Everyone has an opinion about the best way to promote new content. The answer can be hairy, because everyone has different goals, but there are proven ways to gain exposure after you click, “post.”
Syndicate on Your Website
By tagging and categorizing your article you can direct it to other parts of your website. For example attorney bios, practice area pages and even the home page can feature recent and relevant news. If the new content is really important, find a permanent place for it on the home page, or feature it temporarily in the sidebar.
Another way to gain exposure within your own existing website content is to add a link to the new content from the blog posts or pages that consistently rank high or have heavy traffic. For example, edit a relevant blog post that ranks high (use Google Analytics to determine your high ranking blog posts) and add a header, “Related Links”. You can then link to your new blog post as well as other relevant articles.
Leverage Social Media
A large social media following is not a requirement to successfully promote your new content. After a little research, try the following tactics:
Send Notifications/Shout Outs
Tag people or companies that you may have mentioned in the content. Twitter is a great place to implement this strategy. Didn’t mention anyone in your article? No worries, keep reading.
Leverage Key Influencers
If you didn’t include other companies in your article you can still engage others. After identifying key influencers in your field, incorporate them in your posts. Effective ways of reaching key influences, or others, on social media include:
- Shout out to people/companies on Twitter by including their handle in your tweet
- DM people/companies on LinkedIn with a friendly, consice message
- CC people/companies on Facebook when sharing content that is relevant to them, or when sharing their own content
Share More Than Once
Hootsuite has admitted to sending a tweet 44 times. By sharing content on multiple occasions you are extending the life of your content. It is also important to test with the times of day you are posting. A social media update may flop at 9 a.m., but boom at 2:30 p.m. – the only want to know is to test, test, test.
Send Newsletters / Email Marketing
Email marketing is a feat of its own, but websites like MailChimp, Constant Contact and iContact make it easy to manage, grow and engage with your list of email subscribers. You can blast out your new content once a month, once a week, or on a case-by-case basis. Read more about how to get started on MailChimp (our recommended newsletter service).
Submit to Guest Posts
If a website accepts guests posts they fall into one of two categories: (1) they accept posts already published (2) they only accept exclusive content. If possible, submit content that is already live. If you’re looking to boost engagement and page views, review the website and pitch an idea.
We’ve created a list of some legal publications that accept guest posts from contributing writers. Read more about how lawyers can get published in major media outlets.
The average person either loves or hates hashtags, but as someone trying to get the most out of sharing your content you don’t get much say – you should be using hashtags. Before sharing a post on social media take a minute to research any relevant hashtags. On Instagram we can vouch for the following hashtags, which are always popular: