Spicy Twists and Tactics For Unique Content Promotion

A variety of spice powders on a cooking slate image.

Previously in our “Collective Wisdom” series, we’ve covered pre-planning for content marketing success, the art of crafting powerful content, enduring and often-overlooked content creation best practices, and how to use a number of tried and true content promotion tactics.

Now let’s dig into several spicy ways to take existing content promotion tactics and make them uniquely your own, including a smattering of flavorful insight from some of the best in the business when it comes to the art of promoting your content.

Innovate With Your Own Unique Promotion Twists & Tactics

No matter how many fine lists, guides, articles, or books you read about the art of promotion, unless you innovate and create unique and enchanting opportunities, your marketing success will generally be limited.

Noted marketing author and speaker Guy Kawasaki has for years espoused the powerful benefits of enchantment in marketing.

“The three pillars of enchantment are likability, trustworthiness and a great product or service. If you have these down pat, you could rub two sticks together and enchant people.” @GuyKawasaki Click To Tweet

Promotion can be like cooking, with vast archives of tried and true recipes and cookbooks handed down through the generations. Most are sure to please, but they often offer the same old flavors and tastes, probably making a boring meal for anyone looking for new combinations that push the boundaries of culinary arts. You can do better, as Paul Hollywood might say on “The Great British Baking Show.”


From Comfort Marketing To The Enchanting Unknown

While there is marketing success to be had in giving your audience what they’ve always wanted in the past — a sort of comfort marketing — I think there is greater potential when you’re able to take your customers into the unknown, with enchanting promotion that amazes and delights. This, however, is easier said than done.

It helps to have an honest passion for your marketing endeavors, and as master chef Julia Child said, you must be interested in whatever you’re doing.

“Find something you’re passionate about and keep tremendously interested in it.” — Julia Child Click To Tweet

Search engines have put more and more of the world at our fingertips every year, and just as many exotic food ingredients have made their way into the mainstream, the number of promotion tactics from marketers around the world has similarly exploded, making it harder than ever to truly innovate in a direct way.

You’ll find dozens of great promotion tactics on our blog alone, including:

Garlic Marketing & Finding Your Own Flavor Combinations

Just as great chefs innovate by combining ingredients that haven’t been used together, or by applying techniques that haven’t been used with certain foods, innovative marketers have a knack for finding their own new ingredient combinations that end up pushing the boundaries of promotion.


Top chefs know or quickly learn which flavors don’t work well together, and marketers need to understand these lessons as well, when a promotional tactic is powerful like garlic or ginger on its own, but certainly won’t work well when combined with another successful technique that centers around making a sweet chocolate torte.

Both trial and error and experience make it easier over time to set aside the promotional techniques that don’t combine well with others, such as running paid advertising promoting the latest game on Facebook and using demographic age targeting, but choosing only those over 80 years old.

One way to ensure that you’re using promotion methods that complement one another is to turn the mirror of marketing on yourself.

Flip The Mirror & Promote The Content That Excites You

Mirrored floor reflections of giant puzzle piece image.

Focus on promoting your best content — the kind that truly excites you and drives you to want to share it with people who will feel the same.

Noted digital marketing speaker Andy Crestodina, Co-Founder of Orbit Media, sees this as an important function of successful marketing.

“It’s the marketers job to promote the best work. To share, link to, send and talk about the good things. It’s the only chance we have to bring the best to the most.” — Andy Crestodina @crestodina Click To Tweet

Turn the mirror on yourself and strive for using the promotion tactics that would make you take notice, click on a link to see what else is on tap, follow a person or brand on social channels, or even sign up for an email newsletter.

With this kind of insight and personal authenticity, you can deliver a stronger sense of brand purpose in your campaigns.

Brand Purpose Tom Fishburne Marketoonist Cartoon

If your promotion techniques aren’t strong enough to entice you, chances are slim they’ll be powerful enough to interest others, so turn the mirror of marketing self-reflection into your own personal crystal ball.


Help People Get What They Want & Recognize When To Enlist Others

The knowledge to be gained from looking inward can energize and invigorate you to go out and help others with marketing that’s genuine and relevant.

“You will get all you want in life if you help enough other people get what they want” — Zig Ziglar Click To Tweet

Even the best don’t have expertise in every area, so smart marketers seek out answers from experts who are stronger in those areas, as marketing speaker and author Carla Johnson has pointed out.

“To help promote content, tap into people who have solved the problem that your content helps your audience with.” @CarlaJohnson Click To Tweet

Relationships Blossom & Benefit With Influencer Marketing

Building these types of partnerships is one of the main purposes of influencer marketing, as Dr. Konstanze Alex, Head of Corporate Influencer Relations at Dell, recently shared in an enterprise B2B influencer marketing interview with Lee.

“Strategic partnerships with influencers provide for an outside in view when creating content for our customers.” @konstanze Click To Tweet

The market for influencer marketing has seen continued growth, with several recent estimates predicting it as a $10 billion industry by 2020, with 35 percent growth through 2025.

Influencer marketing chart by Milkwhale image

By combining the right tactics that will take your customers into the unknown, using enchanting promotion that amazes and delights, and turning the mirror of marketing self-reflection into your own personal crystal ball, your content promotion campaigns are bound to have a measurable advantage.

Next up in our “Collective Wisdom” series we’ll start examining how to measure and analyze the the content campaigns you’ve diligently planned, crafted, and promoted, to clearly see what’s working well and what isn’t.

If you haven’t yet caught our previous episodes in this series, hop back and study up:

Step Right Up! 8 Content Promotion Showstoppers For 2019

6 photo collage image.
Welcome to the fifth installment in our “Collective Wisdom” series of content marketing strategy articles. In this issue, we’ll dig into the multifaceted and sometimes daunting world of promoting content, featuring wisdom and examples from some of the world’s top digital marketers.

Previously we’ve covered pre-planning for content marketing success, the art of crafting powerful content, along with enduring and often-overlooked content creation best practices. Now it’s time to move on and tackle show-stopping content promotion.

Below we explore eight helpful tactics used by some of the best in the business when it comes to the art of promoting your content, with methods that will make your audience stop, look, and engage.

Showstopper 1: Unleash the Influencer Marketing Kraken

Kraken Sea Creature Image

The most basic premise of influencer marketing is all about harnessing the power of people who hold real and relevant influence for your target audience. But when done smartly, influencer marketing can also be a strong content promotion tactic, which is why it’s become highly effective for both B2B and B2C brands of all sizes.

With global influencer marketing advertising spending forecast to double from $5 billion to $10 billion over the next five years (Mediakit, 2018), and 65% of global brands planning to increase their influencer marketing spending over the next year (World Federation of Advertisers), the time to release your influencer marketing Kraken could hardly be better.

Two men with bubble quotes.

Numerous studies from Nielsen and others over the years have continued to show that our trust in our fellow real human beings is roughly twice that we generally have for brands or organizations — or, most certainly, the Kraken — and influencer marketing has grabbed hold and run with this natural preference for people.

Noted marketing speaker and author Jay Baer, founder of Convince and Convert, encourages thinking long-term when it comes to influencer marketing.

