Even if you create the best piece of content possible, it won’t perform well if nobody finds it.
Relying entirely on organic visibility from search engines isn’t a great approach, as only one website will earn the top spot in the search results.
Similarly, relying on social media platforms for organic visibility isn’t a great approach, as they usually only show your content to a fraction of your followers.
That means you need an alternative method to get your content in front of your audience.
The problem is that most content promotion strategies are either:
- Minimally effective: For example, sharing a blog post link on multiple social media channels isn’t a very effective strategy to earn more organic traffic.
- Too involved: For example, a trend report that surveys 1,000 bloggers will probably receive a lot of shares and engagement, but it’s unrealistic to expect you to do this each month.
In this post, we’ll introduce you to some content promotion strategies that are effective and sustainable so that you can help each new piece of content you publish earn more reach and engagement.
Note: These strategies are only effective if you create valuable content worth sharing. These tips will help your content get initial visitors, but you will only earn more shares, engagement, and backlinks if people think it’s worth sharing with their friends. So, ensure you’re creating engaging content before promoting it.
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1. Email Your List
Most audiences don’t check blogs regularly.
So even though you publish a new post on your blog, your audience probably won’t see it.
To ensure your audience sees your new content, email it to them each week.
The email newsletter is our main content promotion strategy at Copyblogger. Each week, we send the most recent blog post and various other pieces of content that Copyblogger owner, Tim Stoddart, has created.
While I don’t have any exact statistics, I’ve noticed that the posts we promote to the email list often rank faster in search engines than those we do not promote. This is probably because search engines can see that the content is earning positive user engagement signals, so promoting content to your email list is an easy way to boost your SEO.
To start building an email list, create free lead magnets that people can download in exchange for an email address.
For example, this is the lead magnet that we use here at Copyblogger:
Again, only promote high quality content to your list. If people don’t like the content you’re sending, they’ll just unsubscribe.
2. Repurpose Your Content
If you create one piece of long-form content, like a blog post or video, you can extract snippets from it to post on social media and other platforms.
For example, if you are already creating video content, you can repurpose the audio into a podcast, hire a writer to rewrite the content as a blog post, and take clips from it to publish on YouTube shorts, Instagram, or TikTok.
Eric Siu is excellent at content repurposing. Here’s an example of how he took a single short video and repurposed it into four different pieces of content:
The main benefit of content repurposing is that you can take a single excellent content idea from a genuine expert and then use automation or less expensive talent to help it earn more reach across different channels. This way, you can publish a higher volume of content at minimal additional cost, yet the quality will remain expert-level.
One mistake I often see is people simply resharing the original piece of content (like a long-form video or blog post) on social media.
This doesn’t work well for a few reasons:
- Social algorithms tend to give less visibility to content with links because they want to keep users on their platforms.
- Users can’t really interact with content links.
Here’s an example of a post that isn’t very well optimized for the social platform:
In contrast, here’s a great example of a repurposed piece of content well optimized for LinkedIn. The post includes a graphic and content repurposed from a book the author wrote and generated well over 100 comments:
So be sure to optimize the content for the marketing channel you’re publishing it on rather than just sharing it across different platforms.
For example, if you’re repurposing a blog post into a social media post, consider adding an infographic to the social media post.
If you’re doing all of the content repurposing yourself and can’t afford to repurpose every piece of content, prioritize repurposing only your top-performing posts.
3. Run Paid Ads
Paid promotion is a great content distribution strategy if you’re trying to get more traffic and engagement to a bottom-of-the-funnel, high-converting piece of content, like a case study or customer testimonial.
Most people don’t organically share sales-driven content, so paying to get this content in front of the right audience is often the best promotion strategy.
X and LinkedIn are excellent for B2B content promotion, and Facebook and Instagram are great for B2C content promotion.
Here are specific guides for setting up and running content promotion ads on each of these platforms:
- How to run sponsored content ads on LinkedIn
- How to use Quick Promote to boost content on X
- How to promote content on Instagram
- How to start running ads on Facebook
Another major benefit of paid social promotion is that you can specify the audience you want to show the content to with targeting filters.
It’s also fairly easy to set up ads. It may seem overwhelming initially, but most platforms are relatively easy after you get the hang of it.
