There’s a problem that all bloggers face, whether you are blogging for pleasure or you are running a business blog. I’ve faced this problem and so has every other content marketing expert at some stage in their career.
This problem is simply not having enough eyeballs on your content. After all, we all want more visitors and we want to convert them into targeted leads.
In this post I’m going to show you how to get more eyeballs on your content without an established audience. The results of which will compound and get better over time.
Build on a solid foundation
In order for these tactics to work you need to have a solid foundation to work from and that means a blog or website that is easy to use and has a great user experience.
Ultimately, you need to commit to writing great content.
The next step is to mention market influencers in your content (in a positive way of course) and link to their websites.
It’s important that you choose market influencers that have a direct route to your target audience, by doing this you can recruit their help in promoting your content. I’ll talk a little bit more about that later on.
The key to success
Your success hinges on you putting the effort into promoting every piece of your content and utilising as many promotional channels as possible each time.
Most people spend hours and hours creating great content, then click publish and maybe promote it a few times on social networks and then wonder why they don’t get any traffic.
The truth is that clicking publish it not enough and it never was.
Your mailing list
The first promotional channel that you should take advantage of is your mailing list.
If you’re running a business blog then your mailing list may be strictly customers and may not fit the target audience of your blog. So it’s possible that it may not be right to use your customer database to promote your blog content to.
After all, they probably didn’t opt-in to receive it.
That’s why in this situation I recommend creating a separate mailing list where your blog readers can opt-in for updates. If your business blog is running on WordPress then setting this up can be very easy. I have written about a number of mailing list plugins that make this easy, here.
It’s also worth incentivising your opt-in form with a free download or offer of some sort – this will make for more of a compelling reason for readers to hand over their email address.
On the other hand, if you haven’t started building a mailing list, now is the time to start.
Social networks
There are a number of social networks that you should promote your content on no matter what – if you don’t then you are missing out on a great opportunity.
Ultimately you should focus your efforts on pushing out your content to the social networks where your target audience hangs out.
Generally speaking, whatever your target audience, you should be able to find them on social networks like Twitter, Facebook and Google+. On the other hand social networks such as LinkedIn, for example, are more geared towards business.
Whichever social networks you choose to focus on, you need to make sure that when visitors come to your site, it’s easy for them to share your content. If it’s difficult for them to share, then you will be missing out on a big opportunity.
There are a number of tools that can help you such as Sharethis.com or Addthis.com, alternatively if your blog is using WordPress there are a number of social plugins that I have mentioned here.
At the beginning of this post I mentioned that it’s important to link out to and mention market influencers in your blog posts.
Twitter is a great platform for recruiting their help in promoting your content.
You could outright ask them to help for example:
Hey @username, mentioned you in a recent post [insert link], would you mind sharing it with your followers please?
Or, you can use the following example which seemed to work well because John Lee dumas retweeted the status update.
Also by mentioning influencers here you will increase the likelihood that you will get retweets.
This does mean that you will have to schedule multiple tweets over a select period of time, I usually share the same blog post on Twitter twice in the same day. Once in the morning and once in the afternoon, mentioning a different influencer in each update.
Google+
In most cases I only share a blog post once on Google+ but mention as many influencers as possible to expand the reach of my status update as much as possible.
Here is an example:
There are a few other things that you should think about when sharing on Google+ that Mike Allton talks about here.
On a personal note, I’m not heavily invested in Facebook – I don’t like the idea that less than 10% of my fans will see my status updates and the level of advertising is just getting excessive.
That being said, it’s still a promotional channel that you should take advantage of.
Niche social networks
Social networks are appearing every day and disappearing just as fast, the truth is that most of them won’t get you any results because the user base is too small and isn’t targeted enough.
Fortunately a number of ‘niche’ social networks can help you push your content out to a highly targeted audience in particular verticals.
- Inbound.org (marketing)
- BizSugar.com (business)
- ManageWP.org (WordPress)
- Blokube.com (marketing)
- Designfloat.com (design)
- N4G.com (gaming)
- Wayn.com (travel)
If you’re looking for more niche social networks in your industry sector then you can try the following search terms in Google:
Keyword/topic social network
“Keyword/topic”+“social network”
Syndicate content to authority blogs
The idea behind content syndication is that other sites republish your content on their site – this can be a great way of driving traffic to your site and getting some extra visibility.
