If there’s one thing we can say for certain about digital marketing in Kenya, it’s that content marketing is here to stay and the best digital marketing agencies in Kenya are doing it in best way possible.
More and more businesses are investing in content creation, regardless of their industry or size. B2B marketers are – finally and fortunately – beginning to realize that the only way to win attention in the digital age is through useful, informative and entertaining content.
But while content creation is largely a solved problem for many businesses, content promotion remains a massive challenge.
Simply put, businesses are not able to get the results they deserve because their content just doesn’t reach as many people as it should.
Content promotion is essentially the fuel in your content marketing machinery. You might have the best “engine” (i.e. quality content), but without enough “fuel” (i.e. content promotion), you’re not moving anywhere.
Fortunately, content promotion is a relatively easy problem to solve. All you need is a little elbow grease, some creativity and quality content that’s worth sharing on its own.
In this e-guide, we’ll show you how you can use innovative content promotion hacks to solve your content distribution problems.
Have a look at few examples of effective content marketing in Kenya:
Who is this e-guide for?
We wrote this e-guide for anyone who has ever struggled with content distribution.
If you’ve ever written a blog post that didn’t go viral, or devoted time to an e-guide with 2-figure downloads, this v is for you.
What will I need to benefit from this e-guide?
You don’t need any specialized knowledge or experience in content marketing, PR or outreach to benefit from this e-guide.
You will, however, need high quality content if you want to maximize your results from the tactics shared here. While you can certainly “hack” your way to more traffic, having stellar content will make your job much, much easier.
Some of the tactics shared here also rely on paid sources (such as Facebook “boosts”). You will need a small ad budget to benefit from these tactics.
How is this eBook organized?
We’ve organized this 37 Killer Content Marketing Hacks For Bloggers In Kenya e-guide into two parts – paid and free content promotion.
We’ve divided each of these parts into smaller sub-sections dealing with specific platforms or tactics.
Paid promotion is an oft under-looked tactic to amplify your content reach. Think of it as a supplement to your steady diet of organic content distribution. It should never be your primary source of traffic, but it can help in getting you that minor boost you need to maximize results.
Since you’re paying for each click, it’s important that get visitors to commit to some action after landing on your page.
This can be:
Filling up an opt-in lead gen form
Sharing a blog post
Consuming multiple pieces of content
Commenting on a blog post
Linking to a page
While some of these actions are more valuable than others in terms of topline revenue, they will all help improve your engagement metrics.
To this effect, before you experiment with paid promotion, make sure that you have:
High quality content that attracts shares, comments and engagement
A way to encourage paid visitors to subscribe to your email list (such as a lead magnet)
A way to track results from paid traffic
Once you have these ingredients, try using some of the paid promotion tactics outlined below.
“Boost” Your Facebook posts
There is no doubt about it: Facebook is the king of paid content promotion in Kenya.
With over 2 billion active users and coverage of both B2C and B2B audiences, its’ popularity among marketers is of little mystery.
As you might expect, most marketers use Facebook ads to promote content.
While you can use Facebook ads in a variety of ways – to get views to your videos or clicks to your website – one of the most effective tactics is to “boost” your content.
If you have a Facebook page, you might have seen this button at the bottom of your posts:
With a small budget, you can use these page boosts to seed traffic to your content. Once your ad goes live, it will show up as regular newsfeed posts in your target audience’s feeds, like this:
Notice how your audience can still like, share and comment on the ad like a normal post?
This greatly increases your reach. Every share you get introduces your content to the sharer’s entire audience.
If you do use Facebook promotion, make sure that you have all the usual sharing buttons on your promoted content.
This further amplifies your reach.
Use “Promoted Tweets” to promote your content and hashtags
Twitter is a fast moving social platform.
Follow just a few accounts and you will quickly realize the blistering speed at which tweets flood your feed.
In fact, the “half-life” of a tweet (i.e. the time it takes for a post to reach half its original audience) is as little as 18 minutes.
However, with promoted tweets, you can increase your voice.
Promoted tweets look like a normal tweet on a user’s timeline except that they are visually distinguishable in the feed drawing more attention.
Unlike a normal tweet, you can also target a specific audience based on keywords, interests, and accounts a user follows.
