As content becomes an essential part of growing your business, you can't just post a blog and hope people stumble across it. You have to push it out to multiple channels so it's seen by as many people as possible.
Here are five cross-promotion strategies that may help you meet your goal.
1. Spread your content across social media.
The more active you are on social media, the better your chances of building an audience. But people tend to spend more time on some channels than others. That's why you have to use everything at your disposal to promote your content.
Every time you write a new blog post or produce a new video, share it across every channel you can think of. Include a captivating headline to introduce it to potential readers. You don't have to spend an afternoon doing this, though; using tools like HootSuite, you can publish across multiple platforms in as little as one click.
2. Add links to other content.
Of course, you want potential readers to check out the content you're promoting. But new content can be a great vehicle for introducing people to previously published blogs and videos, so make sure each new post includes links to related content.
While some of these links should go to your own content, don't forget other websites; if you link to them, they may return the favor and link to you. Ideally, you'll add a link to a specific word or phrase in your content. If you can't find a way to do it, though, a list of related links at the bottom works just as well.
3. Write guest blogs on other sites.
Even if you're doing everything in your power to attract new visitors, eventually you're just preaching to the choir if you're only promoting on your own social media pages and website. Guest blog posts can provide a whole new platform.
If you only rely on your own channels for promotion, you're reaching out to the same people over and over again. Posting guest blogs on other sites introduces you to people who may not have heard of you otherwise. It brings new people to your site; more importantly, it could prompt them to share your content with their own networks.
4. Add links to your signature.
When you receive an email, you may notice a signature with the sender's name, email, phone number and website. That sender had made it easy for you to find them online, and an email signature could do the same for you.
Email signatures were created to add formality to emails and to remind recipients how to reach the sender. Since then, they've evolved into handy cross-promotional tools. For example, if your signature includes a link to your blog, you've promoted yourself to a new potential follower.
5. Update existing links.
Studies show that new content fares better in search engines than old content. That means your most recent content will run circles around older posts. One way to breathe new life into older content is to update it for newer audiences.
Blogs get outdated and sites shut down, so if you add links to your content make a habit of updating them regularly. Do the same thing for that e-book your wrote three years ago. It makes the existing content look fresher, and it catches the eye of search engines, which are always on the lookout for new content.
There's more than one way to promote content, and if you use the tips above you could be your own best cross-promotional channel.
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