17 Advanced Methods for Promoting Your New Piece of Content

Some people have so much success with their content marketing strategies that they have hundreds of thousands of readers. Of course, great content is a big part of the equation, but the other, often overlooked area of content marketing is content promotion.

This post will cover some of the more advanced techniques for promoting your content. The most successful content marketers use them, and they are reaping all of the rewards.

Here is how you can attract scores of new visitors with your content:

1. Ask an Influencer for a Killer Quote

Before publishing your new piece of content, reach out to an influencer or influencers in your industry. Tell them the topic of your content and ask if they would be willing to provide a point of view.

You can reach influencers at scale with BuzzStream. Fill in information about a specific niche (keywords), and you’ll get tons of contact information for people in those niches. You’ll be able to contact them via email and social media, which will allow you to ask for quotes about your topics and for other information that we’ll talk about later in this post.

buzz stream

Here is a more detailed description of BuzzStream and how to use the tool.

If your piece of content is a blog post, put the quote in the post and add a link to the influencer’s website and social media accounts, such as Twitter. Once the article is published, email the influencer and tell them the content is published and ask them to share it on social media and possibly include it in their email newsletter.

This accomplishes two things: 1) you gain exposure to a new audience, and 2) your content becomes more reputable because you’re associating yourself with an influencer in your industry.

Reach out to multiple influencers. You probably won’t hear back from all of them, but you should hear back from at least one or two.

Here is a message template you can use:

2-new-message-to-infl

2. Create 20+ Snippets for Mega Sharing on Social Media

SEMrush pulled out a statistic for their snippet in this tweet.

A piece of content should produce 20+ snippets that you can share on social media. A snippet can be any of the following:

  • Variations of the title
  • Short statements from the content
  • Short quotes from the content
  • Statistics from the content
  • And much more

Go into your content and pull out at least 20 snippets. Then share the snippets on social media over the next several weeks or even months. If the content does well, continue using the snippets.

Additionally, there are a few WordPress plugins and tools that make it easy to tweet old content:

Buffer also is a great tool for sharing posts, new and old, on social media. You can queue an unlimited number of posts and set up custom schedules for the times you want to share them.

3. Mention Your Expert Sources When Sharing

Once your content is published, share it on social media and mention the people you’ve referenced. These can be part of the snippets you use from the previous section.

The people you mention will see that you’ve mentioned them and some will re-share.

Moz mentioned me when they shared this article.

4. Email Your Sources So They Read, Share, and Link to Your Content

Any time you mention someone, interview someone, include a link to someone’s article, etc., email that person to let them know you’ve done so.

Here is an email template you can use:

5-new-article-that-mentions-you

Again, you might not get every person you mention to share the article, but one or two might, and that’s more than would have otherwise.

5. Direct Message Influencers on LinkedIn So They Read, Share, and Link to the Content

Getting into an influencer’s inbox is very powerful, but not always possible. With LinkedIn, you can get in an influencer’s inbox even if you don’t have their email address. However, you need to have a connection with them on LinkedIn first.

So, with your connections, work your way up the chain. Connect with the connections of influencers. It’s easier to become a connection with an influencer if you’re a 2nd degree connection.

6-neil-patel

An even better way to connect with an influencer on LinkedIn is to look at their profile to find the groups they belong to. Join one of those groups. As a member of a shared group, you’ll be able to send a connection request.

Once you have connections with influencers, you can direct message them. Your connections will get a notice in their email inbox (depending on their settings).

Here is a potential message to send:

7-new-awesome-guide

6. Contact People Who Have Shared Similar Content

Contact people who have shared content similar to the item you just published.

While researching your content, you probably came across such articles. Take the URLs from those articles and search for them on sites like Twitter. You’ll be able to see the people who have shared them.

Connect with them and send them a direct message. Or, if they have a website, contact them via email or via a contact form and ask them to read and share your content.

8-results-for-km

7. Contact People Who Have Linked to Similar Content

Find people who have linked to similar content, and contact them introducing your new (and better) content.