Here’s an example of a promoted tweet from British Airways:
Notice how the tweet also uses a branded hashtag (“#HomeAdvantage”)?
This is the one-two punch of promoted tweets that marketers often miss. Not only do you get direct traffic to your landing pages, you also get to promote a branded hashtag.
Pay for “Sponsored Posts” on LinkedIn
Despite not being a traditional social network, LinkedIn is a tremendously valuable source of data and traffic in the B2B space.
After all, this is where decision makers hang out.
LinkedIn offers a way to reach out to these decision makers using sponsored posts.
Using sponsored posts, you can place your content in front of individuals based on job title, industry, and even employer.
Check out this example from AWeber:
LinkedIn sponsored posts work well with top of the funnel prospects. If you’re going to use them, focus on the following two content types:
“Epic” content where you introduce new ideas to an audience.
Influencer-focused content where you can leverage the influencer’s own network and name recognition to grab attention.
Also make sure you include a large image to grab your target’s attention as they browse their feeds.
Lastly, ensure that you have a way to capture leads (such as a content upgrade) from incoming traffic.
Turn visuals into long graphics and promote on Pinterest
It’s easy to see why: Pinterest takes a completely visual approach to content. This is perfectly suited for a web that is becoming increasingly visual.
Here’s an example board about children’s fashion:
Did you notice a trend?
All the images are taller than they are wide.
On Pinterest, all images are scaled to the same width but they can be as long as you like. Therefore, a tall image commands more attention, increasing chance of being viewed and shared.
You can use this to your advantage by combining your blog images into a “long” graphic and promoting it on Pinterest.
For example, if you have 5 images of 600 x 300 pixels in a blog post, you might join them in an editing tool, add some cover text, and have a Pinterest-ready image.
You can then promote it on Pinterest via Promoted Pins.
Though, it’s not recommended you do this for every single image, doing so occasionally can get your brand in front of more eyes. This is particularly true if you’re a B2B marketer and want to reach outside the hyper competitive LinkedIn space.
Use Remarketing to target people who have viewed your site
Have you ever browsed a product only to have it follow you around the web? This is remarketing at work.
When a user visits your site they are ‘tagged’ with a special code which is then used to follow them around the web and show ads on other platforms.
One of these platforms is Facebook.
As a user scrolls through their newsfeed, they will see an ad of the same product that they left behind.
If someone has already has engaged with your brand previously, chances of them interacting with your ad and completing your desired action are much higher.
In fact, Facebook remarketing ads get 3x more engagements than regular ads.
Remarketing is particularly effective when you’re targeting middle of the funnel prospects. You can limit your ads to people who’ve shown an interest
in your products and get them to commit to the next step of your sales funnel (such as downloading another eBook).
Facebook gives you several options to target such prospects. You can target people based on email lists (say, people who haven’t opened your emails in a while) or visits to specific pages (people who have clicked your ‘pricing’ page).
Pay Facebook & Twitter page owners for traffic
If you’ve dropped by a popular Facebook or Twitter page, you might have seen the page owner promoting a number of links to third party websites
This isn’t due to altruism – the page owner is most likely getting paid for the traffic.
This is a rather “under the radar” traffic source that can be extremely cost-effective, especially in B2C niches.
Essentially, you work out a deal with page owners directly where you either pay for each “sponsored post” or pay at a low CPM.
Most page owners prefer the former option since it doesn’t involve complex visitor tracking.
Think of this as native advertising that bypasses Facebook & Twitter completely. Because of this, you get significantly lower costs but at higher risk.
There are no automated platforms to do this – you will have to work out deals with page owners directly. Just direct message them and ask if they have any packages for promotion. Most popular page owners already get plenty of requests for promotion and have fixed rates.
If you do decide to use this hack, make sure that the page owner labels your content as “Sponsored”.
Use content distribution platforms to seed traffic
Content distribution platforms – Outbrain, Taboola, etc. – have been the biggest beneficiaries of the native advertising boom.
These platforms allow anyone to get an ad placement on some of the most prestigious media properties, like TIME, TechCrunch, etc.
