Are you a marketer, blogger or business owner?
Probably you understand the immense power of content.
Andrew Davis put it best:
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”
You publish a great content, sit back, and pray that it will attract readers by itself.
But it doesn’t work like that. Publish and pray method doesn’t work. You must distribute it and invite the people to read your great piece of content.
74.2% of companies indicate that content marketing is increasing their marketing teams’ lead quality and quantity.
There is a lot of noise on the Internet, a massive number of blog posts published every day. See this screenshot from Worldometers at the time I’m writing this post.
Larry Kim, Founder of WordStream puts it best:
The best content marketing is neither a perfected art nor an exact science, but a combination of both. A well-designed content object lacking data-driven promotion will not perform to its potential. Similarly, applying the science to content promotion for a piece that lacks creativity won’t resonate.
You create really good content, now you must ask – how can I distribute my content?
Don’t worry. I’ll not leave you empty-handed.
In this article, you’ll find 3 proven and actionable ways to promote your great piece of content (and it’s not social media).
Let’s dive in!
1. Repurpose your post into Infographic
Do you have a content which is evergreen and highly relevant?
You must repurpose this content to extend the reach of your article. Content isn’t only about a text based post.
Here, we’ll discuss one strategy that allows you to turn your text based article into visual content.
Visual content makes up 93% of all human communication. The brain processes visual information 60,000 times faster than the time it takes for the brain to decode text. (Source)
Visual content can be a great strategy. Take a look:
Infographic : Infographics were the B2B content marketing tactic with the biggest increase in use, from 2015 to 2016, up from 50% to 58%.
Repurposing your text post into an infographic is easy. Here’s how you can do this:
Just sketch some key points and create a basic layout.
You can use some great online tools (drag and drop) which allow you to design infographics like Canva or Piktochart
If you’re okay with spending money, then you can hire a professional designer. He’ll design a beautiful infographic for a couple hundred dollars.
Now you must distribute and submit this infographic to some high quality infographic directories like Visual.ly or Submitinfographics.com – I repeat only high quality sites.
You can also approach some high quality blogs to re-publish your infographic. One of my friends Pawan Kumar from Sarv.com used this Interesting approach. He approached iamwire about repurposing his infographic post. Here’s the repurposed version of post:
2. Send the article to your email list
Email is the most direct and popular platform which helps you to build a close relationship with your audience.
Your email list is your most powerful weapon in this content marketing war. Successful content marketers became successful because they understand the power of email list.
Did you know, email is 40 times more effective than Facebook and Twitter?
Ryan Robinson shared his take here:
To be an effective email marketer, you need to build meaningful connections with your audience. My advice is to stop using the word “subscriber” immediately and instead train yourself to treat the people who receive your emails, like the unique individuals they are. Substitute “subscriber” for “community member” and everything about your interaction style with your community members will change– you’re humanizing them and that’ll significantly help you in building stronger connections.
You have email list (if you have not, start building email list NOW), send your subscribers an update for every new post published on your blog (like Jeff Bullas does).
As you can see the information is easy to consume and it drives readers to your blog page.
If your audience want to read the full content in their inbox, then you can send your complete article in their inbox.
See how Darius Forux send his complete blog post in the email body (he also put the blog post link in this email).
You can also send weekly follow up email newsletter to your subscribers. See how Hubspot does this:
3. Skyscraper technique
As I mentioned beginning in this article, “creating a great content isn’t enough”. You should promote it to getting high quality links.
Skyscraper technique can help you.
How does it work?
First, you need to create really a high quality and helpful content. Design it beautifully and add some eye-catchy visuals in your post.
And publish it.
Now, the next step is – email outreach. It doesn’t mean emailing the random people.
Reach out to influencers, contributors and other bloggers you mentioned in your article.
Send email something like this:
Reach out to people that have already linked out to an article on the same topic. Ahrefs can be a very helpful tool for you.
Most of people will share your post on their social media channels and expand your post reach.
Brian Dean, Founder of Backlinko executed the skyscraper technique to one of his articles. And organic search traffic to that post (and the entire site) – doubled in just two weeks.
Now it’s your turn
I hope you found these strategies helpful for you.
It takes lots of effort to create something valuable and great. But don’t just hit publish button, post it on some social media channels and wait for readers.
Don’t limit yourself. Use different content marketing strategies. Start distributing and check what works best for you. Are you ready to get started?
Do you want to share your favorite content marketing strategy here? Please do drop in the comment section.