Once the content is reformatted, you’ll want to make sure that you promote it to drive new traffic to your website. Because your content has been repurposed in so many ways, there are multitudes of websites you can use for promotion, and they will serve as drivers of traffic and as links for search ranking improvement.
In this section, we will cover promotion of several important content types – infographics, videos, slide shows – as well as social promotion for all content.
Infographic Promotions and Follow-up
infographics are an excellent promotion tool because they are easy to share and easily browsed, so new visitors are more likely to see your content and less likely to pass it up because they “don’t have time.” Promoting your infographic will consist of two major steps: submissions and reactive outreach.
Research the sites where you can post your infographic (some great ones are visual.ly and pinterest.com).
It doesn’t matter whether they are followed links or no-follow links – the juicy links will come later.
Write compelling descriptions and encourage viewers to share the infographic. With a good infographic, many will do so.
Additionally, reach out to bloggers that you’ve spoken with before, and ask them if they would like to share it on their blog or with others.
2. Reactive outreach
A few days after submitting and sharing the infographic, perform a reverse image lookup (using sites like TinEye) and find the sites that shared your infographic.
Some of these sites will have used your site as a source, and are excellent resources for traffic and link building.
Reach out to them and let them know you’re the creator of the infographic and you appreciate their sharing of it.
If a site doesn’t give proper credit, remind them!
All of the relationships that you’ll build through these steps will be excellent relationships for future repurposed content, including different infographics. Keep them in your contact list and reach out to them occasionally even if you don’t have anything new to offer. For a deeper dive into infographic promotion, check out this step-by-step guide.
Slideshow and PDF promotions
Slideshows are becoming more popular as avenues of promotion because consumers are looking for more information than what an infographic would provide, but are still visually appealing.
They are also appealing due to the increase in use of tablets and e-readers, which have screen resolutions great for slideshows and PDFs.
Slideshare.net is going to be your main source of traffic for slideshows, but explore other options. Performing a search like “slideshare alternatives” can lead to great recommendations for other sites with different types of users. Some, like scribd.com, love to focus on the design as much as the content.
With most of these sites, you can be notified not only when someone views the slideshow, but when they download or share it.
The people who take action are great people to reach out to – due to the limitations of slideshow and pdf sharing (not nearly as easy as an infographic), these people are going to be your best relationships, and will help increase the amount of views you get and improve your overall reputation.
Video and Podcast promotions
Video is so effective because more than one of the senses – sight and hearing – are commandeered, which leads to a high level of engagement and response.
YouTube will be the website for actual views – make sure your tags are well thought-out, and that your description briefly but clearly describes what the video is about (and don’t forget a link back to your website!).
While other sites may not garner as many views, if a user searches for a video that include your tags, your video is more likely to show up multiple times on the front page. Because of this, you’re more likely to be seen as an authority on the topic, improving your reputation and indirect traffic.
Video Marketing Resources
Video is a great way to promote your brand and your website, but it’s a challenge.
Jumping into video without understanding the specific needs of this channel can be a drain on your marketing budget.
If you are going to do it, do it right. Here are some posts with pointers:
For all of your repurposed content, social networks are going to be a strong ally in promotion.
In nearly all of the blogs and pages that you’ve submitted to, there will be options to share that post on Facebook, Twitter, Pinterest, and other social networks.
Someone with only a few followers on their blog may share your infographic, but if they get a Twitter share from someone with a couple thousand followers that one blog post can suddenly mean a lot in the long run.
This can be huge for infographics on Pinterest, with repins exponentially increasing as more people share to their own group of followers.
Don’t forget to share your content on your own social pages, especially since a constant flow of content is important towards getting and retaining your own followers.
In addition to sharing your own content, you can also share others’ content and potentially build a mutual relationship with them.
Remember to schedule different variations of the same content apart – that way, it doesn’t become too repetitive.
Use all of the above techniques to grow not only your traffic, but your awareness, reputation, authority, and social networking prowess.
Repurposing content is all about spreading your ideas across multiple channels, to a variety of digital platforms.
Not all types of content are created equal, nor should they be repurposed the same way, or even repurposed at all.
You must identify those pieces of content that work for re-purposing and mark them as such for future use. Create an editorial schedule that includes repurposing content and follow it!
“I don’t think outside the box; I think of what I can do with the box.” – Author Unknown