These ads show up as a grid of “Recommended Content”, like this:
Content distribution platforms have three benefits:
Lower CPC: CPCs at Outbrain start as low as $0.10 though average clicks are around $0.25-0.35 mark. This is significantly lower than AdWords and comparable to a heavily optimized Facebook campaign.
Creative freedom: The headline + thumbnail format gives you considerable creative freedom. You can use striking images and headlines to get more clicks at lower rates.
Prestige placement: You get to advertise your content on premium web properties. This gives you the branding benefits of display advertising with the low CPC + high CTR of PPC.
A downside is that readers coming in through content distribution platforms are mostly in “consumption mode”. If they’ve read through an article, then clicked on an ad to read even more, it’s unlikely they’re willing to commit to a purchase – at least on first touch.
Use this tactic to promote your highly shareable top of the funnel content. And make sure that you have a way to capture value from incoming traffic (either in the form of shares or email opt-ins).
Free Promotion Tactics
While paid tactics can work, unless you have a strong funnel, you might find it hard to get a positive ROI on your content marketing.
This is why much of your content promotion strategy will revolve around free tactics.
Free promotion tactics include everything from updating your Twitter to reaching out to influencers for a share.
In this eBook, we’ve focused largely on social media, earned media, outreach and repurposing content for promotion.
Social Media Promotion Hacks
Share your content more than once
Consider the speed at which content spreads on social media.
With such high levels of noise, if you make a post at 3 pm, your followers logging in at 9 pm are probably not going to notice it.
This is why you need to share your content on social media more than once.
Your followers aren’t monitoring you closely enough to notice and if they do, they are likely to ignore it (or re-engage).
Just be careful not to share the same content repeatedly. This will make you seem spammy and is the fast-track for losing followers.
Try following sharing timeline like this one from CoSchedule:
Change Your Cover Photo to Your Current Campaign
When was the last time you updated your cover image?
Despite the cover image occupying prime real estate at the top of every social profile, it gets ignored when planning any content campaign.
Try to mention your new content offerings or campaigns in your cover image.
If you are pressed for time, simply use your content’s title or headline as the cover. Make sure to include a description of the content as well as the URL in the image description.
Check out Hootsuite’s cover photo:
This cover image promotes Hootsuite’s #SocialGameday campaign.
Graphically, it’s simple, but clear and easy to understand.
Here’s another example from UberFacts which uses the cover image to promote its latest book.
Use hashtags to reach a larger audience
The amount of content on social media is staggering.
In fact, people have to search for things like they do with Google. For example, someone looking for images of the Volkswagen Beatle on Instagram will need to search.
And the tool of choice is the hashtag.
Before making social posts, label your content with relevant hashtags.
Take a look at how Oreo took advantage of London’s all-black fashion theme at the #FashionWeek:
There are three types of hashtags you should be using in your updates:
Evergreen hashtags: These are generic hashtags such as “#cars” or “#fashion” that are used by anyone and everyone in their updates.
Branded hashtags: These are hashtags promoting your own brand or brand message, such as Coca-Cola’s #ShareACoke
Trending hashtags: These are hashtags that trend with an event or news story, such as the #FashionWeek hashtag above or #USElections.
Ideally, you should have at least one hashtag of each kind in your updates
Pin tweets to the top of your profile to get more retweets
Twitter’s feed is a constant stream of information.
Every time you tweet, your previous tweets get pushed down until they are out of sight.
And since most users won’t scroll down much, content promotion on the platform has a very short lifespan.
These are tweets that anchor above all others. You can change them as often as you like and they will remain at top for as long as you deem fit.
Make sure this tweet contains a compelling image or video. This increases likelihood of visitors clicking through to your content.
Take a look at the twitter profile of PhCreative’s CEO Byran Adams:
Combine them with a cover image to make sure that no one misses a new update.
Tweet a quote or statistic from your content
When you have to update Twitter 10x a day, keeping your content queue filled can be a challenge.
One trick you can use is quoting something from within your content.
This takes care of the content creation problem – you don’t have to create anything new, just copy-paste what you’ve already written.
It also creates a great plug for the original content.
Check out this example Krista Bunskoek from Wishpond:
Try doing this right now: find 10 quotes, lines or statistics from your last blog post. Plug these into your Twitter queue and see the results.
Share content on Facebook and LinkedIn groups
Facebook and LinkedIn groups are two heavily under-utilized marketing channels.
