You’ve created your content and now it’s out there for the world to see.

Job done, right?

If only – you’ve not even done 50% of the work!

Because if you don’t promote your content and you don’t have a large following, you’re going to struggle to get people to consume it!

You need to shout from the rooftops and get people interested in your new piece of content by being a master-promoter.

As a top Marketing Agency in London, we’re going to touch on the few key ways you can promote your piece of content such as:

• Ransacking Your Competitors Backlinks
• Making Content Go Viral
• Promote With Paid Ads
• Bonus Tool: Social Share Plug-In

1. Ransacking Your Competitors Backlinks

Whatever industry you’re in, you’re going to have direct and indirect competitors.

Example of direct competitors: Nike vs. Adidas 

Example of indirect competitors: Nike vs. Supreme

The key difference between the two is that Nike and Adidas will never collaborate, but Nike and Supreme would – and they have.

Nike and Adidas are in direct competition for the exact same customers and they’re ruthless in stealing one another’s clientele. 

However, Nike and Supreme may share the same customers and there will be an overlap, but the overlap is not 100% like it is with Nike and Adidas.

In other words, they’re happy to share because it’s a win-win for both. Promotion from either brand means more exposure for both of them, which means more customers!

(Courtesy of Hypebeast) 

Now, let’s get off the topic of Nike and Supreme.

Because when we’re looking at ransacking our competitors backlinks, we need to focus both on our direct and indirect competitors.

If I’m a local business that offers plumbing services, then I need to look at the backlinks other plumbers have received in the area. I also want to look at related services from indirect competitors in the area such as carpenters and/or roofers.

The reason why I want to investigate indirect competitors such as carpenters and roofers is that they will most likely have backlinks to local directories which promote local trades. 

And the reason why we want direct competitors is obvious – they have the things that I want!

To do this, you can use either a free or a paid tool such as:

• Free: Ubersuggest
• Paid: Ahrefs

You get what you pay for so if you really want to go town then pick Ahrefs.

Here’s how you would do it with Ubersuggest if you were a plumber in Essex:

2. Making Content Go Viral 

The definition of virality as stated by Dictionary.com:

“The condition or fact of being rapidly spread or popularized by means of people communicating with each other, especially through the Internet.”

It’s a huge talking point at the moment with books such as Contagious, authored by Jonah Berger, that describes in detail how things catch-on.

And let’s not forget about the popular term that people keep using – “viral coefficient”.

What does viral coefficient mean?

Geckoboard describes it as: 

“The number of new users an existing user generates. This metric calculates the exponential referral cycle – sometimes called virality – that accelerates company growth. Virality is the inherent incentive for customers to refer friends or colleagues to your company.”

The most important thing to keep in mind when focusing on your viral coefficient is to keep it above 1 because this means that each person creates a domino effect that doesn’t run out.

If your viral coefficient goes below 1, then eventually you will come to a stand-still where the dominoes stop falling. 

So, how do you make your content go viral?

It needs to be share-worthy and the one emotion that can almost guarantee your content going viral is inspiring the emotion of “awe” in people. 

Awe is a mixture of fear and wonder – and it makes people share things with others.

That’s why you often see thousands of shares when there’s a video of someone scaling a skyscraper. 

Now, not every piece of content you publish has to inspire awe in people but if you’re looking to promote one piece in order to generate more awareness for your brand then it’s worth brain-storming a few ideas.

And make it relevant to your niche otherwise you’ll get a load of people sharing your piece of content who aren’t interested in your product/service.

3. Promote With Paid Ads 

If you have a budget for it then paid ads are perfect for promoting your content – it’s more direct and intrusive.

For example, you have more control over finding people than with organic SEO, which is based around people’s search term finding your content and hoping it matches up.

Promoting content through paid ads is also fantastic for top-of-funnel marketing because it helps with:

• Increasing brand awareness 
• Making people aware of the problem they need solving
• Reaching out to people who have a problem that needs solving

It helps attract those likely customers who might be interested in your offering and one of the ways you can do this is by attracting them with informative content that your ideal customer may be interested in reading/listening to.

For example, let’s say you have an SEO tool which helps you design an SEO strategy in a matter of minutes. 

Your ideal customer is a business owner who hasn’t got a lot of time on their hands and needs a strategy that is going to get them to the top of Google.

Sure you could go straight in for  the kill by offering your SEO tool upfront but you haven’t educated your customer or built up a relationship with them.

Instead, write a smashing piece of content that highlights the key issues with doing SEO manually as a business owner, why it actually costs the business owner more in time to do their own and the solution for this…your SEO tool!

It also opens more opportunities for remarketing because you can target people who watched more than 75% of your video on Facebook for example. 

4. Bonus Tool: Social Share Plug-In

And one last bonus tip to help with promoting your content and getting that viral coefficient of +1…

On your content, you can add the following plug-in by Sassy Social Share (this is for WordPress websites FYI).

It looks like this on your blog:

Bio – The Good Marketer is a Marketing Agency in London which drives more traffic, generates conversions and increases sales for Small-To-Medium Sized Businesses.