‘Content is king!’
It’s a phrase often said, but it’s true.
This motto applies especially well to the modern-day SEO landscape.
In years gone by, SEO agencies could simply churn out thin content of low quality, which was only tangentially related to the keywords they were targeting, then build a load of spammy links to it from dodgy websites, blog comments and badly disguised Private Blog Networks, and watch the page rise to the top of the Google search results.
Bonus points for anyone who hid additional keywords at the bottom of their pages, with the text made the same colour as the background, to conceal it from casual viewers.
Thankfully, those days are now long gone!
Today, if you want to rank high in Google, you need to earn it by producing in-depth, quality content, and then promoting the hell out of it.
This is true for many reasons.
Creating long, in-depth content also helps your website build up topical authority in your industry. This is particularly important, because topical authority is becoming more and more crucial over time in determining where your website ranks in Google.
Other benefits of producing long, authoritative content include; showing off your expertise to your audience, helping to win their trust and encourage them to become your client, ranking your site for additional long-tail keywords which a shorter piece of content may not have touched upon, and generating additional backlinks and social shares, which shorter content may not have acquired.
But a common mistake people make, is to believe that once their piece of long, in-depth, authoritative content is complete, their job is done.
In fact, they could barely be more wrong!
While the ‘if I build it, they will come’ approach may have worked for Kevin Costner in Field of Dreams, it’s not going to work for your website.
Over 4 million blog posts are published per day…that’s a lot of competition! And there have been several billion webpages created since the dawn of the internet, so what’s going to bring people to your website instead of all the others?
One of the best answers to this question, is content promotion.
As Derek Halpern has said: ‘Create content 20% of the time, spend the other 80% of the time promoting what you created.’
This is called the 80/20 rule.
But how can you promote all this great content you’ve created?
Our guide will show you.
This may not be the longest guide to content promotion on the internet, but we believe it will be the most actionable, and most original, as we’ll give you fresh new insights and new strategies, instead of just repeating what’s already been said by others, many times before.
11 Content Promotion Methods That’ll Make Your Website Go Viral
1) Issue Press Releases About Your Content
Does your content contain newsworthy information? Or original insights, facts or figures?
If it does (and in fact, even if it doesn’t) then it’s probably worth getting a press release issued, to tell the journalists and news agencies of the world about what you’ve discovered.
Issuing online press releases is easy.
Simply construct your press release following this template, and submit it to any number of online press release agencies, such as PR Newswire, Business Wire or SB Wire, where leading journalists will see it, and potentially use your story in their next article.
For bonus points, take the time to track down the email addresses of specific journalists in your industry who you think may be interested in what you have to say, and send them your press release directly.
This is easier than it sounds, as most journalists’ email addresses will be publicly available somewhere on the internet.
Even if your press release is not picked up by any journalists, you’ll still get dozens of new backlinks to your content from the press release websites (such as PR Newswire or SB Wire etc.), which host your press release.
But if your story does get featured in an article on a news website, this can provide you with some serious (and highly valuable) media coverage, along with some extra powerful backlinks to your content, which will be great for your website’s SEO.
And if you have the budget, it might even be worth hiring a professional PR company to handle offline PR for you.
A PR company with a rolodex full of powerful contacts at big media organisations certainly won’t come cheap, but if they can get your content talked about in major newspapers and magazines, and perhaps even in broadcast media, then they can be worth their weight in gold.
This is especially true if the offline coverage they can get you translates into more people visiting your website, checking out your content, and linking back to it, as this will provide a powerful SEO benefit.
2) Issue Online Press Releases About Your Content To Industry-Specific Outlets
Similar to point 1, it’s nearly always worth distributing a press release about your content to industry-specific, online press release distribution services.
Whereas sending press releases to companies like Business Wire or PR Newswire etc. is a great idea, it should be done in addition to sending your press release to online distribution agencies which specialise in your particular industry.
This will help your press release be spread across niche-relevant websites and be seen by journalists who focus their work on your field. This increases the chances of you being featured in the media, and on powerful websites in your industry, which will again provide substantial SEO gains.
Press release distribution services in your specific industry are usually easy enough to find through a simple Google search.
For example, for one of our clients in the catering industry, a simple Google search led us to Restaurant News, who provide targeted press releases to journalists and websites in the catering field, for a really affordable price.
Distributing a press release through Restaurant News helped us get some valuable, industry-specific website backlinks and media coverage for our catering client.