Because these groups attract people who often share the same interest or mission, they are a powerful source of targeted traffic.
The easy tactic is to join a group and start sharing your content.
However, don’t join just to blindly posts links to your content.
Engage in discussion and add value to the topic at hand. If your content relates directly to the discussion, go ahead and share it in a conversational tone.
You don’t want to come across as a spammer.
The advanced tactic would be to create your own group. Increase the ‘exclusivity’ of this group by keeping it closed to non-members.
Besides promoting your content, you can use this group to attract your most loyal “superfans” and answer their questions. These are heavy users or loyal customers who will often evangelize your products.
Tag pages in your Facebook posts
Check out this post from Kristi Hines:
Kristi has tagged businesses and events featured in her blog post.
Facebook now gives you the option to tag pages in your updates. When you tag them, they’ll see a notification. This will give them a reason to share your content.
Invite others to write on your site (reverse guest blogging)
Guest posting is great but the reality is that there will be times when you are too busy to take on extra work or have a hard time connecting with the right people.
In such cases, consider the reverse guest post.
Instead of writing for others, you invite people to post content on your site.
When others contribute content, you get exposure to their audience as they direct people to your site. And some of them may even stick around to explore your site further.
Make sure you make it easy for contributors to discover whether your site accepts guest bloggers.
Create a separate landing page where you list an opportunity for guest posting. Not only will this make you seem more receptive but also help people decide to reach out.
Check out this example from Be a Better Blogger:
Guest bloggers often use searches like these to find guest targets:
[niche] + “write for us”
[niche] + “guest post”
[niche] + “contribute content”
[niche] + “guest posting guidelines”
Try adding these keywords in your ‘Write for Us’ page to increase your chances of being found.
While you’re at it, try creating guest posting guidelines to guide guest bloggers and reduce your own editorial workload.
Leave comments on forums that link back to your blog
Before social media was around, people congregated on forums.
And despite being around as long as the Internet itself, their popularity has not dwindled.
Forum marketing doesn’t have the scale of social media, but it does have two advantages:
Lower competition: Thanks to social media, there are fewer and fewer marketers spending resources on forum marketing.
Targeted traffic: You might like something on Facebook you’re not particularly passionate about but it’s unlikely that you would sign-up for a hobby forum unless you really care about it. This means that traffic coming in from a niche forum is usually very targeted.
Most forums allow vetted members (usually members with a few dozen posts under their belts) to leave a link in their signature.
This provides an opportunity for you to directly connect with your audience through the comments you make. Make sure you provide a brief insight and link back to your blog or content for further (more in-depth) information.
Take a look at this example from Kristi Hines:
Notice the links in her signature?
If you are having difficulty finding a forum to participate in, use this trick:
Go to Google and enter the following:
“Intitle:forum” + [your niche keyword]
Promote your older content (especially if it relates to current trends)
If you’ve been creating content for some time, you are bound to have that one piece which dwarfed others in terms of popularity, traffic, and share count.
It was great initially but with time people moved on and your content began gathering dust.
By modifying this older content in small but significant ways, you can make it relevant again.
Start by finding popular content from the past that you want to revive. You can plug your site into Buzzsumo to find your best-performing content.
Second, make changes as required to keep the content fresh and relevant.
For example, you might mention a new industry development or contradict a previous statement in your content.
Editing your old content also ensure you rank higher on Google which looks for recent content.
One way to amplify this tactic is to email/message all people who had originally shared or linked to your content and notify them of the update. Ask them to reshare it with their followers – most will be happy to help.
Use push notifications to reach your mobile audience
Let’s face it: smartphones have taken over the internet. Most of your users already spend hours on it. And unlike desktops/laptops, they have access to these phones 24×7.
But mobile users are a fickle bunch. When they’re not being bombarded by new messages on Whatsapp, they’re fighting the temptation to go one more round on Candy Crush.
One way to grab their attention is through engaging push notifications.
Because most smartphones give priority placement to notifications, they tend to get very high CTRs. Data shows that CTRs are as high as 40%, which rivals some of the best written emails.
Here is a push notification from Lily Pulitzer:
Notice how the notification uses short, snappy copy? You are communicating on a smartphone – no need to make your communication dull and business-like.
