Content Promotion and Distribution Tips to Break Through the Chaos

Written by Stacy Jackson

Mar 31, 2019

March 31, 2019

Season 1, Episode 8

Content Marketing Imperatives: Content Promotion and Distribution

In this episode, we’ll cover 12 terrific ways to get more ears and eyeballs paying attention to what your writing, saying, and showing with content promotion and distribution.



Show NOTES

For years now, you’ve had it hammered into your head to create more quality content. Well, guess what. There’s so much content — quality and otherwise — that a lot of it is simply ignored. Even your masterpiece will dwindle away in obscurity if you don’t get serious about content promotion and distribution.

In this episode, we’ll cover 12 terrific ways to get more ears and eyeballs paying attention to what your writing, saying, and showing. Here are the areas of content promotion and distribution that we’ll run down. Be sure to listen, because we’ll be mentioning tools and tips for each that you’ve got to try.

  • Social media
  • Newsletters
  • Email signatures
  • RSS feeds
  • Curated content solutions
  • Content distribution networks
  • Guest blogging
  • Influencer marketing
  • Employee advocacy
  • Public relations
  • Repurposing
  • SEO

 

 

Read the Transcript for Season 1, Episode 8

Stacy Jackson: Hey everybody, this is Stacy Jackson.

Alanna Jackson: And I’m Alanna Jackson and we are co-founders of Jackson Marketing and we’re also sisters, in case you did not know that little bit of information, and we are bringing you Episode 8 of The Marketing Mix. So, Stacy, what the heck are we talking about today?

Stacy Jackson: Today, we’re talking about marketing your marketing. In other words: all the things you need to do to distribute and promote your content if you want to get ears hearing it and eyeballs reading it. Because it is just chaos out there these days; after all, there are close to two billion — that’s billion with a B — live websites online.

And people and brands send over 500 million tweets per day and people are watching over a billion hours of video on YouTube every day. And I think Kira, our niece makes up a big percentage of that.

Alanna Jackson: Yeah. I think she does, too. That is a lot of stuff that’s happening. A lot of things that are being put out there. Over 2 billion websites — that’s kind of insane, and when you think about 2 billion websites, and they’re all putting out different content . .  . Well let’s not say all because some may not be doing anything on their sites, but a lot of them are putting out new content on a regular basis, and that can be overwhelming.

So, before we get into a lot of the details on what we’re going to talk about on how you can promote your own content, let’s go ahead and take a break and hear from today’s sponsor. And when we come back, we’re going to get into how you can get the most ears and eyeballs on your different forms of content.

Alanna Jackson: Hey everybody. We are back.

The first thing that we are going to talk about is social sharing. So, when you have content, you need to make sure that you are sharing it on social because that is a great avenue for people to get eyes on your content — or ears If you have a podcast like this. [B2B social media marketing is just a great way to get noticed.

You can use hashtags. You can mention other companies, other people. That you can use emojis to, kind of, catch somebody’s eye. You can use some cool images. There’s a lot of different ways that you should incorporate social sharing into your promotion of your content, and you can use tools like Missinglettr or HootSuite. Lately is an AI tool that will help you create some of posts based on your content. So, there’s a lot of marketing automation out there, too, that you can use like HubSpot or Marketo. Just be aware of all the different tools that you have available to you that can help you make social a little bit easier in your day-to-day life.

And Alanna, I think one important point to bring up is something you did a video about recently — to don’t just listen to what all the so-called “gurus” tell you when it comes to posting frequency. Test that for yourself to find out what’s going to work the best. And make sure you include images on those messages, too.

Yes. Just because somebody says it’ so, [it] doesn’t mean it’s so.

One other thing to mention is don’t sound like a robot. Don’t have it just automated because nobody wants to interact with the robot, so put some personality into it.

Stacy Jackson: Definitely.

So, the next item up for discussion when it comes to content distribution and promotion is an oldie but still a goodie no matter what you might think — newsletters!

So yeah, a lot of you are probably <groan> “newsletters” <ugh>. I know. We all get over-inundated with emails, but the Radacati Group reported in its Email Statistics Report: 2018 to 2022 that the number of email users will reach 3.8 billion, with a B, in 2018 and surpass 4.2 billion by the end of 20-oh-two-two.

Yeah, I said it weird, but 20-0-22, so don’t rule out newsletters, people. And you’ve likely already got a good email tool. You could use. . . . Look at your HubSpot or marketing automation platform. Look at MailChimp if you don’t have a tool that you like to use. They’ve got a free plan that you can try out if you just want to test the waters with newsletters. Or try a tool like Campaign Monitor.

Alanna, what’s next?

Alanna Jackson: So, next we’re going to talk about email signatures. Using an email signature is a great way to incorporate some of your different content that you have available. Maybe your latest blog. Maybe you have an eBook that you want to push or a white paper or an infographic within your signature.

