The What, Why, and How of Content Promotion (2022)

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The best method to magnify your content and expand your audience is to promote it. The question is, “Where do you begin?” In this article, I’ll answer some of the most often asked questions about content promotion.

What is content promotion?

You have created a piece of content. It is an insightful and thoughtful post about the specific subject, which totals several thousand words. You have covered the topic thoroughly, and you know for a fact that there s nothing quite like it out there. So, what are you going to do next? You hit the Publish button and patiently wait for your audience to see the article and engage with it.

Why bother continuing with content promotion strategies for this piece since it s the best out there? When this sounds familiar, you’re missing an important part of the equation. Enter Content promotion When it comes to content promotion, I like to use the following definition by Campaign Monitor.

Let’s have a look at that example so you can see how that can help us. Recently we published a post on media coverage examples to give you examples of published pieces.

According to Ahrefs, the term we are aiming by this piece mainstream media pitches examples is a term with moderate difficulty that has value in the market.

In layman’s terms, this means that there is already a lot of competition content for our target term. To put it another way, we need to be able to advertise this new piece of content in order to make a difference and reach our target audience.

Despite our confidence in our content development efforts, we still need to “push” our piece to other platforms (such as social media) in order to reach more people who might be interested in the topic.

It’s important to remember that simply posting high-quality content isn’t enough. This is where the role of content promotion comes into play.

Let’s look at another example to emphasize the importance of this.

Ahrefs (the tool we just discussed) is the SEO software for companies looking to track their competition and enhance their rankings.

So, you’d expect that a SaaS like Ahrefs wouldn’t need to market its material on social media, try to develop backlinks to its content, or use any other kind of advertising.

So why does Ahrefs promote its material on key social media platforms like Facebook?

If you’re looking for strategies to get your blog recognized, check out the following guide from a few years ago

As you can see, there are a variety of options available when it comes to content promotion. What’s crucial to remember is that you should concentrate on the techniques that work best for you.

Now that you understand what content marketing is, let’s go on to the following section, where I’ll explain why it’s so crucial.

Why is Content Promotion Important?

Because, as previously said, amplification does not occur on its own, content promotion is essential. You must “push” your stuff out into the world.

Naturally, you don’t want to just throw content out there and hope for the best. You must be strategic in your approach.

Backlinko conducted a study on 912 million blog posts in 2019 and found the following:

“The vast majority of internet content receives a small number of social shares and backlinks. In reality, only 4% of all blog entries contain any external connections.”

Furthermore, the same survey discovered that “1.3 percent of stories receive 75 percent of social shares.” This means that the vast majority of stuff on the internet goes unnoticed.

Indeed, how could it stand out when WordPress alone had over 75.5 million blog entries written in March 2020?

As you can see, competition is driving the importance of content promotion. As more people and businesses post material on the internet, the need to market that content to make it stand out will grow.

It’s possible that you’ll get the fastest WordPress hosting or the most unique aesthetics. However, if you do not advertise your work, it will not reach a significant number of people. As a result, the demand to advertise the results of your content development efforts is growing.

Smaller businesses have a natural edge over larger businesses with larger audiences. However, this does not negate the need for larger companies to promote their content as well. Let’s look at an example to help you grasp the significance of content promotion.

Visme is one of the most effective presentation software programs available.

According to Ahrefs, Visme’s website receives over 1.1 million organic visitors every month.

In other words, the company has established itself as one of the top players in its sector by increasing its organic visibility over time.

You might believe that this is solely due to Visme’s excellent content. That isn’t the case here, though.

Visme, like many other highly successful businesses, is putting in the work necessary to promote the material it creates.

The fact that the website’s referring domains profile is constantly rising is one piece of evidence of this.

You may rest assured that these efforts will almost certainly yield a positive return on investment (ROI) for the organization. It may not be visible right first, but it will ultimately become apparent.

The following is a question that emerges as a result of this:

What’s the best place to start? This is exactly what we’ll talk about in the next part.

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How to Create a Content Promotion Strategy

Developing a content promotion strategy for your company is undoubtedly one of the most difficult tasks.

It is quite simple to write an excellent content post. The tough aspect is getting that piece of content in front of the correct people.

So, let’s take a step-by-step look at how to create a content promotion strategy.

Define the content pieces you’re going to amplify

Define the content pieces you’ll amplify as the initial stage in developing your approach. This is because you can’t possibly promote every single piece of content you create.

It can be challenging to decide which pieces to accentuate. Consider the thought process that SparkToro’s Rand Fishkin uses when determining which pieces of material to amplify.

If a blog post doesn’t satisfy any of these reasons, you should a) not write it in the first place, and b) if you do, don’t devote time and resources to promoting it.

You won’t have to question what pieces to focus on if you utilize this basic strategy because the answer will be obvious long before you build the piece. Let’s look at an example to put that into context. One of Backlinko’s blog postings is shown in the image below.

What is content promotion?

Why is Content Promotion Important?

How to Create a Content Promotion Strategy

Define the content pieces you’re going to amplify

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