Why should you promote your content?

Your customer (or ideal customer) values great content. However, the most successful content doesn’t always equate to the best quality content.

This is one of the first rules of successful content marketing:

The best-promoted content wins.

Does your company website have monthly traffic? If you answered yes, then there is hope. 

You have eyes on your content. 

Step 1: ✅ 

Step 2: Get your existing content in front of the right people, before they even come looking.

Every visitor is a potential conversion, as in a lead, a customer, or a subscriber. No traffic means no conversions.

This is why every piece of content must be put to work. If you invest time and money in your blog but have no promotion strategy before you click publish, you’re losing out.

It’s time to fix that.

Welcome to your best friend for all things content promotion. Inside, you will find specific content promotion activities and examples, along with a checklist for driving traffic to your blog articles. 

Pictured below is a great visual representation of what successful content promotion within your organization should look like. Let’s dive in! 

Source: Orbitmedia

Source: Orbitmedia


Table of Contents


Playbook Overview

This playbook is broken down into three sections:

  1. Pre-Publishing
  2. Launch Day Promotion
  3. Post-launch Promotion


Caveat

Each section lays out various tactics to implement and test within the given phase of content promotion.

Each of those tactics may or may not work for your content.

Which is why it’s important to place bets on certain tactics and evaluate the results.

This will allow you to determine the effectiveness for each segment of your target audience. 

Once you’ve iterated and determined which tactics + channels work for you, you will have established an effective content promotion checklist to follow every time.

Let’s dive deeper into each section.


Section One: Promotion prep work (pre-publishing)

These actions are taken during the content creation process. Each one increases the potential reach of the article.


Section Two: Launch day promotion

These actions are taken on the day of your go-live date, or immediately thereafter. This includes social media and email marketing tactics. 

These channels include:

  • Social Media
  • Email
  • PR and outreach
  • Internal marketing channels


Section Three: Post-launch promotion

These actions are performed in the days and weeks after an article is published. Think of this as more of a “re-engagement campaign”.  

Re-engagement campaigns can include:

Ready? Let’s go 🚀


Section one: Pre-Publishing Promotion

Although these tactics may seem like aspects of content creation, they are really all about content promotion.

Pre-publish Phase Goal: engineer an article that gets traction right out the gate. 

Now onto tactic #1.


1. Ask a related question / make a public declaration on social media

Step one: socialize the topic. 

Go to social media and post a related question, claim, or declaration that specifically aims to elicit a response from your audience. After posting, ask yourself the following questions:

  • Did people engage with your post?
  • Did it trigger conversation?
  • Who engaged with you?
  • Did their input deepen your understanding of the topic?
Source: Hubspot via LinkedIn

Source: Hubspot via LinkedIn

Next, make a list of these people, or save the link to the social post.

This allows you to go back later and see who is interested in your topic.

Finally, you’re going to get these individuals involved once more later on by connecting, collaborating, and co-promoting.

 

2. Optimize the post with a keyphrase

Search is the sure-fire long game approach to driving traffic.

The key here is to optimize your content with killer keyphrase research

Your research should highlight key phrases that people are looking for. Each phrase should meet these two criteria:

  1. People are searching for it (good search volume)

  2. You have a chance of ranking for it (not too competitive, based on your website’s DA)

Use the phrase at the beginning of the title, in the header, and several times in the body text.

 

3. Work on semantic SEO

Find the phrases that are semantically related to your article, then as you write your article, incorporate these into the piece.

  • Answer the related questions (they’re in the “People also ask” box)

  • Touch on the related topics (they’re suggested by Google as you type a query)

  • Go deeper than the articles you’re competing with (the other pages that rank for your target phrase)

Now you’re targeting the topic, not just the key phrase, which is the key to search and semantic SEO. 

Here is an article breaking down the step-by-step instructions for finding the phrases most closely related to your topic.

 

4. Include contributor quotes from experts and influencers

Content created together with other people is much easier to promote.

This is one of the reasons that contributor quotes, roundups, and interviews are so popular. They include “ego bait”, which drives social engagement.

An ally in creation is an ally in promotion.

Include others in your article - this gives you opportunities to mention them in later social posts. Unless the article is filled with people, it isn’t optimized for social media.