Given how easy, affordable and effective niche-relevant online press releases are, they should be part of everyone’s content promotion strategy.
3) Submit Your Content To Quuu Promote
Quuu Promote is a social media sharing platform where you can submit your content to an editorial review process and, if approved, it’ll be added to the ‘suggested shares’ feed of everyone in your industry who uses Quuu (which is different from Quuu Promote) as a content curation platform.
This means that you can easily use Quuu Promote to get your content shared across social media by some of the major influencers in your field (as the Quuu content curation platform is becoming rather popular).
This can get you a lot of credibility, brand awareness, social shares and website traffic; but even if your content doesn’t get shared by the big influencers in your industry, it’s very likely that it will still be shared by many hundreds of relevant people, over the course of your promotion.
As always, these social signals will help with your website’s SEO, and bring you targeted traffic to your website.
Promotions with Quuu Promote work on a subscription basis, the cost of which starts at $40 per promotion, making this method affordable, as well as effective.
4) Submit Your Content To Reddit
I’m not going to dwell too long on this method, as Reddit marketing has already been written about on a lot of other blogs.
The same advice always applies when it comes to promoting your content on Reddit though; seek to add value to the community before posting your own content there, always submit it to the appropriate subreddit, remember that Reddit users tend to be both intelligent and cynical, and treat the site as a place where you put in a lot more than you take out, in terms of adding value and insight to the discussion before you aim to be promotional.
Even when following all these guidelines though, you’ll need to be careful, as legions of marketers have crashed and burned on Reddit in the past, and many more will do so in future.
It’s clear then, that Reddit marketing is a really tough, unforgiving nut to crack, but the reason why so many marketers persist with it is because, when done right, Reddit can send floods of relevant traffic to your website in a very short space of time, and make quality content go viral quicker than almost any other method.
A guide to Reddit marketing which we think covers the most important bases, can be found here.
5) Submit Your Content To Link Roundups
Link roundups are articles or blog posts published by influential websites in specific industries, which inform their readers about some of the leading blog posts in that industry which have been recently published by other websites.
For example, an authoritative website about the snowboarding industry may publish a monthly roundup of the biggest stories within the snowboarding world.
In this roundup, they will usually outline each piece of news in a short summary, before linking to the actual news story as it was originally covered on the source website.
Link roundups are great because their publishers actively need people to send them tips about the biggest news stories in their industries.
By contacting these link roundup publishers, you are making their lives easier, and helping them do their jobs better.
So, if your content features original insights or data, or any other kind of ‘scoop’ which you think is particularly newsworthy, then make sure you reach out to link roundup publishers in your industry, and let them know about your content.
But how can you find link roundups like this?
Try using the following search strings in Google, and you should get what you need.
“your topic” + roundup
“your topic” + best articles of the week
“your topic” + best posts [current year]
“your topic” + monthly roundup
6) Share Your Content on Your Social Media Accounts, Multiple Times
One of the first bits of online marketing advice anyone ever hears is ‘share your blog posts on social media.’
This is always a good idea, but it’s really important to know that sharing everything you publish just the once will not be enough.
That’s because most people who follow you on your social media accounts won’t see your post the first time you publish it. Their social media feeds are simply too busy, and people usually aren’t glued to their Twitter or Facebook newsfeeds 24 hours a day.
Study after study has shown that republishing content to social media accounts multiple times over a period of days, perhaps with minor alterations such as changing the post’s headline or image, drives much greater brand exposure, engagement, clicks, likes, follows, comments, website visits and conversions, than simply sharing it once and forgetting all about it.
Using a tool such as Buffer, Hootsuite or Planable will allow you to schedule out weeks worth of content in advance, so be sure to take advantage of this to get the maximum impact out of your carefully crafted content.
7) Get Your Friends, Family and Contacts To Share Your Content on Their Social Media Accounts, Multiple Times
This is a very underrated and underutilised strategy.
Over the course of your life, you’ve probably built up a group of friends, family, work contacts and people who simply owe you a favour.
It’s also very likely that most of these people will have social media accounts, so why not leverage their networks to get your content in front of all of their social media followers, as well as your own?
Again, the same rules apply.
Be sure to ask that your content is shared multiple times over the coming weeks, so that as many people as possible see it, and engage with it.
8) Send Your Content Out To Your Email List
If you have a database of email subscribers, then congratulations! You potentially have a very valuable asset on your hands.