However, there is a lot of nuance to paid media, so the effectiveness of your ads will vary depending on your skill as a paid media specialist. It also requires capital, so this is a better strategy for content that’s proven to drive conversions.
4. Use Employee Advocacy
People like to connect with other people on social media. So instead of just posting content on the company page, ask your employees to share it with their audience.
Executives are particularly helpful for content promotion as they tend to have the largest social media audiences.
Ideally, ask executives and employees to create their own thoughtful post about the content idea rather than just resharing it. Or, you can even ghostwrite a post about the content for them to share on social media.
Here’s a great example of how Beehiiv leverage’s its CEO’s social media presence to promote news and features. Rather than just sharing a link to the video on LinkedIn, the CEO took some time to write a LinkedIn-optimized post about it, including a bit of his own personal experience, and natively uploaded the video:
You can also ask employees to like and comment on posts published by the brand to help boost those posts’ visibility.
A pro tip to increase employee engagement is to provide specific engagement requests. Many employees don’t know what to share or say, so giving them topic ideas or specific posts to engage with can help increase engagement.
If you have a large team of employees, you can use a tool like GaggleAMP to send specific engagement requests to specific employees.
5. Guest Post Strategically
Guest blogging is a common content promotion tactic, but it’s usually ineffective because most people only write guest posts to earn links.
As a result, the guest posts are usually poorly written and lack original ideas.
So it’s no surprise that the links inside the guest post to your content rarely get any clicks.
Instead, guest post on the most esteemed industry publications and only submit a post when you have something genuinely insightful to say. Then, link back to only relevant content.
For example, this author created a data study and published the results as a guest post on an authoritative website:
Then, she further promoted it by writing more guest posts on leading marketing websites like CoSchedule and Ahrefs.
So if you have particularly interesting insights on a specific idea, first create a blog post on your own blog about it.
Then, reach out to other top publications in your industry to do guest posts on that one topic.
You’ll then become known for that idea and your blog post on the topic will also earn some valuable links, aiding its promotion.
The drawback of this strategy is that it isn’t very scalable. It requires a lot of effort to come up with a truly unique and insightful idea, and you’ll also have to have a really good pitch to land placements in top industry publications.
However, it is a highly effective strategy to build links and earn a lot of promotion.
6. Collaborate With Influencers/Parallel Brands
Collaborating with influencers and other parallel brands is a great way to get your content in front of a new audience, and expert insights can elevate the quality of your content.
There are a few different standard content collaboration strategies:
- Webinars
- Podcast/video interviews
- Blog post interviews (interview them live but publish it as a blog post)
Getting an influencer to agree to a content collaboration is relatively easy. Usually, a personal message on LinkedIn or another social media platform is sufficient.
The key is to have a personalized message and ask them to speak about a topic they are an expert on.
For example, if I wanted to interview marketer Adrienne Barnes, I would mention that I have an audience of marketers and want to discuss the importance of audience research. As you can tell from her LinkedIn profile, audience research is an area she specializes in:
I could also mention that I’d love to have her discuss her process for conducting customer research calls, as I can tell from her content that this is something that would be beneficial for her to talk about:
Allowing her to show off her services and skills to my community will incentivize her to agree to the content collaboration.
If you’re unsure which influencers to contact, you can use an audience research tool like SparkToro. Type in the keyword your audience talks about:
Then, you can scroll down to see a list of the most popular social accounts they follow:
Some of these people might be too big and may not respond. So another option is to look at other people with audiences similar to yours. Then, reach out to the influencers they often collaborate with.
Or, if you’d rather just pay for an influencer to get on a call, you can use a tool like Intro to book a call with top influencers:
As you’re evaluating influencers, prioritize those with a relevant, loyal audience over those with large followings.
Once you’ve found an influencer who has agreed to collaborate with you, the next step is to ensure the content is high quality.
Ultimately, the questions you ask influencers determine the quality of the content.
To get better responses from influencers, send the influencer a list of the topics you want to discuss beforehand and ask them to bring some anecdotal examples of their experience with each topic. This will make your content much more interesting, and it will be truly unique.
In addition, notify the influencers when the content is live. You can ask them to either share it on social media or with their email list to get more attention.
Most influencers are happy to share it with their followers as they’ve also invested time into creating that content.
