Content Creation And Promotion Strategy

Create perfectly optimised content and leverage industry influencers for social shares and organic traffic

Creating content for your website will be one of the more challenging aspects to running an online business. Your goal is to create quality content that assist with generating brand awareness and to bring in new customer leads.

It’s also used to increase your search engine rankings.

It should very much be the core of your online marketing strategy.

You would typically generate content that answers peoples industry related queries or address topics whilst providing benefits or solutions that will in-turn attract an audience to your site, encourage people to follow your social media and build a loyal subscriber list.

At this point in time you will need to make a decision on how you develop your content creation and promotion strategy

Content Creation Strategy

Depending on your budget, you can choose to create your own content or outsource it to a freelance writer.

Whatever you decide, the main goal is to develop content that will engage your visitors and improve your organic search rankings to drive organic traffic.

A simplified content creation strategy I like to use consists of 9 stages.

  1. Define audience
  2. Find relevant highly shared content that you can improve upon
  3. Brainstorm ideas for the type of content to produce
  4. Research specifics of the topic of interest for additional information to add & make up to date
  5. Create content
  6. Insert images and/or videos
  7. Perform on page SEO audit
  8. Publish content
  9. Share & promote to social account and authority leaders or influencers in relevant industry

Lets dive in and take a more detailed look at each stage

1. Define your audience by targeting your buyer personas

Now if you have been following our module, you should already have an understanding of your target audience whilst you were performing your business plan and website plan. If not, check out these articles on defining your target audience.

Creating content that aligns with your buyer’s persona will assist you to remain focused on who your developing content for and why. Content that addresses your buyer persona’s goals; desires and challenges will seamlessly move them through each stage of your customer acquisition funnels.

Focus on how you can transform your audience.

Where do you want them to be or what position should they be in after they have consumed your content?

4. Research specifics of content to further improve

Upon determining what type of content you will produce, its important that you research the topic of interest, to add further highly relevant information.

Doing so will add value on top of the existing content, and compel readers to share this new, updated, highly relevant piece of content. Repurposing content isn’t enough; it has to provide extra value to your audience.

2. Find relevant highly shared content to improve upon

Here you will want to search for content that already exists within your niche or industry. You then determine the quality, the relevancy, the amount of social shares and potential traffic. Finding content that has been shared out thousands of times on social media will take the guess work out of determining how effective your piece of content will be.

Beating your competition in online business and in the search engines results simply just means creating a product, service or piece of content that is far superior and creates a viral activity of engagement and shares across social media platforms.

So how do we find this existing content! is a great place to start. News stories are sure to go viral.

5. Create content

Create a draft of your content so your not wasting time editing time and time again. Design your page layout taking into consideration design elements of aesthetically pleasing content.

Include eye-catching headline with keyword phrase included

Include a link out to an authoritive site with related content. This positions your site as authentic and trustworthy, and the site your linking to may receive a ping back notifying them of your link. This may in turn lead them to sharing out your article

3. Brainstorm ideas for the type of content that would suit your buyer persona

Ok so you have found a piece of content that has the potential to be improved upon and it has a considerable amount of social shares and general interaction

Now you need to brainstorm ideas and draft a plan of what type of content will add extra value on top of the existing content.

For example, if the existing content is a written article with a lot of bullet points that are very detailed & informative, you may be able to re-purpose that into an info-graphic.

Statistics show that people will engage with articles that have images by up to 60%. Creating an info-graphic with some text leading into it can add real value to your audience and leverage the higher engagement rates from images.

6. Insert images and video

Inserting relevant images and videos will help to improve the view rate of your content.

Research suggests that content with images get 94% increase in total views. For local business’s 60% of customers are more likely to consider them when an image shows up in local search results.

Ensure you have the correct on page SEO attributes for your images. Including relevant “alt text” tells google what your images is.

7. On page SEO audit

This is an important aspect. Ranking for a particular keyword on the search engines requires you to setup your on page SEO correctly. Get this wrong and you could get slapped with an over optimisation penalty.

So using your WordPress SEO plugin from Yoast, enter your keyword phrase, Title and Meta description into the relevant boxes.

Now in years gone by, it was general practice to keyword stuff an article with keyword density well over 10%.

Not anymore – Do not have high keyword density

These days, I make sure my keyword density is under 1%.

If I go a little over that’s fine, I never go above 2%.

