtually everything: sites, posts, videos, lists…
Users simply share anything they literally stumble upon online and like. This translates into a huge amount of content whose nature can be very distant from your corporate identity.
People cannot decide what to see. Like a giant roulette, you simply choose a category and you have a selection of content which people liked in that category. In turn, if you find it interesting, you can like the post or site as well and by doing so you increase the odds that that particular piece of content will be seen by other users.
The main disadvantages connected to the platform can be summed up as follows:
Since the platform is a gigantic bookmark machine, your content will be listed among billions of other posts.
Users spend a lot of time on StumbleUpon (and that’s positive) but the majority of them will keep stumbling on different pages without leaving the platform.
The main mechanism is curiosity.
You can like a page but at the same time, you almost feel compelled to check the next one to find even better or more interesting information.
This means that people will probably like your content, but they’re not very likely to browse through the rest of your website.
What you need to try and be noticed is choosing a category for your content which is not extremely cluttered and which really reflects the interests of your prospects.
The content you share on StumbleUpon must be extremely useful and catchy.
If you want to increase your chances of having people browse through other pages of your website you need to create incredibly effective calls to action and promise more content on the topic for readers who are really interested in finding more detailed information.
Simply adding a list of other posts you published at the end of your article won’t really help…people on StumbleUpon rely on the community and the mechanism of the platform to find additional information.
As a “stumbler”, you can hop from one site to another, without leaving the platform.
In spite of this mechanism, if your content is useful, you’ll see that the amount of likes it attracts will increase at a very steep rate and you can be sure that this will be noticeable in your website analytics.
Some of our posts received more attention on StumbleUpon than on any other channels including social media and other aggregation tools!
How to promote your content on Digg
Digg is a social news site that aggregates a myriad of blog posts subdivided into different categories. Once you submit an article to Digg (using the social media button that you might have added to your blog or by submitting the URL directly on Digg after signing in) users can see it in the “upcoming articles” section.
Posts can be “digged” (upvoted) and the most successful stories will appear on the “most popular articles” page.
Needless to say, if one of your posts ends up on the front page, the amount of traffic it will receive is gigantic.
However, you need to understand how Digg works before even hoping to get featured on the front page.
Digg presents a strong social component. People can add friends and comment on each other’s submissions.
There are a few very influential users who are extremely well connected and they have the power to determine what articles will rapidly be digged.
The majority of posts are simply ignored.
The Digg community is extremely selective when it comes to subjects and quality!
Top users have an incredible amount of power and blogs managed by a bunch of large publishers (which have particularly strong connections to power users) tend to be featured more often than others.
People also use Digg as a content curation tool. Through search, they can discover your post even if it’s not featured on the first page.
You can also use Digg to find influencers or partners and maybe connect to bloggers who are successful in your specific area.
Corporate, B2B kind of articles seldom become popular but, as mentioned, it is worth trying to submit your posts in order to get in touch with the community and with other bloggers.
Breaking news and novelty stories tend to be a lot more popular on this social bookmarking site.
If you attract some traffic, though, figures are usually very promising albeit short-lived.
One of the main advantages is the fact that Digg can generate indirect traffic through users who share your content through their own social media.
You can also decide to invest lots of time (and money!) in order to get in touch with top users and really try to make your way through the Digg community.
The amount of attention your blog will attract will be astonishing. However, really consider if this kind of influencer strategy is actually worth the investment and above all, if it is actually ethical.
The strategy might pay off, but, since the audience you attract is completely random, your readers will seldom move down the funnel. The traffic you generate might increase your bounce rate and conversion will be poor.
Sure…due to a large amount of traffic, you’ll have quite a few sign-ups and such. But quantity doesn’t necessarily imply quality! And that’s especially true for traffic.
Paying top users to interact with your content might also have a negative effect on your reputation.
Nonetheless, try to submit some links to Digg and hope that somebody finds your post and uses it for their content curation strategy.
Careful though: Digg penalizes users who continuously submit their own links! Find a few advocates, friends and supporters who can do that for you!
And most importantly: don’t submit one single URL at the time. At each session submit more URLs which redirect to different posts presented on different domains.
Digg monitors and analyzes your behaviour and the system immediately understands if you’re a valuable member of the community or if you’re simply trying to promote your own content.
If you’re not an active member of the community (sharing, commenting and interacting with other users) the odds that your post is noticed are extremely low.
Due to a large amount of users on this site, you might want to consider the option to invest some money and find a Virtual Assistant or intern who can simply spend some time on the platform and develop a proper social strategy.
Promoting your content using Bizsugar
This platform is one of the best aggregation tools for business content. The main target group is represented by small and mid-sized businesses so be sure that your content is appealing and suitable for this kind of audience.
There are many B2B subcategories under which you can list your posts (from marketing to management and technology) and that’s why you need to make sure that your articles fit the specific group of users which use Bizsugar for both collecting information and for content curation.
The success of this platform derives from its simplicity, lack of specific barriers to submit content and very broad target group.
The site also implements social elements. The upvoting (giving “sugars”) mechanism guarantees that people are immediately exposed to the most popular content.
As in many other aggregators, users can also browse the latest submissions to find interesting articles.
You can definitely use this platform to find useful content and learn a lot and you can also add this tool to your content curation inbox.
Listing your post here will guarantee you a certain amount of traffic (don’t expect an amount of traffic similar to StumbleUpon, Reddit or Digg, though) and most importantly, it will help your content through social media.
The platform has integrated sharing buttons to different social media and social bookmarking platforms.
You can also monitor the number of shares (even though the counters also include all the sharing actions carried out through other platforms or directly from your blog) and you can add friends to your community.
As always, your profile grows if you participate with shares, upvotes, and comments. If you want your content to have a chance to be popular you need to invest some time (or appoint someone) to contribute to the community and be noticed.
You can also be featured as a top contributor and this will give your profile and content more credibility and a lot more visibility.
Remember that for each social media platform and aggregation site, the number of people who actually views your content is dramatically higher than the people who upvote it.
Since upvoting requires users to take one more action, it often happens that busy readers don’t take the time to press the button even though they actually appreciated your content.
The platform offers incentives (points) to try and motivate users (as it happens with inbound.org or growthhackers) but don’t count on that too much.
Track your traffic using analytic tools and monitor mentions and links on social media with listening tools. These are real indicators of success!
Reaching your target readers using Mashable
This platform aggregates news in social and digital media, technology, and web culture. The site, similarly to Digg, focuses on high-quality breaking news and information on new trends and services.
If your target group is composed of early-adopters, influencers, founders, and advertising agencies, Mashable could lead an enormous amount of traffic to your website.
Bloggers use Mashable to collect the latest news and information to write about. And that’s an incredibly precious source of visibility!
Mashable aggregates a lot of news stories and also offers the opportunity to reach audiences which are segmented using geographic location (Asia, India, UK, Australia).
Each story has a chart that shows its popularity over time and the amount of shares it received.
Some of these figures can be intimidating but remember: everybody started from zero at some point in time.
Unlike other platforms, the story you submit must be unique and original.
Instead of sharing random content, you can use Mashable to present your own story, written by you using their guidelines. You don’t need to be a startup to present your story.
You can also be an established company that tries to launch a new product line.
You can submit a story by sending the link to their email address (email@example.com) or by filling out their submission form which is linked to the home page.
Stories need to be exclusive and relevant. Trying to send a plain sales pitch is a no-no-no! You can pitch your great new startup and offer Mashable an exclusive cover story, but don’t use the same press release that you sent to millions of other websites and make sure that you can provide them with useful information and an interesting preview of your product or service.
Be sure that your idea is fresh, your website design is modern and that your story is truly unique and innovative.
Their focus is social networking and web news don’t expect them to accept stories on every product simply because it connects to the Internet!
Implementing Delicious in your Content Marketing Promotion Strategy
Delicious is another tremendously famous social bookmarking site.
You can sync your own bookmarks and share them with the community.
Once you log in and upload your bookmarks you can use tags to allow other people to find your content and you can also find content in your niche using the same tags.
On delicious, you’ll find posts, recipes, podcasts, vacation tips and a lot more. You can use it to find popular resources and maybe to network with potential partners who write about the same topics you do.
You can also cooperate on shared bookmarks with colleagues and friends and create a solid network of contacts.
All the bookmarks can be shared through social media. If your headlines are compelling and if you invest time in describing your links and adding the correct tags, you can reach a very large audience of users.
You can also ask your readers and colleagues to bookmark some of your greatest posts and you can also install counters on your post to show how many times the post has been shared on delicious and motivate others to follow suit.
The greatest strength of Delicious derives from the social elements of the site. If you want to get the best out of this channel you need to invest some time and create a network of loyal followers who will support your bookmarking strategy.
You can easily integrate the platform on your blog, Facebook page, and newsletter. You can also follow a particular tag to be updated on the topic and use the platform as a content curation tool.
Being featured on the home page of the platform is obviously a great way to reach a very large number of readers.
There are lots of tricks, tools and hacks which can improve your experience with this popular social bookmarking site. You can find a good list of resources here: http://www.quickonlinetips.com/archives/2005/02/absolutely-delicious-complete-tools-collection/
If you want to go pro with this tool, you really have to check out some of the plugins and add on services!
Be found online using Flipboard
A very popular trend right now is creating online magazines which are centred on a specific topic. Platforms such as paper.li allow users to collect news stories and posts form social media and curate an online newspaper based on a specific topic of their choice.
Flipboard does something like that too. You can add a simple extension to your Internet browser and whenever you stumble upon great content you only need to click on the button which appears after installing the plugin and add it to one of the magazines you created on the site.
You can have multiple magazines and curate different topics. The platform incorporates social media functionalities similar to Pinterest.
You can follow users or magazines created by users and you can “flip” interesting content you find on other people’s boards and add it to your own magazine.
You can share content with other social media websites or you can share the entire magazine.
You can search for specific tags within different magazines or you can browse through your home feed where you can see all the recent updates of the magazines you follow.
The tool can be used for content curation but you can also add your own posts to one or more magazines so that your followers or people who perform a search on your curated topics will find your articles, flip them, and maybe share them through other social media.
If you take time to comment and create a solid network, this tool will allow your posts to reach a tremendous amount of new readers! And since the magazines are specifically tied to a focus topic, you can be sure that your content will reach the right people.
As always…think about the value and not in terms of promotion only. Share valuable content from different sources and be consistent with your company image and focus.
Scoop.it as a tool to generate Clicks to your latest Blog Post
Scoop.it is yet another tool to create online magazines. Unlike Flipboard, you need to pay for the pro version in order to create and curate more than one paper. There’s a trial period during which you can test all the features of the platform. Once the trial period expires, you’ll lose all the privileges connected to a paying account.
Scoop.it has a “suggest” function which can help you spot interesting content which matches the posts you already added to your magazines. This tool is particularly useful for content curation but it also offers you the chance to have your own content featured in other users’ suggestion box.
Once you add an article, you can comment and add information to the post and this information will be useful to categorize your content. The system uses this data and the content of the post itself to create suggestions for other users with similar interests.
Creating an online magazine with your own content and with other valuable articles you find online is like creating a microsite which revolves around the specific business area your company is involved.
This strategy will create associations, backlinks, and will allow you to circulate your posts through a very unique and relatively new channel and reach a brand new audience.
Using Medium to lead Traffic to your Website
Your blog is one of the greatest assets. You can use it to communicate with potential or existing customers, to improve your page rank, and to create a relationship with your readers while displaying your competence and know-how.
The main problem is that there are billions of new blogs published every day in the cybersphere.
The technology to create and run a blog is relatively intuitive and affordable.
