13 Content Promotion Tactics to Get More Eyeballs on Your Content


In case your newly revealed article shouldn’t be learn by anybody, then it can’t do its job to steer, have interaction, or promote.

You have to advertise your content material. Content material promotion places “advertising” into “content material advertising.”

On this put up, you’ll study 13 techniques on tips on how to promote your content material and attain extra folks:

  1. Do SEO
  2. Make your content shareable
  3. Share it with your audience
  4. Email people mentioned in your content
  5. Add internal links to newly published pages
  6. Get your employees to share
  7. Share content in relevant communities
  8. Repurpose your content
  9. Get featured in newsletters
  10. Republish content on third-party sites
  11. Publish multiple guest posts on other blogs
  12. Contact people who wrote something you’ve covered
  13. Run ads

Top-of-the-line methods to advertise your content material is to have it rank on Google. For so long as your article ranks, you’ll be capable of get visitors repeatedly over the lengthy time period. 

Nevertheless, since folks overwhelmingly click on solely the primary few outcomes, your content material shall be invisible until you rank excessive. And with the intention to rank excessive on Google, you should do SEO (search engine optimization).

Typically talking, the method entails:

  1. Realizing what your viewers is looking for – Do key phrase analysis that can assist you determine which subjects they’re looking for.
  2. Creating content material that deserves to rank – Align with the subject’s search intent and comply with search engine optimization finest practices to make it clear to Google that your web page is one of the best consequence.
  3. Getting folks to hyperlink to your pages – This may be both organically or by way of outreach.

We now have a information that goes into element about tips on how to rank your content material on the primary web page of Google, so I extremely suggest you learn it and comply with the method.

Really useful studying: How one can Get on the First Web page of Google [Interactive Guide]

2. Make your content material shareable

Encourage folks to share your content material with their buddies so you possibly can attain a wider viewers. Do that by eradicating blockers—make it straightforward for folks to share.

Probably the most simple methods is so as to add “social sharing” buttons to your content material.

"Social sharing" buttons for Facebook, Twitter, etc., below author bio in blog post

One other manner is to create pictures that summarize sophisticated ideas in order that it’s simpler for readers to digest. That is one thing we frequently do on the Ahrefs weblog. For instance, we frequently discuss in regards to the “vicious cycle of search engine optimization.” That is the concept top-ranking pages have a tendency to remain on high due to the hyperlinks they accumulate.

It may be obscure the idea by way of a bunch of textual content, so we illustrated the idea utilizing a customized picture:

SEO cycle: People search & read #1 result, then link to that result on own site, then these new links cause #1 page to stay on top

Customized pictures just like the one above work rather well on social media. For instance, our “search engine optimization guidelines” customized picture obtained over 1,000 likes and over 300 retweets on Twitter alone:

One other manner is to bake “hyperlink triggers” into your content material. As talked about in tactic #1, getting folks to hyperlink to your content material is vital for rating excessive on Google. Hyperlink triggers—the the reason why folks hyperlink to a sure piece of content material—will make it simpler so that you can attain out and construct hyperlinks; plus, it could possibly additionally assist in naturally attracting them.

Right here’s the way you do it:

  1. Go to Ahrefs’ Key phrases Explorer
  2. Seek for your goal key phrase and scroll to the SERP overview
  3. Discover a related article with a number of referring domains
  4. Click on on the quantity within the Backlinks column
  5. Skim the Anchor and goal URL column for commonalities
SERP overview for "affiliate marketing"

For instance, if we test the backlinks for BigCommerce’s article on online marketing, we will see that persons are linking due to sure stats.

List of URLs of referring pages with corresponding anchor and target URLs

If we sort out the identical subject, we’ll wish to point out these stats too.

3. Share it together with your viewers

You’ve gotten a weblog put up. You’ve gotten followers. Running a blog followers!

I hope you sang that to PPAP. However, my level is that this: You seemingly have already got followers following your work. Massive or small, allow them to know each time you publish one thing new.

For instance, we share the most recent article/video on all our social channels:

"Buyer's journey" article shared on LinkedIn

We additionally ship a publication each Thursday with all of the content material we’ve revealed that week:

Excerpt of Ahrefs' weekly newsletter

4. E-mail folks you’ve talked about in your content material

In the event you’ve written an in-depth article, chances are high you’ve linked to helpful sources from different bloggers. Why not attain out and allow them to know?

SQ reaching out and letting someone know their interview was featured in Ahrefs' content

Most of them shall be delighted to know their content material has been featured. A few of them could even share it on social media and ship some additional visitors your manner.

Even when they don’t, it’s OK. Deal with constructing a relationship with the opposite individual. It might ultimately result in one thing greater down the highway: a partnership, a cross-promotion, hyperlinks, and so forth.

