How to Promote Content: 4 Key Content Promotion Strategies

If your business blogs or creates sponsored content, you know it takes time to gain traction. There’s competition, Google’s algorithms — and the natural SEO lag.

But waiting isn’t the answer, says Claire Charlton, a content editor at Zoe Marketing & Communications.

“It’s not a ‘build it and they will come’ experience for content,” she says. “You have to build it and you have to promote it, every way you can.”

At Zoe, we’ve helped clients market their content since 2020. Here are four proven strategies to expand your reach and engagement.

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4 best ways to promote your content marketing

1. Social media (organic and paid)

Facebook and Instagram are good starting points, but LinkedIn or niche platforms may better fit your audience.

Organic social posting

Post at least once or twice a week, offering value instead of just links.

“It’s a big ask to get people to click,” Charlton says. “Make the content as interesting as possible.” A few approaches to stand out:

• Summarizing key points
• Use real photos
• Add graphics

Here’s a sample Facebook post by marketing platform Semrush. Note that you could click to their website, but you get all the detail you need from the infographic:

Paid social ads

Once you have an organic presence, social ads boost engagement. At Zoe, small- to mid-sized business campaigns start at $200/month, with click-through rates (CTR) averaging 2%.

2. Email marketing (organic and paid)

Email remains one of the best ways to engage your audience.

Organic emails

If you send a newsletter to clients or prospects, promote content when it makes sense — not just for the sake of it.

Segmenting your audience helps. A med spa, for instance, might send different content to:

• New vs. returning clients
• Those who’ve had medical treatments vs. massages
• Clients in different age groups

This personalized approach increases engagement and shows you understand their needs.

Paid emails

Targeted email campaigns reach specific audiences, similar to paid social.

Carlos Figuera, a marketing analyst at Zoe, points to a boarding school using content on mentorship. “For this school, paid newsletters perform exceptionally well,” he says. “They’re reaching parents of kids 8-17 in key ZIP codes.”

The average CTR for paid emails is 1.7%, but this school sees above 2.5% due to precise targeting, he says. Rates start at $800.

“Experiment with what resonates,” Figuera adds. “What works on social doesn’t always work as well in email.”

3. Strategic content partnerships

Partner with brands, creators or influencers who share your audience.

Other brands and creators

• Co-create content, cross-promote posts or be a guest blogger. A home improvement company, for example, could team up with a hardware store for tutorials or reviews.
• Sponsoring content with a media partner is another strong option. You can share your stories with engaged audiences.

Influencers

Influencer collaborations can boost engagement, too. Businesses typically pay $250-$450 per post per 10,000 followers.

4. Programmatic native advertising

Programmatic ads appear as regular articles on websites but are labeled as ads. They blend with content, making them less intrusive while maintaining credibility.

Here’s a sample on Yahoo News:

“It’s great for brand awareness,” Figuera says. “But its effectiveness depends on the quality and relevance of the content.”

Like social and email, it allows audience targeting but often requires a larger investment — typically in the thousands per month.

Next steps for promoting your content

Content marketing takes time, but smart promotion speeds results.

Social media and email are effective for most businesses, while partnerships and programmatic ads can expand reach further.

Need help promoting or creating content? Talk to us. Zoe Marketing & Communications can ensure your content reaches the right audience.

If you’re still exploring content, check out these articles:

• Ways to generate fresh content ideas
• Why content marketing is a long-term approach