Everybody can have their own channel and communicate to the world through their own blog. Hence, all the difficulties which are connected to reaching your audience and attracting a considerable amount of traffic to it.
This guide offers you plenty of ideas on how to direct people to your blog and hold on to your readers (provided that the content is useful, relevant, and well-designed!) and it’s designed to help you increase traffic because traffic leads to better ranking and more opportunities to acquire new clients.
Generating initial traction is very difficult, though and it requires you to invest lots of time promoting your posts (using the tools which we’re listing in this guide for example) and interacting with your audience.
Medium offers you the opportunity to run a blog outside of your website which you can manage with a great writing app.
Medium as a platform already has a large audience and you can leverage their visibility to promote your own content.
With medium, you can try to reach a large amount of people and attract the attention of a new audience and successively try to direct them to your own blog.
You can publish and curate stories (in “publications”) or create brand new articles which have lots of viral potential due to the enormous amount of readers you could attract.
You can write a full post and add a call to action or you can only post a teaser and direct people to your own blog to read the full post.
The audience is extremely varied and therefore, you’ll definitely be able to address your target group as well, independently from the business sector in which you operate.
As for basically any other platforms, Medium implements plenty of social media features such as following other users or publications, commenting, liking (“recommend”), searching and so on.
The editing features are really cool.
You can add notes to a specific point in the text as it happens with your favourite text editor and these notes will appear in the margins of the article.
After creating a post you can invite editors and other users and ask them to add notes.
All the posts can immediately be bookmarked or shared increasing their potential to reach even broader audiences.
Readers on Medium are used to great design.
There are different tools and tricks that the writers implement to create a fantastic user experience through typographical tricks, images, videos, and full-width cover pictures that separate different sections of the post.
If you want to appeal to this kind of audience and attract their attention you really have to invest some time in creating a beautiful presentation! Medium readers are that spoiled!
Medium integrates some analytic tools and you’ll be able to see what content generate buzz and what content is ignored.
Most of the readers will remain on the platform and look for content on Medium. But if you create great incentives people will try to find out more about you or your company and will look for additional information on your own blog.
Publishing and sharing Content on Social Media Today
If your target group is represented by companies which are interested in social media marketing, online marketing and technology, you might try to attract their attention by publishing posts on Social Media Today.
This platform allows you to link your RSS feed to your profile so that readers can find your posts through search and it also allows you to write and edit content directly on the site.
Your feed needs to be approved because this community is centred on quality. The best articles receive lots of attention and are often shared on social media. Featured articles receive lots of traffic, but it must be said that the administrators obviously prefer original content published directly on their site and tend to promote and feature such posts more.
The whole policy is clearly explained in their guidelines.
They might edit your descriptions and headlines and also correct your spelling and grammar.
If you pst on this platform you can try to direct traffic to your site by adding links to other posts in the body of the text or by adding a call to action in your own signature.
Once your article is published, the non-exclusive copyright of your content passes to the owners of the platform, but you know that content marketing doesn’t generate money through ownership but by catching the attention of your leads through great information. Hence, this platform can be a viable tool to add to your content toolbox.
Inbound.org: a precious Community for Feedback and Promotion
Inbound.org is a great community which is centred on social media marketing (particularly inbound marketing), conversion rate optimization, and lead generation.
If your target audience is interested in similar topics and you deal with some sort of B2B service, you’ll probably benefit from this site a lot.
The community is very active and engaged. Inbound is a social bookmarking site which also allows users to create on-site content (articles, surveys, polls, discussions, questions, statistics, charts….).
The platform integrates standard social media functionality (following, commenting, sharing…) and allows you to present interesting posts to the community (which are presented in a list of bookmarks) or write content directly on the platform.
All entries can be upvoted and the most popular post will be featured in a special “must read” section.
The platform is something which can be described as “Medium meets Bizsugar” but it only focuses on a specific set of topics.
You are invited to create a profile, participate in the discussion, share interesting articles and stats, connect with other users…And your reputation score grows with your participation.
If you want, you can also share your content.
Careful though: the expectations on this platform are extremely high.
You’ll have to compete with huge companies which create the most epic content you can possibly imagine!
The standard is very high and the community is centred on unique, very useful, and well-designed content!
If you think that a particular piece of content you published is totally worth the attention of a refined audience you can definitely try to submit it to inbound.
Growthhackers to propel your Content and Brand
Growthhackers works exactly like inbound.org. There are a few little differences in the platform functionality.
One of the main differences is that the content you share may need to be approved before appearing in the list of suggested posts.
The community is large and dynamic and the main topic is aptly described in the site address.
Users access this platform to look for tricks and hacks to reach more users, more subscribers, more traffic, and more clients.
There are a lot of case studies and companies present their own successful strategies.
Users are simply obsessed with small details and parameters that they can optimize in order to suddenly go from zero to hero almost overnight.
If you also experienced a dramatic increase in traffic after implementing a new call to action, plugin, or change in your copy, you can be sure that people will be more than happy to read, comment, and share your story.
Growthhackers is simply optimization heaven! If your product or service appeals to startups or small businesses which struggle to get attention, you can create and share ad hoc posts.
Make sure that your stories are well-documented, well-written, and immediately show great potential and clear advantages.
Add large figures to impress your audience and present all your tricks clearly. If the story is compelling and the tricks are actually viable, your story will be upvoted and you’ll receive a tremendous amount of traffic to your own site.
Fark allows users to sign up and submit links. Users are required to enter their own headline and comment for each post and present it to the community.
Other users can comment on the link and administrator decide (based on the content and on the comments) if the link will appear on the home page.
There are a few areas which might be useful for your business: geeky stuff, entertainment, politics, video content or business news.
Huge websites like Yahoo and BBC will often attract the attention of the community, however, if you take some time and participate in the ongoing discussion and if your content is extremely useful and relevant you might attract quite a few clicks!
Editors at slashdot evaluate links after submission. The platform is a no-frill submission site which lists different links posted by users and show the number of comments that the post received.
Your posts need to comply with certain quality standards and must treat topics like technology, science, open source and current issues connected to modern aspects of our lives.
On Feedly you can create a feed which includes all the sources of reliable content on a particular topic.
You can add different sorts of content, from posts to videos and podcasts and obviously add your own blog.
You can share your feed with your followers who will be exposed to your content as well!
A very simple but quite remarkable tool!
Adapting your Content for Knowledge Graph
Google has recently shifted from search engine to answer engine.
This transition allows users to get an answer to their queries without abandoning Google.
Using simple answer box, the engine immediately shows answers which are taken from existing content. Users can also provide Google with feedback on how useful the answer actually was.
This form of community control, allows the search/answer engine to provide a good user experience and high-quality answers.
If you want your content to be cited in the answer box you need to use schema markup to tag your website elements.
By working with structured data, Google will provide a lot more information every time somebody searches for your business online.
And this information can also feed the knowledge graph!
Promoting your content on Kingged
Another community where you can share your posts is Kingged.
The platform is subdivided into several categories which mainly deal with Internet Marketing, Startups, Affiliate Marketing, Mobile Marketing and Blogging.
Not only can you share blog articles, but also podcasts. They have a section dedicated to audio content where you can also list your broadcasts.
As usual, posts can be upvoted and you can follow trends (best of all or in the past 24 hours, past week, month or year).
After registering you can submit a unique post, share an article or syndicate your post.
They’ve also recently introduced an ask and discussion section similar to inbound.org together with the opportunity to boost the visibility of your content through paid advertising.
Content Marketing Using Syndication and Reprints
One way you can get your content to spread is to offer it for syndication.
You can either add a link to your post to somebody else’s blog or you can offer other bloggers to reprint your articles.
For both tactics, you can use free or paid services.
This set of tactics can be implemented directly into your site by offering exchanging links with other bloggers (careful about this strategy and the effects it can have on your page rank) or by mentioning that your posts are up for grabs and adding the necessary byline and HTML code that should direct traffic back to your site from the blogs that reprinted your posts.
This is a sort of guest blogging which lacks uniqueness. You can offer others to republish your content by mentioning you and linking back to your page.
Your own ranking for that particular piece of content might be penalized (although there are different opinions on the topic and the debate is still ongoing) but you might reach a whole new audience by leveraging the popularity of another website.
If the only intent is to generate a backlink, this strategy will simply not pay off. In that case, you might achieve better results by letting people add one of your infographics into their own posts.
Always check who reprints your posts or links to your blog. It’s important to maintain credibility through serious mentions and links.
To increase your chance to spread your content by levering the popularity of other blogs you can join existing syndication networks.
Most of these networks operate on a pay per click basis.
Be careful of potential bad associations.
Check carefully and see where your posts will be advertised and what other posts will be advertised with yours. Some of the links simply direct to internet scams and pyramid schemes.
You don’t want people to associate your serious content with click baits that redirect to illegal sites.
Be sure that the partner you choose screens all the links and that they have a strict policy to where and what they advertise.
Having said that, you can try and look into services offered by different companies. We can list some of the most popular syndication networks.
Pay per click:
As mentioned, we do not promote any service in specific and we invite you to look carefully into the specific offers created by these companies and see if one of the options might help you get more traffic to your site.
Content Marketing Using Social Bookmarking sites
This list can help you identify some social bookmarking sites which can work well for your industry sector. Why you should look into these resources:
Some of these platforms have social media features and networking opportunities which will allow you to create a list of followers who will be exposed to your content and who might decide to share it.
Additionally, even if some of the sites don’t allow sharing, following or commenting, online bookmarks and tags really help search engine categorize content.
Tools like Google Bookmarks and other resources which are listed below can have a very positive effect on ranking and will help search engine identify and understand the topics your content treats.
Finally, most of these sites are very good sources of backlinks!
BibSonomy: For researchers
Blinklist: Technology, media and Marketing
BlogBookMark: For Bloggers
blurpalicious: Standard social bookmarking site
Bookmark-manager: Organizes your bookmarks
Bookmax: For bookmarking and sharing
Buddymarks: Bookmarks manager
lifelike: For Academic papers
Clipclip: Save pictures and text (something like Evernote)
Cloudytags: To analyze the real tags connected to your content
Diigo: The name sounds similar to Digg…and there’s a reason for that!
Dropjack: Social content website
Easybm: Online bookmarking site
ez4u: Social Bookmarking
Favoor: Online bookmarking
Folkd: Pages, news, podcasts, videos and blogs.
Freelink: Collections of free link
Gather:Articles, blog posts, and tags to connect with people in your niche
Hyperlinkomatic: List manager
i89.us: Online bookmarking site
Icio: Bookmarking engine
Ikeepbookmarks: Online bookmarking
Iloggo: Display your favorite sites
Kaboodle: Recommend and discover new ecommerce resources
Kinja: To collect some of the best news and blog sites
Lilsto: Online bookmarking tool
Linkagogo: Favorites and Social Bookmarking Application
Linkarena: Social Bookmarking site
Markaboo: Similar to Evernote
Memotoo: Lets users centralize and share personal data
Mister Wong: Social bookmarking site
Murl: Online bookmarks manager with community features
MyBookmarks: bookmarking site
Myhq: Collect your favorites
MyLife: Social search engine
mySiteVote: Lets the community vote their favorite sites
MyWebDesktop: A collaboration and communication tool
Segnalo: Italian Social bookmarking site
Sitebar: Online bookmarking site
Sitejot : Bookmark manager
Squidoo: To collect resources on a particular topic
Startaid: Bookmark and categorize resources
Stylehive: Resources tagged and saved by the community
Whitelinks: Online bookmarking service
Wirefan: Articles submission site
Xilinus: Bookmark manager
Yahoo! Bookmarks: Still in use despite the fact that Yahoo acquired Delicious
Internal Linking is Very Important
Be sure that all your blog posts also include links to some other articles. Do that for SEO purposes and to encourage people to get more information out of your blog.