There are multiple tools that allow you to find links to a website or URL. Two of the best are Ahrefs and Open Site Explorer.

Identify content similar to yours. Copy the URL from these items and paste them into Ahrefs or Open Site Explorer. You’ll get a list of pages that have linked to these items. These will be your targets. To reach out and ask them to consider linking to your new (and better) content, go back to BuzzStream to find contact information.

9-ahrefs-km

When you find a site that links to content similar to yours, reach out with this message (email, contact form, social media, etc.):

10-name-of-site-owner

8. Turn the Content into a Video to Appeal to a Totally Different Audience

Take your content (let’s say a blog post or a guide), and turn it into a video.

Publish it on YouTube, Vimeo, and other online video communities where there are millions of users looking for great videos. Optimize your video to gain more exposure.

11-how-to-set-up-conversion-funnels

The service OneLoad makes it easy to distribute your video to the various video sites. You upload your video to OneLoad, and they deploy it to accounts on all major video websites, such as YouTube, Vimeo, Yahoo!, and more.

12-video-distribution

You can turn content into video, but don’t overlook the fact that creating videos as your original form of content is potentially the best way to go. Once you record and publish a video, you can pull out the audio to create a podcast. You can pull out the transcription from the video to create a blog post and .pdf. You also can use the video content to create slideshows for SlideShare. Start with a video, and you can repurpose the content into many different forms for various communities.

People are watching more video now than ever before. Search engines recognize this trend, and they’re giving video more space in the search engine results pages.

Here is an example of this in action for the search “how do colors affect purchases”:

13-color-psych-serp

You see the YouTube video result. The key to this result is not that you are the first result on the page. It’s that Google will include a thumbnail of the video, which increases click-through rate. You can attract a lot of additional clicks by having your videos show up in the search results even if you don’t rank in the first or second position.

9. Turn the Content into a Slide Deck to Attract another Audience

Turn your content into a slide deck on SlideShare. It’s estimated that SlideShare receives tens of millions of unique visitors each month. That’s one of the biggest audiences on the web. According to Alexa, it’s in the Top 150 sites in the world.

Optimize the title and description. SlideShare also will transcribe the deck for you so all of your content can be crawled by search engines like Google and Bing.

SlideShare presentations, like YouTube videos, often rank very high in search results so you’re giving your content an even better chance of being found, and you’re repurposing your original piece into another format that targets another audience which may not have seen your content.

Here are a few resources for using SlideShare effectively:

14-converting-the-98

It’s easy to turn webinars into decks, but you can do the same with blog posts, videos, and more.

As with all of the different forms of content that you create, upload your slideshow to different slideshow sites and communities online. Include a link back to your site and original content. Here are places to upload your slideshow:

10. Turn the Content into a .pdf

Use a .pdf as an opt-in to capture email leads on your website.

Hire a designer using a freelance website like Microlancer. They can create a .pdf template that represents your brand. Then send them a transcription of your content and have them paste it into the template.

The first template design might cost up to $200, but it should be less for future items that use the same template.

15-km-marketing-guides

As with other content formats, you’ll want to share your .pdf content on .pdf sites and communities. Optimize the descriptions on these sites so you get links back to your site and original content.

Here are a few places to upload your .pdf:

11. Add a Link to Your New Content from Your Most Popular Archived Content

Go to your analytics program of choice and look for the most popular pages on your website. Don’t look at the all-time most popular pages because those can be skewed to older content. You want to highlight the content that is being heavily trafficked right now. So, look over the last six months or even the last month.

Next, use Social Crawlytics to determine your most shared content. To use the tool, you’ll type in your URL to find the most shared content on your site.

Next, on the most trafficked and shared pages on your site, add links to your new content. You can add links within the text. You also can put an advertisement in the sidebar or put a related content section at the bottom of the page, like this:

16-other-awesome-posts

You can use sections below previous posts or add links within the content.

