In a typical content marketing lifespan, you cannot avoid getting into a phase when you start wondering why your pieces of great content – those which are with quality and viral potential – are not stumbled upon by your target market.
It’s a frustrating time, especially when you’ve become really proud of your content outputs yet they don’t really help in generating leads for your team.
Apparently, there’s a whole lot of difference between creating good content and promoting it, and the latter is what ultimately decides the “searchability” of your posts. There are things you could do to effectively promote your content, as proposed by Sonia Simone, co-founder and Chief Content Officer of CopyBlogger Media.
#1: Build your network
Today, tomorrow, next week, and next year, you need to be building your network of web publishers.
Those are the bloggers, web journalists, social media power users, and others who have the audience you’re looking for.
2 tips for expanding your network and making connections with influential folks on the web:
- Do something epic.
- Be a good egg.
You have to do something (like create some fantastic content) worth paying attention to. And you have to be the kind of person that others can stand to hang out with.
Incidentally, don’t try to only cultivate a network of “big” publishers. Those are nice, too, but you also want to expand your network of publishers whose audiences are close in size to yours.
Networking isn’t about sucking up to people you don’t like. It should be about cultivating relationships with publishers who are passionate about the same things you are. Spend your time on people you respect and like — it just works better all around.
#2: Make it shareable
As you’re building your network and creating that epic content, remember to make it easy to share.
- Format it to be reader-friendly.
- Put a decent headline on it.
- Make it easy to share on social sites.
- Make it entertaining and useful.
Make a careful study of the content that gets lots of shares on your favorite sites. Try to model your content on that — not just superficial elements like a Buzzworthy-style headline, but in delivering an experience that the audience wants to share with others.
#3: Clones don’t win
You’ll never be able to really effectively promote stale, “me-too” content. Even if you make it useful and interesting. Even if it has good headlines.
Your content needs a unique voice. It needs a point of view. You have to stand for something. You need a thumbprint — something about you, your approach, and your content that no one else has.
No matter how crowded and cluttered your topic is, there’s always a way to differentiate. But you need to put the work in. It can take time, and thought, and a lot of words written. But there is always a way.
Read the full post at Copy Blogger