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Best Tweets from #SEMrushchat: Content Promotion Hacks

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Best Tweets from #SEMrushchat: Content Promotion Hacks

Melissa Fach
Best Tweets from #SEMrushchat: Content Promotion Hacks

This week on #SEMrushchat, we talked about content marketing promotion with our community and guest Gail Gardner. As we all know, not all businesses have a large budget for content promotion, so we asked the audience some questions that consultants often hear from business owners that are new to content and content promotion.

Each week, we watch the SEMrushchat looking for tweets that will offer expert-level insights to our readers, and we pay attention to the tweets the participants like as well. In our best tweets recap, I try to include the best tweets that provide different ideas so our readers can learn as much as possible. We hope you enjoy the collection of tweets below, and please share your thoughts or recommendations in the comments below. 

You can retweet any of the tips below by clicking on the Twitter logo next to the quote. 


Is there a possibility that amazing content will promote itself? Why?

We had some different viewpoints on this one. Let's see the first:

Brian Kato
Brian Kato
It's possible, but rare. Why rely on a 'guesSEO' or 'spray and pray' approach. I don't like taking chances like that. Make your own opportunities and promote your content!

Jairus Mitchell
Jairus Mitchell
Maybe eventually? But content shouldn't just exist in a vacuum. You have to link and post it places. You need it to show up in your sitemap. These things might be part of an automated process or a zero-effort system, but it's still promotion.

Gail Gardner
Gail Gardner
No matter how amazing your content is, it won't promote itself because people have to see it somewhere to read and share it. If you don't get it out there, how will they see it? You need a list and collaborators and to build relevant audiences.

Mark Gustafson
Mark Gustafson
NO! It takes work. A strong brand with a strong following will have an easier time BUT that’s because they did the work upfront. If you send it out to a large email list, large social following, etc. it might seem easy but building that audience was the hard part!

Stevie Howard
Stevie Howard
It is possible but not probable. There are so many factors that have to be jjuuusssttt right for there to be little to no promotion and still have it drive great traffic. Even if it is #1 on Google, that's only a certain % of your audience.

And some different viewpoints: 

Alexis Katherine
Alexis Katherine
I feel like I’m going to be alone in this, but Yes. Because organic search is important and part of the definition of 'amazing' should be 'optimized.' If your content ISN’T promoting itself in search, it’s not that amazing.

BaerPM
BaerPM
If the content fulfills a need (such as answering a question), it can seemingly support itself by standing out to consumers, who in turn, will share it, talk about it and help it grow without you needing to put more work into promoting it.


How can you make a piece of content share-friendly before promoting it? #semrushchat

Ann Smarty
Ann Smarty
Eye-catching visuals, tweetable and visual quotes, social sharing buttons!

Dean Brady
Dean Brady
Build it with sharing in mind. Short quotes, tweet-ready stuff. Make sure your nut graph is on-point and early.

Kelsey Ray Banerjee
Kelsey Ray Banerjee
Strong visuals, great headline, social media prompts like 'pin it' or 'share this'. Make sure you have short sentences that can easily be shared on social. Even better: add a contest or UGC component.

Ryan Bennion
Ryan Bennion
Make great content by solving problems or answering questions users have. If it's helpful and solves a problem many have, it's easy to share. I also think putting thought behind your content is HUGE. Basically, avoid self-promoting posts, ain't nobody got time for that.

Alizée Baudez
Alizée Baudez
In a nutshell: ACCESSIBILITY. Content that answers the users' question. Nice shareable media embedded in the page to be shared on social media easily. Human-readable URL. I'll add that people are more likely to share your content if they feel it will make them look smart. Vanity on social media has a lot of leverage, so I'd suggest researching your audience's motivations and needs thoroughly.

Bentley University
Bentley University
Added Value. Unique insight. Share buttons. Great headlines. Great visuals. Clear CTAs. Click-to-tweet quotes. Easy URL. Easy to read.


Let's imagine that you wrote your first blog post, and you have no budget to promote it. What would you do?

Ann Smarty
Ann Smarty
Share it yourself TAGGING everyone you mentioned, ask your friends to share (those you know well), research and use hashtags.

Ashley Ashbee
Ashley Ashbee
I'd probably know before writing it that I wouldn't have a budget, so I would do a Q and A with people who I know would share it and have an interesting network and incorporate quotes from it in the post (with permission).

ThinkSEM
ThinkSEM
First, ALWAYS link to new content from your old stuff (where relevant). Yes, it exists in the overall structure but you HAVE to include it in the 'road system' of your site/blog. Internal links are the easiest free forms of SEO/promotion you can do.

Lily Ray
Lily Ray
Post it on applicable message boards/groups, such as: Relevant subreddits, Facebook groups, LinkedIn groups and public LinkedIn with proper hashtags, and any other relevant message board.

Jessica Levenson
Jessica Levenson
Optimize it for discoverability, including linking to it from older, more powerful content. Share it where my audience is - social platforms, groups. Link build. Craft a social strategy including custom graphics/infographics/quotes, etc. to use for promotion.

Brian Kato
Brian Kato
I'm probably going to be in the minority here, but I'd architect social automation mechanisms, such as @buffer or ttt. Done properly, these can be considerably more efficient use of time when if comes to content promotion.


What are the best platforms to distribute your content?

Reva Minkoff
Reva Minkoff
Look at your data! What sources are driving the best, most engaged people? Focus on those.