You need to create links with apt anchor text in the body of your posts or by adding a list of recent posts that you published to your sidebar and/or at the end of your story.
If you create anchor texts, make sure that they are intriguing and descriptive regarding the content of the article you link to (that will also improve the SEO of your articles).
Don’t use anchor texts like “click here to find out more”. Mention the topic of an article casually in a post and use specific keywords as anchor text.
“We all know that there are a significant amount of small businesses which cannot afford to implement a successful content marketing strategy due to difficulties connected to content creation…”
By linking the article to a descriptive anchor text we can attract the attention of both the reader and of search engines.
If you add links to recent posts in your sidebar or at the bottom of your article, make sure to use pictures (this will increase the chance that people will focus their attention on you headlines).
If you run a WordPress blog you can try to implement specific plugins which automatically suggest related posts such as YARPP (Yet Another Related Post Plugin).
Lead Traffic to your Blog using your Newsletter
The easiest way to direct some traffic to a particular piece of content is using your existing list of contacts.
If you use some kind of management system for your newsletter (and you definitely should!) you can also subdivide subscribers according to areas of interest.
Whenever to release a newsletter you can customize links according to the interests of your subscribers.
You can, for example, create two or three sublists of people and generate different versions of your newsletter which incorporate suitable links.
See our post regarding split testing to understand more.
This way, people will actually benefit from your newsletter and will not unsubscribe.
Receiving relevant and useful information will motivate people to stick to their commitment.
Your click rate will increase because you’re very accurate with your targeting and you’ll be able to attract some clicks from existing followers and clients.
Your newsletter can be a first easy step to attract some traffic to your blog.
Sure, it’s not new traffic, but users might like your content and share it through social media, thus creating an additional stream of secondary traffic.
Additionally, the purpose of your content is to generate value for new potential customers while also providing useful information to existing members of your community and clients.
Attracting new traffic is important, but fostering a solid relationship with your existing customer base is vital.
Create a gripping newsletter, add useful information and updates and integrate links to your recent posts.
Don’t overwhelm people with thousands of pieces of news and don’t clutter their inbox with daily messages…
Share value and clearly define all the benefits connected to the information you share and the posts you’re promoting.
If readers clearly identify the value proposition of your content, they’ll be happy to interrupt their email scanning session and take a minute to check what you have to offer!
Apart from sending your corporate newsletter, you and your employees will probably manage a huge amount of daily emails with customers, suppliers, external partners, friends, other companies…
Add links to the most recent posts to the email signature of each employee and to your own.
It’s a shot in the dark of course…but think how many people you reach with your emails on a daily basis. A tiny portion of them might actually be interested in your latest post and check it out.
It’s free, it’s quick and since the line is added after the signature nobody will be bothered by that or perceive this action as an unsolicited advertising message.
How to promote your Content on Social Media
The very first channel which can easily be exploited in order to spread your content is social media.
Social media marketing is a complementary strategy that needs to be associated with your content marketing strategy in order to create a community of followers who can be directed to your content.
Social media, like any other channels, have pros and cons.
The main advantage is that it is relatively easy and inexpensive to reach a very specific audience (thanks to granular profile data).
The main disadvantage is the fact that social media feeds are a lot more cluttered than before, and therefore, your organic reach (the amount of people who are automatically informed about your content) is going to dramatically decrease over time.
In order to reach a significant amount of people within your audience, you’ll have to generate a very large community of followers, as only approximately 10-12% of these people will actually be shown your post updates in their feeds (independently from the social media platform you choose).
Grabbing the attention of potential customers on social media becomes progressively more complicated, not only because of the number of people who participate in the game.
One of the problems is also the fact that a lot of users are actually other corporate entities and marketers like you.
That means that always more people are using social media to sell. And most of these people are not interested in listening to what you have to offer. They’re busy trying to capture the attention of their own audience, pretty much like you.
If other companies or marketers show interest in your profile or content, it is very likely that they’re actually listening to you to identify your own needs and pains in order to come up with an offer to solve one of your potential problems. In a game in which people chase other people, you’re most likely the prey!
Another problem is time. Social media marketing is terribly time-consuming and addictive.
Every time you see your audience grow and you see that your contacts start liking and sharing your content you feel rewarded and you feel the urge to invest even more resources in such strategies.
The main idea, though, is that you need specific parameters and analytics which should guide your decision-making processes in terms of investment.
You must always maintain a positive balance between costs and benefits. It is therefore essential that you create a set of analytics which shows the actual benefits of your social media marketing strategy on your bottom line.
Otherwise, the whole thing only becomes a role game in which you see your character’s profile grow and you feel compelled to achieve more and constantly move one step ahead.
The very last issue is represented by automation.
Most of the professional marketers, companies, and professional social media users adopt some form of automation.
Most of the time, you’ll publish posts for robots.
The amount of real people who actually starts constructive dialogues on social media is decreasing.
The dialogue is turning into an automated series of monologues.
The picture seems pretty grim, but, as mentioned, there are plenty of advantages connected to social media. Not only the relatively cheap cost of focused advertising.
Your social media channels will become the voice of your company, through which you can present your personality, policy, and points of view
Social media are becoming extremely popular as alternative solutions to search engines.
Since information is often selected and shared by actual people, the way it is organized is often a lot more logical than the way algorithms categorize it on standard search engines. Plus, not only do we tend to trust people more (as they have a much better understanding of quality and semantics) but we also tend to trust the people we know and who are connected to us.
Besides, information on social media spreads automatically, without proper gatekeepers who decide on what content must be seen as it happens with classic broadcasts (TV, papers, radio….) and search engines (algorithmic gatekeepers).
That’s why a lot of people look for news and information on social media instead of performing a normal online search.
Hashtags have now been adopted by almost every social media platform.
The power of hashtags lies in the opportunity to categorize and find information quickly.
These tags allow you to reach people who are actually interested in the subject, by identifying the main topic of your updates as if they were books on a labelled shelf of a brick-and-mortar bookstore.
Let’s come up with some general rules before discussing different social media channels in detail.
- Every social media platform is different
- You can’t be present on each platform for three main reasons:
- Spreading too thin will generate no useful effects and could also be counter-productive (a tiny community of followers on a particular channel can be read like a bad signal by potential clients)
- Not all platforms are suitable for your specific content
- Unless you have a varied team of social media experts, it’s unlikely that one person has the know-how and the time to engage audiences on multiple channels simultaneously
- Every platform has its own rules. Presenting the same content using the same communication strategy through different channels will generate poor results
- The group of users of each platform is completely different. Through different channels, you’ll address different user segments. Therefore, it is necessary to adapt content, copy, and promotional activities, according to the users of that particular channel.
- Your content might be unsuitable for a specific group of users
- You need a certain amount of creativity to be able to attract the attention of your audience in an hyper-competitive space
- Your social media strategy needs to allow for both organic and paid tactics
How to choose your social media platforms
Choosing the best channel for reaching your perfect audience is essential in order to plan a consistent social media strategy for promoting your content. It’s your weapon of choice!
In order to choose wisely you need to clearly define two elements:
- What kind of content am I sharing?
- Where do my clients usually hang out?
The content you share might be extremely visual (pictures, infographics, videos). In this case platforms like Pinterest, Instagram, Canva, Vine, Youtube and Vimeo will allow you to have more opportunities to broadcast your content.
Written content is easy to share through Facguide, Twitter, G+, Tumblr, Triberr, Ning, Linkedin…
Firstly: That doesn’t mean that other platforms won’t allow you to work with pictures and images. It only means that specific media are designed to work specifically with visuals.
All social media realized the power of visual information and are currently expanding the range of media which can be shared by their users.
Twitter introduced the opportunity to share pictures a while ago, in order to compete with other platforms. And the process didn’t stop there.
The company has now realized the power of videos and the attention that video platforms have attracted.
Video search used to be a complicated process since the content could not be indexed by scanning it as it happens with text. But tags and hashtags, together with smarter algorithms made the whole world of video communication a lot more accessible.
Video content is gaining momentum and traction.
That derives from more accessible bandwidth, faster mobile connections and cheaper solutions for storing data. Hence, not only Twitter introduced the ability to share videos.
Instagram also introduced the ability to upload short Vine-like videos. Facebook is even trying to compete with Youtube as users can upload their library of videos as well without linking to youtube or any other video platforms.
So there you go…the borders which were once very clear (youtube=video, Instagram=pictures, Twitter=text messages and so on) are now blurred. And that requires a much more flexible approach to our social media
Secondly: You might as well discover that your product or service is not connected to any visuals.
Say you sell IT consulting services or financial products…it’s easy to see that there are limited opportunities to work with pictures. But that’s when a creative social media strategy is required.
Companies like Audi could try to distribute fancy pictures of their cars. A car is, in fact, a tangible product, which should also have a beautiful design. But the company went beyond that strategy.
They also created an Instagram campaign in which they showed beautiful locations where you could see a car key (with the Audi logo of course) and nothing else.
The campaign was phenomenal.
They used a key element (pun partially intended) which per se is not that fascinating (a car key) and transformed into a travelling character.
The message of the campaign is clear, the associations it creates are positive and beautiful, the campaign is memorable.
Learning from this example, it is clear that every company in the world, independently from what they sell, can create a visual theme which is unique and attractive.
If you can’t think of any specific standardized theme which is connected to your product and which could also be transposed into beautiful pictures to show on Instagram or Pinterest, you can always use other elements such as:
What happens at your company? Who are the people who work there? What do they like?
People relate to other people, not corporations. A Customer needs to trust their partners and connect to the people who work on the success of a brand.
People love the Apple brand or Google but they also know who Larry Page or Tim Cook are. You connect a product to a face.
You can always use interesting visual campaigns to describe a day at your company, to show your premises (if your office actually represents your brand in some way….which it should!), report on a company event or party.
One of the advertising agencies we worked with, organizes an annual Christmas party. Nothing exciting so far…
Every year they book a different location. Each location is particular and fancy. Plus, every year the party has a theme and people have to wear costumes and impersonate characters connected to that theme. It could be the circus, motor sports, rock and roll, space….you get the idea.
What they do every year, is setting up special cameras on tripods which people use to take selfies (alone or in groups). They then take these pictures and upload them on social media together with other pictures of the location.
This is a strong visual campaign. Even the CEO uploads his pictures together with the other executives.
They show their world, the positive and relaxed atmosphere of the company and they present their creativity. All essential components of a good advertising strategy.
Moral to the story: If you have no visual content, come up with some ideas! A picture is worth a million words, as we all know. And yes…a thousand words wouldn’t have been enough.
Additionally, visual content also includes slides, infographics, charts, diagrams, graphs, maps, instructional videos…every company can work with similar tools and come up with something interesting to share!
Using Twitter To Reach Your Target Readers
Twitter allows you to search and connect with leads.
There are several hundred millions accounts and that will enable you to reach a considerable amount of targeted prospects.
40% of the users follow brands. This means that if you offer real value, you’ll be able to connect with a lot of potential clients independently if you work in a B2C or B2B sector.
Some general rules to design a successful Twitter strategy:
- Decide what kind of Twitter account you manage: will you post Opinions? Quotes? Articles and Resources? Industry News? Retweets?… Choose one or two clear areas so that people can immediately imagine what kind of posts they’ll see in their feed. A random strategy will confuse followers.
- Choose four or five subjects (and relative hashtags) you’ll be tweeting about. You’ll become a go-to account for information on a particular topic.
- After choosing your strategy in terms of Tweets and topics, stick to it. Most of the people will not follow back if they don’t understand what your agenda actually is. Additionally, a lot of people will unfollow you once they realize that they’re receiving different information from what they were expecting.