Even if you aren’t doing a video or podcast interview, you can still collaborate with influencers by collecting quotes for written content.
For example, you can sign up for a free service like HelpaB2BWriter.com to submit a quote request.
7. Create Original Data
Original data tends to naturally generate organic shares. Even though publishing original data technically isn’t a content promotion tactic, you’ll find that this type of content naturally earns more organic traffic and social shares.
However, some data studies get significantly more brand awareness and engagement than others.
The key to outstanding data is that it provides a data-driven answer to a burning question that will give them the insights they need to achieve better results from their strategy.
For example, many SEOs wonder whether internal linking from authoritative pages is really an effective method to increase rankings in the SERPs.
So great original data would be a stat like “90% of the blog posts in positions 30 or lower in the SERPs increased by at least 20 positions after internally linking to them from another page with a page authority score of at least 30.”
This is excellent because it answers the hotly debated question of how effective internal links are at increasing rankings. It also gives people an actionable takeaway as they know they should internally link from highly authoritative pages.
In contrast, here’s a piece of original data that isn’t as helpful:
“50% of marketers plan to increase their marketing budgets in 2024.”
This isn’t very helpful because most people already assume that most companies are increasing their content marketing budgets. It also doesn’t give you actionable information on making your content marketing strategy more effective.
To create great original data, take a list of all of your customers’ most commonly asked questions and then figure out a way to answer them with data.
This can be as simple as running a few experiments and then writing a case study about it. This case study on updating content is an excellent example of analyzing your own data to answer burning questions.
In this case, they analyzed 50 blog posts three months after being updated and then used the data to answer burning questions like “What are the chances I’ll lose traffic if I update my blog post?”
Most SaaS companies also have access to raw data that they can analyze to answer key questions.
If you don’t have access to raw data, partner with a company that does have data or at least has an audience you can survey.
Andy Crestodina is a great example of a marketer who uses this strategy frequently. For example, he partnered with Question Pro to complete this data study.
There are also plenty of creative methods to collect data for free. For example, Andy Crestodina famously hired a VA to look up a list of popular websites in the Wayback Machine to see when they were last redesigned.
Then, he used that data to create a statistic to answer the question, “What’s the average lifespan of a website design?” (The VA found that it was about 2.5 years.)
Pro Tip: If your website has low authority and your social accounts have few followers, publish the data as a guest post on a prominent industry publication. Or collaborate with an industry influencer to kickstart engagement. As I mentioned earlier, creating original data technically isn’t a promotion tactic. While original data tends to organically earn more shares and engagement, giving it a kickstart by collaborating with influencers will certainly give it a boost.
8. Cross Promote With Email Lists
I’ve discovered two things:
- People love free content promotion.
- People tend to reciprocate favors.
If you promote someone else’s content to your audience, there’s a good chance they’ll promote your content to their audience.
So, reach out to some of the top content creators in your industry and ask if they have any content they’d like promoted to your email list.
You can look for creators with:
- Large social followings
- Large email lists (Beehiiv newsletters, Substacks, etc.)
- Websites with a lot of organic traffic (they also tend to have big email lists)
Ideally, reach out to people with a history of sharing content from other creators. For example, you can see that this email newsletter tends to actively promote content from other creators, so it would be a great candidate to reach out to:
If you’re still struggling to find creators, use a tool like BuzzSumo or SparkToro to find social media accounts, websites, and other publications your audience follows:
Ideally, reach out to brands with a similar-sized audience to yours. Otherwise, the value exchange in a cross promotion won’t be equal.
You can also reach out to parallel brands. For example, if you have a webinar platform, reach out to landing page builders, email marketing companies, and other parallel companies with similar audiences.
Then, send a message like this:
Hi (name),
I liked your latest post about (X). I think that (one insight that you got from it).
I also have a (industry) audience and am looking for some content to send in our monthly roundup newsletter.
I’d love to share a piece of content from you. Is there anything in particular that you’d like me to promote to my audience? If you have no preference, I’ll just include this one, as I think it’s relevant to our audience.
Thanks!
John
This message works because you aren’t asking them for anything. You’re only providing value.
This is an easy way to build genuine relationships with industry influencers and parallel brands.
After you promote their content to your list, some creators organically offer to promote your content to their audiences.
