Last month, we talked about how great website content helps to build backlinks.
Didn’t read the blog?
It’s cool. I’m not offended. Let’s recap.
A helpful, personable, informative piece of content makes your business seem more real to your clients and/or customers and provides more opportunities for you to rank for relevant industry keywords in Google’s search results. A bulked-up piece of content is also linkable for other websites - ever wondered where bloggers get their resources?
Content assets are amazing backlink magnets and can do wonders for your SEO. After you’ve created this bulletproof piece of content, however, you’re going to need a promotion plan to ensure your asset gets noticed online.
Building backlinks to your content through promotion takes time… but your friendly neighbourhood Gorilla is here to help. There are tonnes of methods for promoting your content asset and getting it seen - let’s explore them.
1. Comment marketing
There are zillions of bloggers out there publishing content on a daily basis - and some of them are talking about your industry.
The easiest method of attracting attention to your content is comment marketing. This involves finding relevant bloggers and conversing with them in the comments section of their blog, then casually slipping a link to your content to make a valuable point or comment.
This exposes your content in a relevant public form and who knows, the blogger might even link to it in a later blog post! Hellooooo backlinks!
However, it’s important to remember that blog comments aren’t considered actual backlinks and provide zero SEO value. This exercise is just to attract attention to your content and, hopefully, generate some effortless backlinks in the future.
2. Influencer outreach
Influencers are your industry’s experts. Most influencers have a large following online, whether it’s on social media or their blog, and they’re already reaching a large portion of your audience with minimal effort required.
Everyone is already listening to them and sharing their blog posts online.
Getting a link on an influencer’s blog or social media page is super valuable. You’re reaching audiences bigger than you can imagine and the trickle-down effect from shares can do your backlink count a world of good.
3. Guest posting
Another one of Gorilla’s favourite link building strategies is guest blog posting. This involves writing a blog post about a topic relating to your business, including a link to your website or content asset, and then getting the blog published on a third-party website.
Essentially, you’re creating your own backlinks!
A word of warning to this tale - make sure to check the quality of the website you’re publishing on. Google cares about the quality of backlinks as much as she cares about quantity. Look out for spammy looking websites with lots of ads plastered across the homepage, slow page load speeds, low-quality images, and publishers without defined contact details.
4. Paid promotion
A surefire method of getting your content seen is paid search, otherwise known as Search Engine Marketing (SEM). It involves putting ads in search engine results and getting content in front of customers - for a fee.
One of the most popular platforms for this kind of marketing is Google Ads. We use this pay-per-click software to get your ads seen by your chosen audience, narrowing it down to demographics and locations from countries to states and cities to ensure you’re reaching the audience.
5. Passive link building
The beauty of a valuable piece of content is that once it’s live on your website and being promoted across the internet, it builds backlinks over time with minimal work required from you.
We Gorillas like to call this the “snowball effect” otherwise known as passive link building.
So long as you’re adding value to the online conversation and catching the attention of like-minded people, your content asset is likely to be shared and referenced to in other blog posts down the line. If your content is out there being seen, you’re building backlinks!
Along with backlinks, a good piece of content can help improve the following:
- Click through rate (CTR): this means people are seeing your website or content and clicking the link to reach your website.
- Pageviews: every time someone loads your page on any device, your website gets a pageview, showing Google just how popular you are.
- Time on page: the amount of time a person spends reading content on your website tells Google how much your audience likes your content.
- Bounce rate: this measures the percentage of visitors who enter your website, then leave without any further interaction or navigation to other pages. Your bounce rate, again, tells Google how much people like your content.
- Conversion rate: if you’re an ecommerce business, a content asset can even help improve your conversion rate, otherwise known as sales. The more pageviews on your website, the more likely you are to receive more sales. Free money, woo!
The pros and cons of promoting your content asset
Building backlinks using fun, fascinating, valuable content is one of the most engaging methods of link building. However, there are both pros and cons to promoting your content asset.
Engaging content continues to attract backlinks long after you’ve finished promoting it. You’ve built something really valuable for your customers and you’re showing them that you’re a human being with expertise in the area. You’re a trustworthy authority on the topic.
Content assets can also be a hit-and-miss exercise. Readers are either going to eat-it-up or spit it out, clicking “back” without giving the article a chance, or taking the time to share it with others.
Long-reads are hard to sell to audiences nowadays, especially since the average attention span has dropped to 8 seconds in 2018 from 12 seconds in 2000.
If you want your content seen, you’re going to need to promote it
The message to take from this blog is that content assets are brilliant for building backlinks - but nine times out of ten, you’re going to need to promote it across the internet if you want it to have the impact you want on your SEO.
We’ve provided some fun and unique methods of promoting your website content, from comment marketing to influencer outreach. All it takes to get your content going viral is a big, over-enthusiastic push into the right crowd… just like a metal gig!
Want to talk to a professional about how to promote your website content? The Gorilla team can help share your content with the world and make sure it reaches the right people. Contact us on 1300 467 452. We’d be happy to help.
In the meantime, download our SEO marketing calendar and make sure to release your content asset to align with the right events!