While you’re at it, throw in a few relevant emojis as well to get your CTR up.
Try promoting any new content you produce through push notifications.
Create a content upgrade
A content upgrade is a specific bonus related directly to your content.
For example, if you have a blog post titled “7 ways to boost your sales using Instagram” an upgrade might be a pdf checklist that includes 5 bonus tips not mentioned in the post.
This close marriage between your content and the upgrade has two benefits.
First, you can collect emails which allows you to send updates to your readers (more on this later).
Second, you can create a resource library by compiling multiple content upgrades together.
Check out this example from Backlinko:
When you have enough content upgrades, consider adding them to a resource library as an additional source of leads.
Use floating share buttons
When it comes to sharing, your objective should be simple: make it as simple and convenient for your readers as possible.
For instance, if you place the share button at the top of your page but a reader is compelled to share while at the bottom, there is a risk they won’t do so.
To overcome this challenge, use floating share buttons.
Floating share buttons move along with your visitors as they browse and increase social traffic by 27%
Take a look at how Shareaholic uses floating share buttons:
Create internal links to your other (more popular) content
Instead of relying on others for promotion, you can also engage in self-promotion.
Internal linking is common and powerful tactic to implement as only a small percentage of your content will drive the bulk of traffic.
It can also help Google crawl your site and boost its ranking.
You can do this by:
Linking to content directly in another post (if it fits the context)
Adding a related section on your posts
You’ve probably seen the second method in action on most websites.
As soon as you get to the end of a page, you are presented with options to explore similar content which link to another post within the site.
These are often placed at the end of your content.
Email & Outreach Promotion Tactics
Send an email to your subscribers each time a new post goes live
If you have an email marketing list, people are waiting to hear from you. If you keep quiet, you risk becoming an afterthought.
Notify your subscribers via email every time a post goes live on your site.
In this email, make sure you state the benefit to the reader, use action-oriented call-to-actions which directly state what you want the reader to do and be concise.
For greater effectiveness, use email automation software to further segment your list.
For example, if a subscriber has downloaded multiple pieces of content on social media marketing, a new post on this subject will likely draw their attention over conversion rate.
Take a look at this email from CoSchedule:
Send an email newsletter of your best weekly/monthly content
Your readers might not check into your website every week, but they would still like to see what you’ve been up to recently.
Solve this problem by combining your best monthly content in a newsletter format for your subscribers. You can even mix in a few of your older, more popular pieces of content.
These newsletters should ideally be visual. Instead of simply curating your best posts, you can also curate themed content into a single newsletter, like this “Pop Culture Sundays” email from Cracked:
Include links to your latest blog posts in your email signature
The email signature is valuable but under-utilized real estate. After all, this is the first place people look when they get an email from an unknown sender.
Plus, convention decrees that it’s okay to be blatantly self-promotional here. You can paste links to as many of your sites as you want without the risk of a ban.
To really drive the point home, make sure to include an image of yourself and social buttons that link to your social profiles.
Use email signature services such as WiseStamp to make this process easy .
You don’t have to limit yourself to your website or social profiles – you can also link to landing pages or your latest content.
Use WiseStample’s RSS feed service to automatically update your signature with your latest blog post.
If you send out a lot of emails, including links to your recent content can turn into a valuable source of traffic.
Ask people you mention in your content for a share
While crafting content, you probably used insights from individuals for inspiration or to strengthen your case.
Why not let them know?
When you contact individuals with such news, you are effectively promoting them as an authority and expert in their respective niche.
Therefore, have them return the favor.
When you reach out, make a request to have them share or link to your content. Most people would be happy to comply if the content portrays them in positive light.
A mention from these individuals not only drives their audience to your content but can also provide a massive SEO boost. It also begins the journey to forge a strong relationship.
Take a look this example from Snappa:
Ask people who have shared similar content (to share yours)
We all know the amount of content available online.
Unless your content is groundbreaking, there is bound to be tons of content already out there similar to yours.
And with existing content, there are bound to be people who have already linked to it.
To get them to link to your instead, follow these steps:
First, find the similar content using a tool like BuzzSumo to plug in keywords.
