16 Content Promotion Strategies That Work in 2024

Creating great content is one part of the content creation process, if you want to ensure more people see your content, you must include content promotion in your marketing strategies.

Around 7.5 million blog posts are published on the internet every day. Even the best blog posts, videos, or infographics can easily get lost in the crowd if you do not find a way to get your content to your target audience.

With algorithms constantly changing and consumer attention spans shrinking to 8%, it’s harder than ever to make sure your content gets in front of the right audience.

Some businesses often overlook content promotion but it’s crucial. Yes, we pressed publish on a new post after spending hours creating content, only to see little engagement because they don’t promote it properly.

You need to have proven strategies that you can use to increase your content visibility and connect with the right audience.

The good thing about this issue is that at the Digital Marketing Skill Institute, we discuss issues like this, and many more others as one of the bonus topics for our students in our digital marketing course.

In this article, we’ll look at the best content promotion techniques for 2024 that will help make sure your content reaches the right audience and drives real results.

So let’s dive into these strategies and see how they can help you get more traffic and engagement.

What is Content Promotion?

Content promotion is the process of sharing your content on different platforms to help more people see it. It’s like a way to get your valuable content in front of the right audience. Just creating good content isn’t enough—you need to promote it to make sure people actually find it.

Content promotion involves using different methods to spread your content far and wide. This can include sharing blog posts on social media, sending emails, working with influencers, or paying for ads. The goal is to attract more visitors to your site, get leads, and eventually increase sales.

Imagine you write a great article or create a cool video. You publish it and hope people will see it. But without promoting it, your content might get lost in all the other stuff online. Content promotion is about actively getting your content noticed.

16 Content Promotion Strategies You Can Use to Promote Your Content

Creating high-quality content is just the first step, If you truly want to drive engagement, generate leads, and boost your online presence, you need to promote your content effectively.

Below are 16 content promotion strategies that can help you drive more traffic to your website

Plan Your Content Ahead of Time

This is one of the crucial aspects of promoting your content if you want to reach more people.

You need to start by creating a content calendar. This calendar will help you organize your ideas, set deadlines, and keep a steady flow of content. This proactive approach allows you to align your content with important dates, events, or trends that your audience cares about.

When you plan early, you can also figure out the best places to promote your content. For example, if you have a topic that you will be creating such as How to Get Started in Digital Marketing in 2024 (Step by Step), you can prepare content in advance and schedule the posts.

Additionally, you need to have a clear plan that helps you set aside time to promote each piece of content, making sure your audience gets valuable information at the right time.

Create a Buzz on Social Media

If you have content you want to publish soon, creating excitement before it’s released is a great way to get people interested.

You can start by posting teasers that give a hint of what’s to come. this will keep the audience engaged and curious about your upcoming content. You can also use images, interesting questions, or short video clips to grab your followers’ attention.

For example, if you’re about to share a new blog or video, show behind-the-scenes moments or share a sneak peek of what will be covered. You can ask your audience to comment or share their thoughts, which helps increase engagement and makes them feel connected to your content.

When you generate excitement and curiosity about the content, you’ll ensure that when your content finally drops, your audience is eager to engage with it, leading to higher visibility and interaction.

Improve On-Page SEO to Rank Higher on Search Engines

On-page SEO also known as on-site SEO is the practice of optimizing individual web pages to rank higher on search engines and attract more visitors.

According to Backlinko, content on the first pages of SERP has a higher search of receiving clicks than content on the next pages.

So if you want your content to get more visibility, you need to start by doing keyword research and identify the words and phrases that people are searching for related to your topic. Check what your competitors are doing and find a way to bring your unique ideas to the content you are creating.

Once you know the right keywords, use them naturally in your content. you can include them in your title, headings, and throughout the text.

Also, make sure your meta description (the short summary that shows up in search results) and alt text for images include relevant keywords. These help search engines understand your page and can make users more likely to click on your link.

When you improve your on-page SEO, you make it easier for search engines to find and show your content, which can lead to more visitors and a stronger online presence.

Distribute Content to Your Email List

An email list consists of a group of people who have given you permission to send them emails, allowing you to communicate with them directly.

In 2024, mobile devices accounted for 50-60% of email opens, as consumers increasingly turn to their smartphones and tablets to check emails multiple times the day because it is easily accessible.