“Think like a journalist: if you were writing a news story, where would you go for an expert source? Professors love to talk about their subject areas – search a university’s website for contact information.

You can also look for authors on your topic (do a quick search on Amazon) then reach out. If you reach out and they don’t seem like a fit, ask if they know anyone who is right for the subject.”

Erin Hueffner, ZENDESK

Above is a perfect example of the kind of quotes that further support the points/claims you are making, while leveraging an opportunity to collaborate in the future.

Not sure how to find the right people to quote? Help a B2B Writer connects writers with B2B experts. It’s an efficient way to get unique quotes and is free of charge to both parties. 

 

5. Add diagrams and original graphics

Original graphics not only make content more engaging, but will also make it much easier to promote across social media and in PR.

Don’t just add one image → add an image at every scroll depth.

Here’s an example from the Baremetrics blog. 


6. Link to the new post from older posts

You’re not done publishing a new article until you’ve linked to it from an old article.

This kind of internal linking is good for readers and it’s good for SEO.

Here are two things you should do:

  1. Add a few “related links” on past posts, either at the bottom or within the body text.

  2. Use the target keyphrase of the new post as the link text on the old article.

The main benefit of this tactic is that internal links can help Google understand what your new article is all about.

The best internal links lead to your highest-traffic articles. These are the most likely to send visitors to your new piece.

 

7. Add Click to Tweet buttons

If you’re putting all that effort into creating awesome content pieces, why not encourage your readers to share your best quotes? The best way to encourage sharing is to make the process simple and immediate.

Here’s how → Set up a little button that lets readers share on Twitter with a simple click.

Source: Baremetrics

Source: Baremetrics

You can do this manually by using Click To Tweet, or find a plug-in for your CMS that does it for you.

Example: find WordPress plugins like this.

 

8. Add anchor links to subsections (if the article is long)

Let’s say you have a behemoth of an article. How can you help readers easily navigate your post?

One way is to add a mini table of contents at the top with anchor links that allow visitors to jump down into the article. This post from Baremetrics is a perfect example of this.

Those anchor points will also help you keep your article alive on social media later on.

Here’s another example from Xplenty. 

Source: Xplenty

Source: Xplenty


Section two: Launch Day Promotion

Most content marketers focus their promotion efforts on email marketing and social media.

This checklist also includes many less common tactics. Make sure you nail the pre-publishing steps above first, so that these tactics are most effective.


9. Tweet it

Social media is more than a dumping ground for links. It can be used for:

  • Research

  • Networking

  • Conversation

  • And of course, content promotion

If you have questions on how to approach tweeting your new article or what to include, follow this social post checklist to increase engagement and the click-through rate to your content. 

Some of the things your tweets should include are:

  • A question

  • A specific benefit

  • A quote, hashtag, special character (i.e. Emoji), etc

  • A number (i.e. X reduced churn by 75% over Y time)

  • A mention of contributors, commenters, and readers who shared your content

We’ll talk more about mentions in a bit.


10. Post on LinkedIn

Same as Twitter, pull out all the stops. Here’s what a hard-working LinkedIn post looks like:

Source: LinkedIn

Source: LinkedIn

If you have a business page and a personal page, share from both. Or post to the business page first, then share that post from your personal page. This gives visibility to both.


11. Post on Facebook

This is only applicable if your company actually has, and regularly uses, a company Facebook page. 

If so → Make sure to use an image, and that the headline looks good. Use an @ mention for anyone you included in the article.


12. Social media video: the one-minute commercial for your content

By far the most effective way to promote content in social media is through video.

As with many things in content marketing, creating great video content requires 10x the effort, with the potential to achieve 100x the results.

Use everything in the checklist above, plus the following:

  • Add captions
  • Add a campaign tracking code to the link

Here is a second-by-second breakdown of one-minute social videos. Just follow those steps.

For some strong examples from SaaS companies, definitely check out content from UXPin and Xplenty. 


13. Ask for quick engagement on these social posts

When a post on Facebook or LinkedIn gets early engagement (likes, comments, and shares) the social algorithm is more likely to show it to more people.

The goal is to trigger the algorithm, and in so doing, dramatically increase reach.

Yes, this means promoting the post that promotes the article that promotes the business. 😅

It sounds weird and indirect, but that’s just how things work these days.