For example, let’s say you have written a blog post on ‘productivity hacks for entrepreneurs’
Use it as a keyword for your search:
Go through the results to find content that closely matches yours.
After finding a few, reach out to the people who have shared the article. You can find them by using the view sharers tool:
When you reach out, ask the recipient to consider linking to this newer (and better) content.
To further improve your chances, do something to help the recipient first.
For example, you could share a recent post from their blog.
Tailor content for specific subreddits on Reddit
It’s no longer a secret: Reddit is massive and growing faster than ever.
As of now, Reddit is the 8th most popular site in the world and the 27th more popular worldwide.
Due to its sheer size, Reddit is a terrific platform for content promotion.
When done right, it can net you thousands of visitors at zero costs.
Most marketers, however, confuse Reddit as a content aggregation site when it is actually a community-focused site.
Every sub-reddit (a topic-focused community on Reddit) decides what kind of content it allows and how much it tolerates self-promotion.
To win at Reddit, you have to tailor your content for each sub-reddit. You don’t want to simply link to your content – you want to give members something “extra” such as extra takeaways or a summary.
Here’s an example from r/entrepreneur:
You can also participate in discussions and leave insightful comments on other people’s content, adding your links where appropriate.
If you take this route, make sure to include links to alternative sites and leave a disclaimer that you are the owner.
Note how the poster links to their content in a helpful way?
Share content on targeted forums
Forums provide laser-precision access to the right audience. And there are usually multiple forums for every niche out there.
Some forums also give members room to promote their content, provided it is relevant and valuable.
This can be an additional source of traffic. Regularly sharing high value content will quickly help you establish a trustworthy presence on the forum, which can have its own advantages (particularly useful in professional forums where members can buy/sell services and products).
For example, on DNForum.com, members can post links to their own blog in the ‘news’ section.
Share snippets of content in Quora answers
A snippet is essentially a few paragraphs of valuable tips repurposed from your existing content.
From a standard 2,000 word article, you can easily make half a dozen or more such snippets.
You can then post these snippets anywhere – forums, website comments, Facebook posts, etc. – with minor modifications in style and format.
But the best place to post these snippets is in Quora answers. Because questions on Quora are focused on a single topic, you can easily repurpose a single article into several shareable snippets.
In the example below, both the questions deal with the basics of content marketing. If you had a “Beginner’s Guide to Content Marketing”, you could easily answer both these questions with snippets from the guide
And you can add a link to your original content to help people learn more about the topic, like this:
Create roundups with influencers’ existing content
Don’t have the time to create content from scratch yet want backlinks and shares to increase domain authority?
Here’s a simple hack: compile existing content from influencers into a roundup-style post.
This would follow the same format as a traditional roundup-style post, except that instead of soliciting fresh answers from influencers, you would use content they’ve already published.
For example, if you wanted to write about “Ecommerce SEO Tips”, or ” Mobile SEO Kenya” you could find what influencers have already written about SEO or SEO tools on their blogs, then share those tips along with a link back to their sites.
This takes out a lengthy step from the traditional roundup process – soliciting answers to questions.
Influencers are busy and receive tons of roundup requests.
If you ask for a comment on a redundant topic, they will be less inclined to respond. However, once you start to receive responses, compile them together as one post.
You can even do roundup-style posts that critique or score other influencers’ opinions. In the example the author re-used his own content to rank expert predictions, then emailed them for even more shares.
Don’t forget to follow up with every individual in your roundup to encourage them to share your content after your post goes live.
Here’s a template you can use to reach out to influencers for shares after the post goes live:
Email influencers for feedback before you publish a post.
After laboring to craft your content, you are probably eager to get it out to the world.
However, don’t jump at the opportunity to hit publish just yet. Instead, send the content to influencers for feedback before the post goes live.
This does two things:
It gives you a reason to reach out to an influencer and reference his/her past work.
It gives the influencer a reason to be invested in your work and share/link out to it later.
Plus, asking for feedback validates the influencer’s work – a welcome change from people asking them to share content constantly.
Take a look at this email from Ashley Hockney:
The post isn’t live yet but Ashley makes the recipient feel special by asking for their feedback (while adding a bit of urgency).
Also, don’t disappear after your post goes live.
