Content promotion is not Tweet or upvote. These tiny, one-off tactics are fine for beginners. You could make a dent, but you definitely won’t move the needle. Companies that want to grow big and fast have to grow differently.
For example, Kissmetrics, Sourcify, Sales Hacker, Kinsta and BuildFire have used advanced content promotion tips like newsjacking and social media to differentiate their brands from the competition.
1. Use content to promote social media distribution (rather than the other way around).
Before selling the brand and blog to Neil Patel, Kissmetrics did not have a dedicated social media manager at the height of their success. The Kissmetrics blog got almost 85% of its traffic through organic search. The second largest traffic driver was the newsletter.
Social media drove traffic to their posts. However, research by former blog editor Zach Buylgo showed that these traffic segments often had the lowest engagement (like time on site) and the lowest conversions (like test or demo opt-ins) – so they didn’t prioritize. Instead, most of Zach’s day was focused on editing posts, making changes himself, adding comments and suggestions for the writer to correct, and checking for vomit. Great long content was the number one priority. And two. And three.
So Zach wasn’t just looking for technically correct content. He optimized for uniqueness: precisely the area in which the cheapest content is not enough. This is a problem because a simple SERP analysis often reveals:
… Looked exactly like the first result of the Content Marketing Institute:
Today’s plagiarism tools can trap the obvious, but these derivatives often slip through the cracks. Recurring paid writers have contributed the bulk of the TOFU content, which has allowed Zach to focus more on MOFU use cases and case studies to help visitors understand how to get the most out of their product set (from the in-house person who it knows best).
They created marketing guides and weekly webinars to convert initial attention into new leads:
They also developed free marketing tools to provide an interactive way for potential customers to keep engaging with their brand:
In other words, they focused on doing the things that mattered most – the 20% that would generate the biggest bang for their buck. However, you will not completely ignore social networks. You still had hundreds of thousands of followers on every network. Instead, her intern would take over the front line. This person would pay attention to critical issues, e.g. B. to a customer question, which is then forwarded to the Customer Success Manager, who will contact you within a few hours.
New blog posts would receive the mandatory push for Twitter and LinkedIn. (Facebook is mainly used for the weekly webinar updates.) Zach used Buffer’s Pablo to design and create selected images for the blog posts.
Then he would use an Open Graph Protocol WordPress plugin to automatically add all the appropriate tags for each network. That way, all he had to do was add the file and basic post metadata. The plugin would then customize how it is subsequently displayed on each network. Instead of using Buffer to promote new posts, Zach likes MeetEdgar.
Why? Doesn’t that seem like an extra step at first glance? As with Buffer, MeetEdgar lets you choose when to schedule content. You can just load the queue with content and the tool will handle the rest. The difference is that Buffer needs new content all the time – you have to keep topping it up, while MeetEdgar automatically recycles the old content that was previously added. This saved a blog like Kissmetrics with thousands of content, tons of time.
He would then use Sleeknote to create forms tailored to each blog category to turn blog readers into top-of-the-funnel leads:
But that’s about it. Zach didn’t do a lot of custom tweets. There weren’t many personal answers. It’s not that they didn’t care. They just preferred to focus on what was getting the most results for their particular business. They focused on building a brand that people recognize and trust. That means that others would do the social sharing for them.
Recognized industry veterinarians such as Avinash Kaushik often shared their blog posts. And Avinash was a perfect fit because it’s already followed by a loyal, data-driven audience.
So that single tweet brings in a ton of high-quality traffic – traffic that turns into leads and customers, not just fans.
2. Combine original research and newsjacking to go viral
Sourcify grew almost entirely through content marketing. Founder Nathan Resnick speaks, attends, and hosts everything from webinars to live events and meetups. Most of their events are branding endeavors to connect with other entrepreneurs personally. But what put them on the map was using their own experiences and platforms to fuel viral stories.
Last summer, the record-breaking match between Mayweather and McGregor took off. McGregor was already notorious for his legendary trash talk and shadows skills. He also enjoyed indulging in eye-catching fashion. But the suit he wore to the first press conference somehow managed to combine the best of both personality traits:
This wasn’t a standard suit. He had it made to measure. Nathan recalls lovingly viewing this press conference suit: “The team literally came in after the press conference and thought, ‘Man, this is an epic suit. ‘“So they did what any other sane person did after seeing him on TV: they tried to buy it online.
“Except the guy charged about $ 10,000 for coverage and took six weeks to produce.” That gave Nathan an idea. “I think we can produce faster that way.”
They “used their own platform, had samples done in less than a week, and had a website set up the same day.”
“We took photos, sent them to different factories, and made estimates of letter sizes, colors, fonts, and so on. When certain product categories exist, products can often be made from pictures. ”The aim was to use the suit as a case study. They partnered with a local marketing firm to help split the advertising, labor, and cost.
“The next day we signed a contract with some marketers in San Francisco to split the profits between 50 and 50 after we both paid our costs. They cover ad spend and facility. We’ll cover the inventory and logistics costs, ”wrote Nathan in an article for The Hustle. When they were ready, the marketing company started running advertising campaigns and posting stories. They went viral quickly after launching on BroBible, grossing over $ 23,000 in sales in their first week.
The only problem is that they used some pictures of Conor. And apparently his lawyer didn’t love the IP violation. A cease-and-desist letter was not far behind:
This result was not entirely unexpected. Both Nathan and the marketing partner knew they were walking a thin line. But either way, Nathan got what he wanted.
3. Run Quora targeted cables at the bottom of the funnel
Quora offers another punch that often takes it above the other social channels: higher quality traffic. Website visitors ask detailed questions and expect them to provide detailed answers to every query. In other words, they are invested. You are smart. And if they show interest in managed WordPress hosting, it means they have batter too.
Both Sales Hacker and Kinsta take full advantage. Today Gaetano DiNardi is Director of Demand Generation at Nextiva. Previously, he was Head of Marketing at Sales Hacker before they were acquired. There the content was at the center of their stratospheric growth. With Quora, Gaetano would use its latest content to solve customer problems and address weaknesses in general sales and marketing:
By using Quora as a research tool, he would find new topics to create content with to drive new traffic and connect with the current audience:
He found questions they already had content for and used them as an opportunity to engage users and create value. He can drive tons of relevant traffic for free by linking back to the Sales Hacker blog:
Kinsta, a managed WordPress hosting company outside of Europe, also uses relevant threads and Quora ads. CMO Brian Jackson jumps directly into discussions and, if necessary, brings his experience and expertise to the table. His tech background makes it easy to speak to others who are looking for a sophisticated conversation about performance (beyond the standard, most marketers offer PR language):
Brian targets different WordPress-related categories, questions, or interests. From a technical point of view, the units are “displays that look like text”. The copy of the ad is short and to the point. Usually something like “Premium Hosting Plans from $ XX / month” to fit your length needs.