- Follow back all of your potential customers (make sure that these are real profiles).
- Maintain the right balance between followers and people you follow. If you want your account to be perceived as valuable and interesting, you need to make sure that the number of followers is higher than the number of people you follow and that your followers are actual accounts connected to the topics you tweet about.
- Be nice and polite. Interact with other accounts directly (Twitter is a social media platform, not an RSS feed!)
- Don’t send random direct messages with the purpose of selling or directing traffic to your site.
- If you use some form of automation, make sure that you mention it and point out that you’re always available for an actual conversation.
- Retweet other people’s stuff. They’ll be happy to follow you and maybe even retweet your own content.
- Interact with people who share your content. Ask questions and say thank you…but never sound pushy!
- Attach pictures or card to increase the chance of people interacting with your tweet.
Sharing content on Twitter
Twitter is a great platform for content marketing as long as you stick to the rules.
Instead of promoting your services or products, you can promote your content and lead potential clients to your site by presenting the real benefits connected to the content you’re sharing.
Content curation must be your priority number one.
There are companies or marketers like Jeff Bullas, Neil Patel, Hubspot or Quicksprout that are famous for the huge amount of quality content they produce on a daily basis. But even these accounts promote other sources of content with their Tweets.
It’s unlikely that you’ll be able to generate the same amount of content at such a fast pace therefore, it is strongly advisable for you to work on your content curation strategy.
We’ll soon create another free guide solely focused on content curation.
For now, it’s important that you remember that the proportion of external content you promote with your tweets must be much similar or higher than the amount of tweets in which you present your own content and much higher than the number of tweets in which you try to present your product or service directly.
Find reliable sources of content related to the main topics you tweet about and which are relevant and interesting to your target group.
These sources of content might as well overlap with the syndication sites we mentioned in the specific chapter about aggregation.
Use tools like Buzzsumo to determine what kind of tweets and sources are particularly successful and reliable. Alternatively, you can also carry out a specific hashtag search using tools like Keyhole, Hastracking, or TweetReach (which is also a source of precious analytics and a useful tool you can use to identify influencers and search for specific topics and URLs on Twitter).
Don’t limit your research to these tools, though. Otherwise, your tweets will end up sounding like the RSS feed of huge communities like Inbound.org or like the Tweets of anybody else
You must offer some value to your followers. Hence, spend some time researching niche blogs and less popular sources of information and direct people to this content. If your tweets look like the newsletter your customers receive from Growthhackers, they’ll see no added value in having you fill their news feed with content they’re already familiar with.
The research you perform is the added value you bring to your followers.
As mentioned then, a particularly focused and intriguing content curation strategy must be your first priority. You should tweet at least once an hour or even better every 30 minutes.
That’s the sweet spot! If you clutter the newsfeed of your followers with hundreds of tweets a day you’ll face different problems:
-Your tweets will not be perceived as special and nobody will focus their attention on a single one. More messages lead to lack of focus.
-Your followers might be bothered by seeing you all over their feeds and will simply unfollow you
-It’s clear that you only linked your account to an IFFT feed or
that you simply overuse automation to generate attention
If you don’t tweet enough you’ll also face issues:
-People who search for interesting accounts to follow using programs such as Tweepi, often set filters to identify active accounts. If you only tweet once in a while, these filters will exclude your account from the search
-Your followers will not be online at the same time. If you only tweet at a certain time, your message will probably reach 5-10% of your followers who happen to scroll the feed when you post. Remember: the lifetime of a tweet is circa 10 to 15 minutes. Then it vanishes.
Note: One trick you have to use to extend the lifetime of your tweets is using hashtags. This way, your tweets will also appear later on when people will perform a specific search. And therefore, people will be directed to your tweets even a few days after posting them.
The main idea:
Don’t overuse hashtags otherwise, your tweets will lose their meaning. Two or sometimes three hashtags will do the job.
Don’t use extremely generic hashtags like “#marketing” or “#business.” Your tweets will get lost in a cloud of millions of similar posts and you’ll have to compete with very popular accounts.
Try to create a combination of very focused tags to exactly pinpoint your message and your target.
This way, when somebody performs an advanced search and looks for that specific combination of topics (for example “#accounting”, ”tricks and tools” and “#startups”) they’ll be exposed to your tweets
Tweeting between 20 to 40 times a day, presenting relevant, intriguing, and unique content connected to a set of specific hashtags and following the rules we mentioned above, will allow you to grow your followers extremely rapidly.
The majority of your followers will probably be other marketers and companies that look at you as a potential customer. But a large amount of your followers will also be potential clients who are happy to be directed to valuable content.
Your audience will be loyal and they’ll interact with your tweets: that converts into more likes, retweets and a much higher engagement rate which will help Twitter understand that your content is relevant and worth presenting in the feeds of your followers.
How to present your own content on Twitter
There are multiple ways to promote your own content on Twitter. You can use different strategies to make sure that leads are exposed to your posts, books, seminars or visuals.
As explained before, make sure that the majority of your tweets are about promoting external content and then introduce your own articles and posts.
Let’s see some of the tactics and tools which you can use.
On the day you publish a new post, tweet about it approximately every two hours to make sure that you reach people who are online at different times.
In order not to bother people with a recurring tweet do the following.
- Change the text of your Tweet
-You can use the title of the article a couple of times
-You can use a couple of alternative headlines you had in mind when you created your post
-You can quote a salient passage of the article
-Use a quote of an influencer or blogger to underline the fact that your content is adding information to an ongoing dialogue
-Ask a question which your article is going to answer
-Present some statistical data connected to the link
-State your opinion about the article and mention why everybody should read it
Seeing the same tweet over and over can be off-putting. Creating different copies will allow you to present your material without bothering people.
Additionally, this strategy will also give you some indication on what is the most successful line you can use to present your content on other platforms (where you can submit and comment on your own content).
- Use different pictures every time you present your content
- In order to tweet on a regular basis, you’ll probably use tools like Hootsuite Buffer or Quuu. This tools already shorten your URL using their own shortener. This function can be bypassed if you copy and paste the link to your article directly in the message. You can use different shortening systems (like Google, Bitly, Tinyurl or copy and paste an old tweet you sent and use the twitter t.co version of your URL). The disadvantage, in this case, is that you won’t be able to use the analytic tools offered by your favourite social media automation tool. But this way, your followers will not think that you only submit links to your own domain or that you constantly tweet the same link. Plus, you can also track individual links and see what strategy generated the highest amount of traffic.
Present your content a few times also on the following day.
Then a few times one week later and two weeks later using the version of the tweet that was most successful.
Do the same one month later and two months later.
Your post will be viewed multiple times. People might not understand the importance of your content at first. But after a while, if they’re exposed to it they’ll realize that the content must be relevant and important, especially if it receives a few retweets!
Other Twitter Content Marketing Tricks & Strategies
Pinning your post
If your content is particularly important (a huge seminar, a guide, an epic blog post, a contest…) you can also pin the post to your tweeter profile page.
This way, the tweet will be the first post people will see when they click on your profile.
Since there are thousands of people who click on your profile even if they don’t follow you (people you follow, people whose tweets you retweeted or commented on, people who find you through search, people who see retweets and mentions, people who are looking for clients…) your piece of content will receive lots of attention and if the headline is catchy enough, the copy interesting, the message clear and the visuals great…you’ll have lots of additional organic traffic generated through Twitter without doing anything else.
Twitter cards are extremely useful. They convey a sense of professionalism and credibility.
Statistics showed us that Twitter cards dramatically increase engagement.
As mentioned, you need to be extremely careful with DM (direct messages). Lots of people simply ignore them and others are particularly annoyed by them.
If you published a particularly impressive piece of content, you might want to try and present it to a selected group of followers to see their reactions.
-Don’t use automatic, standard messages. Personalize the copy and explain why your content might be beneficial to the follower you’re addressing.
-Ask for feedback and involve your follower. Tell them why they should access your content and then ask them to provide you with feedback. This will increase the odds that they will click on your link. People like to feel special and to know that their opinion is important.
-Mention that you also checked their content (don’t be generic…prove that you actually checked their content) and that your post or article can add something to the topic
Tweet directly to somebody
Always mention people or companies who are featured in your posts.
Additionally, you might want to tweet directly to somebody who might find your content particularly useful.
A lot of people will ignore your tweet (by politely liking the mention and not clicking or by simply bypassing your tweet altogether) but a few people will actually be curious and will want to see why you think your content should actually be beneficial for them.
All the rules that apply for direct messages also apply for tweets directed to specific accounts.
Promote your Content with Twitter Ads
Check what content attracted lots of attention and engagement using your Twitter Analytics or the analytic tools embedded in your social media management tools.
If you spot a piece of content which is particularly successful, invest a few bucks in promoting it to a larger audience.
Use the formulation and visuals that created most attention (of all the alternative versions of your Tweet that you sent out when reaching followers organically).
You don’t need to invest a fortune. A few dollars a day will allow you to address extremely targeted audiences which will be very likely to click on your link.
You can address audiences by interests (Twitter has a database of thousands of very specific interests). Or you can opt for reaching people based on standard segmentation (location, age, language, income…).
You can filter your audience by device (especially if your content is more suitable for a particular platform), habits or hashtags that they use.
If you refine your audience your engagement rate will be huge. Don’t concentrate on quantity! It doesn’t matter if Twitter shows that there are 10 million people in your current target audience.
Your reach will be limited by your budget and the engagement rate will be poorer the broader the audience.
Be ultra-specific! Laser-point the people who will actually see the benefits connected to your piece of content.
It’s best to target 2,000 selected accounts and have a few hundred qualified clicks than going for the masses and see the engagement rate plummet over the first two days of your campaign.
With just a few dollars and a very targeted audience, you’ll receive a lot of retweets, clicks, and attention. Your engagement rate will be sky-high and people who visit your site will actually be potential leads.
Your website bounce rate will be low and your conversion rate could rise proportionally (in connection with a successful copy on the site, a proper call to action and offer).
Content Marketing Using LinkedIn
It’s useless to point out that LinkedIn is a platform which mainly deals with B2B content.
You can find a lot of general interest subjects which are shared on the platform, but the most successful content must offer some value to the business community.
There are four different channels you can use to share your content on LinkedIn
- Your own profile
- Your company page
- The main newsfeed (your public updates)
- The different interest groups you can join
Your own profile
Powerful LinkedIn users understand that your profile page can be used for two main purposes:
-Promoting your own business
If you joined LinkedIn with the purpose to find a job or clients for your freelance services you’ll try to drive all the attention to your own achievements, skills, and recommendations.
But if you already have a position you like and you just want to promote your current product or service, LinkedIn is a great source of networking opportunities and lead generation.
There are different tools you can use for achieving great result within these areas. One of these (which reflects the scope of this guide) is content promotion.
It doesn’t actually matter if you’re trying to promote your personal brand or your new company. Your content will speak for you.
By sharing useful information people will understand the focus of your activates and you’ll be perceived as an authority in your sector.
People will trust you and remember you in connection with a specific topic, so that, when you try to utilize tolls like messages or introductions for generating leads, they’ll already be familiar with your competence and reputation.
The strategy will involve both content curation and sharing your own content and you have to make sure that all the stories you share are linked to a very specific sector so that people automatically remember you or your company and associates the brand with a business sector.
Your profile page offers you almost limitless opportunities to share articles, papers, presentations, charts, pictures, stories, links…people who find you on social media or through search will land on your profile and a certain amount of these viewers will click on the content you share.
Your personal profile can turn into a promoting page for your
own company and content!
