8 Underused Content Promotion Tactics to Include in Your Strategy
To stand out from the competition, you can’t get ahead using the same methods as everyone else. This is especially true when promoting your marketing content. Knowing the tactics most businesses ignore can provide a valuable advantage.
These are 8 of the most effective but underused content promotion strategies:
1. Online Communities
Taking part in online discussion communities like Quora, Reddit, or LinkedIn groups can help new audiences find your content. Top writers on Quora can gain millions of views on their answers, with many clicking through to external links. For example, health and fitness writer Rohan Monga has accumulated 13.7 million views across 589 responses, or an average of almost 24,000 views per 300-400 word answer.
While many of these sites don’t allow you to link directly to your blog or channel, sharing your thoughts on trending topics can still attract users to that content indirectly. Even when external links are allowed, it is good to get involved with other discussions first to build a rapport with other users.
These communities put you in touch with users who already have an interest in the topics being discussed. Giving informed answers that show thought leadership prompts them to check out your profile and search you online to find more of your ideas, leading them to your other content.
2. Contact Thought Leaders for a Quote
Including quotes from industry experts, like Josh Tolan from Sparkhire did in the following post, for example, doesn’t just add credibility to your content. By asking the people you quote to share your work with their own online networks, they can help introduce it to a new audience. Sharing a great quote from a well-known industry figure can pique users’ curiosity while also establishing your perspective on the topic.
Quotes can be made more attention-grabbing by turning them into an appealing graphic. For example, Edublogger uses this chalkboard graphic to highlight a quote that emphasizes their approach to education:
Reach out to experts related to the topic to get their thoughts on specific areas of the subject, and let them know when it goes online to share it.
3. Quote Yourself
Thought-leaders in your industry aren’t the only people you should quote. After all, you’re a thought-leader too. Pull interesting ideas and statistics from your blog and videos to post on social media. This can draw social media users to check out the full content, and if your snippet resonates with members of your industry on social media, they might share it and bring more attention to you.
For example, to promote a recent case study, Hotjar begins their post by quoting an impressive statistic that establishes the value of the content in the first sentence:
This tactic can also give your output a longer lifespan by collecting quotes from each video or blog and posting them over the course of weeks or months to continue driving traffic to that content.
4. Offer Exclusive Content
Inviting your audience to join your mailing list helps promote your content by alerting people as soon as your next post goes online. You can further incentivize signing up by offering exclusive content and early access to subscribers, letting them get the latest news and updates before anyone else.
Exclusive offers can include:
- Early access to your next blog or video
- Short tips and industry news updates
- Ebooks and video tutorials
- Answering common questions
Offering these extras to increase subscribers means that more people will get reminders to check out your latest videos and blog posts as soon as they go online. By using notifications to let subscribers know about new content, Neil Patel increased site traffic by more than 200,000 visitors.
5. Use Interactive Elements
Interactive elements can make your content more engaging by letting your audience take a more direct, active involvement. Interactive elements keep your audience’s attention focused, making it a useful tool when educating about your industry or business. For example:
SMS Surveys and Polls
Conduct SMS surveys and polls to gather feedback and get ideas for future content by asking subscribers what they want to learn more about. A survey or quiz gets your audience thinking about the topic and interesting in finding out more about it. For example, the “Fit Father Project’s Are You A Fit Father?” quiz generated more than 15,000 profitable new leads.
Live chat sessions on social media or messaging apps let you answer questions and give advice directly and can help audiences build a stronger connection to you and your content through unscripted interactions.
Interacting with your audience in the comments section is vital because everyone who views your content and see and take part in the discussion here, not just your regular subscribers. Checking in to reply to comments, feedback, and questions with insightful responses gives users another reason to keep coming back.
There are plenty of other ways to provide interactive content that will depend on your business, such as developing custom software to explore ideas through games, VR spaces, and interactive demonstrations.
6. Reinvent Past Content
When you’ve got a great piece of content that performs well, it can often be repurposed to promote other formats. Converting your ideas to a new medium can bring them to a new audience that missed them the first time around. Each site and network is better suited to specific formats, so adjusting content types for each network gives posts a higher chance of success.
For example, a popular blog post could be turned into an infographic or short video to repackage the same information. In a trial run to test the results of converting 7 blogs to video, HubSpot found that sharing the videos on Youtube and Facebook resulted in a 17% increase in traffic to their blog posts from those sites.
In case you are way over your head in new tasks and do not have time to repurpose old content, you can always outsource it to a video production company. With your supervision, your old content will shine in a new format.
This approach lets you focus on the key messages you want to convey instead of continually seeking new topics just to avoid repeating yourself. SocialBee offers a post variation feature to vary the wording and structure each time content is published. This can be combined with evergreen categories to schedule multiple unique posts covering the same topic over time.
7. Update Old Content
Besides bringing your ideas to new formats, it is also vital to keep older content relevant. While videos are not so easy to edit and update, make a habit of regularly updating blogs to ensure they still reflect your industry’s current situation. Even if the underlying ideas are still relevant, important keywords and technical terms change over time. This can mean users are less likely to find old content using outdated words and dismiss your advice as irrelevant due to their use.
Updating old content can have a significant impact on site traffic. Singlegrain tested this tactic by updating 42 of their blog posts within 6 months. As a result, the traffic generated by those pages almost doubled.
For similar reasons, depending on the age of a post, finding newer sources and statistics to show the trends being discussed still matter today. It is also a good idea to check that any references to your products and services are still accurate to your current offerings.
8. Event Participation
Trade shows and industry events have always been a great way to meet new and existing audiences, as well as set up content collaborations with other thought-leaders. In-person events may be on hold for now, but online events and discussions are helping to fill the void. For example, SocialBee runs regular webinars to educate people interested in social media management in a live format where users can interact and ask questions.
Take part in industry podcasts or create your own to set up insightful discussions with other members of your industry. The ability to share different perspectives and ideas with other experts is a great form of content and promotes your other channels. Besides pointing to posts that expand on topics you discuss, it also raises awareness of your ideas while showing those ideas are worth checking out.
Think Outside The Box When Promoting Content
Better content promotion gets more value out of your content. Creating informative and entertaining videos, blogs, and social media posts are the foundation of every content strategy, but they can’t help your business if nobody finds them. Use these overlooked methods to stand out and make your posts easier to find while bringing back more repeat visitors.