To do that, simply undergo your weblog put up and make a remark everytime you hyperlink elsewhere. Then, discover their emails and attain out to allow them to know. You may write a easy e-mail like this:

Hey [First Name],

I learn your put up on [topic] and cherished [something you enjoyed about the blog post]. 

I included it in my put up on [topic].

Right here it’s: [LINK] 

Thanks for the tip, and I hope the point out sends some deserved guests your manner.

[Your Name]

5. Add inside hyperlinks to your newly revealed pages

Have you ever ever learn an article on Wikipedia, ended up on Article Z, and puzzled the place the earlier 5 hours went?

The ability behind “Wiki rabbit holes” is inside hyperlinks. Inner hyperlinks are merely hyperlinks from one web page on the identical web site to a different. And including these hyperlinks may help readers uncover extra of your content material. Plus, it could possibly assist to spice up your pages’ efficiency in Google too.

Doing that is fairly easy. Simply head to Google and do a website: seek for your personal weblog or web site. For instance, if I needed so as to add inside hyperlinks to our lately republished article on the client’s journey, I’ll seek for this in Google:

Site search of "buyer's journey" performed on Google

Then, I’ll undergo every of those pages and add inside hyperlinks to the goal web page with related anchor textual content.

Internal link with relevant anchor text (buyer's journey) in an Ahrefs blog post

Do that each time you publish a brand new put up, and also you’ll be all set.

Really useful studying: Inner Hyperlinks for search engine optimization: An Actionable Information

6. Get your staff to share

After publishing, we encourage every writer to share their work on their socials. This generally is a easy share or possibly even a thread on Twitter.

As you possibly can see, they’ll get a ton of traction.

It’s a easy concept, however it’s one which many firms neglect. Your staff give you the results you want, produce content material, and sure use your product. They’re in one of the best place to advertise your content material—a few of them could have even cultivated an viewers of their personal.

They need to be one among your first ports of name everytime you publish one thing.

7. Share your content material in related communities

Regardless of which area of interest you’re in, there are prone to be communities that individuals actively take part in. These communities could be on Fb, Reddit, Discord, Slack, and so forth., and are nice locations the place you possibly can promote your content material.

However this doesn’t imply that you would be able to saunter into any of those teams, drop your hyperlink, and disappear. In case you missed the memo, that’s referred to as spamming and a surefire approach to get banned.

As a substitute, what it’s best to do is deal with every neighborhood as should you’re a vacationer in a brand new nation. It’s a must to respect the tradition and do because the Romans do. Determine what the express and implicit guidelines are and comply with them. You must also take part in discussions, ask questions, and provide constructive recommendation.

Solely while you’re a well-respected “citizen” can you start to advertise your content material.

Even then, it’s not license to advertise every part you’ve revealed. Share solely your finest ones. For instance, our chief advertising officer, Tim Soulo, has written a good variety of posts on our weblog, however he solely promotes one or two in such communities:

Tim's Reddit post on Ahrefs' guide to link building

What’s even higher is to befriend folks in these communities in order that they share your work with out asking:

Someone shares SQ's article about influencer marketing on Slack

8. Repurpose your content material

Simply because your content material is in a single format doesn’t imply it must be in that format eternally. Make your content material advertising environment friendly—flip your present content material into a number of codecs for various platforms.

For instance, we turned our information to influencer advertising right into a video and turned our video about affiliate marketing into a weblog put up.

Not solely does this provide help to attain extra individuals who want completely different codecs, however you might also occupy two positions on the SERPs.

Google SERP for keyword "local seo"; note Ahrefs' article in search results
Google SERP for keyword "local seo"; note Ahrefs' video in search results

9. Get featured in newsletters

Final month, my article on B2B advertising was featured in Aleyda Solis’ #SEOFOMO publication.

Short write-up of "B2B marketing" article in #SEOFOMO newsletter

Much like communities, there are many niche-specific newsletters round. Get featured in one among them, and you will get loads of publicity in your articles.

Whereas my article was picked up organically, you don’t need to undertake a “wait and hope” strategy. Actively attain out to the homeowners of such newsletters and introduce your newly revealed article to them. Once more, like communities, don’t attain out to advertise each newly revealed article in your website. Promote solely your finest ones. 

I like to recommend following the ideas on this article on outreach for max success.

Don’t be pushy, although. Such newsletters are despatched on a frequent foundation, and also you don’t need to characteristic on the following one. Suppose in the long run—it’s higher to construct a relationship with the publication creator. Who is aware of? You might ultimately be featured not simply as soon as however many instances.