“At the heart of both paid and earned influencer campaigns is creating long-lasting relationships.” — Jay Baer @jaybaer Click To Tweet

How to nurture these relationships early and often is featured heavily in “Words of Wisdom: Lee Odden’s Top 9 Insights on How to Succeed at Influencer Marketing 2.0,” by TopRank Marketing senior content marketing manager Caitlin Burgess, a great resource for learning more about the specifics and nitty-gritty of developing your own smart and successful influencer marketing campaign.

One of our most popular annual collections of the very best content marketing influencers was recently released, and it offers a great way to find and easily follow many of the brightest professionals in the influencer marketing world: “50 B2B Marketing Influencers and Experts to Follow Into 2019.”

Influencer marketing’s use as a robust promotional tactic is explained further in the following six resources.

Six Kraken-Approved Influencer Marketing Resources For Your Toolkit

  1. Get your feet wet with our CEO Lee Odden’s “Just Getting Started with Influencer Marketing? 6 Things You Should Know,” which is a fine introduction to successfully working with influencers, including best practices and prime opportunities.
  2. Gaze into the far reaches of influencer marketing possibilities with our own content marketing manager Joshua Nite, as he goes “Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing,” with a selection of helpful methods to make the practice a trusted part of a newer and better integrated marketing strategy.
  3. It’s been a strong year for influencer marketing, and our content strategist Anne Leuman explores a fascinating array of trends for brands and beyond, in “7 Influencer Marketing Trends That Will Rule 2018.”
  4. Global enterprise B2B firms are reaping the benefits of influencer marketing as well, and our series of interviews by Lee with leading figures digs into the details, including expert marketers from IBM, Adobe, Cox Communications, SAS, Dun & Bradstreet, and others.
  5. A primer of some of the many specialty influencer marketing tools is laid out in infographic format by IZEA, which has also recently released a report showing influencer marketing near the top of the marketer effectiveness rating chart.

The B2B side of influencer marketing is the subject of Lee’s “What B2B CMOs Need to Know About Successful Influencer Marketing,” with special focus on how today’s chief marketing officers can benefit.

Showstopper 2: Invade Social Media with Hyper-Specific Promotion

UFOs over field of grass image.

Every social media platform offers its own unique twist and flavor — which is a big part of what makes the social landscape so rewarding, thrilling, and at times challenging — and you should use these differences to your advantage by tailoring your own bespoke promotional messaging for each platform’s unique audience.

Author and speaker Guy Kawasaki suggests that smart marketers strive for a greater dose of the human factor in social promotion.

“Brands are built on what people are saying about you on social media, not what you’re saying about yourself.” — Guy Kawasaki @GuyKawasaki Click To Tweet

Making your social promotion hyper-focused with a human touch starts with the basics of ensuring that your textural messaging elements fit a social platform’s limits, and recognizes the differing user demographics of each when writing promotional copy for social media.

Keep track of the latest image and video sizing recommendations and create pixel-perfect visuals tailored specifically for each social media platform you plan to use for promotion. SproutSocial’s “Always Up-to-Date Guide to Social Media Image Sizes” is one of many similar guides, and a good jumping off point when trying to track down the latest Pinterest pin dimensions or Twitter in-stream photo sizes.

In addition, also make a point to stay informed on new promotional elements that platforms roll out, and incorporate them in a well-thought-out manner in your promotions.

Stay up on these by finding out where each social platform announces its new features and beta tests, whether it’s the platform’s blog, website newsroom, fan newsletters, or specific social profiles made to inform marketers and users of feature additions and changes. Twitter, for example, offers several media best practices guides.

There are more social media places than ever to promote your content, and Anne has a list of some you’ve likely used in past promotions, and several that may be new opportunities you’ll want to explore, in her look at “4 Significant Marketing Channels You Should Adopt in 2018.”

Showstopper 3: Go For the Win with Awards

2019 numbers by mountaintop sunset image.

You’ve taken great care to craft enchanting and relevant content. Now it may be time to submit your finest works to one or more of the many marketing awards programs.

Winning a category or even being named as a short-list entry can both be fantastic ways to help promote your content, and although the competition can be strong, the potential boost you can achieve is well worth consideration.

Whether B2B or B2C and whatever your industry, chances are good that there’s at least one annual awards competition where you can showcase your best work, whether it’s the Interactive Marketing Awards, the Digiday Awards, or Cannes Lions.

Examples of how top-notch marketing work can garner awards is shown in one of our most popular posts of 2018, Lee’s “32 B2B Content Marketing Case Studies for 2018,” featuring our client Cherwell Software and its recognition at the 2018 Killer Content Awards.

The sky’s the limit when you start entering and winning marketing awards, so don’t overlook these opportunities in your own content promotion.

“Awards give recognition to great work and they also give us a look inside what’s really working in the industry.” — Lee Odden @LeeOdden Click To Tweet

Showstopper 4: Practice Promotional Thankfulness

Hands writing thank you in a book surrounded by flowers image.

Incorporating thanks to those who have helped you along the way within your social promotions offers a number of benefits, including reaching new audiences you may not have previously considered.

Who has helped you create the work you’re promoting?

There will be people, services, and companies who had a direct impact on the content you’re promoting, and thanking them by name as a part of your promotional campaigns can be rewarding both on a personal and professional level.

Think also of the people who, although probably not involved directly in your present campaigns, helped you grow into the stellar content crafter you are today. Whether it’s an old college marketing professor who instilled a sense of curiosity you’ve carried for years, a professional mentor whose help guided you, or a former associate who taught you something wonderful you use to this day, finding and thanking them is a win-win-win situation for you, the people who inspired you, and for the latest content you’re promoting if you choose to give them a shout-out in your social messaging.

Here at TopRank Marketing we recently honored a Thanksgiving tradition by taking the time to say thanks, which is always a worthwhile endeavor.

Scott Monty, neoclassical marketer and former head of social at Ford, regularly quotes Cicero in his keynote addresses, and one about thankfulness from the Roman statesman and philosopher comes to mind:

“Gratitude is not only the greatest of virtues, but the parent of all others..” — Cicero Click To Tweet

Scott also sees value in expressing human emotions such as gratitude.

“We can teach machines how to learn, how to respond to questions, to perform mail merges, & to anticipate our needs, but we can’t teach them to do what it takes to be truly human: that is, to feel & express emotions.” @ScottMonty Click To Tweet

Showstopper 5: Crank Up Your Crew & Turn Up Your Team

Women's rowing team image.

Whatever the size of your team, when used in the right ways, its members can be an invaluable resource in your promotional toolkit, whether through employee advocacy, engagement, or as a source of inspiration.

Some may be bona fide mega-influencers, others micro-or-nano-influencers, but all can help in their own way with your promotion efforts, so take the time to learn all you can about your team, and work with each of them as appropriate to help them best share and amplify your content.

Three Resources For Cranking Up Your Team For Content Promotion

  1. In “Teamwork Makes the Dream Work: 6 Tips for Helping Your Marketing Team Work Better Together,” Caitlin dives into the power of teamwork and the importance of individual and team goals.
  2. What can Spider-Man and Captain America teach us about content promotion? Josh looks at how teams wield more power than simply the sum of the individuals they contain, in his insightful “Marketers, Assemble! The Super-Powered Team-Up of Content Marketing Confluence.”
  3. How employees can benefit marketing efforts is explored in detail in Caitlin’s “How Employee Engagement Helps Drive the Success of Your Marketing Efforts.”

