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Tutorial: Promote your content through social media

Creating valuable content is only truly valuable if people can find it. Once you have the content, you have to put some marketing muscle behind it with an effective content marketing campaign that fully leverages your social media channels.


1. Develop Your Outreach

Content marketing isn’t a one-way street. To widen your reach, spend some time finding and reaching out to influencers with demonstrated authority or interest in your topic, and begin engaging with them.

Find Your Influencers

Moz has a great app called Followerwonk that helps you find and connect with influencers who are interested in your topic. You can try it for free, so it’s a low-risk move to get started.

Once you’re in, it’s easy to search:

  1. Select the “Search bios” tab.
  2. Enter a keyword in the search box.
  3. Use available stats like number of followers and social authority to choose which influencers to approach.
Don’t be swayed by numbers alone. While follower count is certainly meaningful when evaluating options, influencers with high social authority tend to have a more engaged audience.

Make the First Move

With content marketing, influencer outreach is a marathon, not a race. Meaning, your focus should be on building a long-term relationship versus a one-and-done connection. Take it slow.

Start by visiting the blogs on your shortlist and leaving useful comments that contribute to the conversation. Don’t leave links to your content at first – wait until you’ve established some credibility.

Show Some Love

Part of building good relationships with influencers is to show them some love on your own channels. Share their posts, quote your favorite lines and be sure to tag them. You could luck out if they reciprocate by sharing YOUR content.


2. Choose Your Channels

Every social channel is a little different. Take a step back to think about your goals and other key factors before choosing which ones make the most sense.

Remember, the title says “choose” for good reason.

It seems like you should just share your content every place that you can, but it’s not good practice. At best, it’s a waste of your time. At worst, it could come off as opportunistic and insincere.

Here’s what to consider when choosing where to share your content.


Identify your audience personas and find the channels they’re most likely to be in. For example, lead generation content might fit better on LinkedIn, while a guide for existing customers could get more traction on Facebook or Twitter.


Look for the channels in which your competitors have a strong presence. It’s a good place to reach your target audience, who has been primed to encounter similar content.


Stick to the channels you know and in which you engage frequently. Take advantage of credibility you’ve already built up with audiences there.


3. Promote your Content Repeatedly

Once you’ve chosen your channels, create a posting schedule. Sharing content isn’t just a one-time thing. Social content has a short lifespan and can slip past your audience as fresher content comes in.

Be sure to vary your language each time; don’t just repost the same thing over and over.

It’s important to continually evaluate the performance of each piece of content and in each channel. You’ll find some interesting patterns or trends emerge around the types of content you’re sharing or where you’re sharing it, which can inform future campaign decisions.


4. Pay a Little Extra

Paid media efforts can be a great way to expand your reach and give your content an extra boost. This is one area where social media really excels as a marketing tool, since Facebook, Twitter and Instagram all have sophisticated media platforms that give you a great deal of control for your money, allowing you to target by audience, interest, location and tons of other segments.

With content marketing, paid media is really more about building up your audience (and your database) than driving conversions, so be sure to align your content strategy accordingly.


5. Build Your Toolbox

There is a wealth of tools out there that make posting, sharing, tracking and analyzing easier to manage. Here are a few of our favorites.

Sprout Social

More than just cross-platform social sharing, Sprout Social offers a ton features for social monitoring, conversion tracking and ROI reports.


Input a topic in BuzzSumo’s search field and it’ll show top-ranking content in that topic, along with social channel performance. Use it to help tweak your titles and choose the right chance to share in.


We mentioned this earlier, but it’s a great tool for identifying Twitter influencers based on content topic.

Moz Content

The maker of Followerwonk also has a tool that audits your content, reports on performance and even helps identify new opportunities.

Buffer for Business

Create and schedule content posts. You can easily tweak messaging across different social platforms to ensure best practices.


This WordPress plugin is ideal for teams with multiple content contributors. You can manage your content calendar, workflow, sharing schedules and more.