If you’re not looking for a job, don’t waste space by presenting all your past activities and tasks. Let the visitors focus on a bunch of important links connected to your current product. Present posts, articles and guides, use your page to reach potential leads.
Your company page
Your company page can attract some clicks and your updates are visible in the newsfeed of people who follow you.
First of all, try to implement some incentives for people who follow you.
For example, present unique, exclusive information to followers only or tell people that you’re going to initially advertise job openings through your company page.
Tell your story (keep a journal) and show people how your company is developing.
If the story is compelling and your company is intriguing enough, people will follow you (also because following great companies has a favourable effect on their profile) and your updates (including the content you publish) can be liked and shared.
You won’t be able to address a lot of potential new viewers (unless your updates get shared hundreds of times) but you’ll be able to hold on to existing supporters, ambassadors, and fans and you’ll keep reminding them that you exist, that you’re working hard to grow, and that you’re willing to support your community with great information.
Your public updates
If you only seldom share updates, people will probably ignore the news you post. But if you regularly share important industry news or resources connected to your business area, people will keep seeing your profile in their newsfeed (don’t overwhelm your peers!!!) and they’ll be more attentive.
The newsfeed of people with plenty of connections, moves on very fast, especially at busy times (between 11 am and 2 pm) when people tend to be more likely to engage with the content you share.
Upload relevant posts and comment on other people’s posts as well.
Don’t spam the newsfeed with a promotion.
Make sure that your content is described clearly indicating:
-Who will benefit from it
-Why they should read the post or article you share
-Why is the post unique and worth spending some time
-What the users might miss if they don’t click on the link
-Why is it particularly relevant for people in the sector in which your target group operates
You can present old posts more times, but spread the updates over time and add information to the links not to seem like you’re simply trying to push a link to your site for generating free traffic.
LinkedIn groups used to be very powerful channels for sharing content. As it often happens, a bunch of people used these feeds for spamming members or for over-promoting their own sites.
Groups used to allow people to address a very specific audience based on their role within the decision-making process and area of interest.
Nowadays, a lot of people are overwhelmed with information and useless links and they simply ignore sources which don’t pre-select or edit links.
A good LinkedIn group is composed of many members and it should be constantly updated.
If the community is not active, there’s nothing you can do to convince people to check your content.
The good thing about groups is that participants contribute to the mini-communities using their real profile and most of the users know that their personal reputation is at stake.
Nonetheless, a good LinkedIn group should have a skilled administrator who’s quite strict with the flow of information that appears in the feed and with the members.
If there are no penalties for spamming, some members will see no reason for not trying to direct traffic to useless or low-quality clickbaits.
Your content can be accessed directly within the group, but good administrators also contact users via daily or weekly email updates.
This will allow your updates to reach thousands of people and if the group is working correctly, the content you share is valuable, and your headlines provide all the information users need to identify the clear benefits of your article or post, you can be sure that the strategy will
attract lots of traffic. Additionally, people who scan these communities for content to share on social media will also be likely to provide your content with additional promotion through shares.
Using LinkedIn Pulse to Direct Traffic to your own Blog
LinkedIn offers you the opportunity to publish articles directly on their platform.
It is okay to reprint your existing posts on the platform, but there are better ways to use Pulse without risking to lose ranking for your posts.
You can, for example, create a shorter version of a great post and link people to the main article with a great call to action.
Alternatively, you can write a post on a topic connected to the content you published and direct people who want to know more about the subject to your site.
Another way is simply linking your Pulse article to your existing blog content using great anchor text in the body.
Some users create lists of tips and leave some of the most important points out and mention that additional ideas can be found in their blog.
One way or another, your post is bound to receive some attention and add credibility to your profile. If you prove your expertise, you’ll be able to attract enough attention and people will certainly want to know more about what you have to teach.
Pulse articles can be liked and shared and this will amplify the reach beyond the borders of your own connections.
Keep it short and simple and offer great quality advice or opinions.
Add links and calls to actions to your posts and direct traffic to your own blog articles.
This strategy will also allow you to interact with the community through comments and will probably generate a good amount of traffic and loyal fans.
Be genuine and show how you can be useful and invite people to join you to know more. That will be enough!
We’re going to talk about Slideshare in a separate section. Therefore, you’ll find more information on this topic later on when we discuss options to repurpose your content.
Using Pinterest to promote your Blog Content
Pinterest is a great community. Its rules are a little different from other social media.
First of all, the majority of people use Pinterest for entertainment and fun, not so much for finding work-related posts. Additionally, the majority of the users are women and the time of the day when the community is more active is after work and on the weekends (exactly the opposite of what happens on platforms like LinkedIn for example).
This doesn’t necessarily mean that sharing corporate content doesn’t work! You’ll find that companies share a lot of visual content on Pinterest, independently from the fact that they work in B2B business.
If you work with consumer and lifestyle goods, Pinterest will definitely pave your way to lots of traffic. But you can attract plenty of quality clicks also if you sell services. You need to be creative!
And that’s the key word. Pinterest is a platform for creative users. Fashion, design, home improvement, crafts, arts…all these posts attract lots of attention and drive traffic. If you can somehow connect your product to great visual instructions for a fun project (which your target group will like) your pinboards will gather quite a few followers in a very short time.
Other content which is easy to share on the platform are pictures and infographics. When you create a blog post, make sure that it incorporates great visuals.
Add a specific picture to each post which uses the characteristic Pinterest format. You can use Canva for this purpose.
Make sure that all the images in your post are unique and beautiful and add a “Pin it” function to your blog so that each image can immediately be shared and that the link redirects traffic to your site.
Create wonderful presentations for each blog post using the long picture format which Pinterest created and try to pin the image to more than one board.
Your profile should include several boards. But make sure that they all are somehow related to your company, service or team.
You want followers to understand what your company stands for and what interests you have.
You want to maintain credibility and professionalism even if you can also share content which can be more entertaining than informative.
Be friendly, interact with the community and their posts and allow other people to add pins to special boards you can create for inviting people to contribute with their own content.
If you deal with lifestyle products and the audience resembles your target group, you might want to look into paid advertising. Your posts will reach a lot more people and with just a few dollars, you’ll be able to attract lots of links to relevant content.
Google+ to attract lots of loyal Readers to your Blog
Google Plus is not dead! It may be a little sick, but the social media developed into something a little different from what Google had expected.
Sure, it didn’t take all users away as Facebook did with MySpace and therefore it didn’t become the next new social media hotspot. There are many reasons for this.
Google had tried to enter the social media business in the past too when they acquired Orkut. The platform was actually very successful in some parts of the world (India for example) but it was also phased out.
We don’t know if that’s the destiny of G+ as well. The site generated great products like Hangout and it also spawned a series of very active communities divided into areas of interest.
The G+ community might be smaller than the one that populates Facebook, but the users are a lot more loyal and engaged. People are not overwhelmed with billions of page updates, family pictures, memes, and dog stories.
There are a few accounts who use G+ for all the activities that the majority of people carry out on Facebook. These people are different! They’re special. The refuse mainstream and don’t go along with Facebook.
But there’s also another group of users who still posts their life updates on Facebook but also looks for specific information and updates on G+.
There are some advantages and mechanisms which can guarantee you a considerable amount of attention if you play by the rules.
-G+ works with hashtags. Your content can be searched and found through Google or directly within G+
-You can work with both your own profile page and your company page
-You can follow people with your company page. Unlike Facebook, they don’t need to accept your “friendship” and they might not follow you back (as it happens with Twitter). But if you start following 20 to 30 targeted profiles a day, these people will at least check your page and if they see something interesting (make sure you have a great feed before following people!) they might follow you or at least click on some of your posts because of their relevance.
-G+ communities are great. Members are active and because of the fact that administrator like to be members of an elite, the quality of the content and the attention it collects are great. Spam is reduced to a minimum.
The communities really care and members are highly committed.
-Some users use communities also for content curation, and your content will be shared
We still don’t know what’s going to happen with Facebook in a few years. The platform is losing momentum and users are literally becoming old. Young people love SnapChat, Vine, and Instagram.
Facebook is losing members instead of gaining new members. Besides, Facebook has to face lots of issues with fake profiles, trolls, spammers, and the new policy is making things difficult for small and medium-sized businesses.
Will the platform survive? There are many detractors and some bloggers already pointed out that within a modern social media marketing strategy, bypassing Facebook is not the end of the world.
Is Google just being patient because they know something we don’t know? Well, they’ve recently improved the user interface of their social media platform.
Is this an attempt to revive their product or are they preparing for something big?
Lots of questions which we’ll be able to answer in a few years. What we know though, is that G+ can generate lots of traffic to valid content and the platform is also useful for lead generation.
As always, play by the rules, use the communities for helping and supporting people, not to blatantly advertise your content or products and try to figure out if your target group likes to hang out on G+. If the answer is yes, invest a considerable amount of time in sharing updates, commenting and contributing to the success of the platform. The reward will be bigger than you might expect!
Using Tumblr as a Channel to spread your Content
Tumblr presents a very unique social media landscape. Users are particularly active at night (especially on Friday nights) and the platform seems to be the best place to share memes, animated GIFs, and spread ideas using hashtags and interacting with the lively community.
Some people are extreme Tumblr experts and power users and they’ll always favourite this community over any other. Tumblr users tend to spend more time on the platform in comparison to Facebook users.
Tumblr is a blogging platform with social media functionalities integrated in order to interact with the community.
You can create content, add content that you find on other users’ Tumblr blogs or share links to your own blog or website.
The key element of a successful Tumblr strategy is to follow a lot of other blogs which are related to your own sector and reblog their content on your Tumblr blog page.
Look for popular Tumblr blogs, follow the users and share their content on yourTumblr page.
Users are immediately informed when somebody reblogs their content and the notification also appears in the comment section of their posts.
Standard lists and common blog posts will never perform well on Tumblr. You need engaging content that has some shocking component to it and that integrates strong visuals.
Pictures and animation usually attract more attention. If you want to share a blog post, make sure you share infographics or charts presented in the post rather than a text summary. You can then add a caption and tags to make sure that users find your post.
Using Instagram to share your Blog Posts
Instagram allows you to share pictures (square format) which you can only upload from your smartphone. Additionally, the platform implemented a feature which allows you to show short videos.
The images you share can be snapshots taken with the application camera app (and which can also be edited with creative filters) or which you can create with utilities such as Canva(there’s already a template for Instagram pictures).
The main idea is that your images need to stand out in order to receive likes and attract new followers for your profile.
Instagram is one of the most populated social media community and users’ feeds are extremely cluttered.
Unlike Twitter, where it is not recommended to use more than two (maximum three) hashtags to categorize your updates, Instagram works better if you include 10 to 15 different hashtags related to the content you share.
Try to check what people share in connection with each hashtag and find the best list that actually addresses your target group.
Tip: Adding lots of hashtags to every picture you share can be annoying and time-consuming. You can add a shortcut to your phone keyboard and by typing a string of characters you created, the phone will automatically add all the hashtags you want to include.
Filters used to be very popular when the application was launched. The novelty effect quickly vanished. Therefore, be careful with your filters or your images will look “uncool”!
What Content you can share on Instagram
Instagram has an incredibly high amount of users. Especially younger people communicate through this social media. People keep a journal with pictures, share experiences, likes, ideas…
Each square picture can contain an entire story. And that’s what you should create.
You can advertise seminars, blog posts, contests or guides by adding text to your Instagram picture.
Needless to say, the visual component has the priority over the copy you add. People are in for the pictures, not for reading text!
If you can create captivating square graphics you can pretty much try to redirect traffic to any particular link you want to advertise, including your own blog posts. But creativity and beautiful design are necessary components of your Instagram strategy!
