I don’t mean to beat a dead horse when I reiterate that content is king, so I promise that’s the last time you’ll read that phrase in this article.
It just had to be said in order to get the point of this post across, which is to examine the importance and value of an element of content creation that sometimes gets largely ignored, which is content promotion.
After all, we could go on and on about the importance of relevant information to rankings and growth, but if you don’t do what you can to spread your words or materials, what’s the point of their relevance?
You must allow people to find your content easily and, more than that, you have to make it easy for them to share it. If you do a really good job, forget ease and convenience, you could even make them want to share it.
Luckily, any solid NJ SEO expert should be able to show you some tricks of the trade to getting the right eyeballs on your quality content, the kinds that convert.
Use the Stretch Armstrong-like reach of social media.
First off, you must expand the reach of your content from just your site to social media platforms, like Facebook and LinkedIn. You want to do your best to create content that encourages sharing and sparks a conversation of comments.
For more on what it takes to create relevant content and some tips on what makes people share it, check out our previous post: Relevant Content: The Skeleton Key to Rankings and Respect.
The bottom line is, people aren’t just searching through what have become the traditional methods, like using search engines. Now, people are also going by reviews and recommendations they find through connections on social media and other external sources.
Use Twitter and Pinterest to find specific audiences too.
Twitter can be an invaluable tool to use to promote content. If you send messages or the right piece of content to specific people who are looking for it, you could get a link back from an authority site.
You also want to spend time pitching to your industry peers on Twitter. They could help you grow your network and web presence by tweeting your article or submitting it to other authority sites.
It’s also very helpful to create easily shareable visual assets when possible and applicable, like charts, figures, etc. With this type of content, you want to leverage Pinterest to connect the appropriate people with your content through these visual elements.
Connect with industry peers and trendsetters.
If you spend time pitching high-quality stuff to writers from other industry publications, eventually, you could become a columnist for their site. If you reach that point, you’ve gone a long way, from pitching to never needing to because you’ve become a valued member of their team.
The same concept applies to Google+ and the various communities the social site contains. It’s incredibly advantageous to share content with the appropriate communities because, the truth is, too much quality content is wasted on uninterested audiences.
The Google+ communities are split up into nearly every different industry and topic imaginable. So, when you select the right communities, you’re ensuring that your content will find people with a genuine interest in the topic. These are the type of people who convert.
By simply posting in the more general areas, you run the risk of spending precious time creating a quality piece of content, only for it to find audiences who never really had any intention of converting into customers in the first place.
Also, any NJ SEO expert can tell you that when you use these tools correctly, they will impact repeat user rate, engagement, and direct traffic to your site.
Follow-up and repurpose.
By doing a follow-up to a previous piece of content, you give yourself a chance to refer back to the original article and to keep it fresh in people’s minds.
You also give people a reason to come back later for the newest installment or to go back and review the old one. Either way, the more chances you get to impress and convert, the better.
Another tactic that can ultimately promote your own content is to repurpose blog content from another party, meaning you summarize another’s findings or thoughts.
Obviously, you want to make sure that’s okay with the original author because, ultimately, the point is to build a network. You don’t want to burn bridges, but build them.
You do this by sharing interesting stories, even those completely unrelated to you industry, with influential friends in the media world.
That way, they’ll come to you next time they want an interesting article or a quote, and you’ll have the chance to promote your content to a person of real influence in your industry.
This is the kind of relationship that every NJ SEO expert, and SEO specialists across the globe, are always seeking.
Don’t forget about the basics.
Just because you’re on the web doesn’t mean you should forget about the power of radio and television. Editors and journalists from these areas are always looking for interesting stories to cover too, and they have incredible amounts of listeners and/or viewers.
Any time you get the chance to interact or pass useful industry information on to people working in these mediums, take it. Again, the idea is to build a network through trust, no matter what it takes.
Remember, relevant content is crucial (I didn’t say king again), but the promotion of it is just as important. It doesn’t matter much what the king says if no one’s around to hear it.
Climb The Search New Jersey leading search engine agency providing integrated search marketing services to increase website traffic, engage audiences, drive leads and grow businesses.