Page 121 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

visitor to a website. A click in social media can equate to a like, share,
profile view, comment, favorite, etc. Actual website traffic for every click
that is paid for can be as little as one-sixteenth of the total actions gained by
the campaign.

Promotion

When I think of promoting content on the web, I imagine a circus performer
walking on a high wire between two skyscrapers. Without a net. Blindfolded. A
daredevil act like that depends on an enormous amount of experience, judgment,
and balance to stay one misstep away from ruin.

When promoting content, there’s a thin line between being helpful and being
obnoxious. For decades, marketers have been conditioned to shout and
broadcast, and it just seems natural to turn to the new social channels to do the
same thing! But blasting promotions to that precious Alpha Audience isn’t
winning you new friends—it’s spamming.

As a wise marketer, you should use social media to network with peers,
colleagues, and your strongest supporters to let others tell your story to every
extent possible.

Here are 10 practical tips to promote your content without crossing the spam
line.

1. Look for questions to answer.
Have you considered using your blog posts to help people solve problems? It’s a
subtle but clever promotion technique. There are thousands of people asking
questions on LinkedIn Groups, Quora, and sites like Yahoo Answers. Find
questions you can answer, then add a link to one of your helpful posts as a
response. This type of promotion accomplishes three things:

You leverage your content in a truly helpful way.
You attract a relevant new audience and drive them to your content.
You extend the value of your content because these forum answers have a
long shelf life.

2. Using the social channels.
Your audience spends time on social media to play Farmville, view photos of
Grumpy Cat, and complain about the government. They don’t want to be
marketed to, sold to, or advertised to. However, if you’ve attracted a loyal