After all, your email subscribers are some of your biggest fans.
They are people who have chosen to receive news and updates about your work and your business.
You’ve already built up trust and established a relationship with these people, so when you have a great piece of new content to show off, it’s almost certain that they’d love to hear about it.
Be sure then, to send out an email to your subscriber list whenever you have a new blog post to promote, and give them the link to where they can read it.
Make sure too, to ask them to share it around on social media, if they like what they see.
BONUS TIP 1: Why not add a link to the content you wish to promote, to the email signature of everyone at your company? If you’re going to be sending dozens of emails to people outside the business every single day, then why not take advantage of this very simple way to generate some extra views and shares of your content, by members of your target audience?
BONUS TIP 2: Many email marketing service providers allow you to see which of your subscribers have opened your emails, and which haven’t. Be sure to resend your content to the subscribers who didn’t open your first email about it, while perhaps using a different subject line, and you can easily double the number of email subscribers who check out the content you’re promoting.
9) Contact Third Party Newsletter Owners In Your Industry, and Get Them to Share Your Content With Their Audiences
Taking the previous strategy one step further, why not buy placements in some of the most popular email newsletters in your industry?
The same benefits will apply; newsletter subscribers are some of the most engaged members of your target audience around, and if you don’t have an existing email list, then being able to broadcast your message to one which has been built by a leading company in your field, is an exciting opportunity.
If your content is relevant enough, and good enough to command attention, then targeted email newsletter placements can help you increase the traffic, social shares, industry coverage and media attention that it receives.
You can find newsletter owners to approach through either an ad-space buying and selling platform, such as BuySellAds, or through using Google search strings, such as: “your industry” “newsletter placements”
10) Promote Your Content Using Facebook Ads
The great thing about Facebook ads is that you can target very, very specific groups of people.
So, if you’d like to promote your content just to fans of particular types of music, or to people who work in specific jobs, or perhaps to people who have certain hobbies, then Facebook’s granular, multi-layered targeting system means that all this, and much more, is easily achievable.
Another of the exciting options Facebook allows advertisers to take advantage of, is the ability to advertise just to people who have recently visited your website.
This is called ‘retargeting’ and it is a cheap and very effective way to get people who are already familiar with your brand, but who have not yet seen your new piece of quality content, to check it out.
Brian Dean at Backlinko used Facebook ads in this way to promote a very in-depth and authoritative blog post he’d created, to great effect.
11) Contact the Influencers You Mention in Your Content
Over the course of creating a long, in-depth and very authoritative piece of content, you’ll inevitably end up mentioning or citing some of the big players in your industry. Or, if you haven’t, then you should have done.
Once your content is live on your website, you should reach out to these big players to let them know they’ve been featured or quoted in it as an expert.
People always like being made to feel special, so they will almost certainly love that you’ve taken the time to cite them as a market leader, or industry figurehead, whose words should be listened to.
For example, in this article, we’ve mentioned Buffer, Hootsuite, Planable, Quuu Promote, Brian Dean and Derek Halpern, among others, and you’d better believe we’re going to let them know about it!
The key is not to be promotional, or to ask for anything.
That’s lazy, and entitled.
These will be busy, important people for whom time is at a premium; why should you ask a favour of them before they even know who you are?
Instead, just let the influencers know you’ve cited them in your content, and give them a link to it. If their interest is piqued, they’ll check it out, and, if you’re lucky, they’ll send a reply to thank you.
This is the chance you’ve waited for.
Now, you can ask if they could possibly share it with their audience on social media.
It’s a numbers game, and truth be told, most influencers won’t read your content, share it with their audience, or even reply to you, but if you contact 50 of them, and 2 or 3 do end up sharing your work with their audience, this could make a big difference to your business.
If you’re particularly lucky, and your content is good enough, you may even get one of these influencers linking to it in a future blog post of theirs.
This would be an incredibly good outcome, as a backlink from an influencer’s website to yours should do your website’s SEO a world of good, and consequently bring you a lot more business through Google over time.
Getting a link like this may sound overly optimistic, and maybe it is, but hey, you can’t win the lottery without buying a ticket, right?
That’s all the content promotion strategies we’re going to include in this post. If you’ve found this article interesting or useful, please help us out by sharing it on social media, or by sending it to a friend or colleague. Thank you!
Written by Alex Belsey from New Frontiers Marketing