Social media is packed with marketers and businesses trying to get reach for their content. Luckily, most of them are only using basic strategies to stand out from the crowd. If you’re ready to get more value out of your content through promotion, here are 13 advanced strategies to try.
Create shareable visuals for your content
While your content itself doesn’t need to be visual, it should include visual elements that are great fodder for social sharing. Blog articles with images get 94% more views than those without.
Think beyond stock photos or regular blog post headers that you create in Canva or PicMonkey. Think of other creative ways to visualize your content. For example, you can use interesting screenshots and data graphics as associated images to appear with your blog post on social platforms. This will better optimize your content for visual-oriented platforms like Instagram and Pinterest.
An easy way to start is by turning compelling quotes from your post into a visuals. If your blog post teaches people how to do something (e.g. make a cool jello mold or grow giant radishes), you could include interesting images of the end result that people can share. Mini how-to visual walkthroughs are also a creative option.
Feature influencers in your content
One of the easiest ways to get free help promoting your blog content is to feature other powerful industry players. Rather than just including links/references to your own stuff, get creative by incorporating influencers into your blog posts.
You can do this by:
- Referencing/linking to someone else’s article or industry report
- Mentioning someone else’s product or tool (e.g. recommending a specific keyword research tool in an SEO how-to post)
- Quoting another industry player
Creating content roundups, top tools for X list posts, or quote list posts are a great way to feature multiple influencers in one piece of content.
Once you’ve published your blog post, you can reach out to them by email or direct message them on social media asking them to share. Mention that you’ve featured them, their content or their business and they’ll likely be more than happy to promote it to their audience as well.
Create your own meme or GIF
Memes and GIFs are very popular content formats on social media. Attach a relevant meme when sharing your blog post to help it get more engagement, shares, and clicks.
There are plenty of tools out there you can use to create your own meme, like PicMonkey or Memeatic. Just make sure you know what you’re doing when you adopt a popular meme and repurpose it for your content.
Often memes have a deeper meaning that only those savvy with internet culture understand. You don’t want to associate your content with a meme that means something different than you thought it did. Memes also get dated pretty quickly — you don’t want to use an image that’s already become tiresome for people to see on social media.
Collaborate with others to create content
Collaborating with other industry players to create content is another great way to get more reach automatically. Even if you’re hosting content on your native blog, it’s very common for content marketers to collaborate with other influencers to create it. Co-authored blog posts and research reports are examples of this.
Assuming you don’t share too many of the same followers on social media, you and your influencer are both set up to benefit by broadening reach to each others’ audiences. There are tools you can use to check this before reaching out to someone to collaborate. Moz’s Followerwonk, for example, is a tool you can use to analyze overlap for free:
Share interesting excerpts from your post
Creating a compelling title and header image are a great start to encourage clicks through to your blog post from social media. But you can do more to attract interest by sharing interesting experts from your post.
If your content features original data or research, you can include a surprising statistic when you post to social media. Or quote an interesting excerpt to make people want to click through and read more.
The truth is, a lot of people on social media like to passively share content without clicking through to read the post. If you share interesting excerpts that give people a better idea of what your content is about, they’ll feel more encouraged to hit the share button. That broadens your reach and gives you more opportunity to reach people who do want to click through to your site.
Reach out to people who share similar content
If you want to encourage people to share your blog post on social media, you’ll find the most success if you target and reach out to people who already regularly share content related to your niche.
There are a lot of ways to find people who share similar content on social media. For starters, you can search platforms like Twitter and Instagram for hashtags related to your content niche. This will return recent posts people made using those hashtags. Follow these through to their profiles to see if they’re a good fit to share your content.
Buzzsumo is another tool you can use to find people who share similar content. Use it to search for a niche keyword and it will return related content pieces that are popular across social platforms. Find content that you like then click the “View sharers” button:
Buzzsumo will then display the social profiles and follower information of popular influencers who shared that related content.
Once you’ve found some likely social influencers to reach out to, you can DM them or @mention them suggesting your new blog post.
Optimize sharing for each social platform
Thanks to social media automation tools, marketers now find it easy to simultaneously schedule content to share on different social platforms simultaneously. While this definitely does save time, your blog posts are likely to get more reach if you take the time to optimize your posts for each individual platform.