Do this: Get a quick boost from friends, family, and partners. Reach out to them on Slack, Discord, Google Hangouts, or wherever your community  meets. 

DON’T send them a link to the article. Instead, send them a link to the social post. Ask them to engage with that post, to like, comment and share.

Source: LinkedIn

Source: LinkedIn


14. Leverage employee engagement (i.e. Internal Marketing)

Got a team? Any chance they’d like to chip in and help with marketing? 

This is a group that can drive quick wins for social engagement. Just drop a message like this into the company chat:

“Hey everyone! We just published a great piece of content on [topic] and it’s time to promote it. This process is really important to our business and every little bit of engagement helps.

It’s totally painless. Just click on this link and give it a like and comment. Huge bonus points if you share it with your network. Thank you all! These little things make a big difference…”

👆🏼 Perfect example👆🏼

👆🏼 Perfect example👆🏼

Make it fun, but optional. Do not require (or expect) that your employees use their social streams to promote the business.

ProTip: Got a team member who is very active in promoting the company content? Write them a LinkedIn recommendation. This serves both as a thanks and an incentive.


15. Help the sales team share posts with prospects

If the article answers questions that your prospects ask during the sales process (the best content does)...

...then make sure that the sales team knows it exists, so they can easily pull it out in meetings.

Here are four ways to wrap your post up in a bow for use in the sales process:

  • Write sample email copy your team can use to send to prospects directly
  • Make presentation slides with the best tips, charts, and quotes from the article
  • Polish it up to create a nice PDF guide that they can email as a follow up to meetings
  • Build a repository of these articles listing common sales questions and links to articles that provide your best answers

The best way to create sales-optimized content, especially in product marketing, is to involve your sales team in the creation process. These articles may not be as SEO optimized as keyword posts, but they are extremely useful for marketing directly to hot leads or current customers.

Simply ideate product articles with your sales team (in line with the ICP) → create in depth guides/comparison pages/case studies → get them into the hands of your sales team!

The idea is to put your content in front of your most valuable audience: your potential buyers.


16. Share again (with mentions)

Social mention is one of the best ways to make your content visible.

When you tag someone in your social post (either with an @ mention or by tagging an image), they will likely see the notification and tap to see the post.

If these individuals have some relationship to the content you’ve created, they’re likely to share. 

Everybody likes to get credit.

Here’s where your work from the pre-publishing stage becomes very useful. Mention all of these people:

  • People who interacted with you when you socialized the topic
  • People who commented on the article
  • People who contributed a quote to the article
  • People who were included in other ways
  • People who conducted the research you mentioned in the article
  • Brands that you used as examples

Each of these provide opportunities to enlist help in promoting the content, and to grow your personal network.


17. Cross-post across all social networks

This tactic triggers more engagement across more networks. 

Here’s what you can do:

  1. Share posts on Twitter. A few days later, check BuzzSumo to see who shared and commented.
  2. Pick out any familiar faces, then share the article again on LinkedIn (or any other network).
  3. As you do, thank (and tag) the people who shared, liked, etc for their earlier shares and comments.

Since they’ve already seen and liked the article on Network A, they’re very likely to share, like, and comment again on Network B.


18. Targeted sharing: mention people who will love the article

Here’s how you can get the most out of this tactic:

  1. Use a Twitter search tool to find relevant people with large followings who would be interested and likely to share.
  2. Mention one or two of them at the end of another tweet.
  3. BONUS: Use a tool like Sparktoro to research social accounts that get the best engagement from their audience.


19. Schedule near-future tweets for high-traffic times

Schedule at least four tweets to be published in the near future.

Time them to be released during the highest traffic times for your audience (according to FollowerWonk).

Schedule a few for day two, a few more for several days later, and a few more for next week.

To keep posts from looking repetitive in your streams, vary their content so they are all unique and can stand on their own.

  • Link to deeper interior sections of the article (this is why you added those anchor links earlier)
  • Use different quotes from the article
  • Share statistics and data from the article
  • Use different visuals from the content in the social posts


20. Post it again at low traffic times

The “best” time to share is also the noisiest.

Try sharing when social streams are quiet, such as the middle of the night. 

