5 ways to effectively promote your content in 2022

Are you creating killer content but it sadly doesn’t have the reach you hoped for? You’ve probably spent lots of time researching, creating, and publishing. That’s great work, but knowing how to promote content is just as important as creating it if you want to stand out.

There are clear benefits of consistent content promotion, including increased brand awareness and exposure, leading to more visits to your website or profile, ultimately seeing a rise in overall revenue.

It doesn’t matter if you want to promote creatives, videos, or an article; we will look through channels that are complementary to each other. And, if possible, when using them all simultaneously, you will earn yourself the chance to edge over competitors and let your killer content reach as many people as possible. Ready? Let’s dig into it!

1. Organically on social media

Starting with the most obvious strategy — advertising organically on social media. Social media offers various great platforms that allow you to engage in a conversation between your business and your customer.

Let’s say you wrote an article for your blog. Posting it once on social media is a brilliant start. However, it is simply not enough because organic reach is dying, and social media algorithms don’t benefit businesses. What can you do to tackle this problem? You merely need a more consistent content promotion plan. The more often you share the same content on social media, the more likely it will get more traffic.

It’s recommended to post the same piece around three times per week. This may come as a surprise since we all agree that seeing the same post over and over is annoying. However, the truth is that you’re lucky if your audience sees the post only once, let alone all three times.

If you’re using Twitter (you should), promoting articles through threads is an excellent idea to share your piece of content.

When using social media to promote your content organically, make sure that your profile is always up-to-date, with your latest information, promotions, etc. Also, make sure to have an easy-to-remember profile picture, a catchy name, and a keyword-rich description.

Furthermore, be aware of the tone of voice that you are using — humor and emojis are always a good idea! It’s not a secret that video content does way better than pictures. Finally, try to balance your promotional and educational content to perfection. No one would like to constantly get thrown offers to his face. Instead, try to educate and spread love!

2. Blogs & SEO

Search Engine Optimization is definitely a booming “pillar” of marketing, especially during the last couple of years. Really, the traffic that is coming through Google is underestimated by a lot of people.

Are you an entrepreneur, a small brand, or a big business? All of you would benefit greatly from an SEO strategy because it is the most viable and cost-effective way to understand and reach consumers. Especially looking at the trend during the last couple of years — customers shifted massively to the online world, and even the most traditional businesses realized that they need to make that change and focus on the digital world.

So, what exactly is SEO? It is the process of taking necessary steps to help your content and/or your website to rank as high as possible on Google. In other words, you have to optimize your piece of online content fully, so search engines show it at the top of the page if they view it as the best solution for a specific search term. The significant difference between SEO & paid advertising is that everything with SEO is organic. Thus, you don’t have to pay to be on top of the Google page.

To be successful with your SEO strategy, you need to be friends with Google. Why? Well, it is by far the most visited website worldwide, with approximately 87 billion visits between the period 2010–2021. Imagine if you could capture just a fraction of that number and attract those people with your content to your website. It would be nice, right? Let us briefly explain what is mandatory in a good SEO strategy, how it can help to promote your content, and recommend courses (free & paid) for you to edge over your competitors!

In order to have a successful SEO strategy, you need to research what keywords will work the best for you, according to your content and niche. The question is, how do you find the right keywords for you? Through the usage of tools. You can, of course, use free tools such as Google Suggest or Ask the Public. However, you will not find the most relevant data for you. That’s why for 100% efficiency, we recommend you to use Ahrefs’ or Ubersuggest’s Keyword Research Tool. What’s great about these tools is that you can spy on your competitors, see what keywords they rank for, and use the content gap to make new content opportunities available. Moreover, you need to be aware of why people will look for specific content — do they want to buy, do they simply want to be informed, or just want to be navigated to a website. This is called search intent (or user intent).

You’re probably wondering: “What if I don’t have a website?”… Well, we’ve got you covered! You can easily create your own Fangage platform, optimize your page, add items to it, and you will be set up to promote the content you create with a passion. You can then easily create new pages indexable by Google and serve you as your own personal blog! You can explore all the features of Fangage here.

