15 Content material Promotion Methods That Work in 2023 – Outbrain


You’ve executed all of the heavy lifting to supply a value-packed weblog put up that will resonate along with your audience and presumably even drive conversions. 

However your weblog can fall flat with low site visitors and even worse engagement in case you don’t create a stable content material promotion technique to get extra eyes to your content material. 

Content material promotion is sharing your content material throughout a number of channels to maximise the attain and win extra readers. Each time you hit publish on a brand new weblog, it’s best to have a couple of promotion techniques to succeed in the supposed readers. 

On this article, we’ll clue you in on 15 content material promotion methods to make use of in 2023 and attain a much bigger viewers along with your content material. 

What’s Content material Promotion?

Content material promotion is a approach of accelerating the visibility and site visitors in your content material – be it a weblog put up, an e book, a social media put up, or another format. An efficient promotion technique ensures that your content material delivers worth to the correct viewers. 

By bringing extra traction and reaching the supposed viewers, your content material can doubtlessly ramp up conversions and have interaction your readers. That explains why Andy Crestodina famously mentioned, “The very best content material doesn’t win. The very best-promoted content material wins.”

15 Content material Promotion Methods that Work in 2023

Your content material promotion efforts can fall by means of the cracks and fail in case you observe a half-baked technique. As a substitute, you want an hermetic plan for selling your weblog

We’ve executed the legwork to create this listing of 15 content material promotion techniques you need to use in 2023. Let’s break down every tactic with examples and finest practices. 

1. Attain hyper-engaged audiences by means of content material advice

Content material advice is the strategy of recommending content material to customers primarily based on their pursuits, key phrases, and previous content material preferences. A content material advice engine presents focused suggestions to third-party blogs.  

Content material advice is a superb approach to promote your content material as a result of it really works like an advert with out feeling as disruptive as one. You possibly can organically place your weblog on the backside of a high-ranking web site with related site visitors and get extra eyes to your content material. 

However how do you submit your weblog for content material advice engines? Easy – with Outbrain. 

Outbrain works with a number of the largest media firms, like CNN, SKYNews, Der Spiegel, and extra, to advertise your content material on these main web sites. With Outbrain’s content material advice adverts, you possibly can win 40% extra engagement than show adverts and maximize session time. 

2. Share high-value content material along with your electronic mail listing

Your electronic mail listing targets people who find themselves considering your model and need to get common updates. They’re extra prone to learn your newest weblog and share it additional. 

E mail advertising stays the gold commonplace for personalised communication in a world of fixing social media algorithms. 

Observe these finest practices to leverage your electronic mail listing for content material promotion:

  • Invoke curiosity or intrigue subscribers with a catchy topic line
  • Preserve your electronic mail copy quick and easy, backed by the correct visuals
  • Embrace a snippet of your weblog to offer readers a touch of what’s inside 
  • Add clear CTA buttons to drive site visitors to your weblog instantly 

Moreover optimizing your electronic mail for readability, decide the correct day and time to ship out the publication. Based on Marketing campaign Monitor, Monday is the very best day to realize the very best open charge, and Tuesday will get the utmost click-to-open charges. 


3. Create a distribution pipeline for social media

Selling content material on social media is a no brainer. However there’s a catch to this content material promotion tactic. You want a full-fledged distribution pipeline to repurpose your unique content material into platform-native social media content material. 

That’s not all. You could additionally create a research-backed schedule to publish these posts at the very best instances and hit the very best engagement charge. 

For instance, in case you’re repurposing and scheduling Fb posts, convert your unique weblog into a brief video with subtitles. It’s because the native video format works effectively on Fb. Use a scheduling device to seek out the optimum posting instances and schedule your posts. You possibly can even use Instagram scheduling instruments to plan your posting calendar. 

Right here’s how Plum promoted a analysis report by means of a LinkedIn carousel put up. The put up highlights a very powerful snippets from the report and features a obtain hyperlink.


Most significantly, don’t restrict your self to the foremost social media channels when making a distribution pipeline for social media. Analyze your consumer journey to know the place your goal patrons ideally hang around and promote your content material on all these channels, like area of interest communities. 

4. Optimize on-page website positioning to rank on search engines like google

One other easy content material promotion tactic is optimizing your content material for search engines like google. That is primarily about nailing the on-page website positioning necessities to bag larger search rankings and enhance the natural site visitors coming to your weblog. 

