Interviews from the Content Promotion Summit
Ever wonder how famous people build up their starstruck fan base?
Sure, you can be like the Beatles and kick ass at performing a gazillion live tunes on world tours and accumulate your fans that way…
But what about normal humans?
You can also build your massive fan base by promoting your content online.
The better your content promoting skills, the bigger your audiences will be.
And the bigger your audiences, the better your chance at reaching your conversion rate goals.
We’ve partnered with Uberflip to give you five content promotion secrets to help you build up your crowd volume, so you can turn your followers, fans and likes into conversions.
Using platforms like Slack, Facebook and LinkedIn to create or join closed groups can be an effective way to not only ask for shares, but do some sharing yourself.
It’s a way to network with colleagues within themed groups to share ideas on similar topics. You can build camaraderie by reading, sharing, giving feedback and commenting on each other’s content.
In the same way that these coders are sharing tips with each other, you can use closed Slack channels to request from your colleagues upvotes, favorites and shares across their networks:
You can also use Facebook and LinkedIn closed groups to share your content back and forth.
There are more than one billion active Facebook users and 467 million LinkedIn members. With all those users, it’d be silly not to court relevant influencers with large networks.
Try to befriend influencers in your industry who will have wider networks with related audiences. That way, you can promote each other’s content, which will be relevant content valuable to similar audiences.
Get in front of targeted audiences more quickly by publishing to community upvoting sites like Growth Hackers, Hacker News and Inbound.
They have industry-related members and influencers that you can befriend, follow, interact with and seek feedback from.
You can get valuable insights from influencers via article comments, by joining discussions and asking and answering questions. Brainstorming, learning the latest trends and ingesting related content all in one central location can help you get to the middle of the buzz rather quickly.
Better yet, once you build up a decent network and following, you can use the power of networking to rack up some significant upvotes. Each time you have a piece of content published to these sites you can share the link and ask for upvotes.
The more upvotes your articles get, the more exposure for your content.
Here’s what a top list of most upvoted articles in Growth Hackers looks like:
If you’re fresh to the game and just starting out, you can ask other members with a larger following to publish your content for you.
When your articles are published to these sites, there’s a direct link that leads to the original blog post, so you don’t have to worry about content duplication issues.
Gain more exposure among influencers and their followers by establishing a healthy mutually beneficial partnership where both parties share each other’s content.
We have a natural knack for returning favors and get a sense of reward out of it, so tap into this principle. The idea behind networking among influencers and communities is to feed into the idea of reciprocity (psychology concept #27).
By doing all the sharing, commenting, upvoting and complimenting first, when you ask your influencers to do the same, they’ll be more willing.
The purpose is to create longstanding relationships with strategic partners so you can both continue to build your audiences all while promoting content back and forth to larger and larger audiences over time.
Tip: Make sure every piece of content that you share and that you ask to be shared adds value to your audiences.
The last thing you want to do is turn off your followers by promoting crappy unrelated content, which will shrink your audience.
Using ads to promote your content can be an effective way to get in front of very specific audiences depending on the platforms you use.
Facebook, StumbleUpon, Outbrain, and Quuu are effective platforms for spending your promotion dollars.
With Facebook you can create various ad sets with specific audiences like retargeting lists, demographic based parameters, interest categories, lookalike audiences and even imported contact lists.
StumbleUpon also allows you to choose from first-party data to target by age, gender, location or device, and looks like this:
Not only will you your content be seen by these chosen audiences, but you can promote your content with the goal of getting conversions and not just social shares.
Measure your engagement levels using the various dashboards of each platform to find out which paid promotions are getting the highest conversion rates.
Here’s what Facebook’s ad reporting dashboard looks like:
With conversion rate reports, you can beef up your ad spend on the audiences that are converting more and decrease the spend on those that aren’t performing as well.
Bookmark communities are another resource for building up your target audience through networking with other influencers.
Sites like Triberr and BizSugar are effective sources for more influencer interaction, upvoting and wider potential audience reach.
Triberr’s tagline: a community of talented bloggers and influencers come together to read and share great content.
Here’s what posting and sharing to Triberr did for online marketing dad John Banks’ blog:
BizSugar’s tagline: share small business news and tips. The BizSugar community focuses on marketing, finance, management, technology and startups categories.
Similar to the exchanging of ideas and networking concepts behind community upvoting sites, bookmark communities can help you gain momentum among authority figures and gain access to their networks.
Each of these content promotion ideas can help you expose your content to not only more people, but the right people.
Test out various promotional strategies and resources for various audiences.
You get the idea. Now it’s time to get famous…
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."