According to Forbes, timing also plays a crucial role in the success of your email marketing, and the most popular time to send an email marketing campaign is Tuesday at 12 p.m.

So email can be used to share updates about your new content, like blog posts, videos, or podcasts and activities about the company.

Some of the best strategies to leverage your email list for content promotion:

• Use a catchy subject line that grabs attention and encourages opening. 47% of email recipients click based on the subject line alone, according to Invesp’s data, this shows that subject lines play an important role in capturing attention.
• Keep your email short and clear, and include interesting visuals to support your message.
• Personalizing your emails by grouping your subscribers based on their interests or past actions will play a vital role in getting engagement for your content and customer interaction with your brand.
• Add a clear call-to-action (CTA), encouraging readers to click on your content.
• You can also ask them to share it with others in their network for more visibility.

When you use your email list well, you can bring more traffic to your content and build stronger relationships with your subscribers, keeping them engaged and informed about what you’re offering.

Make Social Sharing Easy

Social sharing is a simple way to get your content seen by more people. You can make it easy by adding social sharing buttons to your blog posts, articles, and other content.

These buttons should be easy to find and simple to use, so readers can share your content on their favorite platforms with just one click.

You can also make sharing easier by adding a short message or quote that readers can copy and paste when sharing. You could even create pre-written tweets or posts that highlight the key points of your content, so your audience can share it with little effort.

Additionally, remind your readers at the end of your content to share it if they find it helpful or interesting.

When you make it easy and encourage sharing, you can help your content reach more people and attract new audiences who may not have found you otherwise.

Make Your Visuals Easy to Share

People love good images, infographics, and videos because they quickly share information in a fun way and grab attention. So If your content includes these visuals, it becomes easier for people to share.

You can start by creating visuals that support your content and highlight important points or facts. This will make it easy for your audience to relate more to your content. You can use tools like Canva or Adobe to design beautiful graphics that are simple to share on social media.

So make sure your visuals have your branding, like your logo or website URL, so that when others share them, your brand gets noticed. You can also create shareable quote images or eye-catching stats from your articles that stand out on their own.

Finally, ensure you include share buttons with your visuals and provide a simple HTML code that people can copy to add your image to their own website.

This will make it easy for people to share your content in a way that it will drive more traffic back to your original content.

Connect with Niche Influencers

Over 70% of marketers see and have found influencer marketing as a great way to increase brand awareness and improve visibility according to charleagency.

Influencers are people who have built trust and a strong following in specific areas. They can be great partners if you want to reach a bigger audience.

I want you to know that it is not every influencer that fits your brand. So you should look for influencers who share values similar to your brand and have followers that match your target audience.

Once you’ve found the right influencers, engage with them by commenting on their posts, sharing their content, and building a real connection before asking for anything.

After you’ve established a relationship, reach out and explain how your content could benefit their followers. You can suggest ways to work together, like guest posts, social media shout-outs, or joint webinars.

When they agree to collaborate, you can use their influence to expand your reach and attract new followers who are interested in what you offer.

Mention Others and Ask Them to Share

If you are creating content and you mention other people’s contributions in your content, this is an effective way to reach a bigger audience.

For instance, if you are in the digital marketing niche, examples of marketing leaders that you can reference in your article are Neil Patel, Seth Godin and Gary Vaynerchuk.

You can do this by adding quotes, ideas, or references from other creators, experts, or brands. You could also interview subject matter experts (SMEs) in your field to include their thoughts in your article.

This will help improve your content quality and also increase your chance of getting more people engaging with it.

Once your content is published, reach out to the people you’ve mentioned. You can contact them through social media or email and let them know how their input helped improve your content and kindly ask if they would be willing to share it with their audience.

This is the same thing I did for my article on How to Build a Successful Career in Digital Marketing in 2024, I interviewed some subject matter experts to learn from their experience. When the content was published, I reached out to them to share it with their follower for more reach.

People usually appreciate being acknowledged and are often happy to help spread the word. This approach can lead to more shares and also help you build stronger connections in your industry.

Republish Your Content on Community Platforms

Once you’ve created and published content on your blog, you can share it again on other community-based platforms to reach new people and boost engagement.

Websites like Medium, LinkedIn, or industry-specific forums let you share your ideas with a wider audience who may not know about your original site.