ThinkSEM
ThinkSEM
The best ones on which to promote your stuff are — drumroll — ...the ones where your ideal audience is ACTIVE! If you're promoting everywhere, you're just spraying & praying. Don't throw effort after foolishness.

Mark Gustafson
Mark Gustafson
There is not one answer here. Consider: Where is your audience at? Where will they be receptive to content like yours? Do you understand the norms & expectations of this platform DON’T JUST SPAM. BUILD RELATIONSHIPS.

David Cohen
David Cohen
The best platforms to distribute content are the ones where people care enough to stop what they're doing, redirect their attention, focus on you, and then do the next thing you ask them to do with it. Attention and action is what builds fast demand to share.

Julia Rose
Julia Rose
Wherever your target audience is active! Use your data and analytics tools. Learn Google Analytics as a free resource that you could later utilize as a paid ad tool to reach them. Do NOT blindly market! Market with purpose.


What are some no-nos in content-promotion? How can you tell if it is working?

Chris Thames
Chris Thames
DM'ing content, hijacking hashtags, pushing products or services on people without establishing a relationship, shaming others to click, click-baiting — you can tell if it's working by establishing an upward trend.

MC Rodin
MC Rodin
Avoid the viral trend of the moment unless it is really truly relevant. It gets lost in the noise instead of reaching your specific audience, it's corny/insincere, and it immediately dates your content.

Dean Brady
Dean Brady
Don’t invade. Don’t assume your audience will like you showing up in their community space pushing content. Find, Observe, Plan and then Act.

Amy Middleton Hebdon
Amy Middleton Hebdon
Don't start a conversation and then not engage! People who post and bail have low response rates compared to those who continue the dialogue.

Alizée Baudez
Alizée Baudez
Spamming everyone with re-heated news and solely having auto-promotion content won't take you very far in the long run. It's working if it fulfills the goal you have for this content in the first place whether it's page views, conversions, etc.

Tamara
Tamara
Don't JUST promote the content, promote the value behind it - Don't spam your audience with a piece of content promotion - Be engaging when you promote. Don't set it and forget it - Don't promote to those the content is not relevant to - Don't be sales-y.

SEMrushchat Participants, Thank You! 

The knowledge, humor, and rants shared each week make our chats a fun and educational event, and we love to see what you have to say. We are honored you share your professional expertise with us each week.

Don't miss this week's SEMrushchat on Wednesday, July 10th at 11 AM ET/3 PM GMT. Our guest will be John Doherty

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Melissa Fach
SEMrush

SEMrush employee.

US Personality of the Year 2017 Winner, SEMrush Blog Editor, and Pubcon Community Manager. Herder of cats. Superman fan. Non-cook.
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Comments

2000
Hamza Ali
Pro

Asks great questions and provides brilliant answers.

Good promtion hacks here. Thanks for rounding them up for us!

For its like creating a piece of art, not taking it to an exhibition and then wondering why no ones talking about it or covering it. We should know where the content will be promoted before creating it. That automatically translates into the right writing style (one line paras and awesome graphics, etc)
Brendan Hufford
Helper

An experienced member who is always happy to help.

This definitely covered some of the biggest no-no's in content promotion with the exception of the "Hey, I found your site while Googling. Great work! Here's an article I wrote.." or whatever awful template people are pushing these days. REAL, authentic outreach will always work because, as humans, we want to connect with others who appreciate our work. It just has to be done with the intention of making a new friend, not just getting a new link/share/etc.
Hamza Ali
Pro

Asks great questions and provides brilliant answers.

Brendan Hufford
Well said Brendan. Outreach is about reaching out to another human and making a connection through shared value.

If we start seeing outreach as networking or as you phrased it, with the intention of making a friend then the other person can feel it and promotion happens.
Sadia Muneer
Helper

An experienced member who is always happy to help.

I have got a question. If someone is publishing quality content on their blogging site, and sharing it on different platforms as well and following all the marketing tips you've shared but still can't get the right traffic, what can be the possible reason for that?
Melissa Fach
SEMrush

SEMrush employee.

Sadia Muneer
There are too many reasons to mention. It takes a while and a ton of work for a blog to do well. There is so much content out there, it can be hard to stand apart - so content has to be quality, unique and offer information people need and want.

You have to pay to play on certain social platforms; they have tweaked algorithms so if you are not paying you are not seen unless you have a large audience that checks your page every day. One way to be seen better on Facebook is video; upload to them and those videos are more often in people's feeds, but that is slowing down as well.

Is your target audience(s) seeing your stuff? If they are, are they engaging/buying? If the answers to these questions is no, a new strategy is needed.
Sadia Muneer
Helper

An experienced member who is always happy to help.

Melissa Fach
Thank you for your reply! I think our target audience is not able to see our posts. Organic reach is getting worst day by day. Time to build a new strategy, maybe.
ALEXSA
Enthusiast

Occasionally takes part in conversations.

Sadia Muneer
This comment was deleted.
Hamza Ali
Pro

Asks great questions and provides brilliant answers.

Sadia Muneer
Another reason can be apart from the content itself. It maybe your website or blog. Maybe the site is not optimized for mobile, maybe you are receiving a lot of low quality back links, or maybe it's the loading time? Even if you have amazing content but when a visitor lands on the blog it takes 5 seconds to load partially, they will bounce.

On a side note, do you have a subscription form or optin on the blog, and a segmented emailing list you are actively using to send emails?

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