You can include a link to it. Maybe you include an image as well. You can set it up however you want. And whatever . . . . Maybe do some tests to see if you’re getting any click-throughs on just a. . . a link or an image.

You can use tools like WiseStamp, Black Pearl, or NewOldStamp. And your organization is most likely using Google Business, Exchange Server or something like that, and your admin of your business can set it up to where everyone’s email has the same signature content on it. Or maybe it’s a team — a team has a specific piece of content that they’re going to promote, and that can be handled by your system admin.

Stacy Jackson: Okay. I’m like the old lady of this podcast. I’m giving y’all the old-school tips and tactics and strategies.

I’ve got RSS feeds next, and I know a lot of you discount RSS feed. But if you think about if you’re using Feedly, you should love RSS feeds. [RSS feeds] help you stay on top of a bunch of different outlets without having to go to every single website, and a lot of people use feed readers.

So, offer an RSS feed to your readers, it makes it easy for them. It makes it easy for you. And if you also use with your company something like Slack — hey, you can set up a shared channel where your RSS feeds pings all the employees in that channel, so they go read your blog.

It’s really cool to be old school and keep those RSS feeds on your site.

Alanna Jackson: All right. So, the next thing we’re going to talk about is curated content solutions. You can leverage your curated content hubs to help you, kind of, own that content reach and reach new people. You want to set up those content hubs . . . that are . . . they can be an independent page, or maybe it’s a page on your site and you want to surround your own content with other expert content. And that’s what that hub is going to be. So, it not only validates your view, but it also engages influencers who might, in turn, share your content.

So, you can use items like Scoop.It, UpContent, and things like that for your hub, or you can use a curated newsletter system like Curated.co or Nuzzel, or a curated magazine with Flipboard or Paper.li.

Stacy Jackson: Yeah. Curation isn’t just for sharing other people’s content. It’s also for helping you get a better perspective of your industry and getting in with the big boys of your industry.

Up next is kind of similar and overlaps a little bit with those curated content ideas; it’s content distribution networks.

Flipboard is one of those that lives in both those spaces. You can use Flipboard to create your own curated magazine, and it’s its own sort of platform and network. So, if you curate your content into your Flipboard magazine, it’s also going to reach other users in the Flipboard Universe.

Another tool for distributing your content is Quuu Promote. You have to pay for the service, but they do help your content reach new people by connecting it with people who might be interested in tweeting or posting to Facebook the content that you’ve shared through Quuu Promote, so it’s really nice service. You can choose what categories of people you want to reach, and then they’ll retweet or repost and then, hopefully, you’ll get some clicks and visibility that way.

Outbrain and Taboola are two other paid content distribution platforms that can help you get your content shown on really high-traffic website. But sometimes you end up in a mix with like weird stuff like “where are these child celebrities now?” or “you won’t believe what this pickle can do.” Maybe temper your expectations with some of those paid distribution networks.

Alanna Jackson: So, another way that you can get your content out there is to do some guest blogging, and there are three tips that you need to consider that will help you to improve your guest blogging game.

You want to select sites that are actually in your niche or your industry. So, you don’t want to go really way out there and if you’re writing a guest blog it has nothing to do with the site that you’re writing on. So that’s definitely something you want to consider.

You want to make sure it’s got some good traffic and just make sure that it’s relevant to the audience of that site.

The next thing is you want to find a way to work in just natural references of your content, you know, you don’t want it to be a “Hey, download my ebook. Hey, download my ebook,” all the way through your content. You want to be natural. So, use keywords to link to it, but don’t make it to where you’re constantly doing just really short and pretty obvious keywords. You want it to be natural and long tail keywords, and link back to that content.

And then you want to promote your guest post and tag the site or the company, the individuals at the company, on your post when you’re when you’re sharing it on social to make sure that they are getting recognized as well. And they will, most likely in turn, do the same thing and retweet or share and just get you a little bit more reach based on that.

But just be careful because if you do things the wrong way with these guest posts related to your linking, you can get penalized by Google. So just be very careful with that.

Stacy probably has some good ideas around that because she is the SEO expert.

Stacy Jackson: You’ve really covered the biggest things.

If you’re writing about software, don’t post on a plumbing blog or some crazy thing like that.

Try to stay away from blogging networks because Google gets wise to those.

And like Alanna said stay natural in your content. Don’t try to force in “trade promotion management for foodservice: as an anchor text. Even though that’s pretty big mouthful — I mean it’s obvious if you link on that, that you’re just trying to earn some SEO juice. And Google doesn’t like it when you’re obvious like that.

Alanna Jackson: Yeah, and some people really go to little crazy with that, and it’s just it’s not natural [speech]. And that’s where you’re going to get dinged.

