Content marketing is now the go-to tool for brands wanting to enhance their online presence, build a strong identity, and increase conversion rates. But for all its advantages, you can’t just sit back and wait for content to do its thing – you’ve got to give it a helping hand through promotion.

This isn’t just opinion; it’s a cold hard fact. According to a recent study by the Content Marketing Institute, two critical factors that contributed to B2B marketers’ increased success over the past year has been strategy (72 per cent) and distribution (50 per cent).

Even though the content creation process is critical, you should also prioritise strategy and distribution, starting with these 7 tips for better promotion.

  1. Mention industry influencers

It may take some time to build and nurture relationships with industry influencers, but the effort is well worthwhile. If you are creating high-quality content that their fans or followers would be interested in, you should receive an extremely positive response with the greatest of ease.

  1. Create supporting video content

The use of video can enhance and accelerate your content marketing activity. For example, videos get at least two times more engagement than any other form of content. What’s more, four times as many consumers would prefer to watch a video about a product than to read about it.

  1. Create supporting GIF content

The only issue with video is that it usually requires a fair amount of time and effort. This is where GIFs come into play. They are perfect for promoting content on social media and via email marketing thanks to their quick-fire, humorous, yet engaging nature. GIFs can also go viral and have been trending on Google for quite some time now.

  1. Use lead magnets

Too much content focuses on top of the funnel prospects when you should be giving an equal amount of attention to all stages of the funnel. By creating lead magnet content, you can gather invaluable contact information and get one step closer to better conversion rates. Options include registering for a webinar, ready-to-use templates, and PDF guides.

  1. Use paid ads

Several businesses view social media as a free tool for interacting with customers. But due to the wealth of targeting options available with paid-for promotion, you shouldn’t ignore the power and potential of Facebook and Twitter ads. Detailed targeting such as interests, demographics, and behaviour means your content will get seen and heard in the right place, at the right time.

  1. Use remarketing

Even if your audience isn’t forthcoming with their contact information straightaway, this doesn’t mean you should give up on them. Remarketing will remind prospects of your lead magnet through banners and landing pages that are relevant to your original content. Remember to exclude existing clients though.

  1. Send out a newsletter

Unfortunately, you cannot rely on the algorithms of social media sites to highlight your content to fans and followers. But by sending out a newsletter, you can be sure that your content gets the exposure it deserves.