Why? Two reasons:

  1. Counter-competitive timing can make you more visible. 
  2. It can also attract an international audience.


21. Share at 9:57 or 10:03, just before or just after the hour

A lot of people use social scheduling tools…

...but many of those scheduled shares go out at the hour or half-hour. 

To avoid getting buried in this mix, schedule your Tweets to go out just before or just after the hour.

Jay Baer calls these “micro-opportunity windows”.


22. Social media automation Pt. 1

Rather than manually creating each and every tweet and LinkedIn post, promote your content using an automation tool.

Tools include:

  • Buffer
  • Typefully
  • Sprout Social
  • Hootsuite
  • SocialPilot
  • BuzzSumo
  • MeetEdgar

These tools allow you to:

  1. Write the post once and generate variants. 
  2. Post to social networks in an ongoing rotation. 

Here are some great instructions for social media automation.

Source: Later

Source: Later


23. More social media automation Pt. 2

Continued: 

  • The tools above automate sharing of your content from your social accounts. 

  • There’s a way to automate the process of sharing your content from other people’s accounts: Quuu.

Post your article to Quuu, and once approved by their team, it will automatically be shared from the accounts of other people who use Quuu.

Two caveats:

  1. You may have to lend your accounts to other Quuu users.

  2. You may also have to pay for the service.

If it works, you could drive tons of traffic to your posts without expending a ton of effort.


24. Pin it to the top of your Twitter feed

Now that you’ve seen which tweets get the most traction, select the best one and pin it to the top of your Twitter feed.

Example from the Head of Trends @ Hubspot/The Hustle, Steph Smith

Example from the Head of Trends @ Hubspot/The Hustle, Steph Smith


25. Now follow a few people who are interested in the topic

Search Twitter for people with bios that include words relevant to the topic of the post, then follow them.

Or again, use a tool like Sparktoro to do this kind of research.

These people will see your recent tweet at the top of your stream. (This is why tactic 25 is so important: it acts as social proof for those who land on your profile.)

They’re more likely to follow you because the content is directly relevant to them.


26. Pin it on Pinterest 

This works best if you produce highly visual content, such as the diagrams we recommended above or an article with a great picture.

Source: Pinterest

Source: Pinterest

Pinterest is an underrated network and powerful source of traffic.

Here’s an interesting article on using Pinterest as a B2B SaaS company for more tips. 


27. Feature it on your LinkedIn profile

The featured section is near the top of your LinkedIn profile.

It uses images, and as such, the content here is highly visible. And that visibility is retained long-term. No algorithm, no competition. Post your article here.

It’s an easy win.

Source: LinkedIn

Source: LinkedIn


28. Share it in LinkedIn groups

LinkedIn Groups are making a comeback. 

→ Share the link with a group in which you are actually engaged

Plan ahead and start a relevant conversation with people from the group before you publish. 

This is an excellent place for the first step in this process, i.e. socializing your topic.


29. Share it in Facebook Groups

See above.


30. Try older networks (if applicable)

A lot of older platforms are still out there. If you had an account there once, it’s probably still active. Don’t expect much, but hey, it only takes a minute to log in and share!

  • Digg
  • Alltop
  • Popurls
  • Ezine Articles

RIP: StumbleUpon, Delicious, G+ 


31. Submit your content to news aggregators/content sites

If your content is newsworthy, consider submitting your site to news aggregators, including:

I put together a slide deck containing additional relevant sites that may work for sharing content.


32. Post a summary on niche social sites

If you have accounts on any smaller membership sites, forums, association sites, networking groups, and anywhere else you can post content, post a short summary and a link to the article there. 

→ Include an image wherever possible.

If it’s a marketing article, here are some niche communities where you can promote, share and engage.

The key: For best results, engage in these communities first. Make an investment before attempting to make a withdrawal.

Sites like this have great ROI when done right. Example:

For Baremetrics, some of the most consistent referral traffic comes from Indiehackers.com.


33. Answer a related question on Quora

Someone is talking about your topic on Quora.

  1. Find related questions and jump in with a thoughtful, detailed answer. 

  2. Don’t just repost your article.

  3. Write something sincere and original, then mention and link to your article.

The ideal answer is on a question that’s getting a lot of traffic.

Which Quora questions are getting traffic?

