- You're promoting your content the wrong way
and today we're going to fix that.
Hey everyone, I'm Neil Patel.
Today, I'm going to break down everything
that you've taught about content marketing promotion
is wrong.
(bouncy music)
Now, before we get started,
make sure you subscribe to this channel
and if you're on YouTube, click the alert notification.
Question for you:
how much time do you spend promoting your content
every time you write a blog post?
Let me know, is it five minutes?
30 Minutes? One hour? Two hours? 10 hours?
Let me know in the comments below, I'm curious.
Look, not every content piece is worth promoting,
no matter how much cold outreach you do,
if your intent is self-servicing,
you're not going to get any of the free
or paid promotion working well for you.
I want you to focus on helping other creators audience.
You want to focus on their audience's pain points,
their needs, their wants,
and you want to solve the problem in a way
that no one else did.
You want to turn a written piece of content
into data visualization piece.
You want to turn a written content piece into video.
In other words, you're doing something unique
that can help their audience.
Let me give you an example of this.
Let's say Search Engine Land,
which is a popular marketing site,
they link to the STAT post, you know,
from Moz or from Atrius or Semrush.
If I turn that STAT post into a really cool image
that helps explain how SEO works
and I send it to Search Engine Land,
it helps their reader base.
It helps them understand the STATs better.
They're much more likely to link out to it.
So when I do promotion from that aspect,
it works out so much better than me just saying,
"Hey, I wrote this piece of content.
It's more detailed than my competitors. Please link to it."
"Well, yeah, it's more detailed than your competitors.
But why should I link to it? What's the benefit for me?"
You have to figure out how to make it beneficial
to the other audience.
So for example,
if you write more detailed content than your competition
and someone's linking to them,
and there are articles on
'how to get more Facebook reach in 2021'
and they're linked to it, they're like,
"Hey, this is how you're going to improve your Facebook reach."
Well, if 2022s coming up and their algorithms change
or 2023s coming up, or 2024s coming up
and their algorithm change,
then you can talk about their updated algorithms
and each one, same with Google,
and you can be like,
"Look, here's what's working these days.
Here's the type of content pieces that are working.
Here's what's not.
Here's the overview synopsis.
Here's even a video that gives you overview."
And sending that to people
who are linking to your competition,
they're more likely to link to you
because that benefits their reader base
and gives them the latest and greatest.
Also, I don't want you to use cold outreach templates.
They just don't work.
Use your own voice,
understand what works in your templates
and adjust to your own personality,
your own voice, et cetera.
Promoting your own brand can be more powerful
than also promoting your own content.
So here's the example of that.
You're probably like,
"Neil, what are you talking about?
Promoting your own brand versus your content?"
Seeing content marketing, everyone's like,
"Oh, you got to promote your content."
Well, a lot of times I did self-like,
I did a 'who is Neil Patel campaign'.
There was a ton of people who are popular all over the world
on social media and they promoted my name.
For example, there was this buff dude
who probably could bench press like 300 pounds.
He put my name on his pecks
and he made them dance up and down on Instagram,
posted that causes a lot of people to get to know me.
So now these people know I'm a marketer
and when they want marketing content, they go to me.
Even though I'm not promoting a piece of content,
it's helping me build a audience,
which causes all my content to be more popular.
And just posting your content on social media these days,
isn't enough.
You need to tease people and try to gauge their pain points.
You need to lead with a teaser piece
when you're trying to post on social media
and have that call to action
so then that way people want to go to your website.
So for example,
when I post on social media, I'll start with the hook,
such as, "the way you're promoting content is all wrong.
Do you want to know how to do it the new way?
Well, here's the latest and greatest."
You see how I use the hook that causes people from social
to be more likely to go to your website.
And by telling people that,
or even telling them to check out in-depth pieces
on your website from your social channels,
that can help a little bit,
but it doesn't work as well as that hook
that I just mentioned.
And you don't want to waste time
trying to get the wrong brands to promote your content.
If there's an audience mismatch,
you're going to be wasting time.
You don't want to focus only on the big brands,
go after smaller brands that are in your space.
Even niche people don't have a big audience.
Something's better than nothing.
You want to focus on external content promotion opportunities
that make sense, that allow you to build your own community,
that allow you to nurture your community with content
that only they have access to.
For example,
I may do a partnership with Entrepreneur,
do a webinar,
tell people about all the latest and greatest on my site,
have a landing page for them,
tell them about it, collect their email address
so that way I can foster, nurture my own community.
So if you need help building your own community
or promoting your own content
because you're not getting the traffic that you want
every time you write a blog post,
check out my ad agency 'NP Digital.'
Or if you just have any questions
on how to fix your promotion, leave a comment below.
I'm here to help.
If you enjoy this video, like it, share it,
tell other people about it.
Thank you for watching.