By being open to and fostering the content promotion boost your team members can provide, you’ll have an advantage over those who forge ahead alone.

“Alone we can do so little, together we can do so much.” — Helen Keller Click To Tweet

Showstopper 6: Use Paid Booster Rockets

Rocketship and booster rockets image.

Even the most successful organic promotions can make gains by adding smartly-placed paid promotion to the mix. When combined as a part of traditional search engine optimization (SEO) strategy, paid promotions can be especially effective, as Anne explored in “SEO + Paid Search: An Aristotelian Lesson in Search Marketing Integration.”

Google digital marketing evangelist and noted author Avinash Kaushik has over the years cautioned against using the power of paid search advertising without first having stellar content, urging digital marketers to outsmart instead of trying to outspend.

“Never let ads write checks your website can’t cash.” — Avinash Kaushik @avinash Click To Tweet

Pay-per-click (PPC) and other varieties of paid advertising are quickly-changing and oftentimes walled communities, and knowing when and how to best use each is a bit of a digital art-form.

Matthew Gratt, digital marketing manager at Continuum Analytics, sees paid promotion as complementary to organic methods, noting that:

“People don’t find content by mistake, or by accident. Every content plan needs a complementary promotion plan that combines paid, owned, and earned media.” — Matthew Gratt Click To Tweet

Showstopper 7: Test Out Promotion on New Social Frontiers

Doorway open to green pastures in an urban cityscape image.

Whenever a new social media platform launches it opens the door to new promotional frontiers for those willing to dedicate the time and effort to learning its rules of road, and when done well you could find yourself with big promotion success.

CNN recently brought mainstream attention to Tik Tok, a video-heavy app launched in 2016 in China that’s been downloaded nearly 800 million times and which has attracted a growing number of marketers. This is just one example of the type of new digital marketing frontier to be on the lookout for, even if we can’t be certain which new platforms will eventually make the annual global social usage lists such as those Hootsuite releases annually.

Hootsuite graph of global social media usage.

Although not as new as Tik Tok, live-streaming video platform Twitch has increasingly caught the attention of savvy marketers, as our Senior Content Strategist Nick Nelson explored recently during Content Marketing World in “How Twitch is Breaking New Ground In Audience Engagement #CMWorld.”

“Beyond potential utility, #marketers can benefit from simply studying @Twitch’s highly effective audience #engagement methods and stellar use of customer insights.” — Nick Nelson @NickNelson Click To Tweet

Showstopper 8: Take It To The Next Level With Professional Promotion

Guage showing levels from novice to master image.

What else can you do once you’ve meticulously implemented all seven of our showstoppers? Or perhaps you don’t have the time or resources to dedicate to doing them all to the highest level — what then?

Working with a top-notch professional marketing agency that offers a full stack of digital marketing services is the most sure-fire way to make certain that your message gets out to the right people — making your solution the best answer to the needs of your target audiences.

For many reasons, sometimes it just makes sense to make use of an agency, as Alexis Hall, our vice president of client accounts, recent examined in “Want to Go Stress Free? Here Are 6 Reasons to Hire A Digital Marketing Agency.”

“An experienced digital marketing agency can give you the lay of the land and provide strategic guidance for how best to dip your toes into new waters.” — Alexis Hall @Alexis5484 Click To Tweet

Expanding With Further Tactics For Successful Content Promotion

By unleashing the influencer marketing Kraken, invading social media with hyper-specificity, going for the win with awards, practicing thankfulness, cranking up your crew, boosting with paid, testing new frontiers, and using professional help when appropriate, your content promotion campaigns will have a sizeable advantage.

Next up in our “Collective Wisdom” series we’ll explore even more proven  and relevant tactics for providing the best content promotion.

If you haven’t yet caught our previous episodes in this series, hop back and study up with “How to Boost Your Content Marketing Efforts By Planning Ahead,” “The Art Of Crafting More Powerful Content: 5 Top Tactics from the Experts,” “5 Powerful Messaging Tactics For 2019 And Beyond From Marketing Experts,” and finally “Don’t Blink: 3 Often-Overlooked Practices for Highly-Effective Content Creation.”

Is Anybody Out There? How to Get More Eyes On Your Blog Content

Tips for Better Blog Content Promotion

What’s more important than creating great blog content? What’s more important than writing with empathy, storytelling, and research? What’s more important than even knowing your audience better than they know themselves?


Stay with me. If you’re a content marketing writer like me, amplification is the less sexy part of the job. The rewarding part, the part that matters, is writing that amazing, useful content. I’d much rather build glittering cathedrals of words that compel people to read by the sheer power of my prose.

The trouble is, there are thousands of people out there writing amazing blogs. There is a ton of wonderful, beautiful pieces of content out there. And the only way people will find your blog is if you bring them to it. Without amplification built into your content marketing strategy, your blog is a diamond buried five miles beneath the surface of the earth. It’s pretty! It’s valuable! But it’s not doing anyone any good.

So, how are we content marketers doing with blog amplification? Are we using every channel? Getting the most mileage out of every paid service? Bringing in beaucoup eyeballs for the content we spend so much time creating?

Well, no. According to a recent report from Outreach Plus, we all have some room for improvement. Of the 500 business they surveyed, at least half are leaving money on the table.

Here’s how to amp up your blog amplification.

How to Unleash the Potential of Your Blog Content

#1: Put Your Social Promotion on Repeat. Also, Put Your Social Promotion on Repeat.

Repetition on social media is key, but it looks like the majority of marketers are holding back. Less than half of those surveyed posted the same blog post link more than twice on Facebook, LinkedIn, Instagram, or Pinterest. Most marketers are posting to Twitter more than twice, but that platform is the outlier.

How Often Marketers Promote Blog Content on Social

Photo Credit: Outreach Plus

It’s important to remember two key points about every social media site:

  1. Your post’s organic amplification is heavily throttled.
  2. Your audience’s feeds are full and move fast.

So, don’t be shy about posting your content more than once. You’re not going to overload your audience. Odds are they didn’t see the first one, for either of the reasons mentioned above.

Do some testing to figure out the right cadence for reposting on each channel. In addition, vary your text and creative each time. But definitely start thinking beyond a one-and-done. Repetition on social media is key.

When it comes to promoting your blog content on #socialmedia, repetition is key. Also, repetition is key. – @NiteWrites #ContentPromotion Click To Tweet

#2: Explore More Paid Channels

The survey also shows that marketers could stand to explore more paid promotion options. Sixty-three percent said they promote some posts on Facebook, while only 29% said they used Google Ads. Less than 2% said they used promoted tweets or LinkedIn ads.

Our experience as an agency has shown it’s wise to at least test on every channel. The results might surprise you. For B2B, LinkedIn* is one to bring to the top of the testing list, both through paid ads and as a spot for native-published content. The CPC on LinkedIn can be higher than other channels, but the quality of leads tend to be higher. It’s worth experimenting to see if your most valued audience is there; if you’re B2B, they likely are.

But remember, the success of your paid efforts is rooted in your content. The blog content that you promote has to be good, it has to be relevant, and it has to resonate.

Remember, any blog content that you pay to promote has to be good, it has to be relevant, and it has to resonate. #ContentPromotion Click To Tweet

#3: Invest in Email

Some 39% of marketers surveyed promote every blog post to their email list. A whopping 22% either don’t have a list or don’t ever use it to promote content, while 39% promote sometimes.

