You’ve invested a lot of time and effort into creating a great piece of content. Now, it’s time to learn how to get that content in front of as many people as possible.
Great content gets amazing results.
According to a Content Marketing Institute survey, 72% of marketers say that great content leads to higher engagement. And the same amount says that quality content results in more leads.
It’s no wonder you pour so much time and effort into writing articles and creating videos. You know that the returns exceed the investment…
Except you’re not quite seeing the returns that you expected.
The reason may be because you’re not promoting your content as effectively as you should.
A great piece of content can only do so much when there aren’t many people landing on it. You need to give the piece a good marketing push to get as many eyeballs on it as possible.
Simply put, your content only matters if there are people around to see it.
That’s what this article will focus on. You have the piece and now, it’s time to pull people towards it so that you maximise the ROI that you get from it.
Technique #1 – Share Multiple Times on Social Media
Your social media platforms are probably your first ports of call when it’s time to share your content.
You jump on Facebook, Twitter, and all the rest to create posts. And these posts point people in the direction of the piece.
The job’s done…right?
Not so much. Unfortunately, not every one of your followers will see the piece that you’ve just shared. In some cases, they may just scroll past it because it gets lost in all of the other posts that they’re checking.
In others, the social media platform may not even share the piece with the follower. This is a particular problem with Facebook.
According to Causely, which creates content for various social causes, as few as 10% of your followers will see your Facebook post. So, if you have 1,000 followers, your post only gets shared with 100 of them.
That’s a tiny portion of your potential audience. And the changes that Facebook makes to its algorithm could slash that figure even more in the future.
To get around this problem, it’s recommended that you share your content several times on each platform.
That doesn’t necessarily mean creating the same post each time. You can alter the post and the image attached to it with each share. The goal is simply to broaden your reach, despite the algorithm’s attempt to narrow it.
And as an added bonus, you can conduct some informal split testing to see which of these posts perform best.
We go into more detail about what this is in another article. Plus, we can even help you set up your own split test. Send a task to the Concierge Service to get started.
Technique #2 – Leverage Influencers
You can leverage the influence of other people to draw more attention to your post.
The simplest way to do this is to include the desired influencer in the content. For example, you could share tips from people like Richard Branson and Elon Musk if you’re writing about personal branding.
This is a great way to leverage an influencer’s reach when you’re not able to engage them directly.
Of course, you’re in luck if an influencer in your space does engage with the piece. If somebody that your audience cares about shares or comments on the piece, make sure you spread the word.
For example, make it known if an influencer retweets a piece. If an influencer leaves a comment, make sure you engage them in public.
The mere presence of these people in the vicinity of your content will draw more eyes to it.
Technique #3 – Get on Quora/Industry Forums
Every piece of content that you create needs to answer a question that people in your niche are asking.
But of course, not everybody who’s asking the question will see your content.
The solution to this problem is to go to the places where people ask questions. Quora is a great starting point here. Look for questions that relate to your content and provide an answer to the asker. Of course, you must provide a link to your piece within that answer.
You can also do the same in forums related to your industry. It’s also worth joining groups on social media platforms so that you can share your content with the people asking the questions.
This does involve a little manual work on your part. However, it also helps to establish you as an influencer, which means more people will check out your content.
Technique #4 – Leverage Targeted Sharing
This technique builds on the idea of leveraging influencers in your niche.
If you’ve created a piece that an influencer may find engaging, share it directly with them. For example, you can use Twitter’s @ function to tag a couple of influencers into your post.
With a bit of luck, one of them will respond or retweet the piece. Of course, this means the piece ends up in front of a much larger audience than your own.
The key here is that you use targeted sharing wisely. Trying to share substandard or irrelevant pieces will result in the influencers in your niche ignoring you. It may also make you look desperate in the eyes of your followers.
Only use targeted sharing when it makes sense to do so.
Technique #5 – Send Your Content to Your Email List
People subscribe to your email list so that they can read great content from you.
So…why aren’t you delivering your content to them directly? The simple fact is that you can’t expect people on your list to go searching through your blog and social media to find your content.
You need to deliver it to them.
Social media branding company Buffer shows how effective this is. They send all of their content directly to their list of 40,000 people. Here are the results, directly from the company:
“Of those 40,000 people, 7,500 open the email and read what’s inside, and 1,800 people click through to the full article.”
That’s nearly 2,000 people who may not have discovered the piece otherwise. And if you make it easy for those people to share the piece, your audience may expand even more.
The important thing here is that the piece needs to have relevance for your list. But it’s also possible that a piece will only appeal to a single segment of the list. If that’s the case, you need to set up a campaign that sends it to the right people, rather than everybody.
Automation Agency can help with this. Our Concierge Service can provide list segmentation and campaign creation services. Send your task to us to get started.
Technique #6 – Repurpose Your Content
Creating a piece of content is not a one-and-done thing. In fact, almost every piece that you create has the potential to get turned into several pieces.
For example, let’s assume that you’ve written a “how-to” article. The piece contains several steps that the reader needs to follow to do something specific.
That’s a great piece of content on its own.
But you have the potential to extend its reach. You could create an infographic to highlight the key steps in a more visual format, which our Concierge Service can help you with.
Or, you could create a video that shows the steps in action and gives the viewer something more concrete to follow.
There are several benefits of repurposing content. For one, you ensure that the content reaches as wide an audience as possible. Somebody who missed the article on your blog may come across a video you share on YouTube, for example.
Furthermore, you get to appeal to different audience segments. The infographic will get your point across to visual learners better than an article, and so on.
In the end, repurposing offers you a simple way to get your content in front of as many people as possible.
It’s Time to Spread the Word
So, you’ve still got that amazing piece of content that we spoke about at the top of the article.
However, you can now see all of the things that you could do to get that content in front of more people. With proper promotion, that piece will generate a much higher return.
Automation Agency can give you a hand with several aspects of promoting your content. We can create email sequences on your behalf, as well as provide several design services for repurposed pieces.
Send your task to our Concierge Service to find out more.
And if you’re not yet sure if you want to join us, just talk to our Right Fit Chatbot