When you republish your content, make sure to follow the platform’s rules and consider tweaking your content a bit to better fit the audience. For example, if you are republishing the content on the new channel, you could add a personal story or share extra insights that would appeal to that community.

Additionally, when you are creating the content, ensure you include a link back to the original piece on your website, so readers can explore more of your content.

When you share your expertise in these active communities, you can increase your visibility and also establish yourself as a thought leader in your niche, driving more traffic and engagement back to your brand.

Repurpose Content into a Podcast or Video

Content repurposing is the process of taking existing content and modifying it to create new content that can be used across different channels, formats, or audiences.

This is a great way to reach more people and keep them engaged. One easy way to repurpose content is by turning it into a podcast or video.

Studies reveal that 95% of viewers retain a message when consumed through audio or video, so transforming your blog posts or articles into these formats can help you connect with a wider audience.

According to Neil Patel’s post on LinkedIn, 7.34% of the web pages out there get no traffic from search engines. So if you have content that you can repurpose into a podcast if you want to reach more people who can patronise your business.

For example, you could take a popular blog post and create a podcast episode where you talk through the main ideas and add some personal stories or extra thoughts. Or, you could make a video that summarizes the content with visuals, like graphics or animations, to make it more engaging.

When you repackage your content, you can appeal to different types of learners and also create opportunities for cross-promotion. You can also share your podcast or video on social media and link back to the original content, which can drive more traffic to your website.

Share Your Content in Relevant Groups and Forums

Groups and Forums are online communities where people connect and share ideas. so sharing your content in the right groups and forums is a great way to reach people who are already interested in your topic.

There are two main types of communities:

• Owned community

Examples of communities that are within your control include your own website forum or groups that you create for your customers to interact with one another.

• An online community (third party)

On the other hand, platforms like Reddit and Quora allow you to join existing forums where your target audience is already active. Or the Facebook or LinkedIn group you create to interact with your customers.

When you share your content on any of these communities, make sure to provide some context about why it’s valuable. Instead of just dropping a link, engage with the group by asking questions or inviting discussion related to your content.

This shows you’re genuinely interested in sharing your knowledge with the group and can encourage others to check out your work. By participating and sharing useful information, you can build trust, attract more readers, and connect with others who share your interests.

Use Paid Promotion to Reach the Right Audience

Paid advertising is when a company pay money to connect with people who are most likely to be interested in your products or services.

if you’re specifically looking to optimize your website for search engines and improve organic rankings, SEM might be a better fit. However, if you want to directly advertise your content to a targeted audience, PPC is the way to go

You can use platforms like Facebook, Instagram, and Google Ads to target specific demographics, interests, and behaviours. This ensures your content gets in front of the people who will be most engaged with it.

Since most people don’t share sales content on their own, paying to show your ads to the right audience is a smart way to promote your products or services.

You need to set a clear goal for your campaign, like driving traffic to your website, generating leads, or raising brand awareness. Make sure your ads is attractive and include a strong call to action to encourage people to click.

With paid promotion, you can also track performance metrics to see what works best. This data helps you refine your strategy over time, making your campaigns more effective.

Additionally, paid promotion can be cost-effective since you only pay when someone interacts with your ad, whether that’s through clicks or impressions.

When you invest in targeted paid promotion, you can increase your chances of reaching people who are genuinely interested in what you have to offer.

Leverage Employees Advocacy

When your employees share your content on their social media, it makes your brand seem more real and trustworthy. Their networks are often filled with potential customers who trust their opinions or are interested in the company’s activities.

So using your employee advocacy is one of the best ways to get your content to your target audience without spending a dime. If you want to make this happen, create a culture where sharing is encouraged.

Give employees content that’s easy to share, like blog posts, videos, or infographics, and suggest captions they can use. Ask them to post it on their social media pages to encourage more views  You could also run a fun competition or offer rewards for the employees who share the most.

When employees are excited to share your content, it helps increase engagement, reach more people, and bring more visitors to your website, boosting your brand’s visibility.

Leverage Guest Blogging to Build Quality Backlinks

Guest blogging is a strategy for promoting your content while building valuable backlinks to your website. When you write for established platforms in your niche, you can drive traffic to your site, increase your visibility, and improve your SEO.

To start building links through guest blogging, identify reputable websites in your niche that accept guest posts. Once you’ve found relevant platforms, pitch your article ideas and the topics you’d like to write about. If your topic is accepted, you’ll be able to write your post and share your expertise with your audience.

