6 min read
This article has been translated from our English edition.
The opinions of the employees of You are personal.
- Involve experts.
- Don’t stop on social media.
- Diversify your formats.
We live in a world of content saturation and sensory overload. Since Youtube until Tick tock and millions of blogs online, the content seems limitless.
While this vast network of content is inspiring, insightful, and hopeful, there is only one problem: 95% of all content online has no backlinks and therefore no traffic.
Content creation on your own is difficult enough, let alone getting people to keep their eyes on the content you worked tirelessly to produce.
Social channels are noisy, the cost of paid ads is rising, and users are less receptive to promotional emails.
So what’s left? Which advertising tactics really move the needle? Some are shown below.
Experts and opinion leaders have a reason: They know what they’re doing and they have a proven track record. These are signs of trust and, above all, social evidence.
Business experts are essentially influencers, just without Instagram product placements. A single mention of your content on your social channels can skyrocket both traffic and virality.
According to a recent study of over 1,000 content creators surveyed, contributor / expert quotes are the two most important factors in getting results with online blogging content right behind video. When you seek opinions from trusted professionals, you can transfer the credibility of your own content. This is a major driving force that most online content lacks.
Fortunately, with tools like these, reaching out to the experts is easier than ever Help a reporteror simply reach out to journalists, experts and publicists for a quote for your story.
The benefits here are enormous – experts quoted on content often share it with their own audience. This in turn encourages direct traffic, social ranking signals, backlinks and press attention.
Involving experts is no longer an option. Successful promotion of passive content is critical.
Don’t stop on social media
Social media platforms are fantastic tools in your digital Swiss Army knife. They are versatile, diverse and effective.
But social media is becoming more profitable than ever. The organic reach rates on social media platforms have fallen to negligible amounts in favor of paid ads. in the LinkedInPosts sharing your current YouTube video or blog post will be less visible in user feeds. in the Facebook and Instagramis no different.
Image: dole777 via Unsplash
Put simply, if you copy and paste your content to promote it on social media, the reach is minimal.
Social media is a great first step, but it shouldn’t be the only one. After sharing on social media, visit real forums and communities like Reddit, Quora, Slack groups, and Facebook groups. Interact with real people in your niche and sincerely ask their opinion on your latest content.
Personally, I’ve joined half a dozen Slack communities in digital marketing to connect with experts and network online. Think of these as a conference, but instead of buying drinks from the bar, tune into a Slack channel to learn more about what they’re doing.
Within these communities, you develop strong, symbiotic relationships that naturally promote your content without spamming it on as many social channels as possible.
Diversify your formats
Content is much more than just written words. It’s more than a short social video. It’s more than a podcast. Content can (and should) be developed and consumed in dozens of formats, all of which contribute to more organic growth.
If you later limit your creation to one format, your advertising will also be limited.
Image: Aaron Weiss via Unsplash
For example, promoting long-form blog posts on social media will not appeal to happy scrolling users looking for quick releases of dopamine. If you convert this long blog post into quick 15 second video clips, that will do it.
The key to advertising success lies in converting existing content into digestible formats for any social network or transportation network.
This is a strategy that Gary V has mastered from his personal blog to social media to all media under the proverbial sun. In fact, one of his most popular pieces describes how to create 64 pieces of content in a day, exactly that: take a single piece of inspiring, evergreen content and slice it open like a samurai.
Turn the blog post you’ve written into social snippets, videos, and a slideshow. Turn this slide deck into Instagram stories. Reconstruct your Instagram stories in a Twitter feed.
The opportunities to reuse and redistribute content are great, but the purpose remains the same: to promote your content as users use it on a given platform.
If promoting your content is lagging behind creating your content, consider bringing in experts, expanding beyond traditional social platforms, and diversifying your formats for greater success.