If not, I’d promote their content at least twice before asking them if they’d like to promote some of your best content.
Again, carefully vet who you promote to ensure they do frequently share content from other creators. Otherwise, it won’t be an equally valuable trade for you.
However, most people are happy to share your content if you’ve already provided substantial value by sharing their content.
Note: This strategy only works if you already have a substantial audience. If not, start building an audience. You can do that by guest posting and doing data collaborations with other influencers.
9. Redirect Old Blog Posts And Internally Link
Redirecting old blog posts with little traffic but a handful of links can help your content earn more authority and improve the overall health of your website.
Similarly, internally linking from other high authority pages on your website to your new content can help increase visibility and rankings in the search results.
So while neither of these are technically promotion tactics, they are both excellent content strategy best practices that can help your new content easily earn more organic traffic.
To figure out which blog posts to redirect to your new piece of content, Google:
inurl:yourwebsite.com “target keyword”
Then, see what old content shows up. I like to turn on the Ahrefs Chrome extension to see traffic and backlink statistics. I redirect the pages that receive little traffic and are relevant to the keyword I’m targeting with the new piece of content.
For example, we have a lot of content here at Copyblogger that could be redirected. Here’s an example of a lot of content targeting the keyword “SEO copywriting.” So I plan to redirect all of these posts to a single post we just republished on the topic.
Redirecting these posts to a single post transfers the link juice and the little traffic that these posts have to the new post. As a result, that new post gets some links as soon as it’s published, which will give it a better chance in the SERPs.
This tactic is great for larger websites that already have a lot of outdated content as reducing the number of posts that receive little traffic improves the overall health of the website.
The other tactic we use is internal linking.
Specifically, we have a few cornerstone content pieces on broad topics. Then, we link out to other more specific pages. Those other more specific pages also link to one another.
Here’s a visual example of our internal linking strategy. In this case, you can see that the social media ultimate guide links to other niche topics within social media. Then, those niche social media posts also internally link to one another.
This internal linking strategy is effective because it helps search engines find your new content and understand what it’s about.
While this is the main internal linking strategy we use, you can also link from other relevant, high authority pages (pages with a lot of links) on your website to help it earn even more traction.
To find high authority pages on your website, you can use a tool like Ahrefs or SEMrush and click on the “best by links” report.
Then, you can look through those pages and figure out a way to naturally internally link from those pages to your new piece of content.
10. Revisit and Repromote Old Content
Finally, continue promoting your older content.
This is particularly important if you have evergreen content. If you notice that it starts to slip in the rankings, but you think that it’s still relevant, just use one of the promotion tactics in this post to boost it.
Often, you don’t need to spend more money to refresh it. Instead, a new influx of traffic from promotion efforts is enough to spike user engagement signals and help it rank better again.
So keep an eye on your content that is slipping the most in the rankings and then use one of these tactics to promote it.
How To Start Promoting Your Content Today
All of the tips in this post are the blueprint you need to promote your content and see a higher ROI from your content marketing efforts. However, if you want more help and , consider joining the Copyblogger Academy.
You can ask more specific questions, get one-on-one feedback from the team behind Copyblogger, network with other content creators, and access several content marketing courses.
Or, if you’d rather just have the team behind Copyblogger promote your content for you, reach out to the Digital Commerce Partners. They can work with you to develop a full content marketing strategy, from content creation and ideation to promotion and distribution.
Reader Comments (63)
Michael Bely says
If Your Great Content Isn’t Getting Found then post a guest post at copyblogger.com!
Or at least post a comment 🙂
Jerod Morris says
But I thought guest posting was dead? 😉
Michael Bely says
Nope, you thought it was not done 😉
https://copyblogger.com/guest-blogging-not-done/
Jef Menguin says
Great advice.
Another way is just keep on writing great content..until your starving crowd find you and share your one, two, three… hundred great contents to the world.
Michael Bely says
Hey Jef,
Unfortunately, it is not enough just to write good content. Either you need to write a super-mega-ultra great content that people will be dying but still sharing it like crazy OR you need to outreach to your potential readers.
Sonia Simone says
Your starving crowd needs a way to actually find you. There’s no earthly reason to put all that work into creating really solid content and then skip the step of promoting it.
