Seeding Promotion on Big Content

One mistake that a lot of people make when they're planning for the launch of a big piece of content is that they rely too heavily on the quality of the content earning it coverage organically.

Whenever I launch a big piece of content (this one included), I make sure that I'm seeding the promotion myself to give it the best possible chance of going on to perform well organically.

To do this, I often align the launch of my content with a couple of guest posts on relevant websites to drive a load of relevant traffic to it, as well as some relevant links. This has a knock-on effect toward the organic amplification of the content and means that you at least have something to show for the content (in terms of ROI) if it doesn't do as well as you expect organically.

An example of where I've done this on my blog would be when I put together a blog post outlining a social media strategy that I implemented on a side project that I was running.

Before I went live with the post I wrote up a case study around the same project that leaned heavily on the information that I explained within my blog post. I sent this to Moz for them to publish on their blog four days after I went live with my post.

Not only did this give a second influx of traffic from the launch of my blog post, but it also helped it gain a number of high-value links and social shares.

As a result, my blog post ranked for some highly competitive terms from an early stage and continues to bring through valuable search traffic and new links each month.