→ The ones that rank.

How can you find which questions on Quora rank?

→ Use SEMrush, Ahrefs, or any similar tools.

Source: Quora

Source: Quora

34. Post on Reddit

Spend some time picking out the right subreddit and getting to know its redditors. 

→ Build credibility in specific subreddits before sharing posts. Focus on starting and contributing to conversations.


35. Email Marketing

Finally, time to chat about email marketing.

→ This is generally the best channel for content promotion because it gives you direct access to your audience. 

There is no company (Facebook, Google, LinkedIn, Twitter) getting in between. Those platforms used in conjunction with email, however, can indirectly help drive email marketing results.

  • Social media is low stakes/high data.
  • Email marketing is high stakes/low data.
  • So use the former to guide the latter.

Look back at the feedback from all of that sharing you just did. Which posts received the most engagement?

  • Check the likes, comments, shares and most importantly, click through rates.

Use the winning social post as your email subject line.

Just make sure the best part of the subject line doesn’t get truncated in the mobile inbox. 

You get fewer characters on mobile than social. Subject lines get truncated after 40-45 characters on mobile devices.

Source: MIU

Source: MIU

Here’s an example to help you get started: 

From: Person at X company

Subject Line: Title of the article

Done.


36. Email the article to your subscriber list

Send the article as a newsletter to your list. It should include the following:

  • A sender name that belongs to a human, not a brand
  • A compelling subject line, ideally vetted in social media
  • Teaser text in the email that describes the main benefits of the content
  • A compelling call to action. Add tracking code to the link.

Here’s an example from Baremetrics. This email headline garnered a 25.3% open rate:

This is the body of the email.


Send the email at a consistent time that works for your list. A lot of the research suggests early mornings and weekends, but test this for yourself.


37. Send a second “In case you missed it” email

Three or four days after sending, run a report of the subscribers who didn’t open the first email. 

→ Send it again to this group in a follow up email with a different subject line.

The second email may add another 25% to the amount of traffic you got from the first email.

Example data: Orbit Media

Example data: Orbit Media

Think this is too much email? It’s not.

Remember, these people subscribed to your list.

They asked you to email them.

If they’ve changed their mind, they can always unsubscribe.


38. Email high-value contacts directly

Think: Influencers in your industry, prospects in the pipeline, journalists, and editors. 

One of these readers is worth a thousand strangers.

Put quality above quantity. How?

Take a minute to send a warm, personal email, inviting that special someone to take a look and share their feedback.

Very few people and companies do this, but if you’re making content for a particular customer profile, definitely try this. 


39. Email your collaborators once it’s live

Time to send a special email to those who collaborated on the initial post.

Even if you already mentioned them in social posts, do this:

  1. Send an email to everyone who contributed to the article. 

  2. When they see the “You’ve been featured!” subject line, they’ll be happy they helped.

  3. This email is a gentle nudge, asking them to help with promotion.

  4. Share a link to the latest social post, or the article itself.

  5. BONUS: provide them with pre-written tweets or social-friendly images.


40. Send the embargo version to collaborators

Caveat: If the article is a serious piece of research, give your collaborators time to plan their promotion before launch. This version of the article is known as the “embargo version.” 

→ Why? They want to write an article with their own insights on their site.

Prior to launch, follow these steps:

  1. Email the article as an attachment and let them know the URL where the article will be published.

  2. Pull out some key points to show the highlights.

  3. The idea is to give them early exclusive access.

  4. Gently encourage them to write a related piece.

The Content Marketing Institute does this exceedingly well. Here’s an example of what they send:


41. Email everyone your articles links to

Did you cite anyone’s research?

Mention anyone’s tools?

Quote any authors?

→ Every link in your article is an opportunity to reach out, start a conversation and potentially enlist a new ally in content promotion.

To them, you are a press hit. People love to share things that mention their work.

Your blog is your greatest networking tool.


42. Try cold email outreach

This isn’t for everyone, especially the faint of heart…

...but some get huge results by sending clever email copy to relevant people. 

What does a clever outreach email look like? 

Here are some cold email templates to get you started.

Also, I’ve put together my own email templates swipe file over the past couple of months. You can find that here.


43. Put out a press release

The press release remains an effective way to promote newsworthy content. Yes, really.

