Marketing teams spend a lot of time and resources creating great marketing content. But getting that content in front of the right audiences can be much more difficult. Not every company has a large budget for paid promotions. So, marketers have to find creative ways to get maximum value from content assets. Here are six ways to promote your marketing content without breaking the bank.
#1 Start with SEO
Search engine optimization (SEO) is still one of the most important factors in getting your content seen by target audiences. But the algorithms used by search engines to rank content change fairly frequently. If you’re not keeping up on the latest Google updates, you may be missing out on opportunities to optimize content. Start by familiarizing yourself with current SEO best practices. Then look for ways to update and optimize existing content. Also, consider looking at your website SEO with a fresh set of eyes. Reworking your entire website would be an expensive project. But perhaps there are small tweaks you can make — particularly to blog pages — to help audiences find your site and your content more easily.
There are many free and paid tools out there to help you with your strategies. Some top options to consider are Ubersuggest, SpyFu, Ahref and Moz.
#2 Republish on social syndication sites
Your website isn’t the only place to publish content for free. Social syndication sites like Medium, HubPages and even LinkedIn are great platforms where you can republish your existing content. These sites are free to use and can help you connect with entirely new audiences of people actively seeking content like yours. Republishing can be easy and often requires minimal effort. But be careful about just cutting and pasting from your blog. You need to make sure your content is formatted appropriately for the given site if you want to maximize the value for target audiences.
#3 Join social media groups
Promoting content on your brand’s social media channels should be standard practice. But you can go a step further to make sure it’s being seen by more than just your current followers. Join industry-specific social groups on LinkedIn or even Slack to share your content with larger audiences directly. That way, you’ll be sure to reach people who are engaged in the industry and more likely to become customers and partners, or help you identify influencers for future opportunities.
#4 Leverage industry influencers
Many people think of influencer marketing in terms of paying people with thousands of followers to post brand mentions on their social media channels. But there’s a better — and cheaper — way to get the same results. On your blog, create a post that includes quotes from several different influencers in the industry. Once it’s published, notify them so they can share the post with their audience. You get free content promotion and they get more recognition as an expert in the industry. It’s a win-win!
#5 Create an email newsletter
If you aren’t already emailing your marketing content to contacts, now is the time to start. An email newsletter is a great way to stay in front of your audience and put your content directly in their inbox. Email marketing services like MailChimp, Constant Contact, Sendinblue and others are relatively affordable options that make it easy to automate newsletter creation and distribution. Creating a newsletter typically involves some design work up front. But once you develop a template, it is quick and easy to plug in new content and send it out to your core audience.
#6 Guest blog
Guest blogging is when you write content for sites like Forbes, The Huffington Post and Business Insider. These sites attract high volumes of traffic, so they can be a great platform for promoting your message and brand to a wider audience. Often, guest blogs are authored by (or written for) C-suite executives or other important company stakeholders. However, guest blogging can be difficult to break into. Companies often need to submit multiple blog posts to many publications over a period of time before one will be picked up. So, you’ll need to be both patient and persistent. But if you stick with it and continue to submit articles that are insightful, well written and researched, you could gain a valuable new platform for your brand.
Promoting marketing content doesn’t have to be expensive. With a little creativity and a willingness to repurpose content for multiple channels, you can maximize its value and reach more people. Follow these cost-efficient tips and don’t be afraid to try something new. Even if your first attempt fails, it won’t cost you much and you’ll gain new insights to drive promotional tactics in the future.
Looking for more efficient ways to connect with customers and enhance your marketing operation? Check out Convirza’s call tracking solution and see how it can help you gain marketing intelligence and drive conversions. Then contact us to schedule a demo or get a free 21-day trial.