Creating great content is only the beginning.
You need to promote it, get it in front of the right people.
That's the hard part of content marketing.
Quality content takes time to produce, but you're almost guaranteed to spend a lot more time and energy promoting that content.
But how do you go about doing that?
Promotion is an active process.
You'll need to reach out to people actively, whether it's by gaining followers on social media, or emailing a blogger asking if you could publish a guest post.
You can, and should, get creative with it.
There are tons of options out there, and different approaches can end up working for different brands.
In a recent blog post, Hubspot offers a few creative, fresh ideas for getting your content in front of more people.
1. Guest posting
Write an article that discusses — in a non-promotional way — the key findings or points within your content, and send it to the editor of an online publication that reaches your target audience.
But be strategic about it.
Make sure the publication not only helps you achieve your own reach goals, but also, has something to gain by sharing your insights, from your particular brand.
2. Influencer outreach
Reach out to relevant influencers in your industry for quotes to include in your content, and send them the piece once it's published for them to share with their networks.
Remember, personalization plays a role here, too.
Being able to personalize and segment emails is one of the most effective tactics for about 50% of marketing influencers.
3. Follow-up emails
Encourage your sales team to include a link to your content in their follow-up emails to prospective clients, to answer their questions and position your company as a resource they can trust.
Note: This tactic works best when the content you create is educational and addresses specific questions or concerns your leads have — and is actionable enough for them to immediately apply it to their own plans or strategies.
4. Client drip campaigns
If your content is related to your clients’ respective industries, or products and services, sharing it with them can enhance your collaborations and further nurture that relationship.
Remember, it’s called client retention for a reason.
You want to continue being a valued resource and partner for your existing customers.
Consider creating something like an email campaign that uses your content, to continually educate and engage your clients.
These are just a handful of the many ways you can get your brand in front of more people. You can learn more about content promotion over at Hubspot, including six more creative promotion options.