This is especially the case if your content falls into one of the following categories: 

  • Original research

  • A product launch with a strong narrative surrounding its release

  • A strong opinion or new angle on an old/popular topic


44. Answer related questions on HARO

Help a Reporter Out” (also known as HARO) is a service that some journalists use to find sources.

As a possible source, it’s a great way to share your expertise on specific topics. 

Register and watch for related questions. Don’t be discouraged if your pitches don’t get picked up.

Even the pros are happy with a 1 in 4 hit rate.

What’s it like for the journalist you're pitching to? Josh Steimle gave it a try and reported back on the chaos. See his tips for pitching at the end of that article.

Here is an example of one of my pitches to a journalist:

The journalist never responded, but that’s just the name of the game!

→ Save your HARO pitches in a doc so you can repurpose them as articles later. 

Similar to HARO, Help a B2B Writer is a great resource for both writers and sources. It’s the same idea, just focused on B2B brands and their content. 


45. Ask a friend to link to it

One of the quickest wins is to ask a friend (who can provide a relevant link) to link to you, but don’t overuse this tactic.

If the content is excellent and relevant to something your buddy made, they will most likely be happy to help.

That’s what friends do. Just send them a quick DM.


Places to add links

46. Put it on your homepage

Does your latest article automatically get showcased on your homepage?

If not, put it there manually. Your homepage is one of your most popular pages, so put it to use.


47. Add a link to your post in your welcome series emails

When a visitor subscribes, they get a confirmation email welcoming them to your list. 

Then they get a few more emails over the next few weeks, guiding them directly to your best content.

These are your welcome series emails.

They can serve as a powerful source of traffic.


48. Add a link to your email signature

You send emails every day. 

Every message is a chance to share your latest article.

Updating your email signature takes less than a minute, and can bring attention to your latest piece from everyone you correspond with.

WiseStamp makes really nice email signatures like this one:

Source: OrbitMedia

Source: OrbitMedia

Do people actually click on links in email signatures? You bet.

If you add a campaign tracking code to these links, you can measure their impact concretely.


49. Add a link from your ‘thank you’ page

When a visitor becomes a lead or a newsletter subscriber, they land on a ‘thank you’ page. 

This page should not be just another dead end on your website. It’s an opportunity to share your latest high-value article with your new lead.


50. Add the link to your chatbot flow

A visitor landed on your site, engaged with the chatbot, but their answers to your questions disqualified them as a possible customer.

→ What do you do with these visitors? Give them content.

You can use a tool like Drift or Intercom to build chatbot playbooks with qualifying questions.

  • Qualified visitors get a scheduling widget and go right onto your sales team’s calendars. 

  • Non-qualified visitors get a link to your content.


51. Add a link to any tools and templates

If you’ve ever given away a relevant template or tool:

  1. Go back and update it by adding a link to your new content.

  2. Add a little tracking code so you can measure traffic.

FYI: It will likely be tracked as ‘direct’ or ‘referral’ if you don’t.


52. Add a link to relevant slide decks

Once again, you’ll reap the benefits of having created original charts and diagrams here. 

In so doing, your content links will naturally fit into presentations.

Every slide that uses a graphic from an article should also contain a source link in the corner.

Note: If you don’t add campaign tracking code to these links, visitors who click will appear in your analytics as direct traffic, since they aren’t coming from a browser that provides referrer data.


53. Add a link to your Facebook header image description

The header image is highly visible and clickable.

It has a description, which can include a link.

Once again, this only applies if your company has a Facebook page.


54. Add the link to your Zoom, Skype, Slack or WhatsApp status

If you are actively using these tools, these are highly visible places to drop a link.


55. Add a link to your 404 page

You might be surprised at how much traffic your 404 page gets.

Never checked traffic to this page?

→ This report in Analytics is the place to take a look.

Add a few links to your best content there.


56. Print the article, fold it up, put it in an envelope, and mail it to your most valuable potential reader

It’s called “the forgotten inbox.”

  • It’s a counter-competitive channel.

  • It’s a way to reach audiences that aren’t active online.

  • It’s an automatic break-through-the-noise approach.

Want to be in the top 1% of content marketers? It’s easy... 