12. Submit to Content Communities

There are a number of sites that allow you to submit your content so their established audience has the opportunity to see it. The competition is strong on these sites, but if your content is exceptional (which you should always shoot for), you’ll likely attract some attention and get some good traffic.

Sites to submit content to include:

17-blog-engage

With Blog Engage, you can submit your content to be seen by a large audience.

13. Promote the Content on StumbleUpon’s Paid Discovery Service

StumbleUpon has a great paid discovery service that is perfect for content. Use this service to promote your new piece of content. You’ll pay for each visitor.

StumbleUpon users can be picky and they can make quick decisions about the content they see. Make sure your content has a clear and interesting title along with some kind of image at the top so you can intrigue the StumbleUpon audience.

18-stumble-upon-paid-discovery

StumbleUpon can send more traffic to your content than other popular social networks.

14. Create Content Ads on Outbrain

Outbrain is a service that promotes content on other pieces of content. For example, if you’ve read articles on a publication site like Fast Company, you’ve probably seen sections below the articles that promote other content.

19-fast-company

When people are finished reading, they look for more content.

You can use Outbrain to bring lots of traffic to your content. The cost per click is relatively low compared with other advertising platforms, and you can target your ideal audience. It’s a good way to attract people who already are engaged with content similar to yours.

There are additional services like Outbrain that you can use as well:

15. Turn Your Content into a Killer Magazine on Flipboard

20-business-stories

Sign up for the Flipboard app on your smartphone or tablet. You also can sign up on the Flipboard website using Facebook or Google sign-in. Next, install the Flipboard bookmarklet for Chrome. Go to the URL of your content and add it to your new Flipboard magazine.

Collect the best content for your niche, both yours and other great content, to create an amazing collection of content. Flipboard turns the content into a beautiful magazine that is a pleasure to read on a smartphone or tablet. Millions search for content within the app. By creating a must-see magazine with fresh, relevant content, you’ll attract readers.

You can mention other Flipboard users within the app to let them know you’ve included their content in your magazine, and you can mention other users to let them know they might be interested in checking out your magazine.

Big time brands like Inc., Fast Company, Huffington Post, NPR, and more all share content on Flipboard, and you can take advantage of the opportunity, too.

16. Publish Snippets on Sulia to Share with Millions

Sulia is a content-sharing site where the pressure is on your headlines and descriptions to capture the attention of the millions who use the site to find content.

Sign up for a Sulia account. Add the URL to your content. Create a catchy headline and catchy description. Then share the content with people on the site who are interested in your niche.

Sulia is perfect for using snippets from your content to get attention.

In the example below, Ad Age shared a video featuring Gary Vaynerchuk. They could have shared just the video with a basic headline and description, but they used a quote from the video in the description.

Quotes, statistics, and more can increase clicks from content-sharing sites like Sulia.

21-ad-age-gary-vaynerchuk

17. Share the Content on Your Tumblr Feed

Here’s an example of a niche business using Tumblr: Writer’s Relief. The company uploads regular content to Tumblr. The majority of the content they upload consists of photos, illustrations, and other visual items. You can see that these items (and the items Writer’s Relief shares from its own website and blog) are shared by followers.

Here are two ways to share content on Tumblr:

First, include a link with each of your updates. Make it a call-to-action. Your followers will see the link, and so will the people who follow the people who re-share your update.

Second, when you share content, include links in the first couple of paragraphs. Here is an example from Writer’s Relief:

22-self-published-book-authors

See that link to “self-published” in the first sentence? That link is shared not only on Writer’s Relief’s Tumblr page, but also on the Tumblr pages of the other 67 people who shared it. That’s potential for a lot of links.

With this strategy, you get a link to your main content (which, in this case, was a blog post) and to another piece of content because you put in a link early in the post.

The Takeaway

In order for your content marketing strategy to succeed, you need to increase your promotion efforts. The methods outlined above are the same strategies used by the most successful content marketers in the world. Now it’s your turn to build a big audience.

Tell Us What You Think

Did we leave out an interesting or under-the-radar promotion strategy that you’ve had success with? Please share your advice in the comments. We want to hear from you so this list can be expanded!

