The Art of Content Promotion: How to Get Your Content Seen

You’ve spent hours writing a high-quality, well-researched, evergreen content piece. You’ve published it to your blog and… crickets.

That’s the reality for so many content marketers, but it doesn’t have to be.

That’s because if you know how to get your content seen by the right people (i.e your target audience), then the content will often begin to take on a life of its own.

In this post, we’ll share five tips for promoting your content. This can be blog posts and website articles, but it’s also helpful for videos, podcasts, ebooks, and most other types of web-based content.

So if you’re ready to get your content seen, read on.

1. Know Your Audience

Your audience determines a great deal about your content marketing campaigns.

Not only do they drive the decisions about what your create, but they should also be considered when making decisions about how you promote and share your content.

If your target audience is Gen X and millennials, then you pretty much have your pick of the social media platforms. From Facebook to Twitter to YouTube, this age range is comfortable most anywhere.

On the other hand, Gen Z’ers spend more time on YouTube, TikTok, and Instagram. These more visual platforms require a different approach, both in content creation and promotion.

2. Repurpose Your Content

Repurposing your content is a good way to build your content portfolio. It’s also an excellent promotional tool.

Let’s say you’ve written a very long blog post on vegetable gardening for beginners. It’s packed full of information that your audience will need.

One way to promote this content – especially on social media – is to create visual content that corresponds to the blog post. This includes infographics, video, and eye-catching graphics.

For example, you can create a short video tutorial that goes over just one part of what the blog post covers. This can then be shared on Facebook, Instagram, and TikTok to pique the interest of your audience.

3. Optimize for Social Sharing

At the same time as you’re repurposing your content, you may want to consider how you can optimize it for social sharing.

In most cases, this means creating attractive visuals.

An infographic, for example, can be easily pinned on Pinterest or shared on Facebook. This will include information that may attract readers to click to read more.

You may also consider visuals that are aestheically pleasing but that don’t necessarily disseminate information. These can still attract attention while also being more likely to be shared on platforms such as Instagram.

You don’t want a ton of options, because that can distract from the actual content. But the more options you can provide without being distracting, the better.

4. Use Keywords Effectively

If you want to promote your content organically, there’s no better way to do so than with effective keywords.

This will require keyword research, both to determine how your current keywords are performing and to find new keywords to target.

You want to target the “right” keywords, which can mean different things to different marketers. In general, though, the right keywords will:

• have search traffic potential
• add value to your website
• have a low(er) keyword difficulty
• have a distinguished search intent

By adding these keywords to your content, you can increase the odds of organic traffic.

5. Pay to Promote

This may be an obvious technique, but it’s one that many marketers try to avoid at all costs.

Paid promotion can be one of the most effective tools in your arsenal, though.

Paid promotion exists on search engines, as well as the vast majority of social media platforms. This means you can use paid promotions to target your audience where you know they spend most of their time.

Good news, too, is that you don’t necessarily need new assets to promote your content. If you repurposed your content as recommended above, those can be perfect for paid ads and sponsored posts.

Of course, you’ll want to keep an eye on your Return on Investment (ROI) to determine if this is a good investment for your campaign.

What unique tips do you have for content promotion? Drop them in the comments below!