Promoting content is the best way to reach the right audiences. And the interesting part is you don’t have to invest to promote the content, you can do it organically. Though content promotion doesn’t cost you any money, your effort and time will speak in the result.
Isn’t that worth trying? If you observe the digital market, organic promotion is elevating insanely. Businesses are adopting it because introducing your brand to the digital market is how you develop enduring relationships with your customers which will undoubtedly expand your business.
Here is how you can promote your content in digital media organically
1. Search Engine Optimization (SEO)
Optimizing your content will make it found by search engines such as Google. However, optimizing the content depends upon the type of content you’re promoting. Using SEO best practice you’ll improve Google rank, reach of your content, traffic, lead, and many more.
When you apply SEO in your content you need to optimize for a specific topic and keywords you want people to know you for. Moreover, continually publishing relevant content will build authority on the core topic.
By building a network of content connecting to the core topic you’ll be creating a cluster topic. This is how the content will be discovered by the people and the search engine. When one of the content in the cluster gets ranked, other related content will also improve its position.
Acquiring backline is the foremost SEO strategy to reach as many people as possible. Creating a guest blog is an opportunity to build a backlink for your website.
2. Bots and messaging apps
Actively being involved with your customers to solve their problem is how you create brand trust. Regularly interacting with your customers will keep your brand in priority on their list.
You can program your website with bots to deliver content relevant to the webpage they’re reading. If the customers are interested in learning more about the related content, a bot can give them more insight into the content by delivering relevant content.
Messaging app such as Facebook Messenger, Whatsapp are popular apps to communicate directly with the customers. When persona connects to you on one of these platforms you have an opportunity to deliver the relevant content to them.
Bots and messaging apps are a form of conversational marketing that is getting marketers’ attraction in many business industries to promote the content.
Even though email is an old form of marketing, it’s still in the trend. Email is the tried and tested marketing practice which is very effective in terms of adding customers in your business.
All you need to do is segment the customers into different types depending upon the content that’s relevant to them. Segmenting your customer database will tell you who is looking for what type of content thus, making the performance of email marketing better.
You can make a list of customers who are interested in regular blog posts, who are interested in new products or services, who are interested in webinars and who are interested in offers and discounts. Then accordingly you can promote your content to them.
Besides segmentation, you can promote the content organically though email signature. Adding a link to the latest content in the signature is a way to give people updates about your business.
4. Social media
Another platform where you can promote your content organically is in social media. Though you can pay to advertise your content on social media platforms like Facebook but content with high-quality is easily shared. But you need to strategically decide where and when to share what type of content.
Getting involved in social media groups or creating your own group can be beneficial while promoting the content. Sharing the content in a non-interruptive manner can expand your reach.
When you finalize the channel to promote your content, make sure your content is interactive and relevant which encourages people to like and share your content. If you are able to tell a story in your content then there is a high probability that people will connect with it.
Moreover, if you’re able to align your content with a recent event then that can drive more engagement. For example, you can create awareness content related to environmental degradation on environment day. Using this social media strategy you can get high attention.
You can promote your content face to face communicating with people. A webinar is effective to making your guest think about your product or services whenever they decide to purchases something relate to your industry.
A webinar is where you create brand awareness, provide beneficial information about your product or services, and become a thought leader of your industry. But before you host a webinar you need to pre-inform people about the session so that interested people can join you.
Additionally, you can also answer the constantly asked questions. Addressing the questions while interacting with your customers shows that you’re giving value to your customers.
Other than this you can discuss your content and provide depth information on the topic. You can also talk about the content related to that topic to give more knowledge to your guest.
However, the webinar might not reach a large group of people but you’ll earn quality customers.
6. Influencer marketing
Collaborating with influencers is another way to promote your content organically. Building a relationship with an influencer will help you find an opportunity to introduce your business to new audiences. Moreover, you’ll also identify the opportunity to create future content.
While searching for the influencer consider selecting one who has an audience similar to yours. This is how you and your influencer can benefit each other with this partnership. You’ll be getting new audiences and your influencer will get new content to share with the audience.
Searching for the influencer can be challenging. What you can do at first is, read the content related to your industry, conduct key topic research, see who has a fist position, and search hashtag related to the topic.
Once you find the right influencer, research on the influencer, and start interacting on social media. Try developing a relationship with a selected influencer by commenting, liking, and sharing their post. Remember creating genuine relation last longer.
7. Repurposing the content
Repurposing your content is all about working on the content which has already been published to improve Google ranking. Content repurposing is one of the most effective ways to promote your content organically to increase the reach of the content. You don’t have to create content again and again when you already have that content which can perform better than before.
You may consider converting your blog post into an info-graphic. This will give the reader a clear idea of the content. The main motive of the info-graphic is to keep readers engage in the content and make them understand what your content is about.
Besides this, you can turn a webinar into an e-book. Providing e-book can be beneficial for those who missed the webinar.
Also, you can republish your content by changing or adding certain elements. You can update your heading, add relevant information and links. You have to figure out flaws in the content and adjust accordingly.
Nowadays podcast is gaining popularity to promote the content. Explaining your content is a podcast is a great method to expand your reach.
If your business already has a podcast you can discuss your content. When you talk about your content, make sure you’re pitching about your business and the benefits it offers. Try finding an opportunity to promote the content that resonates with your audience.
You don’t have a podcast? You may consider collaborating with other podcasters who have a similar audience to yours. Share your content with them so that they can talk about your content in their podcast.
If you want to promote your content organically, it’s not a one-time effort. You need to work on it continually until your content gets the expected number of attention. This can only happen if you’ve high-quality content and if you have optimized it with a proper promotional strategy.