Promotion makes content marketing work. The problem is that most of us struggle to find the best content promotion strategies that work. However, by planning a promotion before you even create the content you can ensure that it will be easier to promote.

1. How to Make Your Content
Easier to Promote
by Pawel Grabowski
Founder and Chief Content Strategist – usermagnet.io
http://www.usermagnet.io | @usermagnetio

2. http://www.usermagnet.io | @usermagnetio
80/20
content creation
20%
40%
60%
80%
100%
content promotion
???

3. http://www.usermagnet.io | @usermagnetio
Publish content to social media
Email the list
Submit it to Ln groups
Submit to industry sites and directories
Include in Quora answers….
And then …. we spend the rest of the time trying to come up with any
other strategy that could work.
80%

4. http://www.usermagnet.io | @usermagnetio
Nowhere in the entire process we actually ENSURE
that our content is going to be easy to promote.

5. http://www.usermagnet.io | @usermagnetio
Finish the content Promote the content
Launch the promotionFinish the contentPlan the promotion

6. http://www.usermagnet.io | @usermagnetio

7. 4 Strategies to Make Your
Content Easier to Promote
http://www.usermagnet.io | @usermagnetio
Selecting and including the right influencers
Referencing tools
Featuring other companies as examples
Creating custom visuals for the data

8. http://www.usermagnet.io | @usermagnetio
Selecting and including the right influencers
Influencer Marketing
81% of marketers consider it effective (eMarketer)
The fastest growing acquisition channel (Tomoson)
51% of marketers believe they get better customers from influencer
marketing. That’s because the relationship began with trust in the influencer.
(Tomoson)
BUT...

9. http://www.usermagnet.io | @usermagnetio
75% of marketers struggle to identify the right influencers

10. http://www.usermagnet.io | @usermagnetio
Targeting random people
Reaching out to people who would never share your content
Emailing people who have no interest in your content
How this manifests in content promotion?
Picking too big influencers

11. http://www.usermagnet.io | @usermagnetio
To succeed at promoting content with influencer outreach you
must select the RIGHT people and DO SOMETHING for them first
Find an influencer Outreach
OutreachDo something for themSelect the right person

12. http://www.usermagnet.io | @usermagnetio
OutreachDo something for themSelect the right person
They communicate with the same
audience as you
You must have access to them
directly (i.e. email)
They should have a strong opinion to
include and reference
Quote them directly
Reference their site
Introduce them to your
audience
Mention the reference
Send the link
Describe why you’ve picked
their reference
Outline what you did for them
in the content

13. http://www.usermagnet.io | @usermagnetio
Referencing Tools
The #1 thing every online tool needs is….
VISIBILITY
Audience
Investors
Social Proof

14. http://www.usermagnet.io | @usermagnetio
You can use any startup’s need for visibility to drive more traffic to
your content
Mention their tool in context
Highlight it as a solution for a specific problem
Include screenshots of their interface / results

15. http://www.usermagnet.io | @usermagnetio
Smaller and growing
The best tools to target are:
Founders accessible over email
Target or help a similar audience as yours
TIP: Try out the tool before referencing to be able to place it in context.

16. http://www.usermagnet.io | @usermagnetio
Featuring Other Companies as Examples
Businesses love visibility too. They also like:
Links
Brand Mentions
Acknowledgement

17. http://www.usermagnet.io | @usermagnetio
Relevant to your industry or niche
When writing a practical content, include examples of companies that did what you describe
Accessible over email
Correctly utilizing the strategy or advice you’re
describing in content

18. http://www.usermagnet.io | @usermagnetio
Creating custom visuals for the data
The web’s gone visual.
46% of marketers say photography is critical to their current
marketing and storytelling strategies (CMO Council)
34% of marketers selected visual assets as their most important
content (Social Media Examiner)
Content with relevant images gets 94% more views than content
without relevant images (Kissmetrics)

19. http://www.usermagnet.io | @usermagnetio
If you want more people to share and promote your content,
create custom images to support any data you reference.

20. http://www.usermagnet.io | @usermagnetio
Instead
Ctrl + C
Do This
75% of marketers do
not create custom
data

21. http://www.usermagnet.io | @usermagnetio
Visual content is more than 40X more likely to get shared
on social media than other types of content (Buffer)
71% of online marketers use visual assets in their social
media marketing (Social Media Examiner)
Content with relevant images gets 94% more views than
content without relevant images (Kissmetrics)

22. http://www.usermagnet.io | @usermagnetio
Shares
Benefits of creating custom images
Links – professionals always reference image sources
More visually appealing content

23. http://www.usermagnet.io | @usermagnetio
To Recap
We spend 80% of time on promotion but…
Nowhere in the process we ensure that our content is
easy to promote
To promote content, start by planning the promotion,
then create content, and finally, launch the promotion
campaign
The best ways to embed promotion into your content
are: referencing the right influencers, mentioning tools
and companies as examples, and creating custom
visuals for the data.

24. http://www.usermagnet.io | @usermagnetio
Questions?
Pawel Grabowski
Founder and Chief Content Strategist – usermagnet.io
More Questions? Email me at:
pawel@usermagnet.io