You’ve Published Your Blog Post — Now What? 3 Content Promotion Strategies You Must Use
You’ve written, formatted, and published your post. Now what?
It’s time to share it far and wide, of course!
Content promotion is actually a huge part of a successful web content strategy — but it’s one many automotive marketers don’t even consider, let alone prioritize. Don’t be like them.
After all, most online content never gets noticed. Why put all that work into content creation if no one will even see it?
Get the most value out of your blog posts by sharing them on the top three content promotion outlets for auto dealers and other businesses:
- Social media
- Paid promotion
- Email marketing
Let’s take a closer look at each one.
1. Social Media
When you think of sharing content on the web, chances are you think of social media first.
Rightfully so. Social media is the Internet’s watering hole, where people of all demographics go to socialize, discover, and even learn. Increasingly, social media channels are considered a reputable news source. Use that to your dealership’s advantage!
The five most popular social media platforms in America today, according to the Pew Research Center, are:
Your business or dealership should certainly be on at least one, if not all, of these platforms. Don’t join a social media channel only because everyone else is — but also don’t ignore the wide reach you would otherwise miss.
You can also consider sharing your content on other social media platforms (like LinkedIn or Pinterest), but be careful of spreading yourself too thin. Establishing a strong social media presence takes time, and you’re better off focusing on just a few channels that really suit your automotive advertising goals.
When done well, social media marketing can actually benefit your SEO. Although social media isn’t a direct ranking factor in Google’s algorithm, there’s a clear correlation between social media and SEO.
When sharing content on social media, it’s best to follow the 80/20 rule:
- 80% of your posts should entertain or educate your audience.
- 20% of your posts should directly promote your business.
Err on the side of fun, helpful, and human. No one wants to see a self-promoting sales pitch when scrolling through their news feed!
We recommend posting each blog post:
- Once on Facebook and LinkedIn
- Three or more times on Twitter
- On other platforms as needed
Always use your best judgment, and review your social analytics to see which posts are performing best (and why).
All this said, we caution you against putting too many eggs in the social media basket. As time goes on, Facebook and other social media channels are favoring friend-to-friend engagements and paid ads over organic posts from businesses.
We even hosted a webinar on this topic: “Organic Social Is Dead: 5 Better Ways to Reach Leads Online.” Watch the recording to learn why your reach on Facebook just doesn’t go as far these days (and what to do instead).
Organic social media posting is still a worthwhile promotion tactic, especially if you’ve got a highly engaged audience — but it’s definitely not the only tactic you should be using.
So what are some other strategies your dealership can use to promote your auto blog content?
That brings us to our next content promotion strategy. . . .
2. Paid Promotion
If you want to reach the most people possible, you’ve got to be putting money behind your automotive content. It’s that simple.
Nearly every social media channel offers the option to advertise. Again, though, only use a platform if your audience is using it as well. Otherwise, you’re just wasting dollars!
The number-one place to advertise your content online is Facebook (and Instagram, which Facebook owns). With more than 2.38 billion monthly active users, Facebook is our go-to paid promotion channel for a handful of reasons:
- You can show your blog content to hyper-specific audiences.
- You can easily manage all your automotive advertising in the Business Manager tool.
- You can drive potential customers to your site for as little as pennies per click!
To learn more about promoting your content on Facebook, check out our Facebook advertising eBook, which is full of practical, step-by-step advice on automotive advertising.
Facebook isn’t the only digital advertising channel, of course. You can also pay for reach on other platforms, such as:
But are social platforms (organic or paid) the only place to share your automotive blog content? Certainly not. We’ve saved one of the best content promotion strategies for last!
3. Email Marketing
Social media aside, there’s one content promotion strategy that you absolutely cannot ignore: email marketing.
Yes, email is “old” in the world of digital marketing, but it’s as thriving as ever. Most people check their email every day, and they do it on all devices. Don’t miss this perfect (and free!) outlet for sharing content with your audience.
You have two main options when it comes to content promotion via email marketing:
- You can set up an RSS feed to automatically send new blog posts to subscribers as soon as they’re published (or at the day and time of your choosing).
- You can manually link to web content in a one-off email.
Whatever you do, make sure you’re sending the right information to the right people at the right time. Our email marketing eBook can show you how.
Aside from mass-emailing your own subscribers, you can also send individual “cold” emails to contacts you think might be interested in your blog, asking them to share your content with their audience.
For instance, if you’ve included a customer testimonial from a prominent member of your community in your blog post, you could email (or tweet) them to see if they would consider sharing the post to their personal social media accounts.
Keep your email outreach light, friendly, and personalized. You don’t want to come across pushy. By offering the recipient something in exchange (like a backlink to their content on your blog), you’ll be much more likely to get a positive response.
Other Content Promotion Strategies
While these are the “big three” content promotion strategies, get creative with other methods. Consider strategies like:
- Influencer outreach
- User-generated content
- Guest blogging
- Content community submissions
- Syndication on Medium or LinkedIn
- Posting on Reddit or Quora
- Mentions in webinars, podcasts, or presentations
- Content repurposing
- And more!
When it comes to getting your blog out there, as long as you’re ethical in your approach, the sky’s the limit.
Hungry for More? Download Our Free Ultimate Guide to Web Content
Blog promotion is just part of the complete web content picture.
As an automotive marketer, you don’t need to learn digital marketing from scratch . . . but you may appreciate a little crash course on web content strategy. That’s where our Ultimate Guide to Web Content comes in handy.
This free eBook includes valuable information on:
- Content strategy 101
- Key types of web content
- The content creation process
- Content promotion tactics
- Content analysis metrics
It’s written specifically for automotive marketers, but any industry can benefit from these helpful tips.
Download this eBook to discover (or just remember) how to execute a web content strategy that attracts, converts, and delights your customers!