T. Jensen Lacey says
Hey Sonia,
I’ve been enjoying reading all your great blogs; they’ve been an inspiration to me. My latest blog on my website, “The Secret of Getting Someone to Listen,” was in part inspired by you (oh yeah, and those other guys you write with too). I hope you take 60 seconds to check out my site and my latest blog.
Hey, I AM just doing what you suggested on THIS blog! : )
T
Benjamin says
I found your great content Copyblogger.
Now I am wondering, do you ever plan to sell the plugin you use for your My Copyblogger email subscription/ membership area?
Jerod Morris says
Benjamin, we used to and it was called Premise. However, Premise is closed to new members. To see what we have planned next, check out newrainmaker.com.
Allison Marie says
#3 Clones don’t win! 100% agreed. In fact, I think the hardest work is first figuring out who you are. Only then can you put out your best (truest) content.
Thank you, Sonia, for this great article!
Scott Ellis says
Sound advice as always and excellent timing! I wrote a post this week about what to do when your content does get found (You Can’t Handle The Traffic!) that dovetails nicely with this one. 🙂
Unfortunately, a lot of people aren’t set up properly to deal with the traffic they hope for. I know Brian has crashed many a website with little more than a tweet.
While building your network and creating that awesome content, I would encourage everyone to make sure their site is on a foundation that can handle it when the traffic comes.
James R. Halloran says
You’re absolutely right, Sonia! Creating content is only one part of the battle. Promoting it is another.
I like what you said about differentiating your content from the rest. The best way to make something shareable is to have a completely different point of view on the same topic everyone is talking about.
It not only makes your piece more enjoyable but it also makes it different from the plethora of other “me too” articles that everyone copies online.
Just thought that was a really good point. Thanks for sharing this today!
Ed Feng says
Sonia, rocking as usual. I’m just about to read the promoting your content ebook again.
To support your point about your network, I wanted to share a great story about how Tim Ferriss got the attention of Tucker Max. Not sleazy, just being a good egg.
To read the story, go down to end of Section 4 in this post. (Please don’t click if you don’t like 4 letter words or get offended easily.)
http://www.fourhourworkweek.com/blog/2010/09/28/tucker-max/
Jerod Morris says
Link allowed … but definitely heed the advice regarding the language.
Loved this line in the section you reference, Ed: “Once again, it pays to know your audience, and being different is often more effective than being better.”
Beat Schindler says
Thanks, Ed, for sharing the Ferris-Tucker story … and thanks Copyblogger for allowing the link! Awesomely insightful stuff – happy to have given up 2 hours of tonight’s sleep for it.
Alexandre says
The thing is that content marketing as part of inbound marketing strategy does not work without a little bit of outbound marketing and some promotions you mentioned !
Copywriting without promoting it and waiting for the “SEO effect” would bring a huge mount of time … It’s like being in a beautiful landscape without taking a picture and share it !
Sonia says
Good stuff Sonia.
That networking thing is such a big deal! When I worked in corporate, it was something I absolutely loathed. So I often avoided it and fumbled at it when I did try it.
But the great thing about networking online is that it can feel much more genuine, its easier to add value, and possibly most important – its easier for people to do and do well (especially introverted folks like myself)!
And with those existing relationships intact, it’ll make connecting in person that much more enjoyable. I imagine lots of blog packs will come together at Authority Intensive!
Sonia Simone says
I agree, networking when I was in the corporate world was a very different thing from networking with the many interesting people I’ve met online. 😉
Hashim Warren says
Read Sonia’s ebook – it’s worth it!
However, Sonia, I will disagree with one thing in your ebook. You’re not hot on buying ads for your content, because it’s complicated and Google can turn the faucet off, as you explain.
I like buying ads because you do a bunch of upfront set-up work, and when you get it right you can kill in PPC auctions.
If you have great content, don’t be afraid to send paid traffic to it!
Sonia Simone says
I agree with that, actually, if you’re willing to put the work in and really pay attention to your results & ROI.
Some smart PPC can be a good boost, for the right person, as long as it’s not your entire audience-building strategy.
Brian Clark says
We’ll be experimenting with “advertised content amplification” ourselves this year for the first time, so of course we will share with you what we discover and achieve results with.