If you want to expand your SEO knowledge further, there are multiple places to get educated. The first person who comes to mind when thinking about “SEO Master” is Neil Patel. The “Search Engine Optimization Fundamentals” course by Google is another great way to get started. Otherwise, there are multiple courses available on YouTube!

3. Online communities

Getting your name out there isn’t a simple task, and it’s not going to happen by itself. You have to work for it. So, just posting on social media and writing articles isn’t going to cut it. People want to have a “real connection” to you, and in order to develop that, you have to engage in conversations. However, it is essential to first build a connection with your future audience before directly promoting content, products, or services.

In order to develop this connection, platforms like Reddit, Discord, Quora, Twitter, or even Facebook and LinkedIn groups play an enormous role. There you can engage in everyday conversations with a current and new, potential audience, eventually building a loyal fanbase that comes with its great benefits. The following graph by databox shows marketeers’ favorite online communities to promote their content to:

Of course, when engaging in online communities, there are some things to bear in mind. For starters, the basic rule is to share valuable content. This means that the content has to be beneficial to someone else or offer unique advice. This way, you won’t experience any difficulties to spark some interest among the community. Moreover, you’ll have to carefully pick your category and add all the related hashtags to it. Say, your correct audience may experience difficulties if you’re, for instance, sharing marketing tips in a customer service group. Lastly, you will have to be responsive — when your content generates a discussion. It is your job to keep it going the best way you can and as long as possible.

It may be time-consuming to do all of this. Putting in that work, however, can result in benefits such as standing out from competitors by showing a better understanding of your customers. You can quickly generate new leads and acquire new members while creating authentic connections with people, making them more attached to your (personal) brand. Moreover, you can easily ask for feedback, which may be life-changing for your business. Also, there is the possibility to increase revenue through in-community advertising and drive referrals by giving your voice in the community.

4. Direct email and/or text messages

You may be wondering — does email marketing work? You may be surprised by the following, but a study conducted by the DMA in 2015 found that for every $1 spent on email marketing, the ROI (return on investment) is about a return of $38. Only that reason alone is why you should definitely add this to your marketing toolbox.

Moreover, the data shows that in 2022, there are 4.2 billion email users. This number is expected to grow by almost another quarter billion by 2024.

This trend alone should convince you to integrate and use email marketing campaigns in order to promote and elevate your business. Now let’s talk about building your email marketing strategies from the ground up by using some examples.

First of all, you will need an email promotion template. There are multiple websites where you can choose from. You can easily send automated emails through your Fangage platform. HubSpot is the all-in-one online marketing platform, and you can use their free email marketing templates. Also, MailChimp is another proven big player in email marketing campaigns.

So, how do you write content for email marketing? First, you will need a good subject line because this is pretty much the gatekeeper, and when writing a good one, your open rate will be a lot higher. Try to grab the reader’s interest.

Moreover, personalize all the content: You shouldn’t use the customer’s name only in the subject line but also throughout the body of your email. Another important thing is to keep your emails clear and easy to read. Furthermore, you have to keep that the content of your email is about something relevant and in-demand, such as current events, welcoming new subscribers, promoting a sale, releasing a new product, etc. Don’t forget to write the emails in the second person, keeping them personal and unique.

Lastly, NEVER SPAM PEOPLE. Only say something when you really have something to say, rather than sending the email just for the sake of it.

Here is an example of a ‘Happy New Year’ email Sam Feldt sent to his fans directly through Heartfeldt’s Fangage platform.

If you want to go even more in-depth and are looking for a more efficient way to reach your customers personally, you can try text message marketing. They have an astonishing 82.1% open rate. For that, of course, you will need the phone numbers of your audience, which may not be that easy to obtain if you only have, for instance, an Instagram page. Once again, this can be a very smooth process when you decide to use Fangage. Your audience data will be yours forever!

Big brands, such as Facebook, Reebok, CNN, IKEA, but also personal brands of content creators are using text message marketing to their benefit. What are you waiting for? Jump on the trend as well!

5. Paid Ads

Happy with your progress with the previous organic strategies? Good! Now it is time to see how Paid Ads can massively improve your reach, and if targeted correctly, increase your sales.

