5 min read
The opinions expressed by the entrepreneur's contributors are their own.
We live in a world of content saturation and sensory overload. From YouTube to TikTok to millions of online blogs, the content is unlimited.
While this vast network of content is inspiring, insightful, and hopeful, there is only one problem: 95% of all content online has no backlinks and no subsequent traffic.
Content creation itself is difficult enough, let alone watching content that you have worked tirelessly to create.
Social channels are noisy, the cost of paid advertising is rising, and users are less receptive to promotional emails.
So what's left? Which advertising tactics actually move the needle? Here are a few.
Experts and thought leaders are experts and thought leaders for one reason: They know what they're doing and have a proven track record of success. These are signs of trust and, above all, social evidence.
Business experts are essentially influencers, just without the Instagram product placements. A single mention of your content on their social channels can skyrocket traffic and virality.
According to a recent study that surveyed over 1,000 content creators, quotes from contributors / experts are an important factor in getting results with online blog content right behind the video. Getting opinions from trusted professionals helps convey the credibility of your own content. This is a major driving force that most online content lacks.
Fortunately, it's easier than ever to reach out to experts using tools like Help a Reporter, or just ask journalists, experts, and publicists for a quote on your story.
The advantages here are enormous: Experts who are cited in content often share that content with their own audience. This in turn encourages direct traffic, social ranking signals, backlinks and press attention.
Involving experts is no longer an option. It is important to be successful with passive content advertising.
Related Topics: 27 Executives And Experts To Follow To Build Your Business On The Side
Don't stop on social networks
Social media platforms are fantastic tools in your digital Swiss Army knife. They are versatile, diverse and effective.
But social media is paid more than ever. The organic reach rates on social media platforms have dropped to negligible amounts in favor of paid ads. On LinkedIn, posts sharing your current YouTube video or blog post will be less visible in user feeds. It's no different with Facebook and Instagram.
Simply put, if you copy and paste your content to promote it on social networks, the reach will be small.
Social is a great first step, but it shouldn't be your only one. After sharing on social networks, visit real forums and communities like Reddit, Quora, Slack, and Facebook groups. Engage with real people in your niche and sincerely ask them for their thoughts on your latest piece of content.
I've personally joined half a dozen Slack communities in the digital marketing space to connect with experts and network virtually. Think of these as a conference, but instead of buying drinks from the bar, connect through a Slack channel to learn more about what they're doing.
Within these communities, you develop strong, symbiotic relationships that naturally promote your content without spamming it on every social channel you can.
Related: 5 Tips and Tricks You Need to Know About Slack
Diversify your formats
Content is much more than written words. It's more than a short social video. It's more than a podcast. Content can (and should) be developed and consumed in dozens of formats to help you grow more organically.
If you limit your creation to one format, your advertising will also be limited.
For example, promoting long-form blog posts on social media will not resonate with scrolling users looking for quick releases in dopamine. On the contrary, if you convert that elongated blog post into quick 15-second video clips.
Ingesting existing content and turning the pages into digestible formats for any social network or transportation network is key to advertising success.
This is a strategy that Gary V dominates from his personal blog to social and all media under the proverbial sun. In fact, one of his most popular pieces describes how to create 64 pieces of content in a day, exactly that: take a single piece of inspiring evergreen content and slice it like a samurai.
Turn the blog post you've written into social snippets, videos, and a slide deck. Turn this slide deck into Instagram stories. Reconstruct your Instagram stories into a Twitter feed.
The opportunities to reuse and redistribute content are great, but the purpose remains the same: promote your content as users use it on a given platform.
If your content advertising is lagging behind your content creation, consider bringing in experts, expanding beyond traditional social platforms, and diversifying your formats to drive success.
Related: Basic Content Marketing Formula For Entrepreneurs