Scott Bradshaw says
Sonia, as I am new to this, I’d love to hear more about ‘blog networking.’ I run an insurance site (boy, now if THAT isn’t hard to promote, well, I don’t know what is?). However, I do provide some interesting videos, and some unique perspectives on insurance that I feel have ‘value’ – i.e. that “does not, in fact, suck” to use your words.
So, I am not sure how to create a ‘blog pack’. Could you provide a little more about how to go about doing that? This seems like it may be a great idea, but I am not sure how to move forward with it. Thanks for any suggestions you can provide.
Sonia Simone says
I like your site — doing a great job getting out of the “boring insurance” box!
Think about who else has the audience you want. It might be personal finance blogs, it might be parenting blogs, it might even be health blogs. If your business is local, it might be other local businesses.
Who else is talking with the customer you want to reach? That will help you figure your network out. I think you’re on a great path so far …
Trent Dyrsmid says
Hey Sonia,
I’ve just downloaded and read the content promotion ebook. Great stuff. Especially the part about the “2nd customer” and “find related audiences”. This is something we started doing a few months ago and the results have been fantastic! In particular, I recommend people go see about syndicating their content to Business2Community as it’s worked quite well for us.
I’ve shared this post with my tribe. Keep ’em coming 🙂
Trent
Sonia Simone says
I’ll admit I’m a bit proud of the Second Customer idea. A lot of otherwise very savvy online marketers are too quick to write off the members of their audience who may not be buyers, but can have great value.
Trent Dyrsmid says
I agree completely. Earlier today I was on the phone with a customer of mine who’s built a very successful reputation management agency for the elite. When I asked him how he got traction with the “hard to reach”, it said it was all done through a “second customer”.
Randy Cantrell says
If your child was lost you’d get the word out any way you could. Unashamedly. Because your message is that important. Nothing would stop you. Maybe one key is to have an important (aka VALUABLE) message.
Or just create a goofy gif and be done with it. 😉
Thanks, Sonia. As always (okay, almost always) good stuff.
lisa thomson says
Thanks for these tips, Sonia! I think the building relationships with fellow bloggers has really helped my content get a little recognition. I’ve met some really great people here including this wonderful site. I like the tip about checking out the posts that do get many shares and model some of my own on that premise. I’m not good at copy cat ideas because they don’t feel authentic.
Peter says
Hey Sonia,
I’ve been curious about how to promote my content in different places. Especially on high traffic sites.
Let’s say I’ve created an exceptional piece of content, I know will rock peoples boats, but I’m a relatively unknown entity.
I want to get known and this piece is going to help me do it.
I’ve figured out, the best way to get my content out there is by putting it on high traffic sites related to my audience. i.e. CopyBlogger, B2BCommunities etc etc.
Do I first put the post on my site and then approach the other companies to guest post?
Will this be classed as duplicate content?
Do the other companies with huge audiences and high-end quality guidelines expect exclusivity to have any chance of your article being posted?
Jerod Morris says
Peter, great question. Yes, reputable sites with high-end quality guidelines will want exclusivity. Use Copyblogger as an example: we will not accept a guest post that is a duplicate of a post elsewhere. Not all sites abide by this guideline, but most do.
Create the post on your site, then consider creating a complementary post that will work as a guest post. That way you can create a piece of content that will stand on its own on the “big” site, and you can seamlessly — not gratuitously — link back to your own work for those intrigued enough to want to learn more.
Sonia Simone says
You really can’t build a solid content marketing program on one piece of content. (And this is one reason why.) So yes, you need unique content for your larger-audience platforms, and you need additional unique content on your own site.
People tend to overestimate how much good a single strong piece of content can do, and underestimate how much good a consistent stream of content production can do. Your business needs to be famous for longer than 15 minutes.
Samuel says
Couldn’t agree more with you Sonia.
If your content isn’t being discovered, it’s pretty much your lack of engagement and connection with other like-minded individuals in your niche.
Believe it or not, they’re websites that encourage networking, even to the point of sharing what content you produce. (ex. Triberr)
Keep it simple to share, create kick-ass content, and entertaining while you supply the solutions through your content.
Thanks for the post!
– Sam
Kevin Strasser says
Great post. Another tip that has worked well for me is working hard on growing my social media audience.
Specifically Twitter is now outranking Google traffic to our blog posts by a factor of usually 5-7 to 1.