Search for accounts which have the potential to be members of your target group. You can attract their attention. They don’t need to follow back, but at least they’ll check your own profile and see what you have to offer.
Make sure that your profile description is concise but extremely apt and intriguing, add you website URL and curious people will also access your site using this link.
If you’re particularly creative you can create an Instagram feed that can go viral. Since square pictures are presented in a grid, each image can be treated as a piece of a jigsaw puzzle.
By uploading images in a certain order you can create a larger image created by separate tiles. Some companies and individuals already experimented with this strategy.
If you can create something original you may attract some attention. And why not…what about creating a contest in which you update only one picture at the time and your followers have to guess what the resulting image will be by commenting and liking your uploads?
And talking about contests…you can always let users create pictures which involve your product and share them to win a prize.
You can also tell the story of your brand in pictures or show your every day company banter.
You have the opportunity to be perceived as a human being and share your lifestyle and company culture.
You can interconnect your blog content and your Instagram profile using badges (which you can download from the platform)
Don’t simply focus on promoting content. Try to find a mix of serious and not so serious elements that create a communication stream through images.
Create funny pictures, post beautiful images, quotes, or curious videos…Gather the attention of your target group and then post more serious images that redirect to your blog content.
You can create a theme campaign which repurpose a single element in different situations (as the Audi car key campaign we mentioned in a previous chapter). If you work with a series of pictures, people will
be more likely to check your profile to follow the development of your campaign and see how far you can go with your creativity.
How to use Facebook to promote your Blog Articles
Facebook is the most popular social media site. And for a reason…it completely changed the social media environment at a time when MySpace and Friendster were trying to dominate the market space.
With its huge amount of users (over 1bn according to Facebook) and the granular information that the profiles contain it is relatively easy to use this channel to display your content.
Many people think that Facebook as a component of a solid social media marketing strategy is not as vital as it used to be in the past.
There are several reasons that lead many marketers to think like that. Mainly, the problems seem to be connected to the fact that, for many, the platform has already jumped the shark and its decline is imminent.
Many users (especially young people) already moved to other social media platforms which are more specific or that offer a whole new level of participation.
Additionally, many startups complain about the fact that the new algorithm that the platform implemented is not optimally designed for small and mid-sized businesses.
Unlike other social media platforms, in order to work successfully with this channel and promote your content effectively, you need to invest quite a lot of money.
You can read more about this topic by checking a very popular post written by Jeff Bullas in which he provokingly states that, as a company, you should totally forget about Facebook.
There are a few articles out there that discuss the issue. Some marketers still promote the endless opportunities that Facebook offers, others suggest that, for smaller players in the market, it is not worth investing a lot of time and resources in a Facebook page.
Some people go as far as saying that due to the large amount of plugins and apps you can add to your Facebook page, it is almost useless for businesses to have an external website.
Marketing, communications, sales, and operations can be carried out simply using your Facebook fan page.
Others, again, underline the fact that hyper-competition and organic reach issues will force your company to invest thousands of dollars in boosting posts and reaching people and the ROI of the strategy is not comparable to other tools and platforms.
Nonetheless, a good level of engagement on a Facebook Fan page still represents a powerful signal for many potential buyers and the platform can help you drive trust to your brand.
And we still can’t forget that due to the humongous number of users and information that can be used to address our target audience it is worth investing some time and learn how to create a successful Facebook ad strategy that can drive lots of traffic to your website.
We’d like you to make up your mind on Facebook by searching for articles and statistics online.
The amount of users and the information they share are extremely attractive and you have to decide whether your company can generate the right content and strategy to work with this channel.
The content you should share on Facebook
Facebook works well with pictures. Facebook also expanded the range of media that you can share by adding videos.
The content that people like to see and share is usually upbeat, witty, funny, and original.
The platform doesn’t work well as a content curation tool (unlike Twitter for example).
Your audience expects to see extremely focused content. If they follow you, they need to be entertained with new content which revolves around a specific topic.
Even though users spend a long time on the platform (more than on basically any other social media), they often hop from one post to the next quite quickly.
You need to attract the attention of the few people who see your content in their newsfeed and make sure that it’s compact, short, and direct. That’s why pictures work well.
Facebook is a huge channel for contests and competitions. 40% of individuals follow brands on Twitter to get access to great, informative content.
On Facebook, individuals mostly follow brands to vouchers, discounts, exclusive access to premium content, take part in contests, and competitions.
Unless your content is so entertaining that users feel the need to view it every day in their already cluttered newsfeed, you need to come up with very strong incentives to motivate people to check your page and follow you.
You can share posts and articles, but be prepared to invest some money. Once a post is shared, 10 to 12% of your followers will probably see it appear in their newsfeed.
If they nobody interacts with it (comment, like or share) you reach will be even lower as Facebook takes this as a signal that your content is not interesting enough.
If you see that one of the posts generates a bit more attention than the others, it is time to press on the “boost” button and invest a few dollars to try and reach your specific audience.
Facebook allows you to create fantastically accurate audience profiles. This way, you can try and attract the attention of a few new readers. The probably won’t follow your page, but at least they’ll click on your link and maybe become regular readers of your blog.
As it happens with G+ communities, the real strength of Facebook can be found in the numerous groups which gather people with similar interests.
If you find a large group which is also made of active users and whose moderators work hard on reducing the amount of spam and irrelevant content, you can try to participate and add value to the community. By commenting, replying, supporting, and helping, you’ll be able to attract the attention of a few users who will possibly check your profile.
On top of that, if your content is actually connected to a particular discussion, you can also share it and let the community interact with it.
As always…add value to the community first and then share. Don’t spam and don’t overly promote your own content. If you’re perceived as a spammer, instead of promoting your content, your social media efforts will actually end up ruining your reputation.
Having a large amount of followers on Facebook can help you share your content if it is properly designed for this platform and if your strategy is varied and well-designed while consistent and aligned to your brand image and message.
You need to invest time and money, though. And the results are often quite disappointing.
Many companies grow their Facebook community because your fan base can be a synonymous of social proof. In the digital world, we need to find specific proxies which can help us identify serious brands and separate them from online scams.
A large group of social media followers is sometimes used as a positive signal and a guarantee. Facebook, in this case, seems to be one of the most important seals that show people that the company is respected and that offers some real value to their customers.
As mentioned, one of the best things about Facebook is the opportunity to reach very specific segments.
Running Facebook Ads will allow you to bring your content to the people who actually care.
When planning a campaign, make sure that the content you advertise meets the need of your selected audience and create great visuals that attract the attention of the people who scroll through their feeds.
As always, optimize you entire campaign for mobile users (the majority of the viewers) and implement a great copy that clearly defines the benefits connected to your link.
Encourage sharing by creating smart and funny visual ads and remember to use the Power Editor to create a well-designed campaign that will generate some traffic.
By adding a Facebook pixel to the head section of your website, you’ll be able to monitor and retarget people who were previously on your site. And this, we guarantee, is one of the greatest features that this platform offers.
Viewers who already landed on your pages (through social media or search) are likely to be interested in your content because their online behaviour led them to your page before.
Retargeting this audience with Facebook ads will allow you to let them familiarize with your brand and this will increase awareness and create connections.
People need to see your brand more than once to remember who you are and what you do and they also need to associate your brand to a particular sector.
By retargeting people who previously visited your site (and who might already have forgotten about you) and offering them to access great content, your company will be linked to a specific area of expertise and people will become used to seeing your logo in connection with specific content.
SnapChat is the most popular platform among young people. Facebook’s user base is stuck on the pre-millennial phase and the average age of its users is somewhere between 35 and 42. Many young people don’t accept being on the same platform where they can be spied on by their own parents.
If you need to address a younger audience you need to be popular on Instagram and recently on TikTokV or you need to find legit ways to create followers through Whatsapp.
But most of all…you need to understand the intricate world of SnapChat.
Because of its complex functionality, SnapChat is kind of off-putting and that can actually be a feature.
Younger generations adapt incredibly fast to new media while “uncool” old-school gen X and Y internet users tend to appreciate intuitive, simple platforms.
The generation of first internet users are now a little tired of dealing with brand new interfaces, lingos, and guidelines and they stick to what they already know. This is a great barrier to create channels which are purposefully designed for younger and more dynamic minds.
Okay…SnapChat is not rocket science, but it definitely requires you to get used to the interface.
Its main feature is the opportunity to share short videos, pictures, and thoughts which can be shared with your community of followers.
You can decide who can see your content and you can monitor the users who viewed it.
Young people also like the fact that once a message has been opened, it completely disappears (at least in theory….there are many ways to store the content of a SnapChat message).
This level of contingency and control pushes users to share content that they would never post on more permanent social media channels.
Again, the whole thing is not much more than an illusion, but this illusion is convincing enough to attract a very large amount of users.
SnapChat is growing fast and the crowd of users is becoming a lot more varied. Little by little the amount of users will motivate more and more individuals and companies to join and that’s why lots of brands are working out great, ad hoc marketing strategies.
The content you can share using SnapChat
You can share short tutorials, behind the scenes videos, your products, tips connected to a blog post…with images and videos you can then attract people to your website to get more content and from there you can convert them into subscribers and hopefully to loyal clients.
The tone on this social media channel is relaxed, funny, and light. Ask users to participate sending in videos or pictures in reply to your snaps and cross-reference posts on Twitter, Instagram and Facebook.
Ask people to edit the pictures you send (on SnapChat people can literally paint on the pics or add text and other elements). You can post pictures with music and invite people to view a brand new blog post you just published. The most important thing is to be creative!
If you want to build a follower base, you need to share vouchers and discounts and then start sharing facts and stories that lead back to your site.
The platform doesn’t use hashtags so you need to really work hard to create nice incentives to follow you. One way is by adding your snapcode to other social media (a sort of QR code that redirects to your SnapChat account).
People who are happy to follow you on one channel might be happy to connect with you on this social media channel as well.
On fake followers
We’d like to conclude this chapter on social media by quickly talking about fake followers.
If you are active on Instagram, Twitter, Facebook or any other social media channels, you know that it’s relatively easy to purchase followers. There are a lot of serious and semi-serious accounts out there that offer thousands of “loyal” followers for just a few bucks.
We recommend to be extremely careful with such tactics. Shortcuts are attractive (as it takes a lot of time to grow an audience on social media) but as it happens with black hat SEO strategies, the long-term negative effects are usually more preponderant than the temporary benefits.
First of all, the practice is against the Terms and Conditions of most of the social media platforms out there. This can lead your company to be banned, your profile erased and sometimes even to penalties.
Additionally, in some countries the practice is illegal, as it is deceiving. Fake followers and reviews might give a positive impression of your company which is not driven by actual performance and good service. This form of false advertising can again lead to penalties and legal disputes.
Fake followers are usually not active and the algorithms implemented by social media can recognize these specific signals. Not only, will your organic reach suffer from having inactive members, but your content in general might be penalized.
There are many tools that allow people to identify profiles to follow on social media. Some of the filters they can use also detect fake profiles and spam accounts. If the percentage of inactive or fake followers is higher than a certain amount set within the filter section of these search tools, your brand will simply not appear in the search results and you’ll miss plenty of opportunities to get in touch with potential new followers and leads.
Every brand dreams of having millions of followers on social media. And it is possible.
But this implies:
- Great content
- Passion and transparency
- Proper tools for growth
No shortcuts! If you want to kick off a startup try to grow your audience even before launching your product. As soon as the idea for a new product comes up, your priority should be generating enough buzz with your audience before starting your journey. This will allow you to gain momentum at a very early stage and avoid wasting too much time later on when other activities will become priorities.
Real-Time Content Marketing
Periscope/Meerkat as real-time channels to spread your Content
Nowadays, there are many ways to communicate asynchronously. But the great revolution comes from channels that allow you to stream your content live for a selected audience.