About the Author: Aaron Agius is an experienced search, content and social marketer. He has worked with some of the world’s largest and most recognized brands to build their online presence. See more from Aaron at Louder Online, their Blog, Facebook, Twitter, Google+ and LinkedIn.

  1. I love this! #2 is something I’m really excited about and now I’m going to challenge myself to come up with 20 unique snippets for each blog post I share. Thanks!

    • Hi Galen,

      The snippets work really well, it’s a great way to be able to keep promoting the same content without boring your followers with the same messages constantly. Be sure to vary your hashtags with each post as well :)

  2. cool, bookmarked! I got some great ideas reading this post, glad I saw this, some things mentioned that I have not been exposed to before, so cool cool! I had never come across slideshare before, be checkin that out here in a bit, sounds interesting. Few more things to add to the list. thanks.

    • Hi Doug – i’m glad you found value in the post. Slideshare can definitely drive some considerable traffic when you implement the right strategy. It’s well worth exploring further.

  3. Excellent post, all informative with no fluff or over-promoting. A good read to end the week. Bookmarked and shared! Thanks Aaron!

  4. This is great.

    People often forget how powerful sending a few emails to people you mention in your articles can be.

    This post gave me several ideas to try out. Thanks!

  5. These seem quite powerful ways to get visibility of the content. I would try out.

  6. This gave me a new dimension about content., Just now i created a blog page in my site., So this post will be very helpful for me to promote content.,

  7. You absolutely crushed it with this post, Aaron. I especially love the snippets suggestion. I’ve been testing this out recently and getting great results in terms of RTs.

  8. Awesome tips for generating exposure to our new pieces of content.

  9. This was a great read. There was definitely a lot I can put into practice. Thanks again!

  10. Fabulous tips! Thanks for the insights. Look forward to checking some of them out.

  11. Great suggestions! I’ve used many of these strategies, but I’ve never checked out Outbrain or Flipboard. Off to share…

  12. I got tons of great ideas from this article! Good job!

    I’m an Editor for this travel website WhenOnEarth.net, and I must say it’s a hard task to look for places to syndicate content to, especially because we’re more of a content curator site than a personal advice-type blog. And that requires a different strategy altogether.

    Any advice you can give us? :)

    • My only advice here would be to consider adding a little unique content to the site as well as the curated content. Hopefully what you create will be as valuable as the stuff you are curating from others and in turn people will begin curating and linking to your own content.

  13. These are some great ideas. Some of them I’m familiar with but a few are new to me. Love the Tumblr tip, will start using it pronto.

  14. Great tips, as always! I will definitely try out some of them. Thanks!

  15. Most of the ways stated about are premium/paid one. Can you list some free tools to promote my website/blog content?

    Looking forward to hear from you.

    Cheers

    • Harsh, there is always the traditional blogger outreach. You can network and try to pitch your content and links to other people in your niche.

  16. Really helpful and easy to understand and love the way you write may be i can write like this too in future

  17. This is something I’ve been looking for today;)

    Great article and for sure I will use some of the tips for my latest blog post.

  18. You can republish your blog post to Quora. To do so go to the Quora dashboard:

    1. click “Create Blog” from pull down menu
    2. select your blog’s sub domain (i.e. http://mobilepublishing.quora.com/ )
    3. Copy your original content (including pictures)
    4. Paste it and select topics of interest before publishing.

    Good luck!

  19. This is really nice. I like your point on getting to share the content with the source and the expert. i think is is also good especially when you will be challenged by them. Also submitting it to the directories can make it go viral especially if the targeted audience get to see it.

    • Thanks Fredy. You just need to be careful about selecting only high quality sources to submit your content to. Low value directories can end in link based penalties in the future.

    • Fredy, glad you liked it. I think it’s important to use a multi-channel approach to get the most exposure.

