Digital Marketing, Thought Leaders

6 Content Promotion Strategies to Increase Traffic

April 10, 2018

by Matt Bentley

Founder, CanIRank

Publishing content on your website does not guarantee a boost in traffic or search rankings - that's why you should promote your content to get it in front of the right audience. Developing a content amplification process is key to success.

Your content marketing team has spent months researching, collecting data, and interviewing experts for a report. They publish the report, expecting press attention and social sharing. But nothing happens. The team wonders what it did wrong.

This scenario highlights an important content marketing lesson: Even the best content won’t gain traction if it just sits on your website.

The content amplification process is a simple method for promoting content after it’s published.

We at CanIRank realized that we weren’t getting enough eyes on our blog posts. That’s why we began creating a thorough promotion plan meant to add value to our content.

Use this article to apply content amplification at your company.

What is the content amplification process?

Content amplification is a three-step approach to promoting your content online.

The steps include:

  1. Identifying your target audience
  2. Determining which amplifiers, or platforms that publicize content, will work best for your content
  3. Reaching out to influencers and online communities to promote your content

The content amplification process is important because producing blog posts, podcasts, or infographics is part of an effective SEO strategyBut if you don’t do something with that content, it’s just going to sit there.

Identify Your Target Audience

The first step in the content amplification process is defining your target audience, or the people most likely to engage with your content.

Find Your Content’s Purpose

First, think about what your content is trying to accomplish. Is it attempting to teach your audience something? Is it aiming to solve an issue? Is it just a unique opinion on something that interests them?

For example, each time foreign exchange analysis website MarketsNow produces content, the author, Deb Shaw, knows exactly who will be interested in it:

  1. Speculators looking for information on trading
  2. Travelers trying to understand how the US dollar is performing abroad

That’s why Shaw’s MarketsNow articles appear on an array of promotional platforms, including popular speculator websites (such as Forex Factory), Quora, and online Facebook communities providing tips for expats and tourists.

Here, Shaw successfully promoted his article on Quora by responding to a related question using his expertise on currency value.Will USD go up against EUR in 2018 Quora Shaw

To find the same success, you will need to do a bit of testing – which is step two.

Test Your Audience

As you explore ways to promote your content, you will see which audiences respond well and which audiences are not interested.

Make adjustments accordingly. Don’t waste your time continually reaching out to an audience that does not care about your content.

Determine Where to Promote Your Content

Below are five common platforms for content amplification.

  1. Sites with Roundup Posts

Blogs often curate articles and share them in a weekly or daily list-style post, creating a round-up article that includes links from around the Internet.

Below is an example of Search Engine Land's daily link roundup.

search engine land daily link roundup

Featuring your content in a roundup article establishes you as a thought leader by grouping you with other experts.

The website Drop My Link is a helpful tool for identifying these roundups. On this website, you type in your keyword – we’ll use SEO as an example – choose “Link Roundup” as the category, and decide among the following Footprints:

  • Best articles of the week
  • Best of
  • Best post of the week
  • Daily link roundup
  • Friday link roundup
  • Link roundup
  • Monday link roundup
  • Roundup
  • This week
  • Top posts this week
  • Weekly link roundup

Once you choose the settings, you will be taken to a Google page with the results of this search, and you can find roundups from there.

  1. Aggregator Sites

Aggregator websites such as Reddit and BizSugar collect content and display it in lists and groups. These sites continuously collect links and usually make it easy to submit your content.

Below is an example of BizSugar’s posts.

Bizsugar aggregator site

When submitting your content to BizSugar, create an account, then simply click “Submit an Article.”

Paste in the link of your post, fill out a little information about it, and submit.

  1. Forums on Relevant Topics

Forums such as Biz Warriors Forum have discussion threads where users can ask questions or request feedback.

Forums tend to be heavily monitored and usually prohibit self-promotion. When you share your content or direct users back to your site with a link, ask followers to comment on the theories, arguments, or observations in the content. Avoid saying, “check it out.”