Stacy Jackson: And with SEO going toward natural speech and natural language processing, you gotta be natural. You got to be authentic, baby. And then on that “promote your guest posts and the people who hosted it for you,” that’s just good manners, too.

All right onward and upward. Our next tip is to use influencer marketing to your advantage. Now, you don’t need to have a Kylie Jenner or a Kardashian to have influencer marketing. You need to think about who are those well-respected people and authorities in your industry.

They may not have those Kardashian following numbers, but they have the numbers of followers of the people that matter most: the people who are going to buy your software, your technology, whatever it is, you’re selling.

Some tools that you can use to help you with your influencer marketing outreach include things like Triberr. There’s different tribes or groups of influencers that you can distribute your content to who will, in turn, share for you. And you become part of their tribe and share for them. So, kind of cooperative.

There is IZEA and plenty of other influencer marketing companies that help connect you to those influencers that will be best for your program.

Or you can create your own kind of word of mouth, or I guess you could even call it affiliate, but we’re thinking more like actual advocates or influencers. But you could use a tool like Ambassador to get people to help you spread the good word about your content and your company.

Alanna Jackson: So, the next one we’re going to talk about is employee advocacy. Some of our clients could probably tell you that this is one of the biggest things that I bug them about year every year If we don’t incorporate into their overall strategy, but . . . .

Stacy Jackson: You know who you are!

Alanna Jackson: It’s huge. It makes a difference.

So, you need to get your. . . .your people trained up to understand how to use social; how to use it effectively for not only themselves, but it’s for also for your company. It’s a win-win for them and for your company if you can get them incorporated and using social the right way. Then they will go out and promote your content and share what’s happening on your company pages. And with your executives and your sales team — whoever is active on social, you can make employee advocacy a tool that really magnifies your reach.

So that’s something that you really need to think about, and there are some tools that you can use like GaggeAmp, Smarp, SocialChorus,, Everybody Social. There’s all different kinds of tools out there that you can use to really make it easy for your employees. And some of those even . . . if you have Slack in your corporation, in your organization, incorporate with Slack, and it makes it even easier for them to be advocates for your company.

And I know that we’ve mentioned before on one of our podcasts about the Edelman Trust Barometer, but it is key because people trust people and they don’t always trust the brand. And the brand can only go so far with really making that personal connection, and that’s where your employees have to step in and help create those relationships with your potential customers.

Stacy Jackson: Yeah, and you can make it fun, too. I know . . . I think Social Chorus or maybe it’s Everybody Social? One of those — probably all of them, have leaderboards, so you can make it a friendly competition. It could be a lot of fun.

Alanna Jackson: Maybe we should do a competition?

Stacy Jackson: Yeah, I wonder which of us would win? I hope we don’t go on Undercover Boss.

Okay. Man, I’ve got another old-school one here to share with you guys: public relations.

Maybe you want to hire a public relations firm if you want to get really serious about it, but there’s some things that you can do as a marketer with a small team or even if you’re a solo marketer at your company. You can work with tools like Cision to help you get your press releases distributed online.

You can use tools like BuzzStream to help you nurture relationships with other site owners or journalists or news outlets in your industry.

And there’s also a site called Help A Reporter Out. You might hear people refer to it as HARO or H-A-R-O. And you can get alerts from that tool that says this reporter’s looking for an expert on widget making. And then you can get in touch with that reporter and maybe end up in US News & World Report or Forbes or somewhere really prestigious. That would really help spread the word, and you could refer back to your great piece of content, the Ultimate Guide to Widget Making.

So, don’t discount public relations.

Alanna Jackson: Yeah, you never know where some of those things might lead you, like you were saying, with that Help A Reporter Out situation, there could be some really cool opportunities there.

Stacy Jackson: Yes!

Alanna Jackson: Talking about opportunities: you can take an opportunity to repurpose your content.

There’s a tool called Lumen5 that you can create really quick video recaps, and it is super easy to use and that’s something that you can just share out on social easily. It can take you just a few minutes to create a really quick video based on one of your blog’s.

Another thing is: think about using infographics to summarize your key data points, or maybe do a live video stream to recap one of your posts. Do a Facebook live or Instagram, Snapchat, Periscope even. There are so many different ways that you can use video on all the different platforms, and video is huge. So, if you’re not doing it, get out there and incorporate it into your overall strategy. And that’s a great way to get your feet wet If you’re not already doing video — to just promote one of your blog posts. Just 30 seconds to a minute video to promote your latest blog post. That’s a really easy and quick way to get some of your content out there and noticed.

Stacy Jackson: And. Finally, one of the most important things that you can do to help your content get found: SEO!

I’m having fun on today’s podcast, Alanna.

Alanna Jackson: Because you’re going old school on so many things.