In other words, the majority of marketers are missing out.

Email marketing is the Helen Mirren of marketing tactics. Yes, it’s older than most of our other tactics, but it’s somehow better than it was even a decade ago.


Every marketer with blog content to promote should be building a subscriber list and serving it great, preferably personalized, content. As social media gets more and more stingy about letting you talk to your audience, that subscriber list is crucial. Focus on converting your traffic to subscribers; get them opted-in, invested, and onto your blog.

#4: Get Proactive with Outreach

Nineteen percent of marketers said they never reach out to people or websites mentioned in a post.

Repetition is key, so let me type that again, bold it, and italicize it. I’m in awe of the fact that one-fifth of marketers are missing so big of an opportunity.

Nineteen percent of marketers said they NEVER reach out to people or websites mentioned in a post.

In addition, 41% said they only outreach sometimes. That leaves only 41% who are doing their due diligence with outreach.

First, you need to mention people and websites in your post. Use them for third-party verification, credibility, and to highlight the contributions they’re making in your industry. Use inspiring quotes you’ve curated from thought leaders. Maybe, I don’t know, write a blog post about an insightful industry report someone did. ?

Once your content goes live, let those people know. You’re paying them a compliment, helping promote their work, and showcasing their expertise. Of course they’ll want to know about your content. Not only might they help promote the post, you might also be starting a relationship that leads to an opportunity to co-create content with an influencer.

#5: Measure & Optimize

Here’s another statistic that should give you a stomachache: 10% of marketers are not tracking their promotion efforts at all. Not even the most cursory glance at Google Analytics. That’s right, one in 10 marketers has no idea how their content is doing.

The majority of marketers are only looking at top-level metrics like traffic and social media shares to determine effectiveness.

How Marketers Track Content

Photo Credit: Outreach Plus

There is some value in these so-called “vanity metrics,” especially compared to not tracking at all. But there’s far more value to be had from measuring against meaningful KPIs and optimizing over time.

Measure your influencer shares. Use tracking URLs to measure how each influencer’s shares perform. Measure shares from different platforms. Compare paid versus organic. Go deeper than traffic and measure the signals that affect your search engine ranking, like time on page and bounce rate.

Measure and report, but don’t stop there. Optimize your blog content that’s not meeting your KPIs. Is the bounce rate high? Adjust your title and meta description to more accurately describe the post. Time on page low? Front-load your content with the good stuff, add a mid-piece CTA, and make sure it’s optimized to pull readers through to the end.

Measurement and optimization are not optional. For our team, they’re one of the most critical parts of the process. We want to continually sharpen our marketing, honing in on the combination of tactics, channels, content and audience that gets the best results. Without measurement — and measuring the right things — that kind of improvement is impossible.

Measure and report, but don’t stop there. Optimize your blog content that’s not meeting your KPIs. – @NiteWrites #ContentPromotion #Blogging Click To Tweet

Maximize the Potential of Your Blog Content

Despite the content crunch, your organization’s blog is still a valuable place to engage potential customers. But it’s not enough to write great stuff and call it a day.

If you’re doing it right, you will likely spend more time amplifying a post than you did writing it. That’s as it should be. With the right promotion, one piece of content can do the work of 10 unamplified posts, educating your audience, building thought leadership, and nurturing prospects throughout their buying journey.

Need more ways to make sure your content gets seen? Check out these 50 content promotion tactics from a content marketing master.

*Disclosure: LinkedIn is a TopRank Marketing client.

Invisible Content Syndrome and the Content Promotion Tactics to Cure It

Invisible Content Syndrome

Eyes fixed on his computer monitor, Jack felt perspiration form on his forehead as he waited in anticipation for the flood of visitors to the new campaign he and his team just launched.

Anticipation turned to nervousness as he looked around the room and asked, “Who’s promoting this content?”

All Jack got in return were blank stares and a bad case of Invisible Content Syndrome.

According to research by the Content Marketing Institute, 83% of B2B marketers use social networks for traffic, making it the most preferred tactic. At the same time, research from BuzzSumo reports that social sharing has dropped by 50% since 2015. With only 23% of CMOs feeling they are producing the right content and delivering it at the right time and format, lack of visibility is a disease content marketing is suffering across the industry.

The good news is that our client, “Dr. LinkedIn”, offers some cure. According to Digiday, likes and shares on LinkedIn are up more than 60% year-on-year, and LinkedIn tops just about every list including the B2B Content Marketing Report as the most effective social media platform for B2B marketers.

But what more can marketers do to cure Invisible Content Syndrome? While you consider engaging a capable marketing agency like ours for help, I’ve asked some of the top marketers in the industry for their best medicine. Here are their prescriptions:

Ann Handley
Ann Handley, Chief Content Officer at MarketingProfs (and first inductee into the Content Marketing Hall of Fame!)

Wrap your content in context wrapping paper. Your content marketing is a gift you give your audience. Or it should be. If it’s not, stop reading this article on distribution immediately and go back to create something that people want and value. (You know, like an actual good gift.)

Still here? GOOD! Gold star! You’re awesome!

Anyhoosie… share your content gifts on social channels. You know, like you’ve always done.

But now: make sure you wrap it first, using Context as your gift paper. In other words, share not just what the content is… but why it matters to you and your audience.

Your content marketing is a gift you give your audience. @marketingprofs

Why did you write it/produce it/film it/publish it? What about the topic is particularly relevant to this audience on LinkedIn/Twitter/Facebookstagram? What news item does it relate to? What’s so special about your take on it?

Wrap gifts individually for each distribution channel.

Bonus points if you do this by shooting a quick video, so that people can actually see and feel how excited you are.

I did this on LinkedIn with our announcement about our B2B Marketing Forum keynote speakers. I could have just shared the speakers and told how excited I truly am… but instead I shared why we picked them, and how excited I was about it. My excited face and googly eyes say it all.

People love nicely wrapped gifts. Because getting one is way more fun than getting a gift “wrapped” only in a shopping bag from the airport Hudson’s News, right?

Context = the best kind of content gift wrapping paper.

Andrew Davis
Andrew Davis, Keynote Speaker and Best Selling Author at Monumental Shift

Most of us write a blog post, upload our podcast, or finish editing our video, and as soon as it’s released, we promote it everywhere. We tweet it and summarize it on LinkedIn. We post it on Facebook and email it to everyone. We create an Instagram story and Snap it. In an hour our content is distributed everywhere. We vomit our content on our audience all at once.

Some of the most successful content creators see massive success when they focus less on WHERE they distribute their content and instead focus on WHEN. @DrewDavisHere

It turns out that some of the most successful content creators see massive success over a more extended period when they focus less on WHERE they distribute their content and instead focus on WHEN to distribute their content.

For example, first, send your content to your email subscribers. Now, before you post it anywhere else wait. Wait until your most loyal audience has had time to click and consume your content. (Maybe this takes 24 hours or even a couple of days.) Next, promote your content on one social channel at a time, watching the consumption rise and fall before moving on to the next channel.

The result is a much more successful content distribution and promotion strategy that builds momentum and social proof. Go ahead, give it a shot. You’ll be so glad you did.