10. Republish your content material on third-party websites

On Nov. 10, 2021, Ryan Vacation revealed this piece on his weblog.

Excerpt of Ryan's article "Work, Family, Scene"

The subsequent day, he republished it—phrase for phrase—on Forge, a private growth publication on Medium.

Excerpt of "Work, Family, Scene" article republished on Forge

Right here’s one other instance: He wrote this piece for the enterprise journal, Inc. In a while, he republished it on his personal website.

That is referred to as content material syndication, and it’s when third-party websites republish a precise copy of content material that initially appeared elsewhere. That is virtually killing two birds with one stone—you’re solely writing one piece of content material and exposing it to completely different audiences.

This results in the following query: How do you discover such syndication alternatives?

The best manner is to begin with self-syndication websites—websites the place you possibly can republish your content material your self. Examples like Medium and LinkedIn make it straightforward so that you can import present content material and republish it:

Text field to enter URL and import content into Medium

Past that, you should discover publications that settle for syndicated content material. To search out these websites, you possibly can search in Google for these phrases, together with the subject of your alternative:

  • Republished with permission
  • Initially appeared on
  • Initially revealed on
  • A model of this
  • Additionally revealed
Google SERP for "'originally published on' marketing"

When you’ve gotten a listing of publications you wish to pitch to, discover the title and e-mail handle of the web site proprietor or editor. Then attain out to ask in the event that they’d be open to syndicating your content material.

Do do not forget that bigger websites have completely different editors for various subjects, so do your analysis beforehand to make sure you’re reaching out to the fitting individual.

Really useful studying: Content material Syndication: What It Is and How one can Get Began

11. Publish a number of visitor posts on different blogs with the “Splintering Method”

Even when websites usually are not keen to just accept syndicated content material, they could be glad to just accept contemporary content material within the type of visitor posts. However on this situation, you don’t need to rewrite content material from scratch both.

Use your present article as a base and create standalone articles from it. You may then submit these “splintered” articles as visitor posts.

On left, long article chopped up. Axe in the middle. "Chopped up" articles on right

For instance, our information to hyperlink constructing has 5 chapters.

List of five hyperlinked chapters

Every of those chapters might be excellent visitor posts on their very own. You’ve already carried out the exhausting work beforehand, so “recreating” these articles as visitor posts ought to be comparatively simple.

Really useful studying: Visitor Running a blog for search engine optimization: How one can Construct Excessive-High quality Hyperlinks at Scale

12. Attain out to individuals who’ve talked about one thing lined extensively in your article

If somebody wrote an article that mentions your subject with out going into element, then your article is likely to be an ideal match as a further useful resource they’ll level to.

How do you discover these articles? Right here’s how:

  1. Go to Ahrefs’ Content material Explorer
  2. Seek for your subject

For instance, if we seek for “mechanical keyboard,” you’ll see round 280,000 pages you possibly can goal.

Content Explorer search for "mechanical keyboard"

However that’s too many pages to look by, so let’s set a couple of extra filters to slim down the outcomes:

  • Area Ranking rating: 30–90
  • Web site visitors: 500+
  • Phrases: 500+
  • Language: English
  • One web page per area – Checked
  • Exclude homepages – Checked
  • Exclude subdomains – Checked
  • Stay & Damaged – Solely reside
  • Filter specific outcomes – On
"Mechanical keyboard" search with filters applied

This reduces the variety of pages to ~3,000 of one of the best ones. If this quantity remains to be too daunting for you, then you possibly can all the time mess around with the filters till you get a quantity you’re comfy with.

Upon getting a passable record, undergo every web page and see in case your article can add worth as a useful resource. If the reply is sure, attain out to the author or web site proprietor and see should you can persuade them to hyperlink to your article.

Most small companies shrink back from this. However probably the most direct approach to get extra visitors to your content material is just to run advertisements. At Ahrefs, we run advertisements to each new article we publish:

Facebook ad of Ahrefs' "best digital marketing Facebook groups" article

In the event you suppose fashionable advert platforms are out of your attain, don’t neglect that there are additionally comparatively area of interest advert platforms like Quora and Reddit. For instance, we additionally run Quora advertisements to our content material:

List of ads we run on Quora

Really useful studying: PPC Advertising and marketing: Newbie’s Information to Pay-Per-Click on Advertisements

Ultimate ideas

Even when you’ve got a chunk of content material that checks all of the containers on the content material high quality guidelines, it could possibly’t do its job of persuading your readers to purchase if nobody sees it.

That’s why you should promote your content material—so it could possibly attain the fitting folks. Use any or all the techniques above to provide your content material a lift in distribution.

Did I miss out on any efficient content material promotion techniques? Let me know on Twitter.