Listed here are a couple of key elements to contemplate for getting extra on-page website positioning site visitors:

  • Select high-volume or high-intent key phrases related to your area of interest and patrons
  • Add keyword-optimized meta title, description, and web page headers 
  • Meet the search intent with unique and value-packed content material 
  • Use instruments like Clearscope or Surfer website positioning to incorporate most key phrases in your content material
  • Contextually place inner hyperlinks to maximise session time per consumer

It’s also possible to work with a digital advertising mentor or company to maintain on-page website positioning in your behalf. Profitable the next search rating and natural site visitors guarantees glorious ROI in your advertising efforts. 

5. Make your content material simply shareable for readers

Whilst you deal with selling your content material on a number of channels, bear in mind to let readers do the identical in your behalf. Add totally different components to your web site interface, making it simple for readers to share your weblog with their community. 

For instance, GatherContent spotlights tweet-worthy concepts in between its blogs. So, in case you’re studying one in all their blogs, you’ll seemingly discover this easy approach of sharing a good suggestion along with your viewers and robotically selling GatherContent’s weblog. 


One other unbelievable approach to encourage readers to share your weblog is strategically putting social media widgets within the interface. Asana provides a sticky banner with the weblog subject and social media widgets on the high of each weblog to assist readers simply share the put up wherever they like. 


It’s also possible to enhance your content material’s discoverability by including on-brand visuals. When customers run a picture search, these visuals would present up and redirect them to your unique content material. Living proof: Whatfix creates customized weblog graphics to get extra readers by means of picture website positioning. 


6. Promote in style items by means of CTA banners 

It’s also possible to promote your content material internally by putting CTA banners for these items inside different blogs. Establish your hottest blogs and add a really useful studying part inside your weblog interface to direct readers to your high-performing articles. 

Right here’s how HelpScout nudges its readers to the extra in style blogs utilizing CTA banners. This minimal banner tells readers the weblog title, creating curiosity to learn and perceive what’s inside. 

7. Method manufacturers for a publication swap

A publication swap is a much less in style but efficient content material promotion technique. It’s so simple as it sounds – swapping a function in your publication in trade for a function in another person’s publication. 

On this win-win association, you possibly can collaborate with related manufacturers to trade content material options in your newsletters. Nonetheless, select an appropriate model companion to make sure you’re reaching folks matching your supreme buyer profile relatively than any random of us. 

Right here’s a terrific instance of a publication swap. Marijana Kay, a contract author, featured a weblog by Kat Boogaard, one other freelance author. 

Then, Kat Boogaard additionally shared one in all Marijana’s posts in her publication. Since each have writing companies and comparable viewers teams, this article swap provides extra visibility to their content material and will increase their readership. 

8. Attempt a social media swap with a companion model

A social media swap is a special tackle publication swaps. As a substitute of that includes one another’s content material in an electronic mail publication, manufacturers share their content material on their social media handles. It combines social media distribution and the swapping approach to advertise your content material. 

However discovering good companions for swapping these posts is the tough half. You need to collaborate with manufacturers that don’t compete in opposition to yours however goal an identical viewers bracket. 

Moreover, you’d additionally want a good variety of followers to draw good manufacturers for such a partnership. So, this tactic will solely apply if you have already got a powerful social media following. Should you do, then you possibly can really feel assured to strategy worthwhile manufacturers to collaborate for a social media swap. 

9. Attain out to area of interest influencers 

Any content material promotion technique goals to extend the variety of readers touchdown in your content material. What higher approach to obtain this objective than tapping into an influencer’s huge viewers? 

You possibly can promote your content material successfully by working with area of interest influencers with a large follower base. By sharing your content material on social media, influencers can construct extra backlinks in your web site and encourage their followers to learn your content material. 

Discovering such influencers is straightforward with social media searches and instruments. For instance, in case you’re a B2B model on the lookout for {industry} specialists with a powerful affect, use instruments like Gross sales Navigator to seek out and shortlist the very best brand-fit influencers. Export these leads from Gross sales Navigator, and also you’re able to ship your pitch messages. 

Go a step forward and automate the method of connecting with influencers utilizing correct outreach instruments. Since most influencers have overflowing inboxes, ship follow-up emails to get a constructive response to your pitch and take the dialog ahead. 

10. Point out others and request them to share

One other surefire approach to promote your content material is by together with particular person contributors in your weblog and requesting them to share the printed model. Interview subject material specialists (SMEs) or get a quote in your content material. This may add a layer of authority and credibility to your weblog whereas rising your probabilities of content material promotion. 

By requesting a subject skilled to share your put up, you possibly can goal a hyper-engaged group of people that observe and belief that skilled. This will additionally improve your probabilities of multiplying the weblog site visitors and boosting conversions. 

Right here’s a terrific instance showcasing how specialists can promote your put up on their profiles and produce extra consideration to your content material. 


