When it comes to your content marketing strategy, creating and publishing the content is not nearly enough. Though, yes, the stats tell us that content marketing generates more leads at a lower cost, or that 61% of shoppers made a purchase after seeing a recommendation on a blog, with the proliferation, your distribution and promote your content strategy becomes key.
Generating sales and building a loyal customer base continue to be one of the biggest content marketing challenges marketers face today. How do you make your content stand out enough to attract customers, then get them to trust you enough to make a sale ultimately?
Suddenly, a simple social media or basic outreach strategy falls short, and launching a website and blog is only the beginning. So when you’re looking for newer, more unique ways to get your content out there, check out these 7 little known strategies to promote your content in 2021.
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7 ways to promote your content in 2021
Repurpose your content at scale
One effective way to see big results from a content marketing strategy is by repurposing content, especially for startups.
You start by creating a high-quality piece that serves as your pillar content. This can be a long-form blog post or video where you discuss a topic at length, often covering sub-topics as you go.
From this one piece of content, you can create multiple, bite-sized content based on its content. Think things like short deep-dive articles, quote graphics, GIFs, infographics, listicles, even memes, or Instagram Stories.
How to repurpose content using the Content Pyramid model (Image source)
Here’s an example. Say you published a 3,000-word article all about influencer marketing. In this article, you touched on how to create an influencer marketing strategy, find influencers, and manage influencers, among others.
You and your team can repurpose that pillar content by first creating shorter blog posts about those subtopics. Or talk about those subtopics in an informational video. You can turn the data you curated into a shareable infographic. Or make a square graphic with a quote from one of your insights. You might even repurpose this into short Instagram and Facebook videos that highlight your top points.
There are nearly endless ways to generate repurposed content from what you already have. This is a great way to increase the quantity of content you put out without thinking of new angles all the time.
Mention influencers within the content and then reach out to ask them to share it
Chances are you’ve dropped names of industry influencers in your content, using either an insight of theirs or mentioning them as examples that support your content pieces.
If your content offers a valuable mention about them – say, mentioning them as an expert or best example – get in touch with them to share it. As long as they see that what you’ve created benefits them, they’re likely to be willing to post about it.
One way to get in touch is by replying to their newsletters. But you can also mention them on social media or comment on their blog posts or videos.
Distribute your written content using Quuu Promote
When you’ve put in the effort to create great content, you want that content to reach as many people as possible. And while paid traffic can be effective, sometimes you’ll want to explore new ways to get organic traffic beyond your existing tactics like social media or email.
Consider using organic sharing tools for this. For example, Quuu Promote is a content sharing tool that lets you promote blog posts to real people who will then share your post to their network.
When you run a promotion, Quuu Promote will help you reach several content marketers and players in your industry. You’ll reach people with Facebook, Twitter, and LinkedIn accounts who are looking to curate high-quality posts on their own feeds.
Turn your employees into influencers.
In the 2019 Influence by Numbers report, 42% of respondents said they tried a product or service based on an influencer’s recommendation, with 26% actually making a purchase.
And while there is merit to engaging with influencers in your niche, sometimes you can see great results just by looking in-house.
Employees can make great influencers for your brand, especially if they talk about your company and products in a very organic, authentic way. 90% of consumers trust content containing product recommendations made by other people, but only about 30% trust content made by the brand itself.
Fashion brand and retailer ASOS makes great use of employee advocacy. Their employees have become in-house ambassadors for their newest collections, where real people create and curate looks that others can shop from the brand.
ASOS uses its own employees as their influencers (Image source)
Use chatbots to help distribute your blog posts
If your subscribers are on Facebook (and they most likely are), you can push new content straight into their Messenger inbox. This is possible with integrations between your blog’s RSS feed and Facebook Messenger, so subscribers can instantly get access whenever you publish a new blog post.
Using Messenger as a content promotion platform can get you up to 80%-90% of open rates, which is far better than the average 20%-30% open rates from email.
You can set up triggers to send a Facebook message with new posts using an RSS feed. (Image source)
While this is a great platform for content marketers to share added value, be sure not to overdo it. Time your Messenger blasts to be far and few in between, and focus on providing value through your blog posts instead of pushing for a sale.
Write guest posts for sites that are part of syndication partnerships to expand the reach
Many websites are members of either the same media company or are part of a syndication partnership. There can be many ways content syndication is conducted. Sometimes, relevant content is cross-posted from one site to another with minor changes made by editors.
But most of the time – and most important for you to focus on – syndication involves a big publication releasing your articles that contain related links to your site’s native content.
To up your chances of expanding your reach, create a guest posting strategy that targets sites that take part in syndication partnerships. Some publications are part of a larger group. For example, Blavity, Travel Noire, or 21Ninety belong to Blavity Inc. Or AOL, TechCrunch, and The Huffington Post are owned by Verizon.
The other type of partnership is where publications are independent of each other but agree to syndicate relevant content. Some examples of this:
- The Muse has a syndication partnership with FastCompany.
- Growthmarketingconf.com, LeadFuze, and B2C, UpContent have a syndication partnership.
B2C discloses syndicated articles from LeadFuze and vice versa.
Check a site’s contributor guidelines because they will often contain any information about syndication opportunities. Many sites will list specific partners, while others might not. You might also find a syndication clause on published article pages (as seen above).
Either way, for the best chances of expanding your reach, pitch titles to these sites to get content seen across multiple publications.
Have a documented content promotion plan in a project management system
Last but not least, keep tabs on your content promotion plan in a project management system. Inside this plan are all the strategies and action steps you may want to take, but you should also include information about possible partnerships and outreach.
Use the project management system to track where you are with your campaigns. For example, if you’re pitching titles for publication to different sites, keep track of the sites where you’ve pitched, whether or not you’ve heard back, or the status of your submitted piece.
Your distribution plan may also include any paid media opportunities, such as tracking potential sites for native content advertising or working closely together for branded content or sponsored articles.
Modern problems require out-of-the-box solutions
When it comes to content marketing, the way to get on top requires more than just quality content. While producing valuable content should be at the heart of your strategy, you need strong pillars for publishing, distribution, and promotion to make sure that strategy pays off. Implement some of the tactics listed in this article, keep experimenting, and soon you’ll see your results skyrocket.