...just do the things that 99% of marketers do not do. This is one of them.


Section three: Post-Launch Promotion

Promoting content after it’s published is an effective way to get consistent traffic to already published and even moderately old content. This is especially true for evergreen content.

→ Content that doesn’t go out of date is commonly known as “evergreen''. (This does not mean you don’t update your articles.)

This kind of content can’t be news items, or be based on any kind of rapidly changing trends. As long as the post can’t be categorized as either of those, you can continue promotion of the same article for 6-12 months after publishing.

How can you amplify your existing content post-launch? Here’s how:


Ongoing Social Promotion

57. Schedule 8-10 future social media posts

What specific opportunities are available will depend on the content itself.

  • If you added anchor points deep into the article, schedule posts that bring visitors directly to those deeper sections.

  • If the article is relevant to a holiday, schedule posts for that day. (e.g. “How to take a great selfie” is scheduled to be shared again on June 21st, National Selfie Day.)

  • If the article is an event recap, schedule a post to go out when registration opens for the next event.

These posts generally have fewer mentions. At this point, you’ve already mentioned everyone plenty of times anyway.


58. Make a video version of the article

Put key points and supporting graphics into a slide deck and record yourself giving a mini-presentation of the article to your webcam. Keep it direct and concise.

  1. Use a tool like Camtasia for higher quality videos, or CloudApp for screen recording. These tools make it super simple to record and put things together (including basic editing and transitions).

  2. Upload the video to YouTube. Give it a good custom thumbnail, and link to the original article in the description.

  3. Embed the YouTube video into the article near the top.

 

59. Make the infographic version

These long, detailed visuals are popular for a reason → They perform well.

Never created one? It’s easier than you think. 

Venngage has an excellent guide for creating infographics. It gives excellent tips on the use of numbers.


60. Create more content on related topics

The best marketers don’t create one-offs -- they create interconnected hubs of content.

The best content doesn’t stand alone -- it fits within a structure.

Promotion is easy through internal linking if you keep publishing. So…

→ Produce content on adjacent topics over the following 3-6 months.

Eventually, this will create a web of articles, both on your site and on others, that includes related visuals and text, created by you and by others.

This is how to capture readers and draw them deeper into the body of your articles.


61. Write the “Evil Twin” guest post for another website

If you wrote the “5 Best Practices for Jet Pack Maintenance” and published it on your site…

...it’s time to write “The 5 Biggest Jet Pack Repair Mistakes” for another site. 

This evil twin blog post is likely to be a great pitch, and it will naturally link back to the original on your site.


62. Mention your post in contributions to other people’s articles

Every opportunity to contribute to off-site content is an opportunity to do a bit of content promotion. 

Never miss the chance to mention and link to your content when you collaborate with others.

These content collaborations usually take three forms:

  1. The contributor quote

  2. The roundup

  3. The deep-dive interview

If your content has relevant, original data, it’s natural to link back to your content since it is the primary source.

If your content has a useful chart or diagram, incorporate it into your contribution along with an image source link.


63. Create a guide by combining your post with related articles

Once you’ve built up a little network of related articles, package them up into a long-form guide.

Use this as gated content on each of the separate articles. This is a so-called “lead magnet”, and if the calls to action are good, it’ll grow your email list.


64. Put that guide on Amazon

Boom. You’re now an author.

LinkedIn discovered that calling long-form content a “guide” rather than an “ebook” had a huge impact on click through rates in social posts.

It’s a guide, not an ebook. Try it and see the results. 

 

65. Mention your article in presentations, webinars, podcasts

It should be very natural to mention your content in the context of a presentation.

“Actually, we just wrote about this on our blog…”

If you talked about your content in a podcast interview, follow up with the host and suggest that the article be included in the show notes or in a follow-up email.

Word of mouth begins with you.

Tip: Train your sales team to incorporate these kinds of mentions in their calls/conversations with prospects or customers.


66. Mention your content to prospects, clients and trainees in meetings

There are all kinds of conversations where it’s perfectly relevant to mention your recent articles. 

  • Sales meetings

  • Customer service calls

  • Client training

  • Webinars

  • Social media live streams

  • Podcasts

BONUS: Include links whenever you send follow-up emails as well.