One of these channels is Periscope (or Meerkat if you prefer this app).
Streaming live can be scary, but it also allows you to create a really strong relationship with your audience.
You can provide live coverage of important events, show your company or offer a guided tour of your town, you can present a mini Webinar or Q&A session (people can interact with chat questions).
You can work on tutorials, presentations, press releases, show your product in action, provide live support, broadcast a debate or discussion, share your personality and show the people who work on your brand success.
The periscope community is quite active and by sharing content of other users you can easily network and find partnerships.
Periscope users support each other by asking their followers to watch a particular live scope. It’s easy to become a part of this community and grow your audience really fast.
Tip: Add value to your blog posts by inviting readers to watch your scope on the topic and add more information. Or do the opposite: create a nice article or white paper and briefly discuss the topic on air to encourage your audience to access your content.
Other streaming platforms that can be integrated into your Content Marketing strategy
Hangout gives you the opportunity to work with other nine guests and discuss online without the need to write messages.
You can record each hangout and post it on Youtube or you can broadcast the event live to involve more people (who might also interact with you via Google Chat or through Twitter).
You can offer subscribers the opportunity to discuss a topic you treated on your blog live, ask questions or expand the topic. You can invite experts in your industry and provide an in-depth analysis of a trend or new tool.
Hangout is a great tool to spread your content! You can also give presentations and invite other people to join thus creating variety and bringing more points of view to the attention of your viewers.
As always….be prepared and be sure that everything runs smoothly!
This app is similar to other live streaming apps but it also offers a great advantage: big TV networks and cable news channels often screen Stringwire and broadcast content that they find there.
Sure, they’ll be making money off you, but if you manage to create interesting videos, this feature will allow your content and your brand to reach a huge audience.
Hangwith allows you to live stream on a web page and direct traffic to it. This way, you can direct people to your own website through direct invitation or through social media.
Viewers can also share your live broadcast through social media as well and if the content is compelling you’ll be able to interact with an always larger audience.
You can save live streams on the platform, gather followers and invite them to the next live events on your site.
The newest kid on the block! Facebook obviously saw the new live-streaming trend and decided to participate in the game.
Considering that the platform has an enormous amount of existing users and that you might have already worked in creating a fan base, it is definitely worth trying to work with this tool.
Videos can also be recorded and posted on the newsfeed of your followers, allowing them to replay your content if they missed the live broadcast, thus increasing your reach.
Forums, Communities, and Wiki Sites
Quora represents a great channel for attracting people to your content. People ask questions and expect the community to provide them with the right answers.
The fact that you can search for very specific questions allows you to address people who actually express a clear need or pain which might be addressed by your product or service.
Some questions are very popular. Not only will the person who asked the question see the answers but also all the people with similar needs who search and find the post. Sometimes you can reach thousands of readers with one single answer.
- Quora has strict guidelines. If you only use it to promote your business you’ll probably be banned
- Reply to many questions and bring actual value and solutions
- Don’t reply to a question with a simple link to a blog post or article (from your blog or external source). Provide all the information you can in your answer and make sure that all the key points are clearly explained. Afterwards, you can also add a link to a blog post mentioning that more information can be found there
- If you direct traffic to your own product/service or blog you have to mention that you’re somehow connected to the company. Self-promotion is tolerated if:
- Your post/article is directly connected to the question
- You can answer the question on the site and add links as additional reference
- You clearly declare that you’re affiliated with the linked source (so that people can judge if you’re actually providing a useful answer or if you’re just spamming
You need to be quick. Some questions receive many long and articulated answers which can also be upvoted. If another user is able to answer a question in detail, his or her answer will be on top. Most of the readers will just go through the top answers unless the topic is highly controversial and triggers a real debate.
The key is providing a complete and clear answer trying to cover all the most important points. This will also dissuade other users from replying, knowing that they can’t really add any information to your post.
Be prepared to invest some time or resources to make sure that your profile(s) gain a certain reputation in a specific sector. The strategy usually pays off. The traffic generated through Quora is targeted and continuous.
Other Questions and Answers Sites for promoting your blog posts
The same rules apply for other wiki sites. Quora is really cluttered and checking out other Q&A sites might not be such a bad idea even though the amount of traffic you’re likely to generate will probably be much lower. Most of these websites include some form of gamification, which implies that the higher your engagement in the community, the more your profile will grow.
Yahoo answers (which is a little bit more spammy and full of trolls in comparison to Quora)
Metafilter (it’s a sort of community blog. Your posts are copyrighted)
Askalo (Q&As based on local topics. People from a geographic area answer questions about their region. Great place for travel agents, event managers or realtors)
Avvo (for medical and legal questions)
Stackoverflow (It and programming)
BlickBook (Academic topics)
ExperienceProject (more like a social network where you can share life experiences and ask for advice and find friends. Not really a good place for marketers unless you work in a specific field that can actually help people with lifestyle, choices and relationship problems)
Fixya (Q&A about specific products)
Jelly (Mobile app that uses different sorts of media for replying to each query)
Jobstr (Ask people about their jobs)
Mahalo (contribute with posts and videos)
StackExchange (Experts are divided into communities based on their area of interest)
Reddit is probably the king of all forums. The platform is a mix of social bookmarking site, social network, wiki site, Q&A page, forum…
The website collects all sorts of information divided into subreddits. You’ll find a subreddit for every topic you specialize in and there are a few online articles that can even help you identify the best subreddits connected to your category.
Subreddits are moderated and some of them welcome a lot of members. Active subreddits are a great place for asking questions, social listening (to understand the needs of your target group), content curation, constructive dialogues and conversations and also for sharing your own content.
The history of this website is tightly connected to the development of the Internet itself and the vision of its founders.
Reddit deserves respect.
Even if the platform often seems to border anarchy and chaos, moderators and loyal community members make sure that this wonderful corner of the net remains vibrant, interesting, and useful.
The site is a representation of everything you can find online and therefore you’re bound to find all the good things and all the bad things that characterize the digital world.
Be a valuable member of the community, grow your profile and reputation, reply and comment, share useful resources and you’ll become part of one of the most solid communities on the world wide web.
Reddit can be your number one source of traffic (if your post is relevant it may attract even more clicks than Google).
On Reddit, you can reach people who care and who want to listen to you provided that you don’t use this community for the only scope of self-promoting your brand.
The more Karma points your profile collects, the more respectable you’ll be perceived as a member and contributor.
Some people sell their profiles after reaching a certain amount of Karma points, don’t fall for that. You need to grow your own reputation within the sectors connected to your business.
Keep it clean! Let’s not spoil this great community.
If you share an article or post, make sure that the subreddit accepts submissions and that your post truly adds value to the community (use comments and descriptions to explain why you’re sharing the article you submitted and what benefits are connected to it).
Engage in conversations and comment on other people’s posts. Ask questions and help others solve their problems.
Your content and comments can be upvoted. The odds that your post ends up on the home page are really slim.
There’s a huge amount of content shared every day, and users are used to top-notch quality standards.
Watch out: bad comments and downvotes can destroy your strategy.
Only share the best content and play by the rules. Your content can become “hot” or even “top” but it could also just flop.
To attract the attention of the community you can use images or you can stylize your comments with markup syntax. You can also create slideshows and multireddits to collect more information in one place.
You can follow other Redditors and link to their comments using the permalink option. It’s a very good way to network with people in your industry. You can also highlight a part of their comments before pressing “reply” and automatically quote their contribution. This way you can interact with other users and start a meaningful dialogue.
Add a Reddit browser extension (for Chrome or Firefox) so that it will be easier to share links on Reddit on the go and be more active in the community.
If you want to use Reddit as a pro, consider installing the Reddit Enhancement Suite (RES). This package will add a lot of useful tools that will allow you to work with different user profiles, work faster with images, quickly browse through posts, customize your dashboard and much more.
On Triberr, people are subdivided into communities based on their interests. The idea is that people in the same tribe can share information and resources.
You only need to sign up and add your RSS feed. You can join different Tribes and subscribe to topics.
In your home stream, you’ll see resources connected to the interests you chose published by other users and tribemates.
You can add messages and comments, follow people and by placing your mouse in the middle of the green square placed at the bottom of each article summary, you’ll immediately share the post to your
followers on social media. Careful: the post is immediate. You won’t be able to edit the copy or add hashtags. Once you point the mouse on the green square, the article is shared.
If you’re an active tribe mate, Triberr can generate a lot of direct traffic (people who access your posts through their stream) and indirect traffic (as many people use this platform as a content curation tool).
You can monitor posts which were shared on social media through Triberr if you use tools like Buffer or Hootsuite.
When you perform a search of your company name, you’ll find all the people who shared content published on your site and you can see if the posted it directly from their computer or mobile device or if they scheduled the message with social automation but also if they shared it through Triberr.
If you want to bring the whole social sharing experience up a notch, you can use Ning and start your own social network which revolves around a definite topic connected to your product or service.
Ning allows you to create a social media platform with all the features that characterize huge networks without the need to write one single line of code. You can implement blogs, forums, profiles and create a layout that matches your company’s website.
Creating microsites for your content can be a very viable strategy. But creating a functioning community around your brand can be ten times more rewarding.
The community can be open or may require invitations (if you want to have an exclusive platform for premium users). If you manage to create an active community, all the text-based forum posts will also have a very positive effect on your page ranking.
This channel will force you to hire a community manager or to subcontract the task to an external company.
However, having your own community that revolves around your own interest is definitely the best way to get feedback from your target group, understand their needs and wants, meet their requests, share useful information and lead people to your own content.
You can create community events, engage with brand evangelists and fans, allow access to premium content, conduct surveys and have a direct dialogue with your community of supporters.
Your followers create your brand and its image!
Repurposing Your Content
One trick that many marketers use to reach a broader audience with their content is repurposing their content.
People can be reached through different channels and we all have our favourite way to access content (text, video, audio, images…).
A single piece of content can generate a series of media which revolve around the same topic and area of research.
This way, you’ll be able to reach a more diversified audience through many different parallel channels and create lots of link-building opportunities for your content.
Your blog post can turn into a slide deck and then be converted into an infographic. You can create a Periscope Q&A session on the topic or an entire webinar using tools like GoToWebinar, WebEx, Click Webinar, Join.me (free) or Adobe Connect.
You can beef up your post and turn it into a series of articles or a white paper. You can create a video graphic or a video presentation. Or you can simply read your post and create a podcast maybe adding an interview with another expert in your sector at the end.
You might also want to try and create pictures, charts or images which revolve around some specific points treated in your article.
There are endless opportunities for creating a multimedia experience which can be generated from one single great post!
Once you repurposed your content you can use all the channels we’ve described so far to publish and share it. Additionally, you can also use other resources which are specifically designed for promoting specific kinds of content.
Sharing your slide decks
The most famous channel for promoting your presentations is Slideshare.
The company was recently acquired by LinkedIn which turned this site into a section of their platform.
People can comment and share and popular decks attract a lot of views. You can also redirect the traffic to your site with links to other posts and in-depth analysis on a given topic.
If you interact with a large LinkedIn community and if your deck is inspiring, you’ll be able to generate lots of attention and clicks.
Slideshare is not the only place where you can share your slides.
Other platforms you can check out include:
Sharing your video content
You can film your presentations or air your webinars. You can create tutorials and engaging commenting or Q&A sessions.
One way or another, video still remains the fastest way to get your message across and, for people who lack the time or the focus to read an entire article or white paper, a step-by-step video tutorial is the best way to get in touch with a brand.
Of course, Youtube still remains the king of all video channels in terms of number of views and general popularity. Tags and proper descriptions will help you reach a few viewers.
