Creating content is just the first phase. It’s a bit like a band taking their latest work
on a tour. You need to do the same get your content out there and in front of the
eyeballs that matter; your customers and industry influencers.
In terms of promoting your content you have 3 main distribution channels available to you:
Owned - these are under your control your blog, your website, your social media accounts, your email list, newsletter, etc..
Earned - these are external sites the influencers, media sites
Paid - paid placement, remarketing, sponsored ads, paid social
The first two (Owned and Earned) are a bit like SEO you have Onsite content (easy, under your control) and Offsite content (more difficult, not under your control).
Let’s have a look at each in turn.
The word ‘Owned’ means that these channels are under your control and
therefore you have a high degree of control over anything that you publish
whether to your blog, social media channels or email subscriber list.
So assuming that you are now publishing content on your blog there are a checklist of items that need to be optimised for EVERY post:
You need to get these right every time you post. We’re talking Keywords, Metatags, URL, Headings, Internal and External Linking, use of images, etc..
Visuals encourage sharing. Make sure that you add the right visuals to enhance your content
You’ll get more visibility and more engagement if you get the basics right Share buttons, mobile ready, tweetable content, scheduling, etc..
When you post your content matters. Don’t leave it to pot luck make sure you know the best time to post your content for maximum effect
You need to make sure your emails hit the spot so that you maximise opens and click rates
You can get much more reach by adapting your content to different formats. Think of Slides, videos, audio, pdf, infographics, webinars, etc..
If it’s traffic you’re after then this is where you are going to be spending a lot of
your time and effort getting your content out on its roadshow.
If you have an SEO mindset this is similar to off page optimization you’re looking for links and social mentions.
You’ll see this referred to as influencer outreach or blogger outreach and there are several distinct phases for this type of content:
Find popular content that gets links and shares and which is relevant to your niche or industry
Build on this content and improve it whether in terms of quality, design or interpretation (ideally all 3 of these)
Wherever possible refer (i.e. link within your content) to the work of the influencers you have identified
Promote, interact with and reach out to your influencers and share your content with them for comments and ideas before publishing it
Launch your content to your audience via email and social media
Encourage your influencers to share your content
Periodically remind your email list and social media followers about your content
It seems a little calculated doesn’t it on first reading? But it isn’t really.
What you are doing here is adding value by improving something that is already popular and then giving credit to anyone who has provided expertise.
It’s a bit like academic research. They are full of footnotes referring to previous work. They are just giving credit where credit is due and so are you.
Nothing wrong with that.
Maybe you are already using Pay Per Click (PPC) for your products pages.
But if you are committed to creating great content then you might want to consider Paid advertising for your content.
You’ll find that you are not competing head to head for expensive product terms and you are targeting people in the early stages of the funnel where they are researching the options available to them.
Here are some options for you: