In content marketing, the more eyes you can get on your content, the better. More eyes on your content means more people coming to your site, more exposure for your brand, and of course more revenue coming in the door. The problem most content campaigns encounter at one point or another is an audience plateau; even introducing new topics and consistently great material, it’s hard to get quite as much exposure for your content as you’d like.
This is because, no matter how hard we try to convince ourselves otherwise, great content can’t attract visitors on its own. There needs to be some kind of spark to attract a first round of visitors, who can then spread the word further on their own outlets should they find it especially noteworthy. Providing this spark requires an extra action (or set of actions) on top of your basic process of writing and publication. The more consistently you do this, the greater the compounding effects will be.
Whenever you post a new piece of content, pursue these five actions to expand its reach and increase your brand exposure:
Social media is a powerful tool, and the more outlets you can use to bolster your post, the better. Even if there are a handful of channels that don’t see much traction, it’s still worth the effort of posting it there—it will only take a minute or two. Try to time your post quickly after your initial publication, and emphasize the fact that it’s a new piece. Also, don’t just post the title and a link to the new material; use this opportunity to compel your audience with a teaser or urgent-sounding language.
The more often you do this, the more people will come to expect regular updates from your brand. You’ll gain more dedicated followers on each channel, and gradually, this syndication process will grow in its effectiveness.
It’s good to post a piece of content on your company’s own social profiles, but there’s only so much you can do on your own. Your social network is limited, and even if you get a handful of shares from your core audience, there’s a finite limit to how much new exposure you can gain.
On the other hand, social influencers (who are seen as major authorities in the industry and typically have tens of thousands of followers) can instantly and effectively get thousands of new eyes on your material—the trick is getting them to share it. There are a handful of ways to approach this, but one of the best strategies is to be forthcoming and ask (as long as you can offer something valuable in return).
Your content is fresh, which means it doesn’t have much traction or authority on its own. To give it a little extra boost at the beginning of its life, try linking to it from multiple different sources. This will give more direct foot traffic to the page in addition to improving its authority in search engines.
Start by interlinking it with pages of your own site. For example, you might look back to similar posts you’ve written in the past on your blog, and use those as opportunities to link to your new post. Then, look for opportunities in blogs and forums outside your own site—just be sure that those opportunities add value to the visitors who encounter them. Never post a link to your new content just for the sake of adding a link.
There are tons of sites out there dedicated to helping great pieces of content surface to the top. For example, social bookmarking sites like StumbleUpon and Reddit exist and have the potential to get millions of eyes on your content (provided that many users deem it worthy of “liking” or “upvoting”).
Other discovery sites include “content communities” like Blog Engage, BizSugar, and Triberr. These sites allow you to submit content for user discovery, but the downside is that the competition is enormous. You’ll need a truly standout piece of work to get any extra attention here, but it’s worth a shot.
Once you’ve done all you can immediately after publishing your piece, work your new content into your ongoing rotation of syndication. Provided it’s evergreen (or at least still relevant for the next few months), start posting it on all your social media outlets again once a week or so. This will lure new visitors in and refresh it in the minds of your existing readers. It’s also a good idea to include it in an email blast to your readers, possibly as a month-end recap.
Remember, following these strategies alone isn’t enough to guarantee a wide and growing influx of new readers. Your content itself should be in peak condition, full of original research, unique claims, valuable insights, visual elements, and well-crafted language. This serves as an amplification process, so if you apply it to good content, the positive effects will explode, but if you apply it to bad content, the negative effects could be what increase. Be sure your content strategy is in proper order before you start rolling out this syndication and exposure strategy.
Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.