Think of the past 10 pieces of marketing content you consumed. How did that content get in front of you?
I’d be willing to bet there were one or two you actively sought out because they were by a company you follow and you wanted to see their latest update.
But the majority of the content you saw, even if you loved it, you never would have seen if it hadn’t been pushed in front of you, either through email, social media, or ads.
So, the question becomes, when it comes to marketing your content, how can you get all the content you worked so hard to create in front of the people you created it for?
I have 10 ideas.
Table of Contents
- SEO
- Social Media Marketing
- Email Marketing
- Advertising
- Leveraging Online Communities
- Cross Promotion
- Repurpose Your Content
- Partner with Influencers
- Ask for Shares
- Create Content Worth Sharing
1) SEO
The easiest way to get eyeballs on your content is to make it easy for them to find it when they’re looking for it.
That means, first and foremost, you have to follow the #1 rule of marketing: create content that answers the questions they’re asking.
Then you have to make sure the questions they’re asking are included in the content you create for them. That helps the search engines match your content with the people entering those search terms into the search bar.
Then you need to format it in such a way that makes it easy for the search engines to find and index your content so they can figure out which searches to match it with.
For more information on how to make it easy for your ideal clients to find your content, you can take my course on SEO basics.
2) Social Media Marketing
SEO and social media always work best when used together.
After all, each social media channel is its own search engine, and more and more people are looking for information on social media rather than Google or another dedicated search engine.
Content on social media also tends to show up in search results because those sites have a lot of authority with Google.
And when you do your keyword research and make sure to use those keywords in your social media content and cover topics your audience cares about, they’ll be more likely to gravitate towards that content.
So, once you’ve optimized your content, start by promoting it on social media.
3) Email Marketing
Talking up your new content in your newsletter is an easy way to get more eyeballs on that content because your newsletter subscribers have already expressed interest in what you have to say. So don’t let them down by failing to alert them when you have an awesome new piece of content on a topic they’ve already expressed interest in.
For some extra tips on making the most of your newsletter, you can check out my articles on:
- how to grow your newsletter subscriber list
- how to create an effective email marketing drip campaign
- how to create an effective lead magnet
- what to put in your newsletter
- how to get more people to open your newsletter
- when to send your newsletter
4) Advertising
Organic social media can provide a lot of opportunities to get your content in front of new people, but the fastest way to do so is to advertise.
Google ads are still very popular, but social media ads are becoming increasingly popular since they offer the benefit of targeting your ideal clients before creating any ads.
For example, if you work in the B2B space, you could target that space just by focusing your ad spend on LinkedIn rather than Facebook or TikTok.
On the other hand, if you know your ideal client is moms in their 30s and 40s, you’ll want to advertise on Facebook and Instagram.
Regardless of which platform(s) you advertise on, you always get to select by demographics, geographic locations, and (in Google’s case) search terms.
5) Leveraging Online Communities
In addition to looking to social media for answers, there’s also a significant portion of the population that goes straight to sites like Reddit and Quora to ask the general population.
If you keep an eye on those forums, it provides a great opportunity for you to position yourself as an expert, not only by answering the question in a thoughtful and easy-to-understand way, but by providing a link to a blog post where you just happen to have provided an in-depth answer to their question.
Bonus: it’s also a great way to build high-quality backlinks
6) Cross Promotion
We already covered promoting your blog on social media and in your newsletter, but that’s just the tip of the iceberg when it comes to promoting your content.
Ideally, all your content should promote all your other content.
For example, a blog post on one topic can link back to another blog post on a related topic so readers can dive deeper.
A blog post can contain an embedded video from YouTube that’s either the video version of the same content in the blog post, or a video on a different, but related, topic.
Video descriptions can contain links to a blog post on the same topic or a related topic. They can also contain links to a sales page if the video is on a topic related to a product or service you offer.
7) Repurpose Your Content
Something that makes it easier to cross promote your content is to repurpose your content.
My favorite way to do this is to record a video on a topic, turn the audio into a podcast episode, then transcribe the audio and turn it into a blog post.
Ta da! Now you have 3 pieces of content after just 1 recording and a little help from your favorite software.
You can also break the video into snippets to make into YouTube shorts and to share on social media.
You can take a sentence or two from your blog post and share those on social media, either on their own or with a link to the full blog post for people who want to read more (I recommend a mix of both with and without links to maximize your reach on social media while leading people to your website so you can capture those leads.)
8) Partner with Influencers
What makes a referral so valuable is the assumption that the person making the referral has already vetted the person/company they’re referring. It makes prospects that much more likely to end up working with them.
When someone else shares your content, it’s a type of referral. They might not be telling people to buy your products/services, but they are telling them to check out your content. That means they think your content is worth checking out.
And because their audience already knows and trusts them, they’ll be more likely to trust the people and companies they recommend.
So reach out to influencers in your industry and related industries. It’s best to stay away from any direct competitors, but definitely reach out to your referral partners and ask if they’d be willing to share your content with their audience and have you share their content with your audience.
Guest blogging is a great way to do this, so if you have not already done so, you might want to check out my article on guest blogging.
9) Ask for Shares
In addition to asking influencers and power partners to share your content, ask the people who are already consuming your content.
Like this article? Share it!
Like this social media post? Share it!
Like this video? Share it!
People are happy to share great content, either with their audience as a whole in the form of an email or social media post, or to individuals they know who they think would especially appreciate the content.
But, as happy as people are to share content they like, they don’t always think to do so. Feel free to let them know how much you would appreciate it if they would share your content, then make it really easy to do so, either with a social media share button, or by providing a link they can copy and paste into their newsletter, website, social media post, etc.
10) Create Content Worth Sharing
The best way to get people to share your content is to make your content worth sharing.
That means, in addition to creating content that answers the questions your audience is asking and optimizing it for search engines, you also need to make sure the content is:
- In a format your ideal clients are likely to consume (article, video, infographic, etc.)
- Easy to understand
- Uses the language they use
- Demonstrates your authority so they know you’re not just pulling this out of your butt
Finally, don’t forget to make it easy for people to share your content, then ask them to do so.
If you need help creating a marketing strategy that ensures you have relevant content that will resonate with your audience and a plan to get that content in front of the right people, let’s get together to talk about it.
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