Anyone who has an online presence understands the importance of having solid content on their website. Although you might have plenty of content online, that doesn't mean it is getting the attention it deserves. Unloved content is content on the web that no one is paying attention to. It has an abysmal number of likes, minimal traffic and very few social shares. Underloved content is content that was launched and did get some attention, but it never reached its full potential. Content can be extremely valuable, but it isn't going to do any good if you don't get it in front of others online. To increase visibility, you have to start by identifying what content is unloved on your site. Only then can you proceed with increasing visibility and garnering more clicks.
Reach out to others who shared content similar to yours in the past
Begin by promoting content that has a proactive outreach. The best place to start is by turning to others who shared content similar to yours. While this process can be time-consuming, it will be worth it in the end. Start by searching out some of the keywords that relate to your content to identify websites with content similar to yours. Put the URL of these sites into platforms like Open Site Explorer to find out who linked to the page. Weed through the links and figure out who might be worth contacting.
Check for broken links
Broken links can end up costing you more than you realize. There are a number of prospecting tools online that can help, such as Broken Link Building. Building broken links can give your website quite a boost. Unfortunately, it tends to be under-utilized. Start by finding pages that once existed but don't any longer. Tailor your existing content to fit any broken opportunities. Reach out to anyone who linked to your pages in the past and ask them to update their link to the current website page versus the dead link.
Come up with a new angle
This is extremely important when it comes to underloved content. You need to take some time adjusting the niche that you plan on pitching if you want to increase your publish rate. Most of the time, this will involve more than just changing up your email template and adjusting your prospects. You will probably have to go in and tweak your content to better fit who it is you’re planning on targeting. One of the simplest examples is to begin targeting another country entirely. If you had success in the US market, consider adjusting your content a bit to help get people in Canada and the UK looking at your content and sharing it with others.
Look into going with paid promotions
In the past, Taboola and Outbrain were the top platforms for paid promotions, but that isn't the case any longer. Consumers are increasingly blind to these links and there isn't much quality control when it comes to making sure advertisements don't look ‘spammy’. Because of the scope of the Internet, traffic costs more than what you might think. StumbleUpon Paid Discovery is a seriously underrated service. And you should consider it as an option for amplifying your content and getting more shares and likes.
Connect content to an even bigger story
Press releases are a great way to announce content on your website. Tap into a developing story to help generate coverage and leverage it for further coverage later on. You don't even have to write new content, just use the content you already have on your website and promote it in a new way. The key is making the content about a larger story instead of just one piece of content. Create a punchy title, a quote from the CEO and a few stats to help get the coverage to kick in. Use that coverage to enhance your outreach further.
By going through the tips above, you can come up with a content marketing strategy that is going to work for your needs and get you the results you crave. You can do much more with your existing content than what you might think. It all takes time and a little effort, but it is well worth it in the end.