Does this happen all too often with you?
You publish an article and then play host to the warmth and joyful melody of crickets.
Most of us are led to believe that content by itself is enough.
Enough to bring leads, enough to open everlasting floodgates of traffic, enough to generate commissions and conversions.
Your content needs promotion.
We often skip on promotion owing to lack of time.
But if content doesn’t get readers what’s the use of producing so much of it?
Only to give up after few months?
Piling the blame on content marketing. Yeah I tried that. It doesn’t work. The truth is there’s content on your blog but no marketing.
Here’s how to get started with promoting your content so that it reaches the right audience.
Repurpose content as a newsletter
For this to work you need to have a list.
Haven’t got one yet?
Why on earth would you not have one?
It’s possible that visitors don’t read much of your content when they come to the site.
A high bounce rate indicates that most people are leaving the site without spending much time on it.
If it’s so then you can reengage visitors with some tips.
If you think a particular piece of content is going to be useful, you can include some part of the content as a newsletter.
For example, let’s take this blogpost which has 3 content promotion hacks.
If I am sending a newsletter I will include one hack and then give a link to the blogpost for further reading.
This way you ensure that a lot of people get to read your content.
Typically email marketing results in 30 to 35% open rates. So it’s 35% more people who would read your content.
Want a pro tip: Change the headline of the email and send it again to people who didn’t open.
You would get 20 to 25% opens.
In total you will get a 55 to 60% opens. That’s more people who read your content.
80% of visitors to a blog are first-time visitors. It’s time to reengage some of those old dogs.
Do some retargeting
This needs some shiny crisp dollars.
When visitors leave a site it’s possible to retarget them.
You can install a facebook pixel to install cookies and track visitors as they plod through the web.
Or you can use Google’s adroll.
Whatever the method, the basic premise doesn’t differ.
Visitors have left your site and you show ads to your landing page or blogposts on sites they visit or on Facebook.
On Facebook, these ads often show up in the newsfeed.
If people get excited they will click through and come back to your site once again and engage.
Do some internal linking
The best way for people to know more of your blog is by presenting the links on the blog itself.
Chances are if someone is interested in content marketing, he will also click through to a case study revolving around content marketing.
That’s one example but not the only way you can spin things. Most posts are boring but they’re generally useful.
Link to the posts that are relevant to let readers easily access additional useful content.
A post on WordPress migration can have links to WordPress seo, WordPress plugins and WordPress optimization.
Ask the experts
Email experts in your industry.
Get quotes to include in your article.
For example if you’re writing about Conversion Rate Optimization contact Brian Masey from ConversionSciences.
Ask a specific question and include the response in the article.
Then send the link to him.
You could hit the jackpot if Brian decides to share your article with his readers.
If nothing else, some writer or journalist may discover your article and want to use the quote that’s inside.
Journalists love quotes. It makes their work easy.
You will certainly get a link.
Do this enough times and you would keep on getting links. Links drive direct visits.
It doesn’t end there.
In time they add to your domain’s authority and drive organic traffic.
So there you have it— content promotion hacks to give your content all the love it needs.
There’s a caveat to using these hacks. It only works when you have good content.
It’s pointless to ignore the elephant in the room. Bad content wouldn’t bring much in way of returns. Content needs to be helpful, delightful to read and easy to share.
Despite what case-studies and examples make us want to believe in: content length alone can’t save your boat.
Length isn’t a hack around useless content. You can’t get away with sub-standard articles if you manage to somehow cough up 2000 words.
What do you think?