What Content Promotion Strategy Will Do If Your SEO Doesn’t?

In recent months, the SEO field and inbound marketers all over the world have been shaken up by the latest update to Google’s algorithm. News about leaked documents suggests that Google might be hiding how they decide rankings.

Although to be fair, SEO was already extremely tough as available spots are becoming fewer, and competition is increasing. We won’t say SEO is dead but relying solely on SEO for organic visibility doesn’t seem like a wise strategy anymore.

So what is really happening? Read on to find out more..

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What Does Content Promotion Strategy Mean?

A content promotion strategy improves the visibility and engagement of the content you put online.

The problem with these strategies is that people often miscalculate the when and where. For example, asking your Instagram followers to go to the “link in bio” and then visit your website to read an article isn’t necessarily effective. Or, creating high-quality content, like an industry report featuring many experts, may attract engagement and clicks, but it can take forever to produce, potentially causing you to miss other opportunities in the meantime.
What makes a good content promotion strategy work then?

1. Really good content. Even the best strategy won’t work if you don’t have high quality content to offer your target audience.
2. Patience. Don’t change the strategy right away just because your content didn’t go viral.
3. Resilience. Stick with what works instead of constantly changing and experimenting with something new because you hope it will work better.

Choosing a Content Promotion Strategy

The strategy (or strategies) that will work best for your company depends on factors such as the type of business,target audience, budget (if you plan to run ads), etc. In general, most businesses opt for email marketing, social media marketing, influencer marketing, and paid advertising. There are two questions though: Do you need to use all of them and how to use these channels to promote your content effectively?

Send Real Emails, Not Promotions

Having an email list is beneficial for dozens of reasons. Although the main one is to promote your blog posts and drive up;clicks and traffic..

Writing letters that sound genuine to your customers also helps build trust.

A standout example is Laura Belgray (a.k.a Talking Shrimp), a globally renowned copywriter who has perfected the art of sending her readers letters that are genuinely engaging without relying on elaborate designs or aggressive tactics to encourage email opens.

Promoting content through email might help you rank faster, as the content receives more positive user engagement signals, thereby boosting your SEO.

Use Cross Promotion

Cross promotion via email is a smart strategy. Find an ally and exchange content with each other in your newsletters. It is free and helps both sides reach new audiences, boost visibility, and save on marketing costs.

To do this well, find partners with similar audiences, and create engaging and relevant content. Don’t forget to include clear calls to action and track results for future improvements.

Repurpose Content

The main benefit of repurposing content is that you can take your excellent content ideas in longer formats (articles, videos, podcasts, etc.) and extract snippets to distribute on social media platforms. It’s faster, can be automated, generates engagement and new followers, and is cost-effective because you create expert content first and then use tools or less expensive talent for repurposing.

Repurposing might not immediately boost your website traffic, but it certainly brings more eyes to your awesome content and will pay off in the long run.

Keep in mind that just sharing articles doesn’t work well on most social media networks because they aim to keep users scrolling within the platform so they keep the organic reach of such posts limited. On Instagram users cannot even interact with outside links (except if they’re not placed in stories). There is one exception – Pinterest. Pinterest is designed to encourage users to follow links outside the app so don’t reject this platform whatever type of content you have to promote.

The most common way of repurposing content is by creating infographics and carousel posts. To enhance the visibility of such content though, you can convert them into short videos instead of regular feed posts, as videos perform better than static content.

Use Employee Advocacy

Social media is built to connect people. Encouraging your employees to share content with their own comments, especially on LinkedIn would be ideal. Leverage also your CEO – CEOs are proven to have the largest social media audiences and engagement.

To have engaged employees, you first need to teach them some basic social media networking skills. Most people simply don’t know what to share or how to contribute to the company’s brand. You can also use tools such as GaggleAMP to send engagement requests and extend your content’s reach,and boost brand awareness. LinkedIn also has a function with every shared post that allows you to notify your employees when you post on your company’s page. This serves as a sign for them to engage with the content.

Use Influencers

Teaming up with influencers and related brands presents an excellent opportunity to showcase your content to a new audience while benefiting from expert insights that can enhance its quality.

Working with influencers is useful because they have a highly engaged following, understand the platforms better than anyone else, and can craft effective messages.

Run Ads

Using a paid promotion is a good content distribution strategy when you need to increase traffic and engagement fast. Keep in mind, though, that since such content is not typically shared organically, investing in targeting is crucial. You want your content to be seen by the right audience.

Promote Older Content

Reposting older content is necessary. Some creators avoid reposting because they worry about annoying their audience. However, the reality is that organic reach is so low that each post will most likely reach different people.

You have two options for reposting:

• First, plan to repost your new content. This is particularly important for platforms like Facebook. By reposting, you increase the chances of reaching a wider audience. Repost the same article once or twice (depending on your content frequency) with a gap of 3-5 days between each repost.
• The second option is to repost evergreen content. If you notice a decline in its ranking but believe the content is still relevant, repost and use promotion strategies to breathe new life into it. This will attract fresh traffic with minimal effort, just requiring scheduling.

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Wrap Up

It’s important to try different ways to promote your content. The digital world is constantly changing, so what worked before might not work now. Furthermore, you may not even know which content promotion strategy will work unless you try a few first.

By keeping up with the trends, trying out new tactics, and staying updated on what’s happening in your industry, you can find the best ways to connect with your audience and stay competitive.