  20. Nice overview Aaron. One comment: remove Slideshow.com – I clicked on it & the domain is for sale…

    PS: you might like this powerful series of startup business models:
    http://www.slideshare.net/omohout/financial-business-models-for-software-web-services-companies-pay-never-never

  21. I also like to publish amongst G+ communities – they’re a loyal tribe.

  22. Thank you, this has some really useful information that I haven’t read anywhere else. Great tips!

  23. This article is gold, Aaron.

    #3, 4, & 5 are the ones I’m going to really crank up. Thanks for the examples you included.

    I know influencers are busy, so I take it if you don’t hear back from them when you cite them in a blog, that doesn’t mean you can’t do it again, right? My question is: If they don’t reply, is it cool to keep citing them?

    • As long as you aren’t being annoying, then hitting people up a couple of times is Ok. Sometimes you just need to accept that you may not hear back from a particular person, and simply move on.

  24. Love the recycling of content posts to hit even more audiences. Definitely winner, but of course, the quality of that content is where it counts!

  25. Probably the most valuable article have read so far! Great suggestions!

  26. In the best possible way, I’m absolutely overwhelmed by all the info in this post! I’m still running my blog on a limited, part-time basis while I work a day job. My time is extremely limited and there’s so much I want to do. This list gives me ideas that I can take one at a time, and when I go full-time this summer, I have so many options. Thank you!!

  27. I wish there was a way to get instant sitelinks in google…Other than making great content I dont know how else to get sitelinks.

  28. Wow, perfect timimg. I am doing an interview tomorrow and I think it will be something peoole are interested in. This gives ne great ideas for taking it futher. Thank you so much.

  29. I must say – “Awesome”
    Each and every step mentioned in the whole article is useful and i personally feel that these must be the “MUST” steps while optimizing a site. the way & the step by step approach is highly #respected

    Thanks,
    Aaron Agius & Neil Patel

  30. The information is overwhelming, Aaron and worth every minute spent reading it.

    Content promotion is tough and time consuming. This is the reason I focus less on writing these days and more on promotion. The idea to reach out to others is absolutely amazing.

    I assume you have tried these yourself. What is the success percentage?

  31. Hi Chitraparna, it’s hard to put a success percentage on these tasks as they very from post to post and depend on a number of factors. The goal here is to simply show a few different ways people can promote their content. The more you try, the more success you are likely to see.

  32. Hi!
    Thanks for sharing, but I’d like to ask isn’t bombing influencers from linkedin a little bit inappropriate?
    If I received this kind of message Iwould perceive it as spam. Wouldn’t it hamper my brand?

    • The idea on this point was to give people another means of contact for connecting with influencers. Many people out there, including myself, run ongoing LinkedIn marketing campaigns that center around being able to make contact with influencers through LinkedIn. It’s all in the approach, and my personal experiences with it have been very positive.

  33. EXCELLENT post. Shared on Google+ profile this morning. I learned a lot from reading this, and picked up a few new strategies as well. Also shared on LinkedIn

  34. The one tip that I will start using now is to use linked in more. Thanks.

  35. Great post and timely advice. As a content pro but SEO newbie, it’s amazing how labor intensive it can be to get eyeballs to my articles (well without media buys that is)

  36. This is a great list, but here’s my question: How in the world is someone supposed to do all that? It would take at least an entire day to do this for each piece of content.

    Do the bloggers who made it big really do all of that? Or do they pick 2-3 methods to focus on?

    It seems like these big lists of promotion methods get shared around a lot only because they give hope to people who are struggling. That’s not the same as using this method for another kind of content.

    It’s like those affiliate scams … “I made a million on ClickBank telling people how to make money on ClickBank, but really all I’m doing is teaching them to sell my method for making money, which makes ME money.”

    So what is a small business owner REALLY supposed to do?

    Thanks for the thoughts.

    • Bonnie, it does take work – a lot of it. Getting the content in front of the right people can be very labor intensive and time consuming. At first there are not many options other than to get in and do the work yourself while your blog is building an audience. Once you are getting traffic to the site, capture that audience by getting them to opt-in to a mailing list so you have a pre-built audience moving forward.

