The Art of Promoting Your Content


Published: June 12, 2017 Author: Jason Holicky - Hometown Design Studio Inc.
The Art of Promoting Your Content

Once you’ve taken the time to put together an amazing content marketing strategy and your team has created all the pieces for your blog and social media feeds, how will people know it’s there? When you post a new blog, how will your ideal audience find it? Promoting your content is an essential part of content marketing; here’s what you need to know to do it right.

1. Start with the Obvious

The first people you should reach out to are the ones who have already shown an interest in your company and your content. Whenever you post new content to your blog, send an announcement to your email contacts.

Be sure not to annoy any subscribers who are only expecting a monthly newsletter, however, or your list may shrink. For that group, include a roundup of what’s new on your blog with each newsletter. Also, resist the urge to send the entirety of the new content as you want to draw people to your website to interact.

2. Connect with Social Media

Your social media followers will definitely want to know when you’ve got new content on your blog so always be sure to post a link on all your social channels. You can expand your reach beyond your immediate followers by joining groups that share a similar interest.

Both Facebook and LinkedIn have rich communities of connected people, and as long as your content is relevant, it will be well-received. You can also spend a few bucks to promote a social media post beyond your followers to a targeted group of interested people.

3. Reach Out to Influencers

If you spend time on the web reading content related to your industry, chances are you run into content from a handful of the same individuals on a regular basis. These are the key influencers in your industry and many will be open to giving you a boost. Try reaching out to see if they will share a link to your content on their social channels or link to it from one of their own posts.

Another avenue to pursue is content aggregators. These are bloggers who comb the web to find content to include in lists and roundups. Look for bloggers who post “Top 10” or “Best of” or “Year End Review” lists in your industry and see if they’ll include your content.

Bonus: It might be difficult to persuade influencers and aggregators to help promote your content. However, the result will be more than just a burst of traffic from the added exposure; you’ll also get valuable backlinks to your website, something else that’s not easy to achieve.

Engaging with the Community

Effectively promoting your content means connecting with the community within your industry--both in your regular circle of subscribers and customers and with other experts and contributors. Just like every interaction, reaching out in this way should be an exercise in building relationships rather than trying for a one-off share (even if that’s all you get, however, it’s still beneficial!). Be creative and persistent, and remember that you’re connecting with real people, and you’ll find a path that works for you.

Categories: Content Marketing
About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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