If content is king, distribution is his queen. Give your content the royal treatment it deserves by promoting it the right way.
Here are 3 ways to promote your content that you probably haven’t tried yet:
Google AdWords is a great way to get your content in front of people who appreciate it.
AdWords increases your visibility on Google searches, making your content easier to find. It also sets up ads that will bring people to your content.
More importantly, AdWords offers a high degree of customization—you can set up your ads to target specific areas, demographics, and people who have interests that align with your content.
A great way to promote your blogs through AdWords is with the sitelinks extension. This extension allows you to provide a link to a specific article in your actual PPC ad. Sitelinks allow you to highlight certain areas of your site that you want to take people to, which works really well with blog promotion.
Although AdWords is usually used to drive traffic to a conventional landing page, promoting your content with AdWords can be an effective way to drive a lot of high-intent traffic to a specific page.
2. Use LinkedIn Groups
Most people think of LinkedIn as a place to network and job-hunt. But it’s also a great place to share content. The trick is to take advantage of LinkedIn’s best feature: LinkedIn groups.
LinkedIn groups are a great way to build community. It’s hard to think of other social media platforms that are as effective at building B2B connections to grow your influence.
Be actively engaged in the LinkedIn groups you join—these communities have a low tolerance for spam. The more you participate, the more credible and prominent you are.
You can take your group marketing to the next level by starting your own LinkedIn group. Keep in mind that this is a time commitment since a good group needs to be moderated, but the benefits are huge.
With your own LinkedIn group you can:
- Drive traffic to your site by adding your website link in the group profile and putting the site RSS feed in the New Section.
- Promote your content by creating discussions about them.
- Send out weekly messages to your group. While you can’t brand them like a mailing list, this gives you a free and direct avenue to promote your content to your group members on a regular basis.
- Offer special deals by sending auto-responder emails when people join your group.
3. Make It a Team Effort
Get your team to share your content! The more your team engages with your social media, the more visible your content is.
Posts that get a lot of likes and shares pop up in more feeds. Increased visibility and engagement is how you get your content to trend.
Imagine a business with posts that have 0 likes, comments, and shares compared to one that consistently has at least 10… that’s quite the difference, and audiences respond differently.
Essentially, people are interested in what other people are interested in. Posts that are trending will garner even more likes and shares because people will want to see for themselves why this content is blowing up on their walls.
Asking your team to share your content is a great way to get that snowball of engagement rolling.
An added bonus of internally sharing content is that your team becomes compelled to read the material which shows the world that they’re engaged and passionate about what they do. In this sense it builds trust.
After all, who wants to read content from a company whose own team won’t take the time to read it?
These 3 content distribution channels, while effective, are often underused by marketers. You put an awful lot of work into producing great content, so make sure it gets the attention it deserves!
Between AdWords, LinkedIn groups and internal sharing, you can dramatically improve the distribution of your content.
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