Seeing stellar web content go to waste is always disheartening. If you and your team frequently put your all into crafting well-researched, thought-provoking content, it’s only natural that you’d want your efforts to bear results. Fortunately, the lack of enthusiasm your content has generated may not necessarily be a reflection of the content itself – but rather, the manner in which it’s marketed. Each day, businesses of all sizes create blog posts, articles and videos that garner little, if any, fanfare as a result of improper promotion. If you’re tired of seeing your crew’s content creation efforts fall by the wayside, set the following strategies into motion.
Bring Your Sources into the Fold
If the content you produce is research-heavy, chances are each piece has a fair number of sources. Provided they aren’t misquoted or taken out of context, most people are perfectly fine with being quoted or cited in think pieces, research papers and, of course, web content. In fact, if you make your sources aware of their contributions to your content, you may be surprised by how willing they are to help you promote it. If a renowned author, researcher or prominent figure within your industry gives a shout-out to a piece of content, you can expect to see a considerable uptick in visitor numbers.
Take Multiple Stabs at Social Media Marketing
Most companies won’t hesitate to post links across various social media outlets after a new piece of content appears on their respective sites. However, there’s no rule stating that you only get to take one stab at promoting a particular piece of content through social media. On Twitter, for example, it’s advised that you create multiple posts promoting the same piece. Each new post should contain different keywords and hashtags in order to ensure that it’s seen by the maximum number of users. If the wording in your original post didn’t jibe with certain users, one of your subsequent posts may bring them around.
Reach out to Popular Figures in Your Industry
Even if they aren’t quoted or referenced in your content, it can’t hurt to reach out to prominent figures in your industry. If they find your content worthwhile, there’s a good chance they’ll reward you with social media shout-outs and post links to your work on their websites. Unless you know these individuals personally, it’s best to contact them via email or DM them on social media, as phone calls from people they’ve never met are liable to be regarded with skepticism. Furthermore, if one of these figures doesn’t respond to your request in a timely manner – or at all – take care not to hound them for a reply.
Creating content people want to read is only half the battle. In recent years, the manner in which you market your company’s web content is every bit as important as the content’s overall quality. As Adweek’s Shea Bennett reports, nearly a third of marketers believe content marketing will be the most important digital marketing trend for the foreseeable future. That being the case, no modern-day business can afford to be left in the dust. To help your business thrive and get your content the attention it deserves, put some solid effort into content marketing.