Matt Schmidt says
Another thing is to find your target audience. Putting content out without knowing who you are trying to reach only means you are like a hamster in a cage. Finding your audience and giving them content that creates change is golden.
Doug Armey says
I’ve recently seen the term “delightful” used by several different authors. That we should delight our readers.
I have boiled that down to:
Surprising–make it fresh & unique
Satisfying–make it useful, practical, helpful
Entertaining–make it easy and fun to read
Though you didn’t use that term this post was truly about delighting our readers.
Thanks for the confirmation and reminder.
Jerod Morris says
And thank you, Doug, for this delightful comment. 🙂
Barbara McKinney says
Great article here Sonia. I totally agree, creating a high quality content is very important but you also have to make some efforts to make it visible to your target audience. Thanks for sharing these tips.
Beat Schindler says
Hi Sonia, I feel today’s headline begs the question of, “how do you know whether your content is great (or not)?”
To the question, “What to Do If Your Great Content Isn’t Getting Found”, the best (and hardest), I think, is to conclude it’s not great after all … and to return to getting your hands dirty.
But after reading your post, I see there’s another angle to it – speed. Your content might well be the greatest there is (you might even have outsourced its creation), but the bills are stacking up, so “what to do if your great content isn’t getting found fast enough?”
I find it hard to put it into words – not only because it’s 3 am. In short, am thinking of the Jean Tinguely, Henri Matisse and Cormac McCarthies of this world – they produced content for ages knowing it would be great (i.e. found out about) ultimately, with the result that even content they themselves didn’t think of as great … you get the drift. So ultimately it’s also a question of affordability. Is the very purpose of content to pay bills, or can you afford to wait till your great content promotes itself?
Robert van Tongeren says
To conclude your content isn’t great because it doesn’t get found is backwards. If you publish the world’s greatest post on a blog that nobody reads, nobody will find it. Getting the word out is up to you as its creator.
Content never promotes itself. Even if you luck out, and the right person finds it and shares it with the right people, your content is being promoted.
But you can’t wait for that to happen.
That’s like putting the pages of your book in a bottle, tossing it in the ocean, and hoping it will someday become a bestseller.
Oh, and you’re tossing it in an ocean that’s already littered with millions of other bottles, hoping to be discovered by the right person.
When you’ve written something great, you need to bring it to people’s attention. That responsibility falls on you, not on the content itself.
Sonia Simone says
Agree.
It’s certainly tricky to know if what you’re creating is genuinely good. The best writers and content producers tend to be the ones who are hard on themselves and never satisfied. That’s where they get the drive to get better.
Beat Schindler says
Referring to Trent Dyrsmid’s comment, I guess it’s the second customer idea that ties it all up – the razor’s edge between content and genuinely good content. If your content can’t make the second customer hurdle, work on your content. Then, once people (second customers) “find” your stuff worth talking about, they’ll do it better than you yourself ever could.
Sonia Simone says
Most of us work in cycles. We make some stuff, then we share it and see what the reaction looks like.
Then we might make some adjustments, try some new angles, and repeat the process.
But for some it can be very easy to let fear get you stuck on one cycle — to keep making and making and never call anyone’s attention to it.
Ryan Biddulph says
Sonia,
Being nice and sociable is the killer combo to getting your content promoted. Generous, gregarious problem expand their presence quickly.
Super share!
Ash says
I think I’ve got a lot of good content on my site which is all about productivity. Most of the content is original in that it’s written by me from scratch. I assume that means it’s not ‘me too’ content.
Anyway I get about 10K hits a month but it seems to have plateaued since I’ve been focusing on monetisation strategies.
Joe Kovacs says
Thanks, Sonia, for this great post. I have a relatively new blog to which I would like to drive more traffic by guest blogging. I understand the importance of generating great content, especially when so many bloggers are trying to submit guest posts, so your post was very helpful. By the way, I was referred to this post via a Twitter link from Kristi Hines. Regards, Joe
Alexandra Nicola says
What I’ve seen people’s problem to be with the fact that their content isn’t found is that they open their mouth about it. In a social media kind of way. One of my friend has blog and I found this out a few weeks ago cause was upset that he writes and writes but doesn’t get any traffic.