When you want to start creating content for your guest post, focus on offering unique insights, actionable advice, or solutions to problems that will benefit your readers. The goal is to provide value that not only improves the host website’s content but also showcases your expertise.

In exchange for your contribution, you’ll typically be allowed to include a link back to your own website. This backlink is important for improving your search engine rankings, as it signals to search engines that your site is reputable and authoritative.

Beyond building backlinks, guest blogging offers several other benefits. It increases your online visibility, helping you reach new audiences who may not have discovered your website otherwise and allows you to build relationships with other bloggers and influencers in your industry.

When you consistently contribute valuable content to high-quality sites, you’ll not only strengthen your backlink profile but also position yourself as an authority in your field.

Revisit and Repromote Old Content

One great way to make the most of your old content is to revisit it and give it a fresh look. When you update it, you can attract new readers and bring traffic back to your website.

Old content includes articles, blog posts, videos, or any material that has been around for a while and isn’t actively promoted anymore. While this content may have been interesting and useful when it was first published, it can become less visible as new content comes out.

So start by auditing your website to find those types of content. When you find that content, check maybe there is a way you could use some updates with new information, images, or insights.

You might also change the title or add a new introduction to make it more appealing. After you update it, share it again on your social media, in your email newsletters, or in relevant online groups.

When you repromote old content, it saves you time from creating something new from scratch and also reinforces your expertise on the topic. This strategy helps ensure that valuable information continues to reach your audience while maximizing the return on your previous efforts.

Cross-promotion with Other Brands

If you are a brand and you want to reach more people and grow your audience, you should consider working with other brands.

Cross-promotion is when two or more brands team up to promote each other’s products or services. The goal is to reach more people by using each brand’s strengths and customer base.

When you partner with businesses with similar values or target demographics, you can create mutually beneficial opportunities for promoting each other’s content.

Cross-promotion can take place in various forms, such as joint social media campaigns, co-branded content, or shared email newsletters. So you need to choose partners whose products or services complement yours without competing directly

For example, if you have a fitness blog, teaming up with a healthy meal prep service would be a good match. You could create joint content like blog posts, webinars, or social media posts that showcase both brands.

When you share each other’s content, you can tap into new audiences and gain potential customers who might not have found you otherwise.

Final Thought

If you are a content writer or creator, I want to know that creating content is not enough anymore, you need to find a way to promote your content if you want it to get the reader’s attention and get more visibility.

Ross Simmonds advises that as you are planning to create content, you should also plan how you are going to distribute the content you are creating. As content should not live and die on the platform where it was originally published.

The digital space is constantly evolving, and staying ahead in 2024 means adapting to new trends and technologies while staying true to what works. You need to find a way to leverage the power of social media algorithms to embrace personalized content experiences.

Whether you’re using influencer partnerships, SEO strategies, or email marketing, it’s essential to be flexible and be creative in your approach If you want to understand your audience and delivering value where it matters most.

At our marketing institute, we train digital marketing students on how to create quality content that can attract leads for their business through innovative marketing strategies and campaigns.

When you build a content promotion plan and stay focused on your goals, you can continuously analyse results, adjust your strategy, boost visibility and also drive meaningful engagement.

FAQs

Why is it important to repurpose old content?

Repurposing old content is vital because it allows you to breathe new life into valuable material that may have been overlooked. When you update and share it again, you can attract new readers, improve SEO, and maximize the return on your previous efforts without starting from scratch.

How can I effectively use social media for content promotion?

If you want to use social media for your content promotion, you need to share your posts at optimal times when your audience is most active. You can use engaging visuals, compelling headlines, and relevant hashtags to increase visibility.

What role does paid promotion play in content marketing?

Paid promotion plays a crucial role in content marketing by allowing you to reach a larger audience quickly. You can use platforms like Google Ads or social media advertising to target specific demographics and interests, ensuring that your content gets seen by the right people at the right time. This strategy is particularly effective for time-sensitive content or campaigns

More resources

Content Marketing For Startups – 7 Ways to Get Awesome Results

Content Marketing Strategy for Nigerian Businesses

Convert Your Leads: Step-by-step Content Marketing Tactics for Your Brand

10 Vital Questions to Ask Your Clients on Content Marketing

5 Ways for Improving Website Content and Reach a Wider Audience