Why do Some people have so much success with their content marketing strategies?
It’s called promotions! Yes, that little dirty word.
Let’s spell it out together. P.R.O.M.O.T.I.O.N
If you ask Derek Halpern of Social Triggers, he would tell you this…
80/20 split: 80 percent promotion, 20 percent writing
I recommend you check out his article as well. Click here
Over the past few years, I’ve learned a lot from content promotion experts. I’d love to pass along a few of the strategies I have used with my clients and the business I have and the ones I’m excited to experiment with
This post will cover some of the more advanced techniques for promoting your content. The most successful content marketers use them, and they are reaping all of the rewards.
Before I dive into the strategies it is really important that you first create your own content marketing team. Without a team and system in place, these tactics are useless.
None of us is as smart as all of us.” –Ken Blanchard
Bonus: If you don’t like reading I made a video for you.
7 Brilliant Content Promotion Strategies To Explode Your Rankings
Sniply is one of my favorite new tools. It allows you to use content curation to drive targeted traffic to your website. 🙂
Shout out to Robbie Richards for telling me about this. He is one of the TOP in the game!
Here’s how to do it –
Head over to sniply and log in –
Head over to Google and, find a popular piece of content that is related to your new blog post. Example, I’ll use my post about creating a content marketing machine.
Copy the URL of the top ranked post for this search query and enter it into Sniply –
Customize the way you would like your ‘snip’ to appear using the fields below
Hit continue and copy the custom sniply URL –
Go over to Twitter and re-share the influencer’s content using your new sniply URL –
When someone clicks on your Sniply link in twitter or Facebook, they will see your message and your CTA. When people click on the “Read The Guide” button they will be redirected to your site 🙂
- Who else has written about my post
- Make a list of all blog from Google to use Sniply with
KPIs for this goal:
- Number of leads generated from each Snip
Contact People Who Have Linked to Similar Content
Find people who have linked to similar content, and contact them introducing your new (and better) content.
Identify content similar to yours. Copy the URL from these items and paste them into Ahrefs or Open Site Explorer. You’ll get a list of pages that have linked to these items. These will be your targets. To reach out and ask them to consider linking to your new (and better) content, go back to BuzzStream to find contact information.
When you find a site that links to content similar to yours, reach out with this message (email, contact form, social media, etc.):
Reach out to influencers who share similar content.
Once again we use BuzzSumo (My favorite software ever). You can use it to find the most popular content on a particular topic. For your content promotion strategy, BuzzSumo can help you discover the right influencers to reach out to help you promote your content.
Let’s say that you’ve just written a great post about Build a High performance marketing machine, BuzzSumo will show you the most popular articles about that topic.
You can click on the View Sharers button to see who helped make these articles popular.
You can then reach out to these people to see if they would be interested in informing their audience of the new information that you have just published on the same subject. Chances are, they will.
The keys to making this strategy work include:
- Aim to find influencers who have shared a similar topic recently. They’ll likely still be interested in it and therefore interested in your post.
- Start by trying to find an email address (I use https://www.voilanorbert.com to find their email address ) or website contact form for these influencers and sending them a personalized email about your story. Sell them on why your post will be of interest to their audience.
- If you can’t find a way to contact these influencers by email, you can tweet them.
Split your influencer list into two tiers and treat them differently
One way to increase your success rate and be more time-efficient (ROI) is to split your influencer list into two tiers.
- Tier 1 is for influencers with large audiences.
- Tier 2 is for influencers with smaller audiences but who are still big enough to target.
Think of Tier 1 as the TOP Dogs in your industry. In the entrepreneur industry, for example, Tier 1 influencers include Elon Musk, Mark Zuckerberg, Jeff Bezos, etc.
Ideally, you want to build relationships with all of your Tier 1 and 2 influencers.
However, you usually can’t.
It would take too much time.
…But, I’m not telling you to focus on Tier 1 alone. In fact, you’ll probably end up spending more time on Tier 2.
It depends on where you are right now.
If you’re an unknown, it can be really hard to reach Tier 1 influencers. Most of the time, you’ll get ignored because they’re busy and they don’t know you.
In this case, Tier 2 influencers are people about 2-3 degrees of separation from you
Just like you, Tier 2 are the people trying to build relationships with people in their industry because they’re still growing their business.
So, build relationships with them as someone with the same level of expertise.
If you’re new, only go to Tier 1 if:
- You have something that benefits them
- You want to do a quick interview
- They accept guest bloggers
- You are confident your content can blow their minds
- You actually have a good opportunity to talk to them
Otherwise, go with Tier 2 influencers until your name is out there.
- Who are my Top 1 & 2 tier influencers?
KPIs for this goal:
- Number of “YES” from influencers
Create specific Google Alerts.
You can get boat loads of insane amounts of opportunities to promote your epic content delivered to your inbox via Google Alerts. What you’ll need to do is find specific networks where people ask questions about topics related to your blog post.
Two networks where you’ll find people asking about great online marketing conferences are Quora and Reddit.
What you can do with Google Alerts is set up an alert that specifically looks for new questions from people about online marketing conferences on Quora and Reddit.
This search (and similar ones) will send opportunities for you to promote your post direct to your inbox.
The keys to making this strategy work include:
- Search Google for similar questions that relate to your epic content and note the sites those questions are asked upon.
