7 ways to promote your content in 2020

By now, I hope your business is producing regular (or at least semi-regular) content for your audience. I’ve said it before, and I’ll say it again – content builds trust, establishes your authority, nurtures your audience and attracts new fans. Amongst other things.

But, if a blog post falls in the middle of a website and nobody is around to read it…

Yep, producing content for content’s sake is so 2019. This year is all about quality. And, once you’ve created quality content, it’s about taking that content and getting the most out of it. You invested precious time, energy and money into creating it – why wouldn’t you squeeze every last drop out of it?

Hopefully, you’re already sharing your content to Facebook and Instagram – but how else can you leverage it to the max? Stuck for ideas on how to promote your content? Here are 7 ways for you.

 

1. Facebook Ads

Yeah yeah yeah, I’m a little biased. If you’re a regular reader of my blog posts, you’ll know I love Facebook Ads. Obviously, I love them for a reason. That reason is this: They work.

Especially for free content.

I’ve run client ads that have had 2c clicks to blog posts. If you’re producing content that your audience wants or needs, then there’s no reason why you shouldn’t get a low CPC either.

Don’t know where the heck to start with Facebook Ads? Or maybe you’ve tried them and resigned to the fact that they don’t work for you? Take my free Facebook Ads training.

2. Email your list

This sounds SO obvious, but you’d be surprised at how many business owners I chat with who simply let their email list sit there, gathering dust. You need to remember to actually email your list.

Newsflash: The people who signed up for your email list are on there because they love what you’re doing. Amongst these people are your biggest fans; the people who are sitting there, hanging on to every last word like a hungry Labrador. Feed them more content.

If you feel like you’re emailing your list too often, you’re probably emailing them the right amount.

Cryptic much, Steph?

Unless you’re emailing them daily (which is actually fine, provided they knew they were signing up for daily emails), then you have nothing to worry about. If they unsubscribe then good riddance to them! They weren’t your raving fan and they were probably never going to buy from you in the first place.

3. Share the post in an Instagram story

Not all of us are lucky enough to have the ability to link from our Instagram Stories (yet). But, either way, you can still promote your content in the Story.

If said content is a video, break it into snippets and share one or two as a video in your Story. If it’s a blog post, share a quote from your post or even just the headline.

If you don’t have linkable Stories just yet, make sure you point them to the link in your bio. More importantly, make sure the link in your bio goes to your content.

As a side note, Linktr.ee is great for having multiple links in your bio – just as long as you make it super, crystal clear, obvious where each button will take them. And don’t give them 100 different options either, please. It’s hard enough deciding between crunchy and smooth PB, don’t make us decide which blog post we want to read as well.

4. Pin it to Pinterest

Believe it or not, Pinterest is used for more than picking out the flooring for your future abode or drooling over recipes that, when made, never quite resemble the original.

If your business isn’t on Pinterest, it probably should be*

(*Disclaimer: This depends a lot on what your business does and who your target audience is. If you sell workwear to tradies, maybe give it a skip for now).

Even if you have 1 Pinterest follower (your mum) and 1 board (from that time you went on a clean eating kick and saved every recipe in sight), you can still get some great traction on your content.

How, you ask?

Group boards. They’re like Pinterest boards, but with multiple collaborators. You have to be added to the board by the person who created it, but once you’re in, you’re in. Provided you follow their rules, that is.

5. Publish a Linkedin article

If you’re simply sharing a link to your blog post (or perhaps not even sharing it at all), then you need to try this.

LinkedIn offers a native publishing feature, similar to Facebook’s Instant Articles or Medium’s publishing platform. It allows you to publish your blog post natively, which means people can read it without leaving the Linkedin website or app.

So, why should you bother when it’s so much easier to just share the link to your website?

Because algorithms love native content. Linkedin’s algorithm has a tendency to favour native content over external links – meaning you’ll get more eyeballs, more readers and more raving fans.

6. Record a video with the key takeaways from the blog post

This one tends to make people a little antsy. They come up with excuses about not having a good enough camera or having a face that was made for podcasting.

Guess what.

If your video content is good enough, none of these things will matter.

I recorded my most recent Facebook video on my iPhone, in a tiny AirBnB in Amsterdam, using my arm as a tripod because I couldn’t find enough books to prop my phone up. Oh, and I didn’t have a smidgen of makeup on.

Funnily enough, it’s become one of my most viewed videos – and not a single person has commented on the sub-par lighting, the wobbly video or the fact that my brows hadn’t been done since before we started travelling, back in November.

7. Expand on your blog post and turn it into a downloadable ebook

I’m a sucker for a good segue, so here it is: I’m expanding on this blog post in a free, downloadable ebook.