Stacy Jackson:  I know. Well SEO could even be considered old school by a lot of people and depending on how this copyright law thing and the EU pans out. Who knows? Links may not have as much value in SEO anymore. And I don’t know. We’ll have to get an expert on to talk us through that and hold her hands and make us feel better.

But at least in the world of SEO as it exists at this very moment in time, you got to still pay attention to it. Yes, some of the old-school tactics are dead. Don’t keyword stuff. Don’t get over optimized on your anchor text on your links that you’re building. But still take care to look at your on-page SEO.

Yeah, you don’t want to keyword stuff, but did you actually mention the keyword at all in your blog post? It’s amazing how many times people write something that they don’t ever even mention the keyword or a related keyword on the page, and then they wonder why they didn’t rank for it. It’s really crazy.

Alanna Jackson: Yeah, like, sometimes it’ll be in the title, but then know where else throughout the blog.

Stacy Jackson: And sometimes not even in the title.

Alanna Jackson: True. True.

Stacy Jackson: But anyway. I’m not making fun. I’m just saying, “why?”

Alanna Jackson: And one thing to mention, too, it’s not just the main keyword that you’re trying to go for but semantically related keywords, too. So, mix it up a little bit, and use the keyword, but just in a different way.

When you’re thinking about SEO, too, remember that a lot of people are seeing more success when they go long, that long-form content. And it may seem counterintuitive because people don’t seem to be reading as much when it comes to the longer form content, but I think people do skim those longer post to find the nuggets of information they want to see. So, while somebody may not — if you had a heat map going on that long-form blog post or white paper — maybe they don’t get to the end, but maybe they got to what they needed.

Remember that Google seems to be rewarding that long-form content, so write your best. Do your best and then use some of these other ideas, especially repurposing, to chunk that long-form content into other pieces of content for social or video or whatever.

Another thing that we mentioned earlier natural language is going to be important even more so in the future as Alexa, Siri, and other tools begin to help people search for more things online. Natural language is where it’s at, and that’s what also can help you get one of those featured snippets. And featured snippets are often what are going to be read through Alexa or Siri, so really get serious about using natural language. Look at questions people actually ask. Think about how people verbalize a search query versus how they might type it into Google and start thinking and writing in those terms.

And finally think about the other routes for search engine optimization — things that you might even not consider a search engine, like YouTube. There’s all kinds of things you need to do to optimize a video to get found in YouTube. Think . . .  if you sell anything on Amazon, you have to optimize for search on Amazon. Every place that you could sell or have your content likely, other than your . . . well even your own website, if you have search. . . . But you need to think about, “how is my content going to be found?”

Alanna Jackson: Yeah, and that even goes along with social because tweets are indexed for search engines, so if you’re . . . You need to make sure that your tweets that you’re posting are even optimized.

Stacy Jackson: And your LinkedIn profile.

Alanna Jackson: Oh, yeah.

Stacy Jackson: That can get found on Google.

So we’ve run through quite a few things, and we could do 12 more podcasts on each of these individually, but I hope that you got some good information out of what we discussed today and maybe look forward to some future podcast where we dig in deeper on one of these topics.

Alanna Jackson: Yeah, and if you would like to find us on social, you can find Stacy on Twitter at stacy_jax, and you can find me on Twitter as well. And mine is alanna_jax. Or you can look us up on LinkedIn at Stacy Jackson and Alanna Jackson, and you can also leave us a voicemail on the Anchor app. So, make sure that you are on the app because that is the only place that you can actually leave a voicemail for us.

Stacy Jackson: And we might use it on next week’s show.

Alanna Jackson: Yes, and we look forward to hearing from you guys on social and hearing other questions or topics may be that you want to learn more about and until next time we’re out.

Stacy Jackson: Bye.

at your tweets that you’re posting are even optimized.

Stacy Jackson: And your LinkedIn profile.

Alanna Jackson: Oh, yeah.

Stacy Jackson: That can get found on Google.

So we’ve run through quite a few things, and we could do 12 more podcasts on each of these individually, but I hope that you got some good information out of what we discussed today and maybe look forward to some future podcast where we dig in deeper on one of these topics.

Alanna Jackson: Yeah, and if you would like to find us on social, you can find Stacy on Twitter at stacy_jax, and you can find me on Twitter as well. And mine is alanna_jax. Or you can look us up on LinkedIn at Stacy Jackson and Alanna Jackson, and you can also leave us a voicemail on the Anchor app. So, make sure that you are on the app because that is the only place that you can actually leave a voicemail for us.

Stacy Jackson: And we might use it on next week’s show.

Alanna Jackson: Yes, and we look forward to hearing from you guys on social and hearing other questions or topics may be that you want to learn more about and until next time we’re out.

Stacy Jackson: Bye.

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