Ursula Ringham
Ursula Ringham, Head of Global Influencer Marketing at SAP

Social media influencers are an important ingredient in creating and promoting memorable content. As you’ve seen from industry reports, people are more opt to trust influencers than brands. But you must start by including influencers in the content creation process. Whether it’s a blog, video, podcast, or live-stream, collaborate with the influencer on the story you want to tell and how best it will resonate with their audience.

Whether it’s a blog, video, podcast, or live-stream, collaborate with influencers on the story you want to tell and how best it will resonate with their audiences. @ursularingham

Secret Tip? While the content is being created, have the influencer create anticipation about it before it even comes out, like a teaser of what’s to come. That way, their audience will be hungry for it. And that’s when the value of an influencer kicks in. They can take your promotion strategy for that piece of content to the next level with their reach across multiple social platforms.

Larry Kim
Larry Kim, CEO at MobileMonkey

When we promote MobileMonkey’s great content, we don’t “give away” the ending in its distribution and promotion. We hint at the payoff in a way that leaves the reader shouting, “Tell me more!”.

“Don’t ‘give away’ the ending in your content’s distribution and promotion. Hint at the payoff in a way that leaves the reader shouting, ‘Tell me more!” @larrykim

A secret weapon, a major loss, something personal, a traditional model turned upside down… just a hint can avoid invisible content syndrome. This isn’t revolutionary, but it’s overlooked and a constant in MobileMonkey’s campaigns.

Cathy McPhilips
Cathy McPhillips, Vice President of Marketing at Content Marketing Institute

Have a plan. You spend so much time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion? It can be a down and dirty spreadsheet — fill in dates, audience, messaging, and what you’re trying to achieve.

Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion? @cmcphillips

Mix up the messaging, hashtags, keywords, days, times that best suit your customers, set up UTM parameters to then analyze what’s working. Find ways that your content can help someone solve a problem. Don’t assume they’ll find you or your content without you doing legwork on your end.

Mike King
Michael King, Managing Director at iPullRank

It’s remarkable to me that brands will spend a considerable amount of money on building something, but very little on promoting it. I believe brands should take the same approach that networks do with televised content: Spend 5X what you spent to make something to promote it.

Brands should take the same approach that networks do with televised content: Spend 5X what you spent to make something to promote it. @iPullRank

The tactic that we use to drive a wealth of high value traffic is creating bite-sized relevant content pieces that we can guest post on other high traffic sites and link back to our tent pole content. Effectively, you end up borrowing traffic from sites that already have your audience. We tend to make the content asset freely available in HTML format, but with key capture points such as Wistia’s Turnstile feature, which creates a point in a video where you can’t watch any further without giving your email address.

We’ll also use Pay with a Tweet to offer the audience download versions. So, you end up creating more opportunity to capture leads and drive social sharing without completely gating your content.

Carla Johnson
Carla Johnson, Programme Director, Digital Marketing at HARBOUR.SPACE

Great content brings expertise to the table, but there’s hardly anyone who’s learned all the tough lessons themselves. To help promote content, tap into people who have solved the problem that your content helps your audience with. Get their insights, expertise and, if they’re really honest, epic fails so that your audience can get some leap-frog learning and avoid the same mistakes.

To help promote content, tap into people who have solved the problem that your content helps your audience with. @CarlaJohnson

Doing this helps make invisible content visible in two ways – it’s sure to hit sore spots and pitfalls that your audience deals with, so they’re more likely to share. And when you make it easy for the experts you’ve tapped to share the final content, you’ve added breadth, depth and credibility to it as well. People like to be a part of, and share, great advice.

Mike Stelzner
Mike Stelzner, CEO/Founder of Social Media Examiner

My secret to getting content seen is to focus on the real needs of my audience. If they are social media marketers struggling with exposure in the Facebook News Feed, you can bet I’ll be talking about that. When you hit a real need, people will share your content and talk about it.

The secret to getting content seen is to focus on the real needs of your audience: conducting studies, getting on the phone, or meeting them in person. @Mike_Stelzner

The only way to really understand the pains of your audience is to really know them. That’s where conducting studies, getting on the phone, or meeting them in person can be exceptionally valuable.

Sujan Patel
Sujan Patel, GM and Co-Founder of Web Profits

There’s one thing I do every time to ensure my content gets seen, I create a promotion plan for every content idea that I come up with. This sounds very simple and it is however it’s an extra step rarely taken by content marketers.

If I can’t come up with at least 5 ways to promote the content I want to make, than it shouldn’t be written. @sujanpatel

My rule of thumb is that if I can’t come up with at least 5 ways to promote the content than it shouldn’t be written. When you start with promotion you build content promotion into the article itself which ensures it receives maximum visibility.

It’s also important to note that content promotion takes significant time so you need to carve out time and resources for promotion. I often spend 80% of my time promoting content.

Joe Pulizzi
Joe Pulizzi, Co-Founder and Board Member at The Orange Effect Foundation, Founder at Content Marketing Institute

I call this the “Core 20” rule of promotion. In my experience, there are generally 20 people in your universe that will highly benefit from the content you create. If you do your homework correctly, those 20 individuals have loyal audiences themselves. They don’t have to have large audiences, just loyal ones.

The “Core 20” rule of promotion: Get 20 people with loyal audiences involved BEFORE you create your content. Insert their wisdom and then ask them to promote. @JoePulizzi

Get those 20 people involved BEFORE you create the content. Insert their wisdom into the text, the video, the podcast series, the event. Consider these 20 your executive committee. Keep them updated as to how your content is progressing and when it will be released. Then, ask them to do one thing. Possibly an email to their audience. A few tweets…a FB post. Email is always my favorite. In this way, you have built a content promotion team that does not just rely on your own distribution.

Get Started Promoting Your Content Today

We all know that “Build it and they will come” advice was great for the movies but not so great when it came to Jack and his less than healthy approach to content marketing. Take the advice above to heart and give content promotion some serious consideration during the planning phase of your next content marketing program.

Speaking of content planning, be sure to check out the 2018 Content Planning Report from DivvyHQ and TopRank Marketing.

Whether you partner with influencers who will help promote the content you collaborated on or take full advantage of all the opportunities available, it’s important to make content promotion an essential part of your content marketing regimen.

If you would like even more content promotion tips, here is a list of 50 content promotion tactics. Are you more into more visual content? Here’s an ebook version of this post:

A version of this post was originally published on the LinkedIn Marketing Solutions blog

10 Inspiring Expert Quotes That Honor Timeless Content Marketing Best Practices

10 Inspiring Expert Quotes That Honor Timeless Content Marketing Best Practices

When I started working in digital marketing in 1984, the first online ad I created was in 40-column ASCII text format on my Commodore 64 computer. It was a simple promotion for the 300-baud bulletin board system (BBS) I owned and operated.

Commodore 64

I created the text-only ad to post on other BBS systems, meant to drive traffic to my pre-website by listing the features my BBS offered and the basic information on how people could connect to it. Here’s an actual screen-shot from a few years later when I’d moved on to using a Commodore Amiga:

BBS Login Screen
The ad worked well, successfully driving new sign-ups and helping to have my system named the best BBS in Colorado by the top list-making organization of the day. Back then, simply putting out a BBS ad was all it took to get found. But it also helped that I presented my content in a straightforward and easy-to-understand way, one best practice that has stood the test of time and is more important than ever today.