Make a list of the top websites in your market sector and ask them if they are interested in getting permission to publish your original content using your RSS feed.
Great content is expensive so most industry sites will jump at the chance.
Here are some examples of websites that syndicate content:
To make this even easier for you there is a tool called RePost that allows you to add a button next to your blog posts where people can immediately see that you allow republishing of your content.
RePost also makes your content available through its website to give greater chance that it will be picked up by other blogs or publishers.
Once you have setup syndication or the RePost button you won’t need to do anything on your end whenever your publish content. This will be taken care of by the websites that you have partnered with.
Paid content syndication
While the syndication method I have already talked about will not cost you anything, there are however various websites that allow for paid content syndication.
A few examples of these services include Outbrain and Nrelate – it’s a little like running a PPC campaign, but much cheaper. In campaigns that I have run in the past I have managed to get cost per click down to $0.04 on Outbrain.
These types of services add your blog posts to the related content widgets on huge and relevant websites.
We are talking about sites like Gamespot, Fast Company, Rolling Stone, CNN and TIME.
Here is an example from Fastcompany.com:
Since using these types of services does require budget, it’s important to keep an eye on this and make sure that your campaign is running at peak efficiency.
Recommend your content
In most industry sectors or niches you will find bloggers that publish regular industry roundups that are essentially a list of links along with commentary on what readers will find in the post.
If you are producing great content then chances are that bloggers would be happy to link to it as it would provide value to their audience.
A great example of someone who makes the most of this tactic is Devesh from WPKube.com who successfully used this tactic with me.
Devesh sent me a compelling email which included the following points:
- He has already shared my content
- He thinks a particular post on his site would be a good fit for my audience
- He will be happy to help me promote the post as much as possible once it’s live
I immediately recognised Devesh because I he had shared some of my content on Twitter before I received the email. My Twitter username was @mentioned so he was immediately recognisable.
I see this as a reciprocal process because in the future my posts were included in Devesh’s own industry roundups and we have both helped each other out by sharing each other’s content.
Part of successful content promotion is about building and maintaining relationships with other bloggers and influencers.
What about finding bloggers that publish industry roundups?
It’s as easy as a Google search, using the following search operators:
“keyword“+”industry roundup”
“keyword“+”roundup”
If you don’t get much in the way of results then try swapping the keyword or removing the inverted commas.
Summary
The majority of content that people spend hours and hours creating ends up gathering dust because not enough time is spent on promoting it.
By using the tactics that I have mentioned above to promote each piece of content on your blog you will give your blog a fighting chance and not only generate more traffic, you will also get more social shares and backlinks.
This means better rankings in Google and ultimately more leads for your business.
Do you have any content promotion tips to add to the list?
About the author: Adam Connell is the marketing manager of a UK based content marketing agency; UK Linkology. He can be found blogging over at Bloggingwizard.com, where he talks about marketing, social media, SEO and a few other topics. To find out how he made his blog a success in under 4 months, download his free report here.
photo credit: joshunter via photopin cc
28 Responses to "How to Get More Eyeballs on Your Content without an Established Audience by @adamjayc"
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[…] Blogger Adam Connell describes several excellent ways in which you can get more eyeballs on your content without an established audience. […]
Thanks for the shout out Adam! Great summary.
Happy to give you a mention Mike, you do some great things on The Social Media Hat.
happy to also give you a mention you have given me some great advice, thank you
Thanks so much Sherry and you’re most welcome - hope this post helps
This is gold. Thank you. I am a relative beginner and I think my progress is on par with the amount of time I have blogging, but there are a few snippets in here I havent tried.
Thank you for putting this together
Happy to help Nate - let me know how you get on.
Very good. I think they are very very good advice. I would add to do a 80/20 analysis of the traffic and focus on improving what create results and let go of the time waster.
It’s a good suggestion Renaud, thanks. I enjoyed your guest post that I read recently on the subject. Very odd timing actually because I bought Richard Koch’s book recently.
[…] How to Get More Eyeballs on Your Content without an Established Audience […]
Fantastic post, Adam. Thanks for the mention.
Thanks buddy and you’re most welcome.
