In June 1883, The Chautauquan magazine posed the following question:
“If a tree were to fall on an island where there were no human beings would there be any sound?”
It’s a philosophical question that has initiated several debates about the dissimilarity between sensation and reality.
I’d like to propose a similar question related to digital marketing: “If you create exceptional content, but no one sees it, is it really exceptional?” This is a problem plaguing many marketers today. They’re creating “high-quality” content, but they’re not getting the views. How do you fix this problem? What are the hacks to get your content seen by more people?
Here are seven tips that can help you.
1. Reach Out To Influencers
Influencer outreach isn’t a secret. According to BrizFeel, “more than 50% of Internet users say they follow some sort of celebrity or influencer account on social media.” And marketers know it. The only problem is, marketers these days aren’t being creative about it. Blindly reaching out to social influencers is the modern-day equivalent of cold calling. If you want to effectively reach out to influencers, offer them something in return. Sometimes, yes, that means paying them. Other times, it means doing something out-of-the-box like mentioning them in a blog post and letting them know you featured them. Get creative!
2. Pursue Cross-Promotion
Speaking of offering something in return, consider co-branding a piece of content with another company. For example, if you’re a marketing agency and you use a certain SEO tool, why not partner together with them on co-branding an SEO e-guide? You already have a relationship with them and there are plenty of opportunities for cross-promotion in the future since both companies are invested in the content. When you co-brand, you’re effectively getting twice as much promotional power.
3. Build Backlinks
Backlinks are another tactic that is well-known by marketers, but the one thing the best “backlinkers” have in common is that they have a documented backlink strategy. Do some researching on the best backlink-building techniques and consider using a tool that will supplement your backlink strategy, such as SEMrush to look for mentions of your brand and Pitchbox to find ideal companies for a backlink exchange. It’s easy to turn backlink building into a mindless game of cat and mouse, but if you’re smart about how you build backlinks, you’ll start to see results.
4. Optimize For SEO
It may sound simple, but step back a moment and see if your content is even optimized for people to find it on search engines. Are you focusing on a particular keyword? Are you using H1 and H2 tags properly? Is there alt text on all of our images? Are page titles and meta descriptions following best practices? Taking a moment to perform a technical SEO audit can improve your views in the long-term.
5. Write Guest Posts
Speaking from experience, marketers like free stuff. Reach out to companies and offer to write a guest post, host a webinar or contribute content in whatever format they prefer for their site. Just make sure it’s original content, or you run the risk of Google dinging you for duplicate content. Also be sure to take things like domain authority and monthly traffic into account — you don’t want to waste time on anything that won’t make a big impact.
6. Latch on to Trends
Embracing trending hashtags or hopping on the bandwagon for trending topics is a great way to give your content a boost. Remember how Oreo sent out that timely tweet when the power went out during Super Bowl XLVII?
You can do the same thing. There are also regular hashtags that pop up every week (e.g. #MondayMotivation, #TuesdayTips, #WednesdayWisdom, etc.) that you can implement in your social media posts that promote content.
7. Build Relationships
Finally, the most important hack you can do to get your content seen by more people is to build relationships. Whether it’s partnering with influencers, co-branding a lead-generation offer or simply participating in regular backlink exchanges with other companies, the more relationships you can develop, the better. So if you win a backlink, don’t just take it as a win. Think about how to maximize that win and replicate it. If you get a piece of content co-branded, see how it performs and whether it makes sense to co-brand another one. The best way to promote your content is to think about both your short-term and long-term goals.
There you have it! If you want more people to see your content, you have to do more than create it. Hopefully, these tips will get you started on promoting it more effectively so that more people see it. Want more content promotion and marketing insights? Be sure to check out the madison/miles media blog and subscribe.