Of course, there are other examples of this. Certain tenets of digital marketing are enduring by nature and just as important and effective today as they were in the past. But what can digital marketers learn from listening to some of the enduring lessons from our profession’s past?

As it turns out, several best practices from the digital dark ages are still used with great success in today’s vastly different online landscape. In this piece, we bring some of those front and center.

Read on as we highlight some of the the industry’s top online marketing experts who’ve illuminated the enduring tactics and strategies that are still — and perhaps forever — relevant in today’s content marketing world.

The Content Marketing Experts


Carla Johnson

Carla Johnson, Chief Innovator at Type A Communications, considers top-caliber writing to be of utmost importance in any content marketing initiative.

“Invest in great writing. If you don’t have great writing you can’t have great content.” — @CarlaJohnson Click To Tweet


Jonathan Mildenhall
Jonathan Mildenhall, Co-Founder and Chief Executive at TwentyFirstCenturyBrand (and former Chief Marketing Officer at Airbnb), considers big ideas more enduring than huge marketing budgets.

“The size of the idea is so much more important than the size of the budget.” — @Mildenhall Click To Tweet


Lee Odden

Our own CEO, Lee Odden, puts inspiring and informative content high on the priority list for achieving enduring success.

“The real secret to great content marketing is a focus on creating meaningful and mutually beneficial content that inspires, entertains and informs.” — @LeeOdden Click To Tweet


Ann "Queen of Content" Handley

Finding joy in writing is a timeless truth in digital marketing, according to Ann Handley, Chief Content Officer at MarketingProfs.

“The best content creators have fun! If you aren’t having fun creating content, you aren’t doing it right.” — @MarketingProfs Click To Tweet


Collaboration with talented people is a top enduring content tip from Amisha Gandhi, Vice President of Influencer Marketing at SAP.

“Work with a community of top experts and thought leaders to co-create content that will increase amplification and engagement with your brand.” — @AmishaGandhi Click To Tweet


Deana Goldasich

Being aware of distractions can help push us towards the content marketing practices that really matter, according to Deana Goldasich, Chief Executive at Well Planned Web.

“Step away from the shiny dashboard and metrics and get down to brass tacks.” — @goldasich Click To Tweet


Keeping focus with a clear intent is another timeless marketing tactic recommended by Alex Rynne, Content Marketing Manager at LinkedIn.

“Avoid producing random acts of content. Your content should be intentional and map back to business objectives.” — @amrynnie Click To Tweet


Waynette Tubbs

Waynette Tubbs, Senior Content Marketing Manager at SAS, sees customers and their stories as important marketing elements not to be overlooked.

“Make your customer the hero. Tell your customers’ stories about how they solve problems using your product.” — @WaynetteTubbs Click To Tweet


Heidi Cohen

Having a system in place that allows for consistently writing good content is especially important for Heidi Cohen, Chief Content Officer at Actionable Marketing Guide.

“To support your content creation engine, have an ongoing process within your organization to ensure you’ve got a constant flow of potential articles.” — @heidicohen Click To Tweet


Mark Schaefer

Finally, drawing out powerful emotions using content marketing is a timeless and enduring marketing element recommended by author and keynote speaker Mark Schaefer.

“Content that moves is power. Anyone has the opportunity to create influence and power through their content.” — @markwschaefer Click To Tweet

Enduring Tactics Are As Inspirational As Ever

Mark, Ann, Lee, and the rest of these top marketing influencers bring into focus the importance of writing relevant and inspiring content.

When you incorporate these tactics — great writing that includes big ideas along with meaningful, inspiring, and intentional content that tells your customers’ stories, you’ll be well on your way to achieving content marketing success that endures.

After creating that first ASCII promotion for my BBS nearly 35 years ago, astounding changes have taken place in the technology behind our content marketing and the methods we use to share them, however some tactics remain just as relevant now if we’re willing to seek them out, and for that I think today’s marketers can be thankful.

Ready to learn more? See Lee present the latest best-answer marketing strategies at an upcoming conference, including Content Marketing World on September 4 – 7 in Cleveland, Pubcon Las Vegas 2018 on October 16 – 18, and MarketingProfs’ B2B Marketing Forum in San Francisco on November 13 – 16.

50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

Content Promotion Tactics

You’ve just launched a gorgeous campaign with all the design bells and whistles. The copywriting is art and the experience intoxicating—so say your design and content team.

The day of launch has everyone excited. The marketing team smells a win at Cannes Lions and the sales team anticipates Glengarry-level leads. But wait, what’s that? Nothing? Nothing!

It looks like you’ve got a bad case of Invisible Content Syndrome.

Just about every marketer experiences the dichotomy of creation / promotion with an increasing focus on making the best content possible. But then what? Many time-strapped marketers are resolved to hit publish, schedule some social shares on brand profiles and maybe throw a few bucks towards social ads. But is that enough?

Back in 2012 Americans were consuming an average of 63 GB of media on a daily basis. I can only imagine how much it is today. Enough to make last minute social shares and ads a crapshoot in terms of making sure your content is seen by the audience you intend and when it’s actually going to be useful for them.

Invisible Content Syndrome isn’t a new idea, of course. Sonia Simone from Copyblogger wrote about it back in 2010 (which I just discovered this week) offering solid tips on how to beat it. When it comes to solving for invisible content, creating channels of distribution for content marketing is something I’ve been focused on a very long time—here’s a post on the topic from 2007.

Fast forward to 2018 and today’s world of information overload and the multitude of device options for consuming information makes standing out even more challenging. Content promotion can’t be effective if it’s an afterthought. Your best practice would be to make promotion part of content planning.  To provide you with a helpful resource, I’ve compiled a list of content promotion ideas for you to consider during your content planning so you can be the best answer for your customers, when and where it matters most.

50 Content Promotion Tactics to Cure Invisible Content Syndrome

1. Collaborate with influencers. I have to put this one first because it’s become an incredibly effective way of delivering mutual benefit for everyone involved. Brands get exposure to influencer audiences as they promote the result of their collaboration, influencers get exposure by association with the brand and consumers get really useful content from people they trust. There are a multitude of variations on working with influencers for content promotion and you’ll see some of them further on in the list.

2. Create modular content for repurposing. Another highly effective approach is to identify topical segments of your main content and cluster them together for variations on the theme in repurposed content. If your content is about topics X, Y and Z then you can take all the ideas about X and either: publish in a different format like turning a blog post into an ebook as I’ve done down below, or add some new insights about topic X to those from your original content and publish it as a deeper dive on the subject.  Repurposing has many different options and I’ll bring a few more up further in the list.

3. Ping journalists about research content before you publish. This is a great idea I learned from Steve Rayson of BuzzSumo. If you’re doing a research project, identify publications that match editorially and reach out to a relevant journalist in advance to see what questions they would like answered in the research. When the report publishes, share with the Journalists and they’ll inevitably help promote the thing they contributed to. You can sign up for services like HARO and wait for opportunities to find you or seek them out with a service like Muck Rack.

4. Republish / syndicate on a different channel. Publish the original content on your brand site or blog, then the author can republish that same content on LinkedIn Pulse with a citation and link to the original at the end. An alternative would be to republish on Medium following the same citation advice. A different channel will likely have a different audience and when the content you’re working with happens to be mutually relevant to multiple channels where you publish, why not share?

