We know that feeling. You’ve worked hard on an extensive guide post. Pixelated sweat has dripped down the screen with your effort. Digital blood and tears have spilled over each heading. Now you launch your post, you answer your fans’ adoring comments (and a few trolls’), you watch the social shares climb (then plateau), and you start brainstorming your next post topic. You’re done, right?
Wrong! When we say “promote, promote, promote” in the title, we don’t mean only on one day (or week). You can keep your post alive longer—much, much longer.
Keeping your post alive means diversifying how and where you promote your content. Read on to learn some key ways to keep that content kickin’.
Since Facebook, Twitter, LinkedIn, Google+, etc., have become the default way to share content, savvy promoters have developed smart ways to optimize your social media promos. Take the following tips:
- Pinpoint which sites are your best bets. While KISSmetrics’ Neil Patel emphasizes that everyone should use the “Big 4” (listed at the beginning of this section), he also points us beyond those. Discover smaller sites, and figure out which of the “Big 4” are your strong suit.
- Write compelling copy. As Copyblogger explains, use the problem-agitate-solve model to bring in clicks.
- Simply repost. You can also just repeat the same post. Buffer’s post demonstrates the success of this simple strategy.
- Use a posting tool. Choose a tool like Buffer or Hootsuite. Whichever you choose, make your life easier—and, as Buffer mentions, target various timezones with ease.
Get your content in front of people who care! A little strategic advertising can be a smart move. Here’s how to get started:
- Choose your outlets. By knowing what social media sites are your readers’ go-to’s, you can pay for social advertising on sites that matter.
- Decide your scope. How will you budget your campaigns? With convenient caps on cost, outlets like Facebook give you good limits.
- Find your readers’ favorites. What else do your readers enjoy? Try polling your audience with a tool like Qualroo on your blog, then position your content as sponsored content at the end of articles on that other blog or news outlet.
- Utilize search advertising. When a user googles a related item, have a link to your post greet them—and only pay when a user clicks.
Outreach to Influencers
Direct contact with an industry influencer is priceless. Our suggestion: Create lasting, meaningful bonds with people who care and hold sway.
- Find your influencers. The Followerwonk tool is a great way to find influencers, as well as understand your followers.
- Make a connection. Whether this be interacting on social media, commenting on their posts, or referencing them in your content, you can demonstrate how much you value their work in your field.
- Formally introduce yourself. Use the natural avenues of social media to gain a personal connection. See if anyone in your networks or your company can make an introduction. Learn how to cold email a very busy person, and aim to generate a mutually beneficial relationship.
Refresh Your Posts
You had an amazing idea! Now make it last. Here are ideas of how to freshen up your content:
- Include in a newsletter. Either republish the whole post, or bring in an excerpt (plus a link to the full article) into your business’ email marketing.
- Craft an infographic. As Buffer blog’s Get the Most From One Blog Post: 21 Advanced Content Tips and The Ultimate Guide to Repurposing Content: 12 Ways to Extend the Life of Every Article You Write suggest, you can revive content—and make it easy to digest—with a visual spin. And also:
- Extend into a series. Cultivate a little inspiration, and roll out a series. Tackle nuances and tangents of your original topic.
- Write an ebook or white paper. Great post? Why not rework the content into a new format? With a dose of creativity, you can go long-form (and even house the ebook or white paper behind an email signup).
Weave in Keywords
If you strategically use keywords in your blog content, you can organically promote your post in search engines. Check out a couple of our posts with tips on how to rank well, and thus help interested users find your content easily.
- Rank well. Our post about ranking vis-à-vis your competitors explains how interested readers, brought to your post by relevant keyword searches, will spend more time on your post, and keep upping your ranking.
- Use long-tail keywords. When you house long-tail keywords in your blog, you’re bringing exceptionally interested readers to your content. After all, the more specific their search, the better your content should meet their needs. Read our post on long-tail keywords to learn more.
Reviving your posts can require substantial legwork, creativity, and know-how. We offer online marketing services to serve your business and assist you on your quest for content longevity and visibility.