Do You Forget “Marketing” in Your Content?

Content marketing trafficYou’ve invested your time, energy, and money in writing quality content that drives traffic. Yes, this is a great start, but what many of us forget is actually marketing the content we've written. Writing is not enough: to be heard you have to share your blog posts with others.

  Do you also forget "marketing" in your content marketing strategy?   The steps below briefly outline what should be on your content marketing “ta-da” list.

1. Optimize it for search engines!

SEO is the first point on your content marketing “ta-da” list.   Make sure the post is optimized for search engines before you hit the publish button. Blog content is great for driving relevant traffic to your website. “Evergreen content” will continue to drive traffic to your website days and even years after a blog post has been published.   For the magic to happen your blog posts have to be optimized. For best practices in SEO check out 22-Point Blog Post Checklist: Before You Hit the Publish Button.   Things to optimize in your blog include:

  • Title

The first thing your readers see. Spend time working on it to make sure it’s catchy, as it determines how many visitors actually get to your website. Title best practice is to have it between 40 and 69 characters with spaces.

Titles in content marketing

  • Description

The second most important element for your web page. It’s best to have a description between 135 and 160 characters in length. And do include a keyword. Read more about the description tag here.

 Descriptions in content marketing

  • Keyword in the body

It’s best to include a keyword or two in the body of your blog post. Keep in mind that the days of keyword stuffing are long gone. So, include them a few times on your web page where relevant will be good enough.

  • Synonyms

Use words from “Related Searches” in your writing. To find them, just Google your main keyword. These are the terms Google believes are relevant to your main search term. It’s best to include them in your post to improve SEO.

Synonyms in content marketing

2. Share it on social

Let the community know by sharing the content you came up with on Facebook, Twitter, LinkedIn, and Google+.   You can add more – Pinterest and StumbleUpon can be great additions to your main social networks list.   There are quite a few user-friendly content marketing tools out there that make social sharing very simple:

  • Hootsuite – for post scheduling and sharing in social networks

Hootsuite for content marketing

  • Dlvr.it – to share across multiple platforms easily

Dlvr.it for content marketing

3. Outreach to companies mentioned in the post

Have you mentioned companies or other bloggers in your post? Reach out to them so that they know they’ve been mentioned. This will attract more traffic, increase social sharing, and will also get you more links.   Here is a sample Twitter message to use for outreach:

 Happy Monday! @TechSmith is on our list of the coolest programs and apps to create custom images. Full list: http://ow.ly/ube6B

4. Draw up a list of influencers and the top performers in your industry

It's best to know the top performers in your industry. They usually have quality resources so referencing them in a post is a good kick-start. Especially if you do outreach to them once the post is published.

Circle for content marketing

Followerwonk for content marketing

  • To find influencers on LinkedIn: Pulse

Pulse for content marketing

5. Write “Top List” content

Top lists are curated lists of companies and individual websites that share good information and tips in a specific area. Here are a few examples on our blog – 21 Content Marketing Tools to Use in 2014, and The Top 25 Must-Read Internet Marketing Blogs.   Top lists work well because you curate information for your readers. You do the research and quality assessment for them. At the same time these posts have built-in virality mechanisms, as the companies mentioned in a post will share the posts in their networks.

6. Syndicate your RSS

By adding your website RSS to content syndication websites you maximize exposure of your content. Syndication websites with some quality control will repost your content for free.   Guess what happens next? You get backlinks, social shares, mentions, and audience. Works well, easily, and effortlessly.   One thing to keep in mind – you need to have links to your website in the body of your blog posts. This way you’ll get backlinks.   Here is a list of places where you can syndicate your content:

It’s a selection of the hottest and trending topics in any industry.

The world’s best thinkers on social media covering Twitter, strategy, search, ROI, policy, metrics, marketing, influence, Google+, Facebook, and more.

Covers marketing, strategy, leadership, branding, technology, social media, mobility, and other topics.

7. Share content on relevant groups and discussions

There are groups on LinkedIn for virtually any topic. You can sparkle a conversation with your content by simply sharing it with a relevant group.     How do you market your content once it’s published? What techniques do you use? Share your comments with us.