5. Repurpose the original in a different media format. A substantive video could be turned into multiple blog posts with still images used as graphics in the posts. The audio from the video might be useful in a podcast format and further screen grabs from the video could be used for social shares.

6. Deconstruct the original content and personalize for a different audience. In many types of content there are universal truths —things that are true for each audience segment or vertical market a brand is after. Strip away what’s personalized in your content for a specific audience leaving these truths. Then add in content specific to a different vertical or audience and publish appropriately. The additional content that results becomes more content promotion opportunity.

If you want your content to be great, invite your community to participate. @leeodden

7. Survey your social networks with one simple question. Then compile answers into a blog post, citing the contributors. Announce the published content to your network and those that contributed will appreciate the attribution and help promote it.

8. Reassemble modular interviews into new content. Identify a group of 10 industry experts / influencers and interview them. It’s often best to start with just one question as mentioned above, then follow up to ask more. Make 3-4 of the questions very specific and designed to evoke tactical answers. Be sure to use SEO keywords in the questions. Publish each of the 10 interviews a week or month apart. After that, take all the answers to one of the tactical questions and assemble into a new post about that very specific topic. Add a your own insights or capture tips from a few new influencers to spice it up and don’t be afraid to publish as an infographic, motion graphic or eBook. Do the same for the other tactical questions and answers as well. New formats give you new publish and promotion opportunities.

9. Write guest posts for industry blogs. Take the main theme of your content and customize a story for relevant industry blogs. Tools like BlogDash can be helpful for finding the right blogs. The contributed blog posts need to be written in a way that linking to your original content makes sense as a reference. This is most meaningful when your original content is not a blog post itself, like a video, report, ebook, infographic, microsite, interactive experience, motion graphic, etc.

10. Pitch industry publications with exclusive stories. With bigger content assets and especially those involving research or truly newsworthy information, it pays to identify industry publications and pitch story ideas. With enough advance notice, you can see the upcoming themes for a publication in their editorial calendar. If a staff journalist is unresponsive, research contributing authors with story ideas. Your story is the content—but you might also be able to link back to useful resources that support the facts of the story. The more unique, robust and engaging, the more likely a relevant resource on your brand site will be linked to by the publication.

11. Pitch for podcast interviews. Podcasting is growing fast and while I’ve never used a pitching service myself, they do exist. You can also search iTunes and other sources of podasts for relevant shows or use a service like RadioGuestList. Then reach out to the owner with your idea for an interview. As above, the more unique, robust and engaging a relevant resource on your brand site is, the more likely it will be linked to by the podcast.

12. Share with communities. Tap into smaller community websites or forums to share your content. However, don’t just arrive, drop a link and leave, expecting the community to respond. You’ll need to invest time in finding the right communities and then build credibility before sharing links to your content.

13. Make content sharing easy. Nothing scales social sharing like making sharing easy. Use click to tweet links in PDFs, reports and blog posts to make it easy for people to share with a single click (or two). Also format your content with quotes to make it shareable.

14. Add your last article to your email signature and out-of-office messages. I learned this one from Jason Miller at LinkedIn.  Below your contact info in an email signature, include the title and link to your latest blog post or content project. Do the same with one, two or three in your out of office message.

15. Make a video on LinkedIn announcing your content. Ann Handley did this recently when she announced the keynote speakers for B2B Forum and it had tens of thousands of views.

16. Use Facebook Live to announce you’ve published new content. This is a smart tip from David Zheng. When you start Facebook Live, a notification is sent to all your followers and fans. Then you can show a featured image and talk about the key points of the post. You can also ask viewers to head to your site to finish reading it or to implement the tactics you talked about. A related suggestion is to create an Instagram or Snapchat story to announce your new content and why it’s useful.

17. Send an email to your email list. Of course you might already be using an RSS to email service with your blog, so this is not that. But if you have a general email newsletter sent on a regular basis, a dedicated email announcing something new and relevant can be very effective for visibility of the content you want to promote.

18. Monitor social networks for questions and answer them with your content. When a question pops up that could be answered with content you’ve created, you have a legitimate reason to share a link. You can set up notifications with services that scan social channels like Twitter or specific forums.

19. Track competitors for inspiration and opportunities. Services like RivalIQ help identify breakout social posts and content from competitors so you can see what they’re doing that’s working. Social media monitoring tools that track competitors can help you see opportunities to promote your content as an answer when a competitor is involved in the discussion. This can be tricky, so be careful and be relevant.

20. Twitter Chats. You can either create a Twitter Chat yourself or start participating in relevant industry Twitter chats. The question and answer format is ideal for sharing relevant and helpful links to your content. Just don’t overdo it. Also, curation of Twitter chats are a great source of content you can publish on your blog with links to the promotable content you want to share.

If you want to be in the media, become the media. @leeodden

21. Start a podcast. If you’re not having luck getting picked up by other podcasts, maybe you should start one. I’ve been saying for many years, “If you want to be in the media, become the media.” A podcast can become just that: a platform where you can showcase useful insights and content, including your own.

22. Start a blog. Many of the tips already posted here assume you have a blog, but if you don’t, then start one! There are several blog platforms to choose from including WordPress, Tumblr or Medium. On your blog, you can curate other content as news when you’re not publishing yourself. The blog and your useful content can become a hub for your content marketing efforts to create and promote useful information that inspires your audience to do business with you.

23. Tap your community. Active engagement amongst a community means permission to share what’s important to you – including your most recent amazing content. It matters less where the community is—social networks, forums, private groups or a Slack channel and more that you are creating value for the community be sharing relevant and useful content. If they like it, they’ll share it.

24. Activate employees. An email or platform notification sent to your employees about a recently published content masterpiece is a great way to provide them with source material for their own social sharing. Your staff also represent a potentially effective distribution channel for your content as well.

25. Link to new content from content already published. When new content is being created, part of the process should be to research what has already been published on the topic. Redundancy is no good for people or search rankings after all. But complementary content does make sense to link up. Link to your new content (as a related topic) from on-topic content that is still getting traffic from search, social and links to provide a little positive lift.

People will work for a living, but they’ll die for recognition. @leeodden

26. Mention new book authors, analysts, influencers and journalists. People in the game of exposure appreciate being mentioned in relevant ways on other websites. The monitoring/alerts those mentions will create can result in clicks to inspect the source content. Because your content is amazing and you have cited the individuals in the most relevant way, there’s a good chance they will share or even link from their own blogs.

27. Upgrade the competition.Find the most popular online content on your topics of interest and create something even better.  Go deep and invest in the design of the information. Link to the content you want to promote from this robust deep dive on the topic.

28. Paid social promotion. Organic is great, but sometimes paid is better. The audience targeting options with major social networks can help you direct qualified traffic to your content. For that, use Facebook or Instagram Ads, Promoted Tweets, Sponsored LinkedIn Content, Sponsored InMail or Text Ads to promote your content to exactly the audience you want to reach.

29. Retargeting. Use a service like AdRoll to tag your content so when people visit and leave, you can display retargeting ads to them for your content as they visit other websites.

30. Promote with native advertising. Another way to pay your way to exposure is  to use a service like Outbrain Amplify to get your content recommended on premium sites, including CNN, People and ESPN.

