Content marketing works. There’s no arguing with that. It’s one of the best ways to let your ideal clients know who you are, what you can do for them and why the heck they should choose YOU over anyone else offering something similar.
But it’s by no means a quick fix. You put an awful lot of effort into creating your content (and if you don’t, you should… but that’s a WHOLE other post for another day.)
So don’t let all your hard work go to waste!
Creating your content is just one step in a successful marketing strategy. You need to make sure you give your audience the best chance of actually seeing, hearing or watching what you’ve created.
Here are 10 simple ways you can get your content in front of more of the people that need to see it:
1. Social Media
Every piece of content you produce should be promoted across the social media platforms that you’re active on. For maximum impact, spend a little extra time tailoring to the channel you’re posting on, rather than just copying and pasting across the board. For example, posts with long lists of hashtags are expected on Instagram, but not the right fit for Twitter. That Live video of slightly dodgy quality is more forgivable on Facebook than if the same (unedited) thing appears on your YouTube channel.
I’m not saying everything you create has to be completely perfect (we need to think about effort/return ratio and keeping it real too,) but you should be aiming for some consistency and quality with what you put out there, as well as keeping in mind what people are expecting when they’re browsing a particular platform.
Final note on social media – it’s ok to share your content more than once. People won’t get sick of hearing from you. Think about the volume of posts in your social feeds every day. Chances are high your audience won’t even see your post the first time (and even if they do catch it a couple of times, they’re unlikely to mind or even realise that it’s a repeat.)
Experiment with different times and days when you re-share. Change it up by switching out titles, graphics, hashtags and the accompanying post copy, and see what resonates most with your audience.
2. Your Email List
Emails to your list are a great place to include links to your freshly-created content (and some of your golden oldies too,) because your subscribers are already interested enough in what you’re saying that they’ve voluntarily signed up to hear from you. It’s also a great starting point if you’re stuck for inspiration on what to include in your emails.
Include a quick episode summary and a link to listen to your latest podcast episode. Choose an excerpt from your blog post and expand on it a little in the mail. It’s the same thought process as above – don’t assume your subscribers have already seen your content elsewhere, make it as easy as possible for them to find it.
Caveat – Don’t let that be the only thing you share with your list! They’ve been kind enough to share their email address with you, make sure you give them something in return that’s not for everyone else.
3. Your Email Signature
Add a link to your latest piece of content into your email signature. It’s a handy piece of real estate to use for promoting it and a great way for those who are communicating with you for the first time to get a sense of who you are and what you’re about. Don’t have an email signature yet? Here’s a handy little tool from Hubspot to help you create a basic one, which you can then customise to suit.
4. Facebook Groups
I’ve mentioned social media above, but let’s talk about Facebook groups that you and your ideal clients might be members of, rather than any groups that you run yourself. Before you share content in a group, check the rules on whether it’s ok to post your links. Even if there’s nothing specific mentioned about self-promotion, be a little cautious and make sure you’re sharing in the right context (and aren’t in direct competition with the group owner etc.) Lots of groups have a weekly thread for you to promote your content, so it’s worth keeping a running list for yourself on when that is, so you can take advantage of it.
Don’t forget, social media is supposed to be about conversation, not just broadcasting. You also need to be a helpful, engaged member of the groups that you’re sharing in. No one wants to be spammed with links from a group member who is radio silent for the rest of the time.
5. In Answer to a Question
This could be in a Facebook group, on a Twitter thread, on LinkedIn, on Instagram…wherever you see someone looking for information that your content is the answer to, this is your chance to share and demonstrate your expertise.
6. Thank You Page
If you haven’t created a Thank You page that’s displayed on your site when someone downloads your lead magnet, then add it to your to-do list. If someone’s interested enough to sign up to your mailing list, it’s a brilliant place to capitalise on that, and show a little more of what you can do by linking to a few of your best-performing pieces of content there. Bonus points if the content you link to is related to the lead magnet they signed up for, making it even more likely they’ll click through further.
7. Welcome Email
When someone signs up to your mailing list, the first email in your welcome sequence will likely thank them for subscribing and give them a heads up about what they can expect from your emails. This is the perfect chance to include links to some of your top content, so your subscribers can get a sense of what topics you’ll cover, where your expertise lies and how you can help them.
8. Internal Links
When you’re drafting your latest blog post, skim through your blog archives and include links to any of your past posts that are relevant. These are known as “internal links” and a few sprinkled throughout the text where it flows nicely and makes sense to do so will help lead your readers on a natural journey through your content archives. Take care not to overload posts with links, or shoehorn them in where they don’t really fit – then it can start to feel a little spammy. Internal links are a great way to give your site an SEO-boost, because not only do they encourage visitors to spend longer on your site, they also help the Google tech bunnies to get a better understanding of what your site’s about so it can serve it to those searching for that kind of information.
Don’t forget, you can also go back and add links to your newer content in the descriptions of your previously published YouTube videos. It’s a useful exercise to do a quick review of your content every six months or so, to make sure you’ve made the most of all internal linking opportunities.
9. Related Blog Posts
Another way to increase the engagement on your site and get even more of your content in front of your site visitors is to set up your blog to suggest related posts to the reader. If you have a WordPress site, you can use a plugin to do this. It can be set up quite quickly if your site is on Squarespace too.
10. Someone Else’s Audience
Get creative and draft a list of other business owners whose audiences might be interested in your content. Then, reach out to them and see if they’d like to collaborate. If you’re a website copywriter, can you write a guest post on the importance of SEO to be published on a marketing strategist’s site? Or if you’re a yoga teacher, could you record a bonus video to be added to an online course created by a health and wellness coach? If you’re providing valuable and useful information for their audience it’s a win for them. You never know, they may also be able to provide some content that your audience would like in return and save you a bit of work!
Some of these methods will work better for you than others, but you won’t know until you give them a try. Experiment, see which brings you the best results, and then do more of that. Your content gives voice to your brand and message and is the best way to show exactly how you can help your potential clients. And when you’ve spent the time and energy to create quality content, it’s worth putting in the extra effort to make sure that voice is heard.