By Morgen Henderson
As a marketer, you know that content is vital to any strategy. Content keeps people coming to your site, demonstrates your knowledge, and makes you a credible and authoritative resource in your industry. It also plays a big part in organic search rankings and creating brand visibility.
It can take a lot of time, brain power, and creative work to produce a good piece of content that will attract an audience. Once it’s created, it can take a while for people to find it. This means it may not generate traffic for a long time or, in some cases, at all. Fortunately, there are several ways to promote your content and get it noticed online. Here are a few great methods for getting it discovered.
Pay-per-click advertising can be summed up into three main perks: it can generate traffic quickly, be changed easily, and be relatively inexpensive. That said, it needs to be done the right way to get great results.
Make sure that you create quality PPC ads. This means they should be relevant and not misleading to potential clickers. Search engines like Google and Bing use a Quality Score to assess each ad. This score takes various aspects into account, such as the keywords in your ad and landing page relevance, among other things. It might take some testing to figure out what works, but once you create the right ad, your content can be seen by a large audience in a relatively short period of time.
It’s been found that 92% of consumers trust earned media more than other sources of advertising. That means they trust recommendations from family and friends, along with other people whose lives they follow closely: celebrities and influencers.
Working with influencers in any industry can be a little difficult, but it’s worth the effort. Not only would they make others aware of your content, but they’d also be telling their followers that your content is good and worth looking at. If someone who is considered to be credible shares your content, some of their credibility is passed on to you, and consumers are more likely to trust you and your brand.
Taking traditional PR tactics and applying them to your online strategy can result in high content distribution and brand awareness. You’ll be asking online publications to cover your content, which will help you be seen as an authority in the industry.
The process of promoting your content through digital PR can take time and requires a lot of attention to detail. Start by making sure your content is “linkable” and something worth sharing. Is it useful, insightful, or entertaining? Does it contain unique graphics, new research, or original data?
Create a content “press release” that includes a link to your piece and explains what it is, why it’s valuable, and why a site’s readership would be interested in it. Send it to editors at online publications, news stations, and radio stations to get coverage. It will take some time, but it’s a small price to pay for major brand awareness.
One of Google’s most important organic ranking factors has been and still is backlinks. Like digital PR tactics, building links is tedious and time-consuming but results in long-lasting organic content visibility. It can help your content appear higher up in the SERPs. It can also generate relevant referral traffic.
An effective way of getting backlinks to your content is through guest posting. Get in touch with authoritative online publications and ask if they’ll let you write a post for their site. In the posts you write, reference your content as a source and link back to it – just make sure it’s relevant to what you’re writing about.
Paid Social Media
As something that we spend over five years of our lifetime viewing, social media is a massive force of which we need to take advantage.
Like PPC advertising, paid social media has its advantages. It’s an extremely accurate approach that’s cost-effective and can reach a precise target audience in minutes. The majority of site traffic that’s generated through social media is highly relevant and can yield high conversion rates.
By using the insights available on most social media platforms, you can target users based on demographics such as age and income level and psychographics like lifestyle and personal interests. You can even target buyer intent so that you can reach those with a higher intent of purchasing.
You don’t need to focus on just one of the above methods. You can always combine a few to be the most effective, or you can get scrappy and come up with different ways. Having great content on your site is invaluable, and there are so many ways to share it that will benefit you in the long run.
About Morgen Henderson:
Morgen lives and plays in Salt Lake City. She considers herself a permanent student of digital marketing, always looking to learn more about it. In her free time, you can find her traveling and hiking through the mountains of Utah.
Last modified: April 9th, 2019