      Content marketing takes a lot of time and effort and the most successful content marketers are spending far more than a day of work marketing an individual blog post. A number of people mention spending 20% of your time creating an amazing piece of content (regardless of how many hours it actually takes to put it together), and then 80% of the time actually marketing that content.

      So in answer to your question – business owners are meant to get in and do the hard work, do what works now and begin to hand off some of these content marketing tasks to staff or contractors as your business and audience expands…. or hire an agency to help you with it all.

    • Bonnie, these strategies are made to scale. When I first started I had limited resources and tried to do everything I could fit into my day. As time progressed and I received more traffic I was able to do A to Z with quicker turnaround. It’s all about getting the processes down :)

  37. First of all i would like say thanks to author of this post. I’ve seen some posts about promoting our new products but everyone sharing information only but no one share professional proforma which will be helpful to generating leads.Today i got it from this post beginning it self. I like this writing style because each method have examples and samples to promote our new products.Thank you once again.

  38. Awesome article Aaron!

    I’ve already read many articles about content distribution and, believe it or not, I’ve never seen some of these strategies! And it’s incredible how easy some of them could be!

    Thank you for having wrote this, it will help for sure in my work! :)

  39. Aaron, what an informative post. A lot of really good information. My graphics manager emphasizes snippets and bullet points, breaks up the monotony. Bookmarked and shared. Thanks!

  40. Great post, Aaron. Thanks. Now the job will be to select which ones to do. To me Slideshare and snippets look promising.

  41. Great post, According to me I’d add:
    1. Turn eBook into a slideshare.
    2. Run some ads to the landing page (Facebook works best).
    3. Get an influencer to review and share publicly. (Techcocktail sometimes does this for tech related eBooks/guides)

  42. Ryan Biddulph Apr 17, 2014 at 12:54 pm

    I dig the idea of turning content into video I prefer to do the ebook thing, to both draw in new audience members and to make some coin as well. Video rocks though because people know, like and trust somebody talking on camera, because these folks appear to be human, much more readily than someone who writes posts.

  43. can someone tell me if there are services like the ones you mention on methods 12 to 17 in spain? i would love to follow your advice but sometimes it’s not easy around here as there aren’t so many specific services as in the united states (excepto for tumblr, of course).

    last thing, how can you turn a pdf into a video? is there any saas or tool to do it or you have to make you own home-made video?

    great post! many thanks for all the tips!!

  44. Excellent post!
    I really loved #8. Its so simple tip but i had never think about it this way.

    Thank you Aaron!

  45. Hey Aaron,

    those are some awesome tips you shared. I got to say that I didn’t have much luck contacting influencers. I try to address them by name, refer to their previous works, reshare their tweets and facebook posts etc., when I contact them, but so far of 50+ emails I sent, I never managed to get one reply back. And it’s really disappointing when you spend so much time on making a good first impression.

    I will definitely try all your other tips too though. Thanks for sharing.

  46. Many thanks, info very helpful and easy to understand for all the people.

    Regards!

    Fran

  47. Amazing, AMAZING tips. This is the best checklist for what to do after you publish content that I have ever read. Outstanding work!

  48. Wow! That is a thorough post! I use the greater part of those methods to market video content for our clients. I especially like your analysis of influencer outreach. It’s all important when playing the social media game these days. I’ve found that it’s often difficult to get lots of engagement with influencers, but when you get one or two who share your content it not only gives you added influence it also dramatically boosts your reach.

  49. Wow Neil…You nailed it all. You are great Player of SMO.

  50. Yes you might have left out some tactics but these list is enough to keep your content rolling. Great job

  51. Lovely. We are venturing into using content as a tool to promote our service and hence this article was bang on in terms of what I was looking for. Great tips and from everyone…keep them rolling !!

  52. Great article! I’ve been struggling to promote content from my blog and these are good ideas. Love Sulia. I plan to write a blog post about DIY blogging and may link to this list. Thinking of following your advice at #4 ;)

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