4 Weird But Effective Tactics for Promoting Your Content

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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You’ve spent hours poring over buyer persona research, examining the trends in your industry, and carefully optimising your content around the right search keywords.

With a feeling of triumph, you click the “post” button, lean back in your chair and wait for the views and shares to roll in. But hours, days, even weeks later, engagement with your content is underwhelming…

Does this situation sound familiar?

If so, you’re not alone. There are plenty of inbound marketers out there crafting great content that expect people to find them instantly. Many of these marketers are crestfallen when it turns out that their traffic numbers are nowhere near what they were expecting.

Why You Need More Than Just Great Content

Why are so many marketers getting results that don’t align with their expectations? It’s simple:

Creating great content is no longer enough to stand out.

Sure, your content has to be great. If it’s not, no one will care about it even if they do find it online. But once you’ve created great content, if you want to really squeeze every ounce of value out of it, (and why wouldn’t you?) your job isn’t done once your content is complete.

We’re not talking about the normal conventional promotion methods that you already use: sending an email newsletter, sharing in a status update, etc. Everyone’s already doing that. If you want to really catch people’s attention, you have to promote yourself in creative ways.

Here are four lesser-known tactics that you can use to promote your brand’s content to build your audience and better engage with your prospects and customers.

Email people and brands you mention in your posts

Is there a particular influencer or company that you mention in your posts? Let them know about it! Email is often your best bet: it’s easy for a tweet or Facebook post to get lost in the shuffle. Don’t be discouraged if you don’t hear from them: it’s fine to follow up periodically, but use your judgment and don’t become a pest.

If you’re successful with this approach, the person or company that you mentioned might share your content with their audience, which can increase your reach exponentially.

And on the other side of the coin, once you’ve established your relationship, that influencer might be willing to write a guest blog post or contribute content to your website, which builds your authority.

Create an image from your content

Even if you’re creating text-based content like a blog post or research study, there’s no reason you can’t use visual methods to promote it. One tactic that we’ve employed frequently on this blog is creating a text overlay on an interesting image. You can accomplish this using simple design tools like Canva. Social media consultant Cynthia Sanchez says that a text overlay can help clarify the meaning of your images and increase the number of people who click through to your content.

Send direct messages to people who might be interested in your content

If you’ve been doing a good job of learning about your audience, it’s likely that you have a strong sense of what type of content they are looking for. That’s a good thing.

But don’t leave it up to them to find your content. Seek them out yourself! If you’re worried about bothering people, imagine this situation: you’re in the market for a new vacuum cleaner for your home and are agonising over the decision between two competing models. Maybe you sent out a tweet to express your frustration at how hard it is to choose a new vacuum.

How would you feel if, the very next day, you logged into Twitter to find a personalised message directed specifically to you, with loads of great information about the vacuums you’re considering. Would this be a bother to you? Of course not! In fact, if you know your audience and what they need and have created content to fulfil those needs, people will be grateful that you shared it with them.

Use Pinterest

Pinterest is one of the most underrated social media networks, which means there’s a great opportunity for clever marketers to win a larger audience share there. Content on Pinterest has a much longer lifespan – while a tweet’s lifespan is usually less than 30 minutes and a Facebook post’s lifespan is around an hour and a half, pins on Pinterest can stay relevant for over a week.

And using Rich Pins, you can include a link to an app, article or product, which will help your content get even more traffic.

The potential for creative content promotion is unlimited. Stay up to date with how the world of marketing is developing and you’ll undoubtedly start coming up with your own unconventional ideas that will help you separate yourself from the crowd and use content to dominate the inbound marketing realm in your industry.

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