But if the space is too crowded or if you need additional functionalities you can also look into these other sites:
Together with the resources we mentioned at the beginning of this chapter, additional tools which can help you plan, share and manage your webinars include:
Sharing your infographics and images
Apart from using all the channels we’ve described when we listed platforms which are particularly focused on visual content such as Pinterest, Reddit (/r/infographics), Tumblr, Facebook and Instagram, you can also check a few other websites which will allow you to share your graphics.
Especially infographics tend to be quite popular due to the fact that they summarize complex information in one simple picture, they’re beautiful to look at, and easy to share. You can use tools like Canva or Piktochart or hire a professional designer for even better results. And then you can share your results on sites like:
- Infographics Showcase
- Infographics Archive
- Nerd Graph
- Love Infographics
- Submit Infographics
- The Infographics
- Infographics Only
- Infographic Post
- Infographic Site
- Daily Statistic
- Best Infographics
- OMG Infographics
- Infographic Journal
People can view and share your infographics and also embed them into their posts if you allow them to and create lots of great backlinks to your content.
Additionally, you can also share pictures and other images on sites like
Great pictures can be shared and embedded and this strategy can also create a considerable amount of backlinks and references.
Sharing your audio files
Podcasts are simply great. If you commute by train or drive a lot and don’t have time to read, you can simply plug in your phone and listen to incredibly useful audio posts.
You can even access content while doing other mundane tasks like washing your car or doing the dishes for example! That’s why podcasts are rapidly gaining popularity. You don’t even need to look at a screen as it happens with videos.
Once you created a great podcast you can embed it into your post on your site or you can upload it and share it on different sites such as:
How to convert your Content into Books and Guides
You can also convert your content into guides and downloadable guides. Some tools might help you create wonderfully designed content and will definitely make the task easier. Some resources that you might want to check out:
And if you want to share your content in the old fashioned (albeit still efficient) way, you might try and print out an actual book and use services such as:
PR and Networking for Content Promotion
The best way to spread your content is establishing and fostering relationships with your audience, brand ambassadors, followers, cooperators, influencers, experts, and with other participants in your product cycle.
Your company is immersed in a varied landscape and interacts with lots of different people during its journey to success.
Every single participant can be influenced by your content and decide to interact and share it. Suppliers, providers, clients, fans…they all can play a role in the success of your content.
The better you are at involving people, creating communities and tribes, the more popular your content will be because all your collaborators and partners will be happy to support your strategy.
Content marketing is a great way to create relationships and relationships are a good way to spread content.
The reinforcing circle which is created by your inbound marketing strategy can generate exponential growth for your traffic which you can then convert with proper call to actions and offers.
People involved in your marketing cycle will make a difference in your strategy, not your marketing budget.
Be present in blogging communities and forums, start a dialogue with other experts in your sector, participate in live events, connect with as many people as you can in real life, not only on social media, and show your skills and competence.
Your employees can become valuable assets in the content marketing cycle if you provide them with incentives to share your content. Your collaborators and partners can also represent the first delivery points for dispatching great content.
Reaching out can be scary, but the global community of content marketers is huge and the opportunities are limitless. The quality of your relationships and connections will determine the success of your content!
A first attempt to create a dialogue with other bloggers and content publishers involves commenting on their blogs.
Don’t comment on blogs just for adding a backlink to your site or mentioning a blog post. Don’t write vague comments such as “great post!”!
Be personal and share your unique point of view and experiences. Read each post before commenting. Bloggers can tell if you’re just trying to guess the message of their posts or if you just skimmed the article and memorized some words which were written in bold.
Take some time to read a few articles in your sector.
Find the best bloggers and add value to the conversation by presenting real-life examples which support their thesis. Add information or resources only if extremely relevant and never comment on posts just for promoting your content.
You want to establish a real relationship, be noticed, show your competence and show that you could be a valuable partner.
If you prove your knowledge people will look for you and for your content. You don’t need to force people to your site.
Bloggers and experts appreciate precious contributions and memorize familiar names. Show that you really care and support the strategy of other marketers. In turn, they’ll be more likely to visit your site and share your content, mention your site, or attract the attention of other participants in the cycle.
Sharing links to relevant posts you published can create great backlinks and attract additional traffic. But you really have to be careful and make sure that the blog you comment on allows external links. Irrelevant links are just a pain in the neck.
If you refer to external sources make sure that these really add something important to the post.
One way in which blog owners can signal the fact that they might be willing to approve links to other posts is by implementing the CommentLuv plugin.
This plugin allows users to append a link to a recent blog post they wrote which can be selected from an RSS that appears in the signature.
This way, you can write and post a comment and sign off with your name and a link to a recent article you published.
Don’t jump from blog to blog looking for CommentLuv and add useless comments just for adding links.
As always, quality is better than quantity.
Become a regular guest on a blog. Comment and participate in the discussions. After a while, if you think that one of your posts can be valuable for the community add it to your signature using CommentLuv.
Bloggers use this plugin to motivate people to comment. Hence, they’re okay with that. But if you overuse it or if your comment is useless, then you’re just spamming and blog owners are very good at recognizing spammers and trolls.
Mentions and Backlinks
By mentioning other bloggers and content writers in your own publications you’ll be able to reach out and continue a global debate on important topics connected to your industry.
People who monitor backlinks will be happy to be mentioned in your articles and they might do the same for you.
Your content needs to be full of resources which include lots of links to external posts. That will improve the ranking of your posts or articles but it will also allow you to network with like-minded people.
Networking is the best way to spread your content around and the best byproducts of your content marketing strategy.
You can find partners who work in the same business cycle and you can support each other sharing resources and readers.
You can also scan the net to find blogs which are relevant to your area of expertise. Sometimes, you’ll find posts you could contribute to with your own content.
The best way to attract the attention of this content writers is to start following them and sharing their resources.
Always remember to mention them in social media when you share their articles!
After sharing and commenting, they’ll probably be familiar with you especially if you’re a subscriber of their newsletter and if you support their business.
That’s when you can try and reach out. You can send a friendly email and mention a post which you published and which could add some value to their own content.
Obviously, you have to make sure that you’re not competing directly or indirectly with their company! If your products can integrate or be complementary, and if your content might actually provide some value for their audience, it can happen that other bloggers might want to mention you and your post and direct some traffic to your site.
Mentions (especially if connected to great anchor texts) can really improve your visibility and ranking, especially if the source is highly authoritative.
Talking about authoritative sources, networking with influencers is one of the tactics which could really lead your traffic to explode.
Nothing proves your competence more than a mention in a post written by an influencer within your sector. People trust authoritative sources and if you can offer the right incentives, influencers might be willing to direct some readers to your content.
The way it works is not very different from the way in which you reach out other bloggers and ask them to share your content on social media or mention you in one of their posts.
Also with influencers, you need to:
-Follow them on different social media channels
-Subscribe their newsletters
-Comment on different posts and on social media
-Show that you actually care about what they have to say
-Share their content with your own audience
-Become familiar with their core message (things that they really want people to understand about them)
-Become familiar with their personality and with their likes/dislikes
-Become familiar with the way they communicate
-Start an actual dialogue
-Be constructive and add value with your own comments and content
-Show your competence and prove your skills
-Let your work speak for you
-Reach out in a very polite, concise, and personal way and clearly explain what benefits they might encounter by mentioning you, sharing your content and supporting your content marketing strategy in general.
The fact is that if you can really help them add value to their existing content and create something important for their own audience, once influencers become familiar with your work, they might see some advantages in welcoming you to the community of great content publishers and maybe help you out while your site is trying to take off.
Be honest, be yourself. Don’t use people…show that you really care and support their causes.
Don’t fake it!
Keep it clean and transparent and start a real dialogue for the sake of it. The best product of such dialogue is the conversation itself. If this triggers other actions is only because it is beneficial for both parties. Your relationships need to be built on honesty and trust.
Another great strategy that leads to a lot of traffic to your own content is guest blogging.
By leveraging the popularity of other blogs and showing your expertise, you can attract a lot of attention, build your personal brand, and direct traffic to your own site with links contained in your own byline and signature.
You can look for specific networks which allow people to guest blog on each other’s blog (such as myguestblog ) or you can search for blogs that are looking for guest bloggers through search engines.
Additionally, if you create a solid relationship with another blogger or influencer, you can also reach out and present the outline for a post which you think would help their own community and offer to write it for them.
If you’re requested to write a guest post, make sure that your content is great. Even better than the content you add to your own site!
Be personal and unique, add lots of information, links, and resources. Make sure that your contribution actually brings value to the host and that readers are motivated to look for more information about you.
There are quite a few popular websites that regularly work with guest bloggers. Some of these even pay for the post (a strategy which often encourages quality and objectivity).
Other websites simply take advantage of people who are looking for visibility. Be careful!
The best way still remains working with people you have a partnership with; people you trust and admire and who, in turn, appreciate your content.
Great sites that work with external contributions include
For a complete list of over 150 great sites that accept guest bloggers divided into categories, please check out this link:
Wiki pages often require additional sources and citations for their articles.
You can try and find pages which deal with your business niche and you look for opportunities to either enter a new source or to replace outdated links (which might be too old or even non-existing).
You should definitely read this article to find out more about using Wikipedia for Search Engine Optimization.
Other Places where you can share your Blog Content
Forums and communities
According to your specific business sector, you might want to look into other communities, industry forums, and syndication sites.
You can scan the net in order to find all the places where your target group is likely to hang around and you can create specific promotional activities (free or paid) designed to lead your leads to your content.
Forums can be useful for listening to and understanding the basic need of your prospects.
You can also participate in discussions and help the community.
Your profile can be linked to your site and to your content and if you can prove to be truly useful, people might be interested in finding out more about you.
Each industry sector is connected to a large list of specific Forums. It’s up to you to invest some time and find the best communities which are well moderated, active, and responsive.
Some more or less generic Forum Sites include:
Other syndication sites
Together with all the sites, we listed in a previous chapter, there are some very popular syndication sites which are connected to a particular business sector:
Or you can share your knowledge on websites such as:
Another great source of visibility is HARO (help a reporter out). You can share your expertise on a specific topic with journalists who are covering a particular story and need support.
You can subscribe to one or more particular areas, read through the requests and if you can help a journalist with useful information, you’ll earn a mention and you’ll be able to attract attention to you or to your site/blog.
A similar service is also offered by PR Newswire.
Pingler is an online tool that allows to you ping your content to all search engines after publishing it.
You can categorize your posts and help robots crawl and index your articles.
The free version offers you the opportunity to submit a limited amount of URLs a day, but that’s usually okay for small sites that don’t generate a humongous number of daily posts!
This social news network site allows you to find and collect all the information about a particular event or topic from social media and blogs.
After aggregating several different sources you, you can combine them and create your own story on the topic by mixing citations and your own comments.
By adding references to your own blog, you’ll allow readers to be exposed to your content.
Sniply allows you to add a call to action to every link you share to social media.
This way, you can attract a lot of traffic by simply redirecting people to your own content by sharing other interesting content!
Content Marketing and Promotion Strategy
As you can see, there are plenty of opportunities to advertise your content for free or for little money.
Content marketing requires you to invest time and resources in creating, publishing, promoting, and adjusting your content. But the efforts are rewarded with a continuous stream of qualified traffic and plenty of opportunities to generate extremely loyal leads.
You can start and experiment with a few channels and then focus on those that generated the greatest response.
You can organize tools and channels into tables or use project management systems to make sure that you invest time on different platforms and attempting different strategies.
The most important element of the whole strategy and starting point to a successful content marketing campaign is your content!
You may need to appoint staff members, hire a virtual assistant or subcontract the task to an external agency.