- Use a site specific search (site:reddit.com) to minimize the number of emails you receive when someone else publishes a similar blog post.
- Respond to each question with a portion of your epic content and include your blog post link as a supplement to that answer
The methods outlined above are the same strategies used by the most successful content marketers in the world. Now it’s your turn to build a big audience.
How to apply the research
- Are you planning out your promotion in advance?
- Which type of promotion strategy will work the best?
KPIs for this goal:
- Number of leads generated from each piece of content
- Share on social networks
You are probably wondering. “Are you serious?”
I am dead serious about this!
This by far is one of my favorites
Blog comments work best when you’re promoting content, not sales pages. When you do that, it becomes a natural link that’s a good opportunity to build an audience (see Matt Cutts video on blog commenting).
What does a “blog comment” opportunity look like?
Any website that publishes content relevant to yours is an opportunity. Editors aren’t going to accept a spammy comment that contains no value and a link to a random website.
The only way to get comments accepted is to write well thought out, value adding comments. Then (and only then) can you drop a link to a related piece of content that supports your comment.
Below is an example from a comment I left on Neil Patel’s site.
- Who are the big names in my industry (make a list)
- How can I leave a meaningful comment
KPIs for this goal:
- Referral traffic. (Check your Analytics)
Promote Your Content Facebook Advertising
There are SO many ways to promote your content … here are some of the easiest/most common:
- Facebook ads
- Facebook custom audiences (show ads to your list(s)
- Facebook lookalike audiences (show ads to people similar to those people on your list(s)
- Remarketing ads (Facebook or Google — ads that “follow” users with cookies)
Everything I learned about Facebook Ads comes from John Loomer. I consider him to be one of the best in the industry. Trust me when I say, if you need Facebook ads, you go to John!
Create a Custom Audience in Power Editor, click on “Audiences” on the left and then click “Create Audience” and select “Custom Audience.”
Then name and describe your audience. You’ll want it to be something descriptive so you’ll know what it is later.
Upload your file that has your email list of customers on it. (Download your CSV file from your current email service provider)
It will take Facebook up to an hour to generate a list of Facebook users who are also on your email list. Expect anywhere from 30-70% of those email addresses to match up to Facebook users.
Once you upload your email list and Facebook says it’s ready, this should be the first thing you do.
Within the Audience step of ad creation within Power Editor, you only need to do two things:
- Add your email list to targeting
Then click the “Advanced” link within the Audience step and enter the name of the Custom Audience you created that represents your email list within the first Custom Audiences text box.
Create your ad. This is where you want to create a Facebook Dark post using your latest blog.
How to Create Dark Posts in Power Editor
1. Log in to Power Editor, and choose Manage Pages from the drop-down menu in the top-left corner.
2. In the left column, select the page for which you’re creating the post.
3. In the main area of Power Editor, click the Create Post button. Next, you’ll see the Create Unpublished Page Post dialog box.
4. In the top right of the dialog box, choose the post type (Link, Photo, Video, Status or Offer), and then fill in the details for your post. Make sure to select This Post Will Only Be Used as an Ad (in the lower-left corner) so the post won’t appear on your Facebook page.
5. Next, choose interest categories and/or add keywords for specific interests. Then click Create Post. The post is saved to your list of posts, and a half-moon symbol appears to the left of the saved post, indicating it hasn’t been published yet.
6. When you’re ready to publish your post, select it from the list and click Create Post.
Get Featured In Weekly Roundup Posts
Weekly roundups are articles that curate some of the best content of that week on a given subject.
(Some are produced monthly or daily, depending on who’s publishing them.)
These articles typically get a good amount of traffic, because they’re nice one-stop-shops for people to catch up on anything they missed the previous week.
Lots of traffic means you want your content to be featured in these articles as often as possible.
The key is finding weekly roundups in your niche that are being published regularly. After that, all you have to do is reach out.
First, use these search strings to find roundup posts in your niche:
“Keyword” + “weekly roundup”
“Keyword” + “roundup”
“Keyword” + “best of”
“Keyword” + “link roundup”
“Keyword” + “weekly link roundup”
This will bring up roundups in your niche. However, you want to filter the results to only show articles that are being published regularly.
To do this, click on “Search Tools.”
Then click on “Any Time.”
In the dropdown menu, click on “Past Month.”
This will sort the results so it only shows links that have been published or updated in the past month.
Create a list of prospects from these results and gather their contact info. Then reach out.
Here’s an example:
Subject: To Name From Ameer
I have I been following your NAME OF ROUNDUP weekly roundup and i love love them!
Last week I found ARTICLE NAME in your roundup that really helped me. Thank you!
Just yesterday I put together an article on TOPIC. It’s a step-by-step guide that teaches people how to BENEFIT: URL
Thought you might like to check it out and possibly include it in your next roundup.
Either way, keep up the good work!
I’ll be a reader nonetheless
All the best,
Simply send an email like this to every roundup creator you can find.
- Who else has written about roundup posts?
- Make a list of all blog from Google
KPIs for this goal:
- Get author/blog site to feature you in next roundup
What To Do Next?
As you begin implementing them, these strategies are going to help you drive more website traffic.
But there are a lot to try, so it can be tough to get started.
I suggest picking one strategy to start with right now.
Pick a strategy and implement it right now.
Take some sort of action that will get you closer to your traffic goals.