How To Bake Promotion into Your Content Before You Hit Publish

bake promotion into your content

The biggest reason your content never gets seen after publishing is no one knows it exists.

The next time you go to publish a blog post, think, is there anyone waiting on the edge of their seat for you to hit publish? If they aren’t, how do you get them to?

This is not some hocus pocus reserved for blogging superstars. Getting buy-in from fellow bloggers and readers is easier than you think and it’s the key to promoting your content.

It’s all about collaboration

When you invite another blogger into your world, they bring their audience with them.

The more people you include in your content creation process, the more people you’ll have “bought in” once you hit publish. Why is that buy-in important? When someone reads a new blog post they instantly ask themselves, “what’s in it for me?” So now you have to convince them that this content is what they’re looking for – that’s not easy!

BUT, if those people were actually apart of the content, they would automatically be interested.

There are plenty of ways to get people involved in your content to make the promotion side easier. Here are just a few of my favorites and I’ve tapped into the expertise of some blogger friends to get some help with these.

Expert Roundups

One of the easiest ways to get buy-in from relevant niche influencers is a roundup. Come up with your topic, determine a couple questions to ask people and then email as many as you can and see what comes back.

The blog at Buzzsumo practically thrives off of expert roundups. Co-founder, Henley Wing, comes out with a new one almost every week.

I even did an expert roundup on ecommerce content marketing and it was one of my best performing blog posts.

The idea is that everyone included in the roundup will, at the very least, share your post with their own networks.

People like to be mentioned and linked to, but more than that, they like to be included and when you include them, they’ll share your content.

Mention People

It might seem too good to be true, but by simply mentioning other influential bloggers in your own post and letting them know you talked about them or their site can go a long way. Just hit them up on Twitter or send them a quick email. Think about how good that would make you feel!

Evgeniy Garkaviy
Project 4 Hire

One of my most favorite ways [to promote content] is to mention other strong bloggers in the field I’m writing about. Some time ago I started to create a “Best post of the month” series and all I do is just inform people who have written those posts about it on Twitter.

Content Curation

Starting a regular series of top content can be a great way to call out influential bloggers around the web. If you do a top ten collection like the Moz Top Ten they put out frequently, you can let everyone who you included know and they are bound to share the love.

Linda Dessau
Content Mastery Guide

By curating valuable content for my own audience on social media, I’m constantly exposed to new ideas, and I’ve personally made countless connections with people I wouldn’t have met otherwise. When I curate content for my clients to share with their networks, I’ve seen more engagement.
Sean Hagan

Content curation enables bloggers to discover and annotate quality content from trusted sources to both validate their own views and provide even more value to their readers with an outside perspective.

Social Discussion

I’ve seen some great examples of bloggers building up buzz for their upcoming blog posts by starting discussions on social media. Copyblogger does this well on Google+. They start a discussion around the topic of their upcoming post then when things are getting heated, they drop a link to the live post.

Katie Clark
The Blog Help

Sometimes I will ask readers something like, “Which of these recipes would you rather see first?” And I’ll post either a picture of the recipes, or a title. I find that people really enjoy that type of posts. Other times I’ll ask for insight for my readers on an upcoming posts, and I typically get a lot of positive feedback from that – my readers really enjoy it!

Cater to your audience

Sometimes just making sure we’re speaking to our audience and filling their needs will go a long way in getting a post off the ground.

Sue Anne Dunlevie gives us a list of questions to ask ourselves before we publish so we can determine if we’re speaking to our audience and giving them what they want.

Sue Anne Dunlevie | Successful Blogging

“Start thinking about promotion even before you write the post.

  • Will your readers be receptive to this post?
  • Have you done your research so that you know your audience well enough to write a post that solves one of their big problems?
  • Does your headline speak to them?
  • Have you quoted an industry influencer?
  • Have you reached out to some other bloggers for feedback on your post (and to ask them to share it once your post is live)?

All of these prior actions helps you to get more eyeballs on your post once you hit “publish”.