Starting off with the definition of Paid Advertising — an online model where marketeers make a bid to participate in real-time auctions to promote their ads within a slot on a specific network/platform. Some of the benefits of using Paid Ads are (re)targeting your audience, measurable campaigns, retention, and many others.

As you can see, the search results when looking for anything on Google will almost always be paid ads.

There are many different types of paid advertisement. It doesn’t matter what kind of business you have or what service you offer, you can always take advantage of the following types of paid ads:

Display Ads
Those ads can be in the form of text, images, or videos that are displayed on websites. For instance, you can see them very often on news websites. The goal of display ads is to increase brand awareness and are used for general advertising.

Pay-per-click (PPC)
The name of the PPC ad speaks for itself. Marketers pay only when someone clicks on their ads. Basically, it is a way of buying visits to your website rather than trying to reach those organically. This is the model that is used by almost all online paid advertising platforms.

Social Media ads
Considered one of the quickest and most efficient ways to connect with your target audience, social media ads provide lots of profitable opportunities that are great for boosting your digital marketing campaigns. Another reason they are great is that social media offers highly personalized and relevant content to its users. Ultimately, it expands conversion opportunities and shows your brand to new potential customers.

Influencer Marketing
This type of advertising is used when you collaborate with an influencer. In exchange for someone with a massive audience on social media to promote your content or products/services, you can pay in monetary terms, send goods, etc. Considering that the influencer industry is booming, it wouldn’t be the worst thing ever if many fans see their favorite creator wearing, for example, your merch.

Now, let’s look at channels where you can practice paid advertising. All of them are using the PPC model.

Google Ads
Google Ads, previously AdWords, is the oldest standing advertising platform on the internet and the most prominent current provider of search advertising. It allows you to advertise on the Google search engine, YouTube, and the other millions of websites on the network.

Microsoft Ads
You can advertise here to search platforms like Bing, Yahoo, and MSN. However, other partners’ websites like Amazon and Cortana make using Microsoft ads appealing. Though the PPC is significantly cheaper than Google’s, the search volume of MS Ads is way smaller compared to Google.

LinkedIn Ads
With more than 722 million users, advertising on LinkedIn is focused mainly on professionals. You can easily target people by job title, company, industry, education level, combined with their geographical data.

Facebook and Instagram Ads
The most used platform as of October 2021 with 2.9 billion users, Facebook allows you to target people based on their characteristics, interest, location, and many more. You manage all your Instagram and Facebook ads through Facebook Business Manager.

Twitter Ads
Twitter ads provide advertising possibilities on its platform. The difference here is that you can target people by keywords and conversations they engage in.

You have now chosen a channel to promote to. Next, you’ll have to identify your goals, and a significant first step is to understand how to reach your customers and solve their problems. The Buyer’s journey by HubSpot will be of great help. It described the path that the buyer takes to the buying phase. Understanding your customer is the first step of sales. Goals can be categorized based on the buyer’s journey.

Another crucial element is to know your audience. You will need to put quite a lot of research to target your correct customers. Otherwise, you will be left throwing your budget away. Therefore, do your research, calculate your advertising cost and ROI, and get started!

Conclusion

Bill Gates has once written the essay “Content is King”. Though, don’t forget that promotion is your Queen!

Putting a lot of effort into creating killer content is great. However, knowing how to promote content is just as important. Creating your content in advance is a great insight that we can give you. Then you can easily schedule the content throughout days and times that you think will be the best for your audience. You can use Excel sheets to plan your content and to keep track of your metrics weekly.

If you are using only organic promotion and you aren’t getting the results you would’ve hoped for, don’t despair! Consistency is key. That’s why you need a long-term strategy built by everyday actions. A lot of us want quick success, however, we all have to realize that it won’t come to us until we search for it, every day! Set up your objectives, key results, and strategies. Follow carefully your plan.

If you want to use the power of SEO, email, and text message marketing, but don’t have the tools to do it? You can try Fangage. Fangage is the all-in-one tool that allows you to easily manage your fan relationships from one place. You will be able to collect (and own 100% of) your fans’ data, communicate with fans through SMS or email, analyzed valuable advanced insights, and much more.

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