How to Promote Your Content Online

Content that drives inbound traffic and generates leads is content that gets noticed, consumed, shared, and linked to by others. Here are five low-cost strategies you can use to accomplish this:

Strategy #1. Content distribution and discovery

People love sites that aggregate content and thus make it easy for them to find information  relevant to their interests. As an author, if you can get your content indexed on these types of "content discovery" sites, you'll be exposed to targeted readers who want and need the knowledge and perspective you're offering.

StumbleUpon.com -- or SU for short, is a “discovery engine” that allows people to discover web content that matches their interests. SU is available in various formats including apps, browser toolbars, and the SU website itself. Webmasters and marketers have lauded SU for its ability to send tremendous amounts of traffic to their own sites.

Does StumbleUpon work for B2B marketers? Check out B2B meets Stumble Upon

Digg.com -- the Internet is full of great stories. Digg helps users find, read, and share them.  

Technorati.com -- participate in a global conversation with Technorati.com, a leading blog search engine, directory, and definitive source for the top stories, opinions, photos and videos emerging across news, entertainment, technology, lifestyle, and sports.

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Strategy #2. Content sharing

Placing share icons on your blog, social media accounts, and article pages makes it easy for readers to share your content with others. Popular icons are:

  • “Like” button (FaceBook)
  • TweetMeme (Twitter)
  • LinkedIn share
  • Google +1s
  • AddThis (social bookmarking sites)

Strategy #3. Email newsletters

If you haven’t yet, use your website to promote an information-based offer, such as an E-newsletter or other piece of informational content. The mechanics of this involve creating a call-to-action link that drives your site visitors to a form, which allows them to register to receive/download the content, and you to collect opt-in subscribers’ names and email addresses. Publishing and distributing an E-newsletter (weekly or monthly) is a tried and true way to keep in touch and get your latest content directly into the inboxes of prospects and customers.

Strategy #4. Cultivating relationships

If you show interest in content created by others in your niche, they will reciprocate by showing interest in yours, and they may even help distribute it via sharing with their online communities. It pays to make yourself known to thought leaders, bloggers, and others in your industry by commenting on their blogs, guest posting for them, sharing their content, and linking to it in your articles.

Strategy #5. Content cross-promotion

Why work harder when you can work smarter. Here are three ways you can "piggy back" on one content vehicle to promote another:

  • Add your social media icons to your email signature
  • Let people opt into an email subscription on your website
  • Include links to your website in your blog posts and in directory articles

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