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There’s a lot to study when it comes to creating content, scheduling it, and releasing it. But without a savvy marketing plan, all that work will lead to little or no payoff. Before you dive into a campaign, set your content up to succeed by having a clear visibility strategy. Here are some of the best ways to get your content seen, as well as how to do each one properly for maximum results.
Simple but powerful, influencer marketing involves getting a recommendation from, or cooperating with, a big player in your industry. For example, a healthy bakery could approach bloggers set in the same local area that focus on food, sweets, good local shops, etc. You just have to let the influencers know about something you offer that their audience might appreciate, giving them a free extra topic to mention in their blogs, videos, or other media. Always look at what you have to offer from the mindset of the influencer, and don’t be pushy or undercut them.
Build relationships and find people who are happy to show off your content, and whom you are happy to work with. Guest posts, cooperative videos, and more will all work, as long as you focus on providing value to that influencer. For an especially powerful tactic, try to attract several influencers all at once by telling them about an appealing, time-sensitive event, such as the release of your next valuable e-book.
Social Media Boosting
Too many businesses running a content marketing campaign publish an article, share it to a dry, barely active account on every social media site imaginable, and call it a day. Social media can be insanely powerful for visibility, but harnessing and directing that power requires a concrete, narrow focus. Find which sites are the best places to reach your ideal demographics, such as Twitter for younger people or Instagram for women. From there, narrow it down further. What sorts of popular accounts do your audience most likely follow? When you find bigger accounts that match your audience, engage with them.
Hashtags and trends are also powerful, but unpredictable. Instead of chasing after whatever’s trending this week and forcing your content to somehow be relevant to that, find consistent hashtags or concepts that appeal to your audience all the time. For example, #amwriting is a very healthy ongoing tag used by writers working on new projects, and would be a great tag to use for any business whose target demographic is writers.
Study Your Competition
Image via Flickr by chase_elliott
This is one of the most crucial tactics needed to succeed in content visibility. Right behind knowing your audience and what they like, you must also know what your competition is doing to get seen. The Alexa toolbar is one valuable way to study websites, showing what keywords are directing the bulk of their traffic, and which pages are doing the best. Using Google Alerts, watching their social media with Klear, and using Facebook’s Pages to Watch feature are all effective methods of gleaning insights. There are a number of tools to monitor competition that are free or inexpensive.
One note, however: Study not only how your competition gets engagement and traffic, but also what sorts of content they use. If your website doesn’t have the engaging and welcoming copy of your competition, for instance, imitating some of their strategies to get more traffic might not work. Think about what it is that makes their success happen, whether it’s a fantastic, user-friendly website, exciting and irresistible social media content, or even a content format you’ve never considered trying before.
White Hat Linking
White hat linking, or white hat link building, is the new standard in SEO. Put simply, it is no longer appropriate to optimize content purely for search engine algorithms. Techniques such as keyword stuffing, cloaking, paying for links, and similar strategies are based not around providing good content that people are likely to both find and enjoy, but shoving content into as many people’s faces as possible. These techniques are called black hat SEO. Not only is black hat SEO the kiss of death for any content marketing campaign and the brand that commits it, but it’s also not allowed by Google, which can penalize your site in its search results.
Instead, focus on creating great content that other websites would be happy to link to and recommend. Link building is perfectly fine, and it’s an excellent goal for your influencer marketing. Study the essentials of organic reach, i.e., unpaid traffic. The state of Facebook today leads some people to conclude that organic reach is dead. However, while paid traffic can be profitable when tweaked and tested, it’s still possible to get people to find your content by typing a relevant term or question into Google. The key is to mix your white hat content with influencer marketing and social media boosting.
Use Automation Strategies
The heart of any business is its leads, and these days, you probably know the importance of having a mailing list of people who have grown interested in your content. However, the occasional direct email about new content pieces isn’t going to cut it. An automation strategy is where your content can get truly powerful, all without much extra work.
For an example of how automation can aid your content, add a welcome series to your mailing list that contains your best-performing and most appealing articles, offering one per email and describing them in an enticing way. Each new subscriber will see these emails that remind them to check out your content. For social media, there are specific artificial intelligence tools such as Post Intelligence, which use deep learning to provide insights into when and how to post on social media, so you can schedule that exact sort of content for the best opportunity in apps like Hootsuite.
Get your content seen, and you’ll fall in love with the content marketing process as it feeds your business and propels it forward. It’s not as easy as merely creating and releasing content, but once you’ve tried the above tips and figured out the strategy that best suits your brand and audience, everything else will align. CopyPress specializes in some of the most powerful content design and marketing strategies and is a wise choice for businesses that need help with marketing or high-quality content production to scale with their growth.