With the huge amount of information and knowledge available on the web today, you have to work hard to get your content in front of the right audience. The competition for eyeballs and readers’ attention is fierce out there. No need to worry though—the good news is that you don’t have to deliver your content to everyone who’s on the web today, but only to those who will find it valuable.
Thus, the approach to content production and promotion is changing: content marketers are creating fewer, but higher-quality marketing and sales materials and investing a lot more in driving the interested audience to the content. Less is more for content marketing in 2020.
Here’s where promotional tactics can be of great help. In today’s post, we’re going to share the best tips and tricks on how you can deliver your content to the right people. And find even more of them. While you might already be using some tactics, we hope you’ll find something new and inspirational to make your content distribution even more effective. By the way, if you’re only getting started with content distribution, you can read our step-by-step guide.
#1 Repurpose content
What does repurposing content exactly mean, you may ask. It means finding fresh ways of recycling and promoting your existing content. When you take something you’ve created, put a new spin on it, and give it new life. This content distribution tactic have a lot of amazing benefits, such as:
- Reaching a new audience: When you repurpose your content in a new format and/or update it, you can reach new audience segments that otherwise may have never found it. Plus, reformatting your content for different mediums means appealing to more audiences and extending your reach, because some people choose blog posts over video, some prefer infographics over podcasts—you get the idea, right?
- Reinforcing your message: Repetition is important for marketing. Rather than covering a topic once and forgetting about it, repurpose your articles to consistently deliver your message to your audience. This way, you raise awareness about your brand, which helps build strong identity and nurture loyal clients.
- Making the most of your content: Repurposing content ensures that users who missed your fantastic blog post or fun ebook the first time around have a chance of seeing it for round two. It's a second chance at content promotion. Repurposing your content puts that old favorite upfront, ensuring that great content is never forgotten.
The ways for recycling content are innumerable. Here are just a few that come to mind first:
- Take your old and beloved evergreen blog posts and turn them into digital flipbooks with a realistic page flip effect. Such flipbooks look stunning on any device and you can easily share them via link, post on social media, or embed into your website. Using your owned channels to the fullest for content delivery? Check! Such tools as FlippingBook can help you with that. Here’s how nice and modern your flipbook can look.
Plus, you can convert your blog posts into ultimate guides on topics of your expertise, friendly tips-oriented newsletters, podcasts with special guests, short and engaging videos, or compelling infographics.
- Turn your internal data and research into case studies, ebooks, and blog posts. This will show that you’re an expert in your field and are happy to share your knowledge with the world.
- Upload your webinars on video platforms. Not everyone will make it to your webinar and you don’t want to waste this knowledge. So let more people know about it by uploading it to YouTube, Vimeo, or Wistia and drive more viewers.
- Use customer stories, testimonials, statistics for social media content. Quotes and numbers look great on social media feeds and catch your readers’ attention easily.
#2 Сollaborate with other brands
Another great practice of promoting your materials is partnering up with other brands from your niche to both collaborate on content creation and cross-promote to each other’s audiences. Let’s look at the ways you can collaborate to grow your business and reach a new audience:
- Guest posting: Invite your partners to publish content on your blog and vice versa. Thus, you fill your blog with fresh content and go beyond your usual topics which is always good. And you generate targeted leads from the new website and build your authority in the industry.
- Expert advice: Reach out to the businesses you collaborate with for quotes and practical advice to build relationships and boost the share of your piece.
- Interviews and webinars: Invite a key figure at a partner brand for an interview and publish it on your blog. Or carry out a webinar together. And then both of you can share this expert knowledge with your audience.
- Podcasts: Consider collaborating with a similar brand on a podcast and share it with both of your respective audiences to double up your reach.
#3 Use remarketing ads to promote content
Put simply, remarketing is the process of connecting with your website visitors and targeting them with banner ads after they leave your site. Promoting your new content is an awesome opportunity to nurture warm leads, keep your brand top of mind, and encourage your potential clients to take the next step.
There’s a big number of different platforms and channels that you can use for remarketing. Here are the most common ones:
- Simple display remarketing: The most popular type of remarketing. Just display an ad to people on other sites after they have visited yours on display ad networks like Google, Yahoo, and Bing.
- Search remarketing: Remarketing lists for search ads is a feature that lets you customize your search ads campaign for people who have previously visited your site.
- Social media remarketing: Show your retargeting ads to people on social media platforms like Facebook, Twitter, and LinkedIn after they’ve visited your website.
#4 Don’t overlook micro-influencers
Recently, a new type of influencer has arisen within the realm of influencer marketing—the micro-influencer. They may not have as large a following but they can be just as effective as a celebrity with millions of followers.
Why? Because micro-influencers have better engagement and a real connection with their audience, their followers are more loyal, thus returning to their content at higher engagement rates. Micro-influencers are authentic, relatable, and easy to work with. Plus, partnering with them is much more cost-effective.
The most important thing is that micro-influencers are more likely to be interested in collaborations that involve contributing to your content and distributing it for free in exchange for the exposure they get.
#5 Link new content in your email signature
This may seem like a tiny thing, but if you use email every day and reply to emails constantly, this can be a big advantage. It helps bring in additional traffic for free—especially when the content included is suitable to the topic of the emails. Just try and see how it goes!
Get your content out there
The real marketing challenge of 2020 is getting your content in front of the right audience. But don’t let it scare you. On the contrary, be brave and creative: always test your content distribution tactics, iterate, have fun, and remember that you’re writing for and communicating to humans, so treat them as such.
Hopefully, our article inspires you to try a few new things that will ultimately help you achieve your content marketing goals and grow your business.