If your keyword density is too high, either replace those with LSI Keywords or add more relevant content.


Follow these 7 simple rules to on page SEO

  • Keyword phrase is in your page Title – Preferably at the start
  • Include keyword phrase in Meta Description
  • Include keyword phrase in the first sentence / paragraph
  • Include keyword phrase in the last sentence
  • Include keyword phrase in all image “Alt Text”
  • Include partial keyword phrase or LSI keyword phrase in H2, H3 tags
  • Keep keyword density under 1%

8. Publish content

Once you’re pleased with the layout, headline, content body, images and/or videos and you have followed the 7 simple rules to on page SEO, you can now publish your content live to your site.

9. Promote Your Content

Content promotion is how you will receive traffic to your site.

Publishing awesome content alone just isn’t enough.

Google is starting to place social signals as the top of their ranking factors, so social engagement is pertinent.

In business there is a general rule called the “80 / 20 Rule”.

Basically when it comes to content, you will want to spend 20% of your time writing the content and the other 80% promoting it.

Driving traffic through content promotion is key to scaling your online business.

I use 3 different methods to promote my content. They all use techniques that interact with social sharing and linking in some way.

Posting to social accounts

First is the obvious one. Post your fresh content on your social accounts; Facebook, Twitter, Pinterest etc. Break your content up into 10-20 snippets and share these out over the next several weeks or months. As you build your social accounts, your followers will help to build your brand whilst sharing your content.

90% of people will stop here. They will experience a trickle of traffic coming to their site and wonder why they cannot scale their business.

To create huge traffic spikes and large amounts of social engagement, you will need to include the next two processes in your promotion strategy.

Leverage the audience of the top influencers in your niche

Leveraging top influencers in your niche to promote your content can drive massive amounts of traffic to your site.

So how do we go about this process?

Identify your competitor’s highest influencers.

Using Buzzsumo we can search for specific content related to any keyword and finds a list of articles that have been highly shared on social media.

search related articles using buzzsumo

Enter a keyword phrase into the search box. Use quotations around your keyword to get exact matches. Filter by checking the past 6 months.

search specific keyword using buzzsumo

Now you will have a list of articles that have been highly shared across various social media groups.

Scroll through the list of articles and locate the most related to your article.

related articles on buzzsumo

Click on the view sharers button. This will bring up a list of the highest influencers that have shared the article.

Sort out these results by the “Reply Ratio”. This will give us the highest response rate from their direct tweets on Twitter.

top influencers in specific niche using buzzsumo

Using an excel spreadsheet, copy & paste the influencers name and Twitter ID

Repeat this process for all the related articles.

Now you should have a good number of highly influential people in your niche that you can directly tweet to with a link to your article.

Also response rates for this strategy will vary across niches. If you get a 20% response rate then you have done pretty well.

Use this tweet template for directly reaching out to your influencers.

@your_influencer I noticed you shared [link of article influencer shared]. I have a related article here [link to your article]. I trust you will enjoy

To the point I know, but there is not a lot you can do with 140 characters.

Leverage influencers links to your competitors articles

The third strategy I like to use is leveraging the power of back-links to your competitors content.

Back-links from highly authoritative sites count as a big vote of approval in the eyes of Google. The greater amount of high quality and highly relevant back-links from different referring domains will boost your rankings in the search engine listings, resulting in more organic traffic for the more competitive keyword terms.

So how do we go about finding influencers that link out to our competitor’s site?

Google Search

Search for related keywords to your article and you will get pages already ranking.

Obviously these will be quality articles that hopefully you have improved upon with yours. For this example I have searched for “effective ways of email marketing” using quotations.

As we can see from the Moz tool bar the page ranking 2nd has 158 links pointing to it, but more importantly there are 62 referring domains.

Next you will want to take the URL of the page and place it into Ahrefs. This is where we will find all referring domains and their metrics.

From here click  “referring Domains”. This will provide us with a list of websites that have linked to your competitor’s article.

Move this list to an excel spreadsheet by clicking on “Export

All you have to do now is reach out to the Webmaster of these referring domains.

Reach out by using this email template

email template for link outreach

So there you have it.

A content creation and promotion strategy that will generate a huge influx of traffic.

Yes, it takes a lot of work to create content and a lot more to promote it.

That’s why a content strategy works off the 80/20 principles.

Remember to spend 80% of the entire content strategy on promoting your content and watch your traffic grow.

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