Do You Cross Promote Your Content?


As Google (and most savvy search engine marketers) have been at pains to point out over the last six months post-Panda – content is crucial. The written word may have taken a backseat to technologies like online video and short burst mobile advertising over the last few years but there has been a very definite movement back towards writing as an online craft.

With articles and news pieces assuming even greater importance, it’s time to take another look at how you promote your articles. The likelihood is that Google’s tough new content guidelines have dramatically increased the amount of time you put into your content creation, but have you ramped up your content promotion accordingly?

Content marketing is a way of tying together content that has been created for your website with other marketing mediums such as social media in order to increase brand presence. Cross promotion helps to reduce the time taken to keep both sides updated but, other than posting an occasional Tweet about a new article, how much cross promotion do you really do? Try these cross promotion tips to increase your content visibility…

1.  Automated Publishing

No busy small business owner has the time to manually log in and out of various blogs, Facebook pages and Twitter accounts copying and pasting links to their latest articles.

Fortunately, there are a number of automated publishing options which do the hard work for you. The most basic example is Facebook and Twitter which you can link to have tweets automatically seeded to Facebook and vice versa. This cuts your update time in half as posting a quick message with a link to your latest article on Facebook will update Twitter automatically.  To set up just go to and decide which way around you’d like your updates to run.

Other sites such as Squidoo also allow you to link up with Twitter and additional social media accounts so your tweets are posted as they are published. This can increase greater user cross-over but, keep in mind that a stream of tweets can also get tedious if it isn’t interspersed with original postings too so make a promise to add new photos to your Squidoo lens or run a Squidoo-only poll every now and again to keep things interesting.

2.  Email Signatures

Email signatures are a basic and often underused form of promotion. Many seem to be put off thinking that it’s too complicated to set up a professional looking email footer over and above a few simple text lines. The reality is that you can even design a HTML footer to sit on every outgoing message in a package as simple as Microsoft Word. If you’re going to add your company logo, why not also add your Twitter or Facebook icons or a link to your blog?

Your email messages will reach a wide audience as you deal with new business leads, suppliers and customers on a daily basis. Not all of these people will know that you have a Facebook page or will have come across you on Twitter so placing icons or links in your email footer can quickly and easily spread the word.

You can take this same philosophy offline too and include your Twitter handle or Facebook page address on your business cards.

3.  Social Media Icons

It’s quick and easy to place icons of all of your social media properties on your website but it’s amazing how many businesses are still missing out on this cross-content promotion opportunity. If you’re worried about having too many icons cluttering up your site, have them all one page such as the home page, about us page or news page.

4.  LinkedIn Groups

If you’re guilty of setting up a LinkedIn page but then leaving it to rack and ruin, disseminating your content or blog postings via LinkedIn groups can not only raise awareness of your content but also kick start your online networking.

5.  Share Presentations

Chances are that you don’t promote your PowerPoint presentations or use the content you have labored over when creating a presentation for a seminar or expo. Why not? If you’ve spent a decent amount of time correlating data, referencing trends, analyzing and explaining, why leave your presentation gathering virtual dust on your hard drive? Apps such as SlideShare can help turn your presentations into useable content. This can be seeded to your site, blogged about or published on Facebook.

About the Author

Rebecca is the managing director of search engine optimization agency Dakota Digital a full-service agency offering SEO, online PR, web copywriting, media relationship management, and social media strategy. Rebecca works directly with each client to increase online visibility, brand profile, and search engine rankings. She has headed a number of international campaigns for large brands.

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  1. Great read, thank you! I have to agree with you on how email signatures can really help. Ever since I posted a great client testimonial in my signature, my conversions seemed to have risen. I've made my signature much more professional and it has really worked. It sure does make my emails more professional looking. Again, great read. Thank you!

  2. I slice and dice content for different channels. eg I'll do a webinar, send the audio to iTunes, video to YT, and the transcript to the blog :) Ivan

  3. cool! thanks for these tips! I've been using some of them on my own websites and these really helped improve traffic! Thanks for the article! a very good read indeed!