This post on Biz Warriors received constructive comments, engagement, and clicks because it asked a question.

Biz Warriors forum question

The user provided context about the case study to prove its relevance, included a link to the article, and then asked a question about it. Try the same approach.

  1. LinkedIn & Facebook Groups

Social media groups are valuable outlets to share your content with those interested in a certain topic or industry. They usually provide a small, immediate boost in traffic.

On Facebook and LinkedIn groups, encourage engagement. The best way to do this is to include a question in your caption, just like on forums.

For example, the following post received significant engagement and clicks because the tone was relatable, and the question engaged the audience.

Facebook post good engagement

The post pointed out an audience frustration, but also made the audience curious about the post without giving away all the details.

  1. Social Media Influencers

Connect with influencers on social media to get your content in front of a larger audience.

An influencer is someone who has expertise in a certain area and, as a result, has a large following. Celebrities and entertainment figures are influencers, but so are talented bloggers and notable businesspeople.

For example, Clutch tagged Rand Fishkin, previously of Moz, in a Twitter post that broadcasted a new report on SEO.

Rand Fishkin influencer SEO

The SEO data caught Fishkin’s attention, and he retweeted the content, allowing the Clutch team to engage with a broader SEO audience and interview Fishkin later on.

Here are a few tips for engaging influencers on social media and email:

  • Tag target influencers in a Tweet or Facebook post
  • Direct message influencers to explain why the content may interest them
  • Email influencers you reference or hope to build a relationship with directly to thank them and show how you included them in your work
  1. Q&A Platforms

Question and answer sites such as Quora help establish you as an expert in your field. Since Q&A sites allow you to link back to your website, answering questions can boost traffic.

Below is an example of a Quora query about a blog post on SEO resources for startups.

What are the best SEO resources Quora

Stephen Jeske from CanIRank responded with a list of recommendations, which included in-depth explanations as well as the content he was promoting.

If you’re answering questions on Quora, try to get into the nitty-gritty of your field. Answer questions from people who are truly curious or who genuinely need help.

Make a Content Amplification Plan

Choose “amplifiers” - or the platforms where you will post your content - that are specific to your audience.

The template below is what we use at CanIRank.

content amplification template

Here’s how to fill it out:

  1. Put your audiences on the top row. Ours include SEOs, marketers and startups.
  2. On the left-hand side are various amplifiers.

When filling in your template, use both the audience and the roundups to guide your research.

For example, CanIRank wants to find a roundup that is specific to SEOs or startups. MarketsNow wants to find LinkedIn Groups where speculators are spending their time. Patagonia would want to find Facebook groups focused on environmental enthusiasts.

Continue with this type of research until the entire template is filled.

How would you fill in this template? Consider your audiences for these main amplifiers or platforms:

  • Roundups
  • Aggregators
  • Forums
  • LinkedIn and Facebook groups
  • Q&A Platforms

Monitor Your Content Amplification Efforts

If your content amplification process is working properly, you will see the following:

  • Boost in traffic to your content
  • Social media engagement
  • Higher ranking for target keywords

However, if you don’t see results right away, don’t panic. It takes trial and error to solidify your content amplification process.

Content Amplification Attracts People to Your Work

Putting your content together just isn’t enough anymore – you need to put a plan together so that it gets in front of your target audience. The content amplification process is a menu outlining your target audiences and desired platforms where you will promote your content.

With this process, we have had significant success increasing clicks, boosting traffic and engaging with our target audience. Most importantly, this process has helped us build links, boost keyword rankings and get conversions.

About the Author

Matt Bentley Rounded HeadshotMatt Bentley is an entrepreneur, data scientist, and rock climber with 15 years experience building Internet startup companies. He is the Founder of SEO and content marketing software and intelligent marketing assistant He covers topics including SEO, growth marketing, growth hacking, content marketing, and social media.

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