The Dos and Dont’s of Content Promotion

Follow our advice to discover the dos and don’ts for your content marketing strategy.

content promotion

When used correctly, content promotion is a great strategy that can boost your brand and make you stand out from your competitors. 

The idea is to create a long-lasting relationship with customers by generating leads, brand loyalty and a good reputation through content. 

Read on for our top Do’s and Don’ts to promote your business and improve it.


Content promotion is key to your success

There is a lot of content out there for consumers to choose from, so it’s important that you use the right channels to get yours seen by the right audience. 

From social media posts, blog posts, emails and newsletters, there are many different types of content promotion. However, the bottom line is that consumers are looking for content that provides value. 


What is content promotion?

As every digital marketer will tell you, content is king. What is often left out is what to do once the content has been created. This is where content promotion is important. Content promotion is the process of strategically distributing content through various channels such as your blog, social media or email campaigns to attract, educate or convert your users.

Consumers trust the brands that they can engage with and go to for high-quality content that will inspire, educate and inform them. Twitter notes that about 93% of consumers plan to purchase from a business that they follow on a social media platform.

So how do you convert content consumers to paying customers? Here’s our advice on what to do and what to avoid with your content promotion.


The Do’s


  • Decide on a content promotion strategy

Don’t lose sight of your goals by not putting a strategy in place. Knowing how and where to invest your resources will help increase your ROI.

Some avenues are better for conversions and some for discovery. 

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For example, promoting content via email tends to result in higher conversion rates as these consumers are already engaged in your content. Research from Litmus showed that their ROI is 38 times more than what they invest in their email marketing campaigns.

This goes to show that once a consumer is already familiar with your brand and views it as trustworthy, they’re more likely to convert.


  • Have a target audience and cater to their needs

When you know who your content is for, you will be able to provide better and relevant content that will convert. This is key when your goals are focused on paid conversions. You don’t want to spend money on putting out content that won’t earn you money.

To ensure your content is relevant, you can start by asking experts in your industry for their opinions. Not only will you get ideas for high-quality content, but you’ll gain credibility.

Asking users themselves about what they would like to see or hear from your business is a sure win to providing relevant and insightful content. 


  • Perform content audits and engage with your content

Once your blog or social media content has been published, don’t forget about it. Continuously check on your posts to see if the information is still relevant and true.

New studies are always emerging and trends and ideas evolve. It’s essential that even your older content stays current so its credibility stays intact.

One way to keep up with content is to answer follow up questions and comments. This not only helps you get more views but gives you the opportunity to engage with your audiences. They will appreciate the personal connection and know they can rely on you for advice.

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  • Pay attention to what’s going on in your industry

Studying trends helps keep your business ahead of the game. You’ll be able to find hidden opportunities before your competitors do, so you’re not playing catch-up, but you’re the one leading.

Consumers will recognize your trendsetting content as expertise and look to you as an authority in the industry.. This will keep your business at the top of their minds when they’re ready to purchase.


  • Use roundup lists and guest blogs

Making your own roundup list, or getting your business on someone else’s, and guest blogging within your niche will get you loads of traffic and better chances of conversions.


They also widen your network and make it easier to get in touch with influencers, experts and brands. This increases your credibility because consumers will realize that your content is recognized by other trustworthy brands.


  • Make content shareable 

Content that has social proof will help your credibility and increase trust with consumers. To drive conversions, include shareable quotes, images and infographics so users can instantly share to their social media and friends.

Shared promotion comes across as less invasive as consumers are more likely to engage with and pay attention to content that comes from their friends rather than directly from a business. 


The Don’ts


  • Expect short term results

Marketing campaigns can take some time to peak so you won’t always see immediate high returns. That doesn’t mean you should give up. Setting measurable goals will help you realistically evaluate your content’s performance. Remember that your business will also have variances according to the goals you want to achieve so its definition of success may look different to other companies in the industry.


  • Make it about yourself by constantly promoting your products

A consumer’s main purpose for visiting your site is to find a solution to their problem, not necessarily your product.

Therefore, content needs to be written from their perspective, with their pain points in mind.

Showing empathy and focusing on the benefits of your products will get you more success because you show that you care and want to provide assistance to your consumers rather than solely pushing products and sales.

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  • Forget about PPC Advertising

This is a fast way to drive traffic and gain as much visibility in search engine results. Using PPC  you’ll instantly drive traffic to your content and you’ll get more coverage, making your brand more visible.


  • Post to just any platform

Not every type of user uses a platform for the same purpose, nor is every type of content effective on the same platform. For example, Facebook could be good for daily updates and customer service whereas Instagram would be better for efficiently informing about products. This is why you should be promoting your content where your users are likely to read and engage.


  • Forget about the UX

UX builds the relationship between you and the consumer. If they are unsatisfied with their experience, or their needs are not me, they are unlikely to convert. And when they are satisfied, they become advocates for your brand, by sharing about experience and engaging with your content.



Ultimately, content promotion needs to integrate many different methods to come up with a winning strategy that is perfect for your business. Not sure where to start or feeling overwhelmed with doing it on your own? We’ve got you covered so your business can reign supreme. 

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