How to Make Your Content Easier to Promote

http://www.usermagnet.io | @usermagnetio

How to Make Your Content Easier to

Promoteby Pawel Grabowski Founder and Chief Content Strategist – usermagnet.io


80/20

content creation20%

40%

60%

80%

100%

content promotion

???


Publish content to social media

Email the list

Submit it to Ln groups

Submit to industry sites and directories

Include in Quora answers….

And then …. we spend the rest of the time trying to come up with any other strategy that could work.

80%


Nowhere in the entire process we actually ENSURE that our content is going to be easy to promote.


Finish the content Promote the content

Launch the promotionFinish the content Plan the promotion



4 Strategies to Make Your Content Easier to

PromoteSelecting and including the right influencers

Referencing tools

Featuring other companies as examples

Creating custom visuals for the data


Selecting and including the right influencers

Influencer Marketing

81% of marketers consider it effective (eMarketer)

The fastest growing acquisition channel (Tomoson)

51% of marketers believe they get better customers from influencer marketing. That’s because the relationship began with trust in the influencer.

(Tomoson)

BUT...


75% of marketers struggle to identify the right influencers


Targeting random people

Reaching out to people who would never share your content

Emailing people who have no interest in your content

How this manifests in content promotion?

Picking too big influencers


To succeed at promoting content with influencer outreach you must select the RIGHT people and DO SOMETHING for them first

Find an influencer Outreach

OutreachDo something for them Select the right person


OutreachDo something for them Select the right person

They communicate with the same audience as you

You must have access to them directly (i.e. email)

They should have a strong opinion to include and reference

Quote them directly

Reference their site

Introduce them to your audience

Mention the reference

Send the link

Describe why you’ve picked their reference

Outline what you did for them in the content


Referencing Tools

The #1 thing every online tool needs is….

VISIBILITY

Audience

Investors

Social Proof


You can use any startup’s need for visibility to drive more traffic to your content

Mention their tool in context

Highlight it as a solution for a specific problem

Include screenshots of their interface / results


Smaller and growing

The best tools to target are:

Founders accessible over email

Target or help a similar audience as yours

TIP: Try out the tool before referencing to be able to place it in context.


Featuring Other Companies as Examples

Businesses love visibility too. They also like:

Links

Brand Mentions

Acknowledgement


Relevant to your industry or niche

When writing a practical content, include examples of companies that did what you describe

Accessible over email

Correctly utilizing the strategy or advice you’re describing in content


Creating custom visuals for the data

The web’s gone visual.

46% of marketers say photography is critical to their current marketing and storytelling strategies (CMO Council)

34% of marketers selected visual assets as their most important content (Social Media Examiner)

Content with relevant images gets 94% more views than content without relevant images (Kissmetrics)


If you want more people to share and promote your content, create custom images to support any data you reference.


Instead

Ctrl + C

Do This

75% of marketers do not create custom data


Visual content is more than 40X more likely to get shared on social media than other types of content (Buffer)

71% of online marketers use visual assets in their social media marketing (Social Media Examiner)

Content with relevant images gets 94% more views than content without relevant images (Kissmetrics)


Shares

Benefits of creating custom images

Links – professionals always reference image sources

More visually appealing content


To Recap

We spend 80% of time on promotion but…

Nowhere in the process we ensure that our content is easy to promote

To promote content, start by planning the promotion, then create content, and finally, launch the promotion campaign

The best ways to embed promotion into your content are: referencing the right influencers, mentioning tools and companies as examples, and creating custom visuals for the data.


Questions?Pawel Grabowski Founder and Chief Content Strategist – usermagnet.io

More Questions? Email me at:[email protected]