If nobody sees your website content really there? It might as well not be.
Most people loathe content promotion with an intensity usually reserved for lying politicians, lawyers, and bankers. But there is no way of avoiding this reviled chore.
The secret to spreading the word about your site is to use tools that make it easier and less painful. Here are five of the best ways to get your content in front of more people with less effort.
Pop-ups annoy your site visitors and many site owners are looking for an unobtrusive alternative.
Hello Bar is the best-known service that provides a website welcome bar that you can use for multiple purposes.
If you have content that you want to promote, then link to that from your Hello Bar. Your bar shows your original content to everyone who arrives by following links to your earlier writings. If you rank well on Google for other terms, your Hello Bar account can shows visitors a link to your newest content that may not rank yet.
You can also use your Hello Bar to encourage email subscriptions, link to hot discounts and to increase Facebook interactions.
One fully-functional Hello Bar per site is free. The Pro subscription removes the Hello Bar branding and allows multiple bars per site, which will allow you to segment your users more effectively.
The more individuals who work together, the more efficiently word spreads.
Everyone Social is a social sharing app for companies with many employees. Plans are customized and start at $1,500 per month.
Everyone Social encourages employees to send specific pieces of company news to their private networks. It utilizes the Six Degrees of Separation Principle to expand your reach on social media. Your business news gets into news feeds because it is delivered by individuals to their friends, whereas companies must use promoted posts to reach the same number of users.
There is a good chance that your news will go viral if it is attractively formatted, with links to your best content, images, videos and interactive components such as quizzes or surveys.
If you can link your content to a giveaway, interactions will soar.
Giveaway Monkey makes giving as simple as it’s possible to get. There are different services, and all are well-priced to appeal to businesses of every size.
You can let Giveaway Monkey run your giveaway, including all promotion and marketing and your only roles would be to provide the giveaway prize and to mail it out. Alternatively, you can send in a sponsored post with links to your original content, or run a featured giveaway for less than the price of the hosted giveaway service.
Giveaway Monkey has many American, Canadian and British users and lets you target subscribers by location, making it ideal for focused promotions.
Sometimes you need to promote your content to new demographics by paid advertising.
Outbrain is one way of promoting your content to users of top quality sites such as CNN and ESPN. You submit an ad unit that includes a compelling headline and photo. Outbrain then posts your ad with publishers that use their service. Publishers are paid a share of the revenue from the ads on their sites. The pricing model is a cost per click (CPC) one, so advertisers only pay when someone clicks and visits their content.
There are two Outbrain programs; Amplify and Engage. Companies use the Outbrain Amplify program to put their content marketing efforts in front of new users on premium sites. Your CPC will depend on how interesting your content is. If your ads are unattractive, you will need to pay a higher cost per click to have them shown on publishers’ sites.
The Outbrain Engage program has a minimum of one million article page views per month, so your content is only going to be shown on highly successful sites.
If you have put hours of hard graft into writing a superb piece of content, you need to repurpose that content in as many ways as possible to achieve maximum reach.
Slideshare is a highly popular way to reorganize your best work into series of slides and then to use those slide decks to promote the original content. Slideshare is now owned by LinkedIn and markets itself as somewhere to share professional slide-based content.
A Slideshare account is entirely free. There is no premium level of service, and you get the whole service for free and forever, including detailed analytics, links, and unlimited presentations.
Your Content Promotion Strategy
Content without promotion is a waste of electrons. But promotion methods need to be simple, so they do not steal too much productive time from your day.
Prioritize your advertising methods carefully, starting with low-cost, simple techniques such as Hello Bar before moving on to competitions, giveaways and slide presentations.