Co-write A Post

Since the key to good content promotion is collaboration, finding someone to co-write a piece with you is gold for sharing the promotion duties.

Matt Banner from On Blast Blog shares his tips on how to start relationships with other writers before asking them to co-write a piece with you.

Matt Banner | On Blast Blog

  • Establish relationships with other bloggers in my niche (using tools like buzzsumo/topsy/etc to find them)
  • Compliment them on some of their work, and also send them random e-mails every now and then with links to new content that I’m proud of (not too many emails!)
  • Share their content via social media (twitter/fb/g+/etc)
  • Ask them if they would be open to collaborating on a co-written blog post (to help increase conversions, you can mention that you will be linking back to their site in the article)

Paid Promotion

Even after you’ve baked promotion into your content, there’s always room for some paid promotion. There are plenty of networks to pick from and each can be beneficial depending on the format of your content.

Ramsay Taplin of Blog Tyrant explains that many bloggers don’t invest enough in paid promotion when it can cost almost nothing to get started.

Ramsay Taplin
Blog Tyrant

One thing a lot more bloggers need to start doing is PAY to promote their blog posts. Even just $20 a week on Facebook Ads can go a long way to getting your content out to new audiences that otherwise might never have found you. People are making a lot of money from Facebook Ads – it’s time bloggers got on board with it by re-investing a small section of their profits.

Wrap up

Hopefully some of these tips will help get your next blog post off the ground and into some stellar networks. Remember to network and collaborate with your fellow bloggers. It’s key in promoting your content when you’re just getting started and don’t have quite the audience you’re hoping for yet.

What are some ways you promote your own content or blog posts? We’d all love to hear about it in the comments!

Photo credit: lamantin

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About the author: Scott Taft
Scott Taft loves good writing, good coffee and good music. He currently works at SEER Interactive in Philadelphia but in his spare time he loves blogging about content right here on OG Content. Learn more about Scott Taft here.
  1. Sue Anne Dunlevie January 2, 2015 at 3:34 am

    Hi, Scott,

    Thanks for including me in this post!

    It’s great to read all the tips and see my friends Ramsay and Matt.


    • Scott Taft February 6, 2015 at 2:34 am

      The pleasure is all mine, Sue! Thanks for offering your great advice about making sure you are thinking about your audience when producing content.

  2. Ramsay January 2, 2015 at 5:07 am

    Thanks for including me in this one! Really appreciate it. There’s some good ideas here. Lots of smart bloggers out there!


    • Scott Taft February 6, 2015 at 2:35 am

      Hey Ramsay, it’s very exciting having you as a part of this list.

      I keep going back to your point about paid promotion. It’s hard to feel invested in your own content until you’ve put some real money into it. I’m exploring some different paid options because of your advice – hoping it pays off!

  3. Linda Dessau January 2, 2015 at 9:38 pm

    Thanks for including me, Scott! There are some excellent tips here, and I’ll be sharing this link with my networks.

    • Scott Taft February 6, 2015 at 2:36 am

      Glad you were a part of this post, Linda.

  4. Zarayna Pradyer January 8, 2015 at 8:03 pm

    Thank you all, particularly Sue Anne, for such good advice and for expressing it so clearly.

    One day, you never know, I might be able to repay you all!


    • Scott Taft February 6, 2015 at 2:37 am

      Hopefully some of these tips work out for you!

  5. Evgeniy January 19, 2015 at 3:28 pm

    Hi Scott,
    Thanks a lot for this opportunity. I’m glad to be listed here :)

    Nice work man!

    • Scott Taft February 6, 2015 at 2:41 am

      Glad to have you on here, Evgeniy! Loved your tip about mentioning leaders in your niche in your content. I’ve seen a lot of people have success with this tactic.

  6. David Stein February 5, 2015 at 5:47 pm

    I would like to get a single comment on a post I have written.

    I am very open for recommendations on how to get my blog seen. I do not know very much about navigating on the home page. I am losing heart.

    Take a look please.

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