For example, on Twitter you only have a limited number of characters you can use to describe your content. You should expand your message on other platforms instead of using a one-size-fits-all approach. You can also use different kinds of associated images when sharing on Instagram that are better suited to the platform.
Frequency of posting is probably the most important change you should make when optimizing for different platforms. There has been a ton of research into the optimal posting times and frequency for different platforms. CoSchedule recently aggregated some studies and found that you should post once a day on Facebook, 15 times a day on Twitter, 1 time on LinkedIn, etc.
Retweet when people share
Whenever someone shares your blog post on social media, take the time to retweet/share their post. This serves as a kind of “thank you” for sharing and offers some social proof to your audience (other people are sharing your content, not just you). It’s also a sneaky way to give your blog post more visibility without directly scheduling to share it too many times directly from your profile.
When you’re in active promotion mode for a new piece of content, use a social media monitoring tool to track mentions of your blog post. That way you’ll be ready to reshare whenever new mentions come in. Keyhole is a popular tool you can use to track mentions of URLs, specific keywords, and more. Social Mention is another free tool you can use to track brand mentions and look for opportunities to reshare your content:
Use older popular posts to promote new content
Many marketers severely underestimate the value their older content has to get reach. On average, compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic.
You can easily get more eyeballs on your new content with the help of your older posts. Start out by going back to a high traffic piece of content and editing in a recommendation to check out your new related blog post.
You can also use older successful content to inspire new related blog posts expanding on the topic, or turn it into a series with weekly, monthly, or annual updates. Then when you share your new content on social media, refer back to the previous content that everyone loved so much.
Invest in paid promotion
Paying to promote content is becoming more and more popular: according to Orbit Media research, paid content promotion is up 5x since 2014.
There are a lot of different ways you can pay to get more reach for your content. Boost Posts on Facebook and Promoted Tweets on Twitter are two ways to do so on social media. You can also use native advertising networks or Google’s Display Network to target your audience with relevant content.
Facebook also has advertising features so you can retarget people who’ve already visited your site on social media. The possibilities for paid promotion on social platforms are always continuing to grow, so stay up to date with what social media platforms and Google Adwords has to offer.
Work with micro influencers
Other industry players with a large audience aren’t the only kind of influencers you can work with to spread the word about your content. Micro-influencers are regular people with small audiences (just a few thousand followers) that you can work with to promote your content.
The real value in working with micro-influencers is that their audiences consist of highly engaged peer groups that pay close attention to each others’ recommendations.
You can search social media platforms themselves to find micro-influencers, but the easiest method is to use an influencer marketing platform to find them. Influencer platforms like Klear or Tomoson make it possible to search for influencers based on their niche, platform, and other factors:
You can also judge their value by reviewing their followers and engagement statistics.
In most cases, you’ll need to provide your micro-influencers with a small monetary compensation for posting about your content. If you’ve written an epic piece of blog content that serves a central part in your lead nurturing efforts, it can absolutely be worthwhile to reimburse micro-influencers to share and spread the word.
Ask people to engage
There are so many things you can do to make your content appealing for your audience, but hands down the most effective way to get people to engage is simply asking. This simple strategy appears “advanced” because it’s often overlooked by marketers.
Say for example you recently published a piece of blog content that covers something newsworthy or controversial. Why not reach out to people on social media asking their opinion about it?
@Handle What do you think the latest algorithm update means for voice search? [Link to your related content]
Writing about newsworthy topics is also a great opportunity to join social conversations and gain more reach with your content, especially if you use trending hashtags.
Repurpose to get more reach
The truth is, your written blog posts are just one kind of content you can use in marketing. There are likely many members of your audience that prefer consuming information in a different format, such as a video or slide deck. Repurposing your content into another format is a great strategy you can use to appeal to everyone and get more reach.
Using new content formats allows you to publish on different platforms (YouTube, SlideShare, etc.). You can also offer these content types alongside your original blog post to give your site visitors more options.
According to Hubspot’s State of Inbound report, marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts.
Creating valuable, engaging content is really only the first step in creating a successful blogging strategy. Content marketers need to prioritize promotion just as much to see real results. So remember these 13 advanced strategies you can use to grow ROI from your efforts.