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Creating content that connects brands with audiences

How to successfully promote your
online content

Let me guess why you’re here.

You’ve spent days (or maybe weeks) ensuring the big piece of online content that you’ve created is perfect. You’ve read it a hundred times, made sure it contains all of the right keywords and published it on your website.

But it’s not driving as much traffic as you hoped. What’s gone wrong?

Probably nothing. You may just need to up your online content promotion game. But don’t worry – that’s what I’m here for.

Take on my tips on how to successfully promote your content online using a variety of digital marketing channels, and you should see an increase in web traffic very soon.

What is content marketing?

Content marketing is best defined as the process of creating valuable, relevant and educational content to attract, acquire and engage your audience.

If you are new to the concept of content marketing or need a refresher, have a look at Content marketing: increase your sales, reduce costs, build trust or download our free no-nonsense guide to learn how to capture the full potential of quality content today.

You’ve created online content – now what?

Before you set up your online marketing campaign, you need to outline your content promotion strategy. Your strategy document should include:

  • The topic: what is your content about?
  • The target audience: who is your online content for?
  • Your content goals: what do you want to achieve with it?
  • The buying stage: what stage of the content sales funnel is it at?
  • Your promotion channels: how will you market your content?

I find that creating a promotional strategy in a Word document does the trick, but here are some content marketing plan templates if you need inspiration.

As part of your content promotion strategy, you will also need to create a promotional plan in the form of a calendar. The plan maps out your promotional activities through time, lists all teams involved (such as marketers, designers and web developers) and all meetings you’ve scheduled with them to ensure your online promotion is on track.

I like creating a printable calendar so I have all of my deadlines in hand. But you may find Hubspot’s content planning template a good place to start.

It’s important to make sure that your promotional activities are multichannel. This means using a variety of online channels in order to ‘be where your buyers are.’ If you’re not sure which digital channels your target market is using, have a look at our recent article How to develop the skills of a content marketing agency without using one. It outlines how to understand your audience and create customer personas.

Before you market your content you should put together a content strategy and promotional plan

A content promotion strategy is key

Promoting on your website

Your website is probably the most important place to promote your content.

Whether your goal is to encourage online content downloads, or attract people to your email newsletter, your website should be designed for conversion. This means it should be easy to navigate, SEO optimised, have great visual design and include GDPR-friendly lead generation forms.

Make sure you include the most important parts of your online content in your homepage slider and add relevant call-to-actions (CTAs) in prominent places. You might also want to add a few banner ads (for example at the end of a blog post).

Have a look at 19 of the best landing page design examples you need to see in 2018 for inspiration.

Promoting on social media

Of course, social media is another excellent channel to use to promote online content.

Posting your content on social media is a great way to reach your audience

Thumbs up for social media marketing

You can use organic or paid-posts, but I recommend a mix of both. Organic social posts won’t reach a large group of people on their own, so don’t be afraid to pay to boost your reach. Make sure your social media posts provide value, are educational and have clear CTAs. Your audience should know exactly what you want them to do.

Always remember that social media is a two way street. Once your post is online, you can’t just leave it at that. You have to look at what’s working, what people are engaging with and whether you are reaching the right audience. If you’re not, tweak your social media presence until you get it right. Testing is key!

Promoting on email

Email marketing tends to sit in the middle of the content sales funnel. This means that people on your email database already know about you and, most importantly, like you enough to read your emails. Promoting your online content through email marketing is therefore one of the best ways to get it in front of your customers.  

The easiest way to promote online content on email is to add a link to it in your next newsletter.

I recommend sending a dedicated email to your subscribers as well. This is a stand-alone email containing information about only one piece of content, which tends to automatically increase clicks on your CTA.

Just ensure that you segment your audience correctly so you only send it to the people that you know will be interested. If you send it to your entire list, you risk getting lots of unsubscribes.

As with any piece of promotional activity, make sure you have an engaging design, brief copy and strong CTAs. Personalising your emails to address your recipient directly tends to work well too. Have a look at these 32 brilliant email marketing examples to inspire you.

Promoting on your blog

Because articles sit at the top of the content sales funnel, promoting your online content on your blog is an excellent way to get your content in front of early-stage buyers.

If you have a large content asset (such as an e-book or whitepaper) this should be easy for you. You can divide it up into different chapters and write stand-alone blog articles on them, encouraging your readers to download your e-book throughout the copy.

Be sure your articles are thought-leadership pieces and that you include a UTM tracking link to your CTAs. This way you’ll be able to track which article is driving the most downloads on Google Analytics.

Other promotion channels 

While the above are some of the most important channels to promote your online content, you can opt for one of the below as well:

  • Content syndication: place your content on third-party websites such as Medium to increase its reach
  • Influencer marketing: encourage influencers to share your content to their followers (you may need to show them how promoting it is beneficial to their own brand first)
  • Pay per click (PPC) ads: pay to have your content sit at the top of Google’s search engine results page (SERP) when people search for a related keyword or phrase
  • Digital display advertising: promote your content with online ads to raise brand awareness. If you want to learn about the benefits of online advertising, have a read of our blog article on How to succeed in Ad Ops.

Content marketing guide

And there we have it – the ways you can promote your content online, and the most popular channels to use.

But remember: choosing the right digital marketing channel for your online content largely depends on your individual business and content marketing goals.

If you’re not sure which promotional channels are best for your business, don’t fret.

We’ve created a free no-nonsense content marketing guide to help you discover your content goals and capture the full potential of quality content today:

Download our free content marketing guide