You killed it Adam, while reading this article, i was like “wow” this guy knows what he’s saying.
Yeah, i know Devesh of wp kube, great writer, but his method is new to me! will be using it very soon, thanks Pal.
Thanks for the kind words, Isaiah - glad you have found the post useful.
I hope you get some good results recommending your content to others
I learned a lot from this. This is what I would call leveraging your assets. It takes a little extra work to get your content in front of a whole lot more right places.
Thanks Clayton, great to know that you have learned from this.
That’s what it’s all about, as your blogging journey progresses you will build up powerful assets and your success will keep on increasing, the important thing is to keep your foot on the gas so to speak.
You’re right, it does take a bit longer, it’s well worth it.
Adam, some great tips here and reminders of places I need to get to more often. I would add to use the Buffer to get your content out there easily and quicker. I hope they had more networks in the coming year too. I haven’t tried the syndication route yet, something I will look at for 2014 - thanks for inspring me today Adam.
Thanks Lisa, Buffer is a great suggestion. I’ve been testing Ritetag recently and seem to be getting some results monitoring hashtags a bit more closely.
Definitely. I especially hope they add Google+ profiles soon, although I think everyone is just waiting on Google to open up the API.
It’s great to know this post has inspired you, hope to inspire you some more in 2014
Hi there Adam -
You asked for other promotional tips… Don’t know what I’d add - you seem to have all the bases covered here.
Great tips! Thanks.
Donald
Hi Donald, thanks for checking out the post.
I was hoping to make this a comprehensive resource and I’m really glad to hear that I’ve got all the bases covered.
Thanks,
Adam
Adam just hopped here from Google plus were Adrienne promoted this post.
The way she said made me click on the post. Great tips great headline.
I think Facebook focuses on providing returns to its shareholders that why they have limited visibility of the post you share to just about 16% of your followers.
You seem to be saying 10%. Is there anyway you can check out the number of people that the post is shown as against the number of followers?
Would love your feedback. Is there also a way to get the numbers for your competitors in order to use this as a form of calculating the percentage.
Derek from socialtrigger even wrote a post titled: warning: if you have a Facebook fan page, read this where he highlighted the importance of not putting you egg in one basket.
Thanks for sharing this great tips.
Have a wonderful day Adam
Hi Peter,
Thanks for hopping over to check out the post.
It’s great to know that the headline is having an impact, I think the success of a piece of content can vary up to 500% based on the headline alone.
You’re right about Facebook Peter, I’m sure that’s the aim of the game.
The 10% was based on personal experience and what I’ve seen a lot of influencers that specialize in Facebook talk about, it’s only a rough figure though.
I have to confess that I’m not big on Facebook, purely because I get a higher return on the time I invest on other networks.
You can see how many people view a post from within the Insights section or under the status update itself.
As for competitors, there’s not a way that I know of - it all relies on you being an admin or manager of their page… that or if they openly talk about their stats which most don’t.
For working out the percentage, it’s a case of working it out from the number of fans and the number of people that see the post.
It’s probably worth noting that everyone has been talking about even more significant drops in visibility recently.
And that mine has dropped to below the 10% now (ouch).
Like I say though, I don’t invest the time in developing Facebook as a channel because it’s just not worth it right now.
Derek’s point in that post is an important one - focusing on a single network isn’t good at all. I work with brands that have invested huge amounts in Facebook and other marketers that have clients who have done the same.
Countless brands have built up the following to allow themselves to connect with all of their followers, thinking it was some alternative to email only to find out that most of their 60,000 fans aren’t going to hear what they have to say.
My pleasure Peter - thanks for taking the time to check it out and leave a comment.
Have a great one too, Peter.
Thanks for showing how to do the shout-out posts on G+!
No problem Michael - they’re a great way to get on the radar of influencers and tap into their audience.
[…] such as creating strong relationship, getting links and putting your content in front of new relevant […]
[…] Remember that you need to spend a significant portion of time promoting your content and by putting in the time you will be able to get more eyeballs on your content without an established audience. […]
[…] recommend checking this post out because it goes into a lot more detail (and it’s a very large topic) but ultimately after […]
[…] need a process for promoting your content – if you spend 5 minutes promoting your content, don’t expect it to get that much social […]