 

Paid Promotion

67. Facebook and Twitter Ads

Paid content promotion is trackable and targeted, especially on social networks. 

→ An ad that promotes an article may get a lot more attention than an ad that promotes the business directly.


68. Google AdWords

The cost for targeting super specific, niche phrases is often low. 

→ Set a small budget and test a few variations of ad copy. 

If the article contains a high converting email signup form, you may find that the price was worth the new subscribers.


69. Native Advertising

Native advertising is popular because it’s effective. 

Networks like Outbrain cost money, but they can put your article in front of a huge audience. 

→ Test and optimize your headline and image on social networks before you set a big native ad budget.


70. Retargeting

It’s easier than ever to invite people back to your website. 

Retargeting isn’t expensive nor difficult to set up.

→ Promote your content in an ad that appears only for visitors who have visited your site once before.

This one makes every other tactic more effective, because your brand remains visible long after visitors check out your post.


Syndication

71. Syndicate on LinkedIn

After an article has run its course on your website, and the visits and shares seem to have died down, submit the article to LinkedIn Pulse, their publishing platform.

Just click the “write an article” link from the LinkedIn homepage, then copy and paste.

But aren’t you worried about duplicate content? No, I am not.

The article will now be visible to a potential new audience. If you’d like to bring people back to your site…

  1. Post an excerpt of the article (50% – 80% of the full piece)

  2. Add a call to action at the end of the post, encouraging readers to visit your site directly.

Here is an example of the traffic from these kinds of CTAs for the last year.

If you add campaign tracking code to every internal link in every one of these syndicated articles, the attributable traffic will be much higher even than that.


72. Syndicate on Mention.com

As above, adapt your post for a more general audience and paste it (either in full or as an excerpt) into Mention.


73. Syndicate on Converge

As above. 

This is another excellent place to increase the reach of a piece of content. Syndication is free through July 1st, 2020. So why not submit your best content? Start the process here.


74. BONUS: Syndicate as a Google My Business post

Your GMB account has a place to post articles. 

This is one of the rare places to add content directly into Google’s database. Does it help local SEO? It might.

  

Repurpose Content

75. Rewrite and republish

Is your article not getting traction? Maybe that’s because you only wrote it once.

As long as you don’t change the URL, rewriting an article preserves SEO authority (inbound links) while improving the relevance (quality of the content).

This is one of the most powerful SEO tactics.

The idea is that you really don’t need 1000 articles. You need 100 great articles.

Ron Swanson said it best:


This article is an example from Orbit Media demonstrating the power of rewriting. 

They rewrite and publish this post every four years.

Each rewrite was an 80% overhaul, involving 20+ hours of work.

  • June 2012: First published

    • Kinda ranked ok, attracting a few hundred visitors per month.

  • August 2016: Updated and republished

    • Ranking higher and for more phrases, attracting 100+ visitors per week

  • May 2020: Updated and republished again


Seven other ways in which this article was built for promotion:

  1. 14 contributor quotes
  2. 10 tools mentioned
  3. Original diagram (that first chart)
  4. An image every 500 pixels (30 total visuals)
  5. Jump links with anchors pointing deep into the content
  6. Numbered list with a numeral in the headline
  7. Search optimized: Primary keyphrase = “content promotion,” secondary keyphrase = “how to promote an article”


In Closing: The Content Promotion Flywheel

Every one of these content promotion tips is useless if the content is lackluster at best.

On the flipside, great content is equally useless if no one sees it.

→ Some marketers believe that creating content is just 20% of the job. Promoting that content is the other 80%.

Here’s the good news: it will get easier, because traffic leads to more traffic.

Once you attract a visitor, the actions they take support the next round of content promotion. 

NOTE: Different actions help in different channels.

For example, when a visitor links to your article in their content, it helps you rank higher in search engines. 

A visitor from any channel may help you with any other channel by creating a feedback loop. 

The idea is to create a cycle of actions taken by you, leading to actions taken by visitors …eventually resulting in leads and sales.

There you have it. 76 ideas you can try today. 

Go ahead, give some of these a try. Pick and choose. Place bets and see what works for your company.

Once you find channels that work for your audience, repeat.

And remember...

Your customer values great content. However, the best content doesn’t win.

→ The best-promoted content wins.