Posted by bsmarketer
Content promotion isn’t tweeting or upvoting. Those tiny, one-off tactics are fine for beginners. They might make a dent, but they definitely won’t move the needle. Companies that want to grow big and grow fast need to grow differently.
Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.
1. Use content to fuel social media distribution (and not the other way around)
Prior to selling the brand and blog to Neil Patel, Kissmetrics had no dedicated social media manager at the height of their success. The Kissmetrics blog received nearly 85% of its traffic from organic search. The second biggest traffic-driver was the newsletter.
Social media did drive traffic to their posts. However, former blog editor Zach Buylgo’s research showed that these traffic segments often had the lowest engagement (like time on site) and the least conversions (like trial or demo opt-ins) — so they didn’t prioritize it. The bulk of Zach’s day was instead focused on editing posts, making changes himself, adding comments and suggestions for the author to fix, and checking for regurgitated content. Stellar, long-form content was priority number one. And two. And three.
So Zach wasn’t just looking for technically-correct content. He was optimizing for uniqueness: the exact same area where most cheap c… Read More