5 Tips and Fundamentals for Better Content Promotion

By Indeed Editorial Team

Published June 8, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Competing for business on the internet can be a challenge for any company. Creating interesting, entertaining and valuable content can increase brand awareness and sales for your business. Content promotion connects viewers and customers with a brand's digital content, but it's about more than just creating content and waiting for customers to come to you. In this article, we discuss what content promotion is, why content is important and provide five tips for better content promotion.

What is content promotion?

Content promotion is a marketing practice that helps spread awareness about a website, social media page, brand, influencer or specific products and services. Content promotion uses several channels to maximize the content's outreach and relies on metrics such as viewer feedback and engagement to determine the efficacy of the content and how many viewers it's attracting.

Related: 5 Steps of Content Strategy

Why is content promotion important?

Content promotion is important because it helps businesses reach their target audience and bring in new viewers. Content comes in many forms, from articles and blogs to video content and graphics or webinars and educational courses. It also helps businesses track audience behavior and traffic. Businesses and influencers can learn who the audience is, where they congregate online and what kind of content they prefer.

5 pillars of content promotion

Creating a well-defined plan and applying the right fundamentals can help grow your business. It can be more successful when promotional models reflect these pillars:

1. Diversity

Diversification of content is a viable approach to promoting content because it keeps things new and interesting for the viewers. The web offers opportunities to publish many kinds of content, such as videos and webinars. Diversifying your content can also bring in new viewers. If your brand creates webinars but isn't seeing the viewership you expected, you can try creating short-form video content from your full-scale webinars. These short, informational videos are key points from the presentation, which allow viewers to watch the strongest points of the webinar without watching the entire video.

Written content also supports diversity. Many businesses and influencers depend on their social media pages to help deliver information and drive conversation, but a blog can be an excellent tool for both. Blogs deliver opinions, facts or industry and business-related information that customers find valuable. A blog can also act as an SEO tool, driving traffic through backlinks and focused keywords.

Related: Copywriting vs. Content Writing: What's the Difference?

2. Innovation

With billions of hours of video content and billions of web pages, the internet is full of content. This drives the need for innovative and engaging content that customers or viewers haven't seen before. This helps businesses create a niche for themselves in the industry, by creating unique and innovative content that delivers value to the viewer, reader or customer. Custom video content, interactive blogs and virtual reality-friendly websites are a few examples of innovative content for web content creators.

3. Entertainment

Keeping viewers and customers entertained is an important part of promoting web content. Since providing random, vague and context-lacking information may be uninteresting, try thinking of other ways to present information to entertain and inform your viewers. Consider changing up some of your content to be less straightforward and more interactive, thought-provoking and entertaining. Video content can be more engaging than written content and delivers a good mix of audio and video stimulation to keep a user's attention.

Video content commands a huge percentage of today's web content and brings in a lot of views. High-quality video content drives web traffic and views and can encourage sharing among viewers.

4. Transparency

Content that feels authentic and transparent can feel more valuable to a viewer or customer. Transparency is the act of keeping things honest and open with the viewers, which generates a sense of trust and authenticity for the brand. When a customer trusts a brand or influencer, they're more likely to share the brand's content, buy its products or support its message. Achieving transparency means producing honest, fact-driven content that's unbiased, entertaining and informative.

Related: 12 Examples of Business Ethics and Why They're Important

5. Communication

To support the other four pillars of content creation, a business or influencer uses communication. Communication helps maintain transparency and authenticity, ensures entertainment and drives innovation. Communicate with viewers or customers to get a better idea of what they enjoy about the content, what they'd like to see changed and what they dislike about it.

5 tips for better content promotion

Improving your content promotion can deliver valuable content to a wider audience and encourage greater participation from your established audience. Here are five tips for improving your content promotion:

1. Stay relevant

Promotion works better when you're promoting in the right places. Knowing the right places means staying up to date with what the audience is doing, where they're congregating on the web and how they're sharing content. If your audience frequents a certain social media platform, you can advertise there to make sure you're reaching them. Keep content and advertising relevant to the customers you're pursuing. If you know only 5% of your audience tunes in to webinars, try reducing your webinars and adding another form of content to increase viewership.

Related: 9 Ways To Promote Your Business Online

2. Diversify your strategy

A diverse content strategy helps your content reach new viewers. This can mean adding new content to your existing platform. If you're writing a blog, you can add a vlogging, or video blogging, section to entice followers who prefer video content over written content. Since your audience is people from different backgrounds with different interests, it's a good idea to appeal to as many interests as possible.

3. Maximize your SEO

Search engine optimization is an important part of content promotion because it helps your content appear in web searches. The better your SEO strategy is, the higher your content ranks, thus increasing the visibility of your blog, website or video content. Maximizing your SEO means addressing a few things:

  • Keywords: Choosing the right targeted keywords for your content can help with traffic from other pages and groups your content with other content in similar areas.

  • Optimization: Optimizing blog and video content for SEO helps increase its visibility on the web and makes it easier to read.

  • Quality: Even with the right keywords and optimization, content that's lower in quality may command a smaller audience. Increasing the quality of your SEO content can help the content rank higher.

4. Communicate with your viewers

Feedback is one of the most important tools in the content promotion phase because it allows a business or influencer to reach the audience and learn how they view the content. You can host viewer or customer Q&As, live interviews or email campaigns to gain viewer feedback. Also, let viewers and customers know when content changes are coming to give them time to prepare. If you're switching to a new platform, provide the details so customers and viewers know where to follow the brand.

5. Leverage your social media platforms

Social media is an excellent content promotion platform that allows businesses and influencers to reach a wider audience, makes sharing content easier and allows for important measurements based on views, likes and comments. Video content can be especially effective on social media because videos show up directly on the platform's feed and can play automatically as users are scrolling. Short-form videos on social media can be viewed, liked and shared quickly, which can create more leads.

Leveraging social media for greater content promotion includes:

  • Better titles: Creating more action-oriented titles for posts or videos can encourage a call to action and leverage the fear of missing out to drive traffic to your page or post.

  • Engagement: Creating more engagement means asking questions, creating interactive posts and getting feedback from viewers and followers.

  • Paid promotions: Many social media platforms provide paid advertising for pages, posts or brands.

  • Influencer partnering: Businesses and influencers can work together to create more traffic and conversations about products or services.

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