But that was the first time I heard about it. Never seen him promote it on social media or anyway. So yes, it’s true you need to build a network in order to get those people to come back but you have to also have to tell people about it.
Laura Walsh says
Great read! I love just about everything from Copyblogger and this article definitely hit home for me.
I will say though, that I am surprised that writing with an SEO focus is not on this list. I would argue that if you are writing “great”, relevant content and you make this content ripe with keywords and crawling with meta tags, the people who you are targeting in the first place will find you. Of course, I am not saying that this alone will help your content reach the light of day, but I do believe it is an important aspect of great content that cannot be overlooked.
Sonia Simone says
Organic SEO is actually the first chapter of the ebook I linked to. 🙂
But your SEO won’t go anywhere without signals of quality, particularly links — and those signals come from promoting content worth sharing.
Too many writers actually overdo the keywords, and you have to understand what a meta description can and can’t do for you. We have an SEO Copywriting ebook in the member library that talks in depth about writing so that search engines can find you.
Lisa Nolan says
My blog is a platform for my passions. I love parent humor, mom lit, and social media. So I write about those topics in hopes of attracting like-minded moms and bloggers! And it’s those passions that carry me through the dark moments when I want to stay hidden under the covers on a cold, cold morning.
Laura Middleton says
This was a great read. Signed up to copyblogger immediately after reading. Looking forward to reading more of your posts Sonia.
Mohi says
You have listed a great problem that we see all the time.
The bloggers try hard to write high quality contents. They lead lots of expectations but when they realize there are no visitors, all efforts are gone wasted. So, the best promotion strategies are must for them.
Thanks for your content where you have entirely explained how we should do the content promotion part.
Mark McDougall says
One of the things that I have found to be important, and is quite hard to get right, is to write a completely original title, but to do that these days, you really have to think outside the box. Originality is always key I feel. Great post. Thanks.
Kate Edgar says
Thanks, Sonia. Your article helps serve as a kick to get me thinking more outside the box to get my posts read and shared – because there ain’t none of that going on so far :(. So it’s time to get utilizing more resources and get promoting!
Seve Faber says
Sonia,
“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.”
If you have to make it useful and interesting, you are adding value, and it is no longer cloning. If it is useful and interesting, people will respond to it.
Once you’ve done that, have an attitude and say what you really think, not what you’d say if your grandmother or pastor was within earshot. Hell, my grandmother wouldn’t have cared, as long as you really believed what you were saying; ‘tude or not.
Just because it’s business writing doesn’t mean it has to be bland, business people after all, are still people.
James says
Thanks for sharing this. I have so much trouble getting my content found on the web. It is incredibly hard to know where and how to start marketing it.
abdul says
Build a network is a sound and legit advice but how do you do that?this needs a detailed actionable steps guide and would be happy if you create one or refer me to an existing one.Thanks
Sonia Simone says
The detailed action plan is in the post — create/make/do something worth talking about, and be a good person.
Once you have those two down, it’s quite easy to find online publishers in the social media platforms — twitter, Google+, Facebook, LinkedIn — wherever your particular network of choice spends their time.
If you can’t manage those two, find a partner who can, because no detailed action plan will save you without them.
Sarah Walker says
Content promotion can be tricky but, bottom line, original and thoughtful content will always get shared. Assuming you have a decent headline. My go-to platform for content sharing are the various Google+ communities. It has performed wonders for me.
Kimberly George says
Great points here Sonia. Content promotion is definitely something that I have been working on for the past couple of months. Social sharing tools have helped out quite a bit….yet..i’m always trying to find other ways to make my content “stand out in this noisy world”.
Thanks for sharing this with us. Cheers!
Ricardo gardener says
Really great article I think while most bloggers turn out the same regurgitated crap instead of finding there own unique style, and you will find that those that do create original and interesting content often suck at promotion and their articles basically are placed under a cover and is hardly discovered.
Great point on promotion, especially building a network that as become a critical part of marketing your content in today’s world.
Aisha says
I loved this post. Super useful content. The most helpful part was in regards to finding other bloggers that have audiences near your size — that way you can encourage each other as you grow.
Stephan Ledain says
This website brings to me the same feeling of finding oil in my backyard. And I have stop searching since.
Jerod Morris says
Thank you Stephan 🙂
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