11. Republish your content material on community-based platforms

When you’ve printed your weblog in your web site, you possibly can republish it on community-based platforms to extend backlinks and traction. Platforms like Medium, Mashable, Hacker Information, and extra are designed to enhance content material discovery and construct backlinks. 

Since these platforms have an enormous consumer base of numerous readers, you may be unable to succeed in your precise audience. Nonetheless, they will drive first rate engagement and enhance the attain of your content material. Moreover posting your content material, be sure to have interaction with others’ posts by means of feedback to extend engagement in your posts. 

Syndicating content material by means of these platforms additionally enhances model consciousness. Meaning you’re bringing extra prospects into your gross sales funnel and nudging them to buy. 

12. Repurpose content material right into a podcast or video

Video content material is gaining extra momentum than ever earlier than. Unsurprisingly, 66% of shoppers have watched video content material to be taught extra a couple of model. So, repurposing your written content material right into a video is without doubt one of the most promising methods to put it up for sale. 

With the demand for video outpacing the necessity for textual content material, manufacturers are more and more turning snippets of their blogs into movies. Create quick social media movies to enchantment to folks shortly looking their feeds. Then hyperlink to longer, deep-dive movies if anybody desires to know the subject higher. 

Salesforce presents a main instance of this system. The B2B model converts virtually all its blogs into YouTube movies to interact its visible learners. These movies hyperlink to the unique weblog if viewers need to learn the textual model. 


Moreover creating advertising movies, you may also repurpose your content material into podcasts. This ensures that customers preferring listening over studying can eat your content material effortlessly. Right here’s a terrific instance by Lodgify. They’ve a built-in podcast narrating all the weblog for individuals who don’t need to learn. 


13. Use paid promotion for focused attain

Paid advertising is a tried-and-tested content material promotion tactic. Natural promotion methods can solely take you to this point, with little to no assure of a good ROI. Conversely, a focused paid advert marketing campaign reaches the correct folks and hits all of your promotion objectives. 

You possibly can run paid promotion campaigns on:

  • Google: Run Google search adverts to get some treasured actual property on SERPs.
  • Fb: Use Fb advertising adverts to extend the attain of your corporation web page content material.
  • Instagram: Create short-form movies or carousels and run them like adverts to ship customers to your weblog. 
  • Outbrain: Select from a spread of advert codecs, together with commonplace textual content and picture adverts, video adverts, clip adverts, carousel adverts and extra, to achieve publicity to related audiences on the open internet.

Focused pay-per-click, native promoting, and social media promoting can get extra eyes to your content material, enhance model recall, and minimize by means of the noise to advertise your content material. It’s also possible to use these adverts for retargeting individuals who confirmed curiosity in your weblog and visited your web site or took some motion.  

14. Attain out to bloggers and ask for a backlink

A price trade partnership with bloggers is one other glorious content material promotion tactic. You possibly can attain out to bloggers in your area of interest to ascertain value-driven relationships the place you ask them for a backlink and provide them one thing in return, like a social media function. 

A chilly electronic mail is the proper approach to join with these bloggers and pitch your provide. Personalize this electronic mail by referencing a modern accomplishment they’ve had or a element you discover fascinating. 

Preserve the e-mail extra centered to them as a substitute of you and deal with how they will profit out of your provide. Extra importantly, bear in mind to make use of a verified electronic mail to extend your electronic mail deliverability.

This worth trade can get you extra backlinks in your content material – the extra referring domains, the upper your area authority. So, construct such blogger partnerships to advertise content material as quickly as you hit publish. 

15. Leverage visitor running a blog to construct hyperlinks 

A content material promotion technique is nearly incomplete with out visitor running a blog. Visitor blogs provide help to earn backlinks, enhance your web site’s search engine rating, and finally rank on the highest outcomes for related key phrases. 

Listed here are a couple of actionable methods you need to use visitor running a blog for content material promotion:

  • Conduct significant visitor put up outreach to attach with authoritative publications
  • Manually establish damaged hyperlinks on high-authority web sites and attain out to them with extra invaluable content material 
  • Use a model monitoring device to establish the publishers mentioning your opponents and ship a visitor weblog pitch to them 
  • Construct constructive connections with editors and content material managers at industry-leading publications 

Stage Up Your Content material Promotion Technique Right this moment

Creating high quality content material is simply step one. You want an efficient content material promotion technique to maximise your content material’s attain and drive extra conversions. That’s why your content material advertising efforts are incomplete in case you depart content material promotion as an afterthought. 

Bookmark this detailed information on 15 content material promotion methods and create your individual with a mixture of those techniques. Use essentially the most possible strategies to advertise your subsequent piece of content material, and watch your content material attain soar. 


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