What’s the first task of every marketer? To grab the Attention of our potential customer. Until we have that, we don’t get an opportunity to deliver our marketing message.
So before we get down to it, first things first. We can’t talk about content promotion without pointing out an important fact.
None of this will work for boring content.
There is no shortcut or workaround. Your content has to be remarkable, period, in order to get the sharing and links that will make you successful.
It’s not a matter of being able to write something that could be published in The New Yorker. But you do need to be able to create content worth talking about. Otherwise — well, no one will talk about you.
We’ve talked before about what makes for remarkable content. For most scenarios, look to create a combination of:
- A strong, unique, and memorable voice
- Content that’s remarkably useful
- Content that’s interesting and reader-friendly
Within that so-called formula is room for infinite variation. Make it your own, butmake it remarkable.
Important: You personally may not be the best person to create remarkable content for your site. If not, start beating the bushes for a contract writer. You might even consider entering into a formal business partnership with someone who does have a strong writing voice (and typically an audience to go with it). It’s that important.
Cultivate your network
Once you have something worth talking about, you need to go find some people to talk about it.
The first question to ask is,
Who else has the traffic you want?
Somewhere out there are people who have the attention of the audience you’re looking for. Your task is to figure out what you can create that will put you on their radar.
Sometimes, this is another blogger or content publisher in your topic. But sometimes it can also be a publisher in a related topic. For example, guest blogging expert Jon Morrow talks about an extremely successful guest post he wrote for Penelope Trunk’s Brazen Careerist blog. He was promoting his own blog, On Moneymaking (which he has since sold). Her blog covered a different topic, but she had the readers he wanted.
The post reached the desired audience and delivered a terrific result — the traffic and subscribers Jon was looking for.
Understand why people share content
It’s very important to realize that influential people share content because it increases their influence with their audience.
That dovetails nicely with our description of remarkable content above. Content that has a distinctive voice, that’s useful, and that’s reader-friendly will also make influential people look smart with their audiences when they share it. Everybody wins.
You’ll also want to be sure to put a solid headline on every piece of content that you want to get shared and linked to. (Which typically means, virtually every piece of content you publish.) The right headline can make all the difference between content that soars and content that fizzles.
Nice guys finish first
You know that successful person who’s awful to everyone? Who makes a name for himself being rude, disrespectful, snarky, and just plain mean?
Yeah, he’s not actually successful. He probably gets a lot of social media attention— and he’s also probably broke.
It should go without saying, but when you’re building your network of content publishers, be a nice person! Be polite, be (genuinely) interested in what your network is doing, be friendly.
Your professional network can make or break you as a content marketer. And social media is already too full of name-calling jerks. Be a good egg. It will serve you well.
How about SEO?
Search engine optimization is a key strategy in content promotion. Fortunately, all of the same techniques you use to get social shares and links will also benefit you with search engines. Be remarkable, develop a solid network of influential content publishers, create lots of useful content, use powerful headlines, and you’ll find that 90% of your SEO work is done.
(The remaining 10% can be taken care of with Scribe — Here’s a link for a nice deal if you aren’t already a Scribe owner.)
Article Provided by: Copyblogger
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