31. Paid search. The vast majority of all research online starts with a search engine. Find the right keywords for your content and PPC ads could provide the right amount of lift in visibility.

32. Create or buy a niche site. Returns require an investment and sometimes the long game means investing in a niche microsite or even purchasing an existing niche site that is focused on the topic you’re after. Along with the past content is a community of subscribers that you can tap into for exposure to your content.

33. Update and optimize old content. When we do content audits, one of the things we look for is to identify content that has potential – the right  mix of maintained search popularity and and opportunity to be updated. When you find those candidates for updating, optimize them for search and social shares.

34. Creative interactive experiences. Create a quiz, poll, calculator or similar input/output experience using a platform like SnapApp or Ceros that can create interest and then send visitors to your content to dig in deeper to the topic. We worked with Ceros to create an interactive infographic for a research report and both the referrals and the conversion rate to download the report have been amazing.

35. Tap into event streams. Find relevant conferences and their hashtags to follow. Create, or better yet, repurpose content specifically for the audience attending the event. During the event, share your useful and on-topic content with the the community following the hashtag. Don’t overdo it and your shares must be on-topic and relevant.

36. Optimize for organic search. Of course, this is the slow burn of content amplification tactics, but if you are smart and diligent about making your content both Google and people friendly plus you are publishing regularly, you can increase the frequency Googlebot visits and crawls of your site. That means new content you publish can show up in search results within hours.

37. Partner marketing. Identify other companies that are non-competitive but share similar audience objectives. Incorporate your content with theirs in a joint venture whether it’s a webinar, research study or and online / offline event. Each of you will gain exposure to a new audience in a credible way.

If you want better marketing, be the best answer wherever your customers are looking. @leeodden

38. Create an answer engine. Mine your site search for questions visitors search on and develop content that answers those questions. You can use other sources of customer questions like feedback forms and tools like AnswerThePublic.com, BuzzSumo and StoryBase. Q/A format content that follows a specific topic can be do well in organic search. Link to your new content from those pages where relevant. You can also seek out questions on sites like Quora and answer them citing and linking to your more in depth content on the topic.

39. Affiliate program. Give niche and microinfluencers an incentive to share your content by offering an affiliate program that rewards them for the completion of each goal action, whether it’s a download, subscription, inquiry or transaction.

40. Sponsor blog posts. Find blogs that accept sponsored content or a sponsorship message (properly disclosed of course) and include nofollow links to the content you want to promote.

41. Remarketing for influencer audiences. Target those who visit your website from a tracking link shared by an influencer. Few convert on the first visit, so retargeting those visitors with your relevant content can be an effective way to promote and inspire them to take the next step.

42. Reshare the content that has performed the best. Use social share metrics from BuzzSumo or other data like pageviews, leads or sales attributed to your best content to decide what to re-share days or weeks after it was published. In fact, I’ll often query what the top content of the quarter or month has been and schedule a reshare with modified text.

43. Sponsor an influencer’s channel. Some influencers are publishers and make available their channels for sponsorship. Usually the influencer creates the content and there’s a disclaimer that a brand has sponsored an individual piece of content. But with the right influencer, it could be a full day or even a week.

44. Purchase an ad in an email newsletter. Ads are everywhere and one of the most effective is email. Research ad opportunities within industry email newsletters and buy a placement that directs visitors to your useful content. Ads can be spendy, so it might be worth focusing on niche newsletters.

45. Syndicate to Industry Associations. Acronymed organizations are always looking for useful content to share with their members. Find the right associations for your brand and reach out to see if they would be interested in sharing your relevant content via their email newsletter or posting to the organization blog.

46. Get visual with video. If a picture is worth a thousand words then a video must be worth millions. Spice up your content with a video sidebar or summary and it will increase the likelihood of sharing and receiving links substantially.

47. Comment Marketing. This is an area that must be tread carefully, but if done well, can be very effective. Find content that matches the topic of your content to promote and seek out opportunities to share useful, on-topic comments that include a link to your more in-depth resource. Don’t limit your comments to blogs. Consider mainstream business publications as well – especially those that accept new authors eager to get comments about their contribution.

48. Link building. Find the top ranking content on your topic, then research who is linking to those URLs. Reach out to the link sources and invite them to link to your robust content as well. This approach is too often used and poorly executed, so wins will be few and far between. But it doesn’t take too many links from reputable sources to have a positive impact on the visibility of your content.

49. Sponsor events. Many events will provide opportunities for sponsors to share more than a log0 – content on the conference blog, via attendee newsletter or even in print included in the schwag bag.

50. Make a big ass list like this one! Comprehensive, useful resources often represent content that is worth sharing and linking to. Hopefully readers will feel that way about this post.

Besides this fine list of content amplification tips, I’ve also put together an eBook of recommendations from 10 top marketing influencers and professionals including: Ann Handley, Mike Stelzner, Joe Pulizzi, Mike King, Cathy McPhillips, Sujan Patel, Ursula Ringham, Larry Kim, Carla Johnson, Andrew Davis.  That’s right, walking the talk!

If you’re attending the Content Marketing World conference in Cleveland during the first week of September, you’ll want to see if there are any spaces left for this workshop.

Tuesday, Sept. 4th:
Rocket Science Simplified: How to Optimize, Socialize and Publicize B2B Content

I will be covering:

  • How to use a “Best Answer” strategy to activate content integration
  • How to use keyword & question research to ignite content planning
  • How to use Power Pages and SEO best practices for organic liftoff
  • How to use the magic of repurposing social content for promotion
  • How to use outreach tactics that will fuel blog and media coverage of your campaigns

Basically, much of what you need to know to make sure your content is visible and not just good looking.

Wednesday, September 5th I will be giving a presentation for B2B marketers on influencer marketing:
The Confluence Equation: How Content and Influencers Drive B2B Marketing Success.

What’s the secret formula to scalable, quality content? Find out how B2B brands, big and small like SAP, Dell, Cherwell and DivvyHQ are able to create more awareness, engagement and pipeline with the confluence equation. In this presentation you will:

  • Learn the Influencer Marketing Maturity Model and where your brand fits
  • Explore how a modular approach to influencer content can fuel cross-channel campaigns
  • Learn how to get the best of both worlds: campaigns and always on programs
  • Understand which technologies are available to facilitate influencer identification, engagement and performance reporting

Joining me at Content Marketing World is Ashley Zeckman, Digital Strategy Director at TopRank Marketing. She’s going to be busting some influencer marketing myths in her presentation.

Thursday, September 6th:
Influencer Marketing is only for B2C Brands (& Other Lies Your Parents Told You). Here’s what you can expect from Ashley:

  • A dive into 3 stories of successful content and influencer marketing in action.
  • Steps for creating a stellar experience for your audience and your influencers.
  • Scrappy ideas for collaborating with influencers when you have limited time and resources.
  • Bonus: Formulas for determining content and influencer marketing ROI

But wait, there’s more! We have more TopRank Marketing team members attending the CMWorld conference including Account Manager, Jane Bartel, Senior Content Strategist, Nick Nelson and Content Strategist, Anne Leuman who will be on hand attending sessions and live-blogging. Be sure to follow us on Twitter at @toprank and check out our live conference coverage here on the Online Marketing Blog.