Email them again after publishing thanking them. Since they’ve read your content once (maybe a few times) and provided input, they will likely share it on their own.
Turn blog posts into infographics
If you’ve browsed the internet lately, you will have noticed a huge amount of visual content.
More specifically, there has been an explosion of infographics.
Infographics are well-designed visual representations of complex data. They make it easy for a viewer to digest complicated information quickly.
Check out this infographic from Kissmetrics:
A good infographic will take time to make. The research process alone can take a few days.
However, a quick way to create one is to repurpose your existing content.
To do this, pick out posts that are easy to condense visually. Usually, these would be list posts, checklists or data-heavy analysis.
Turn infographics into mini-infographics for social media
With over 2.5 billion social media users, sites such as Facebook and Twitter are great places to promote your content.
However, they leave very little room for visual expression.
Infographics are simply too large be shown in a single post. If you post the entire thing, you will have visitors squinting and zooming in to read the copy or stats.
They are exactly like what they sound like (scaled down versions of your infographic).
To create one, take one data point from your infographic and convert that into a separate infographic entirely which is of suitable size for social media.
Here’s an example from Coke:
Create albums on Imgur
If you’ve spent some time on content aggregator sites, you’ve probably seen scores of images hosted on Imgur.
It’s a photo hosting service that is immensely popular amongst young millennial males.
Just take a look at the top five posts from Reddit’s front page:
Two of the top five links are hosted on Imgur.
Imgur’s association with such aggregator sites boosts its potential for content promotion.
With 150 million users who vote on photos, gifs, and memes, creating albums here lets you effectively kill two birds with one stone.
And you can easily convert content into an Imgur album.
All you need to do is break content into key takeaway points each of which is imposed onto an image. These images can be watermarked with your brand logo or even your URL.
Just take a look at how Kickass Facts promotes their content through Imgur albums:
This is more suited for B2C than B2B content, but for some topics with a broader appeal (such as jobs, DIY, persuasion or online shopping), you’ll find that this tactic works particularly well.
Create Slideshare presentations
Slideshare is one of the web’s most popular sites with over 70M unique visitors each month.
Presentations uploaded to Slideshare not only benefit from its built-in audience but also from its strong search engine authority.
Take advantage of this by repurposing existing content – especially infographics and images – into a Slideshare presentation.
In your presentation, make use of short sentences and include an image on each slide. Instead of using bullet points, use a visual format where you devote entire slides to a single question or assertion.
Also, don’t give away all your information in the presentation.
Instead, pique a viewer’s curiosity and include a CTA to link back to your entire content. Spread this CTA throughout your presentation strategically (such as the middle and end).
Here’s an example:
Turn slideshare presentations into videos
If images were the pioneers of visual content, videos are on course to be their successor.
Video is growing at an exponential rate online.
In fact, people are spending so much time consuming video online that search engines now show videos directly on search results.
Given a choice between video and other content formats, many people will choose the prior.
Take advantage of this fact by turning your content into videos.
All you need to do is create a script and plan the context (hint: use your infographic and Slideshare for the script).
If you don’t have the budget to create a video, consider using animator videos which can be made cheaply using services like Fiverr where prices start at $5 for a 30-second video.
Once you’ve made your video, make sure to link to your content in the description.
Here’s an example from Kissmetrics:
Host a webinar
For some, visuals are not enough.
They want to interact with content and for such audiences you can host a webinar.
Webinars are educational meetings hosted over the web. Generally, they are live but they can also be recorded for future playback.
Webinars are highly interactive – a viewer can watch, listen, and ask questions.
To create them, you can pull visual elements from your slide decks and infographics and use a hosting tool such as GoToWebinar to record yourself showing how to do something.
For your script, you can either record yourself or hire someone to speak in your place. If you can convince an influencer to join in, all the better.
Here’s an example from HubSpot:
The content promotion tactics shared here are only as good as your content.
Without this “fuel”, your content marketing train can’t move.
For your next steps, focus on creating stellar content, then pick 3-5 tactics shared above and use them to promote this content. Analyze the results. Rinse, repeat until you find something that works consistently for your content.
For more exclusive tips on creating, promoting and converting visitors into leads using content marketing in Kenya, follow us on Facebook by clicking the big green button below.