OK, you’ve got a great new site and planned out a fail-proof content strategy. You’re going to be posting all sorts of interesting and insightful blog posts and newsletters, and everyone is going to come to read it. Then they are going to hire you to do work. Right? If you build it they will come. Isn’t that the way it works?
While we are big proponents of a strong content strategy, simply putting the content out there is not going to drive traffic from far and near to come visit your site. You have to spend the extra time promoting your content as well. Producing the content is the first big step, and it is definitely going to send you in the right direction, but promoting that great content is just as important.
One great piece of content that is actually a promotion tool as well is an email newsletter. Just to be clear, when I say “email newsletter,” I am referring to long-form content that is well-writen and is distributed via an attractive email that includes a graphic, an abstract of the article, and a link back to the site.
The email should alert subscribers and drive them to your site to read the content, not deliver it all straight to their inbox. If you just deliver the full article, then it just becomes content, not a promotion tool. However, by providing an abstract of the article, then drawing the readers back to your site, you not only are promoting the newsletter content that lives on your site, but it also makes the reader aware of the other content you have to offer.
I would also recommend watching the webinar by Dan Zarrella called “The Science of Email Marketing,” to learn more about the best times to send your newsletters, the best words to use in subject lines, as well as some real data about frequency and the importance of subscriber freshness.
While on the topic of email marketing, you should also consider putting together a digest email that promotes your short-form content (think: blog posts) by sending out a weekly or bi-monthly (or whatever frequency is appropriate) email that includes a list of recent content with links back to the site.
A digest can serve as a reminder to the user of all the content you are continually publishing. A relative few people utilize RSS readers, as most would prefer to receive the updates right in their inbox, so we suggest giving them this option.
Promotion through social media
I hate to be one to jump on the bandwagon, but the fact of the matter is that social media is one of the best ways to promote your content, if you do it well. You must determine what social media platforms are appropriate for your target audience. Is Facebook the way to go, or are most of your users active in LinkedIn? Or maybe they’re early adaptors and you want to promote on the new Google+.
Odds are, it is a mixture of social media avenues, and a mixture of active and passive promotion. Active promotion refers to you actively posting your website content to your social media pages. Passive refers to enabling sharing options on your site to leverage the social networks of your readers.
What we do to promote our content through social media is not going to work for everyone, and what others do probably won’t work for us. But, I will use Newfangled as an example.
Whenever we send a newsletter or post a new blog post, we promote it by first tweeting about it. Usually Chris Butler will tweet it once it is published, and it will usually get a couple of re-tweets from others in the office.
The other social media avenue we utilize is LinkedIn. We started a group on LinkedIn which is fairly active, and we promote discussion in this group. Because of this small, engaged audience, it makes LinkedIn a good place for us to promote our content as well. Joining active, tightly-focused LinedIn groups can be very beneficial because it enables you to reach a very targeted audience. Some other niche groups I would recommend are the PJA Advertising: This Week in Digital Media group, or the HOW Mind Your Own Business group, just to name a couple.
Use your website
Sometimes the best promotion tool is your own website. A website that is focused on content strategy should have various avenues to promote the all-important content.
For example, we have the ability to publicize newsletters and blog posts in specified areas of our homepage so that they are seen as soon as a user hits the site.
Another way we publicize within the site is our related content sidebar widget. If you look over to the right on this page, you’ll see a sidebar widget at the very top that suggests other related articles that you may enjoy. This is a more passive promotion, but we have noticed that it can be quite affective.
Make it personal
Occasionally taking the time to send a uniquely crafted, regular old email to someone who you think would enjoy reading and benefit from the content can really stand out. Promotion doesn’t always have to be to the masses – it’s OK to promote content at an individual level.
These are just a few examples of how to promote your content. Clearly, there are other ways to promote your content and your brand, but remember, writing the content is only half the work. The other half is getting it into the hands of people who want to read it.