{"id":160595,"date":"2024-02-14T00:04:33","date_gmt":"2024-02-14T05:04:33","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=160595"},"modified":"2024-06-20T19:39:17","modified_gmt":"2024-06-21T00:39:17","slug":"content-promotion","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/content-promotion\/","title":{"rendered":"Content Promotion: There are Only 3 Ways to Distribute Content"},"content":{"rendered":"\n<div class=\"intro-txt\">Let me guess: You\u2019re here because you\u2019ve published an article and want to know how to get more eyeballs on&nbsp;it.<\/div>\n\n\n\n<p>But doing that is akin to the underground inventor who has made something and is looking for someone to buy&nbsp;it:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They have no idea if anyone <em>actually <\/em>wants their&nbsp;thing<\/li>\n\n\n\n<li>They now have to force it onto people, hoping that someone will want&nbsp;it<\/li>\n<\/ul>\n\n\n\n<p>In essence, when you\u2019re asking \u201cHow do I promote my content?\u201d, you\u2019re in fact asking \u201cHow and where can I spam my article?\u201d<\/p>\n\n\n\n<p>It\u2019s not the question you set out to ask, but it\u2019s the question you ended up asking.<\/p>\n\n\n\n<p>That\u2019s not the right mentality when it comes to content promotion. So in this article, I want to reframe your mindset.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Distribute ideas, not articles\" data-section=\"distribute-ideas-not-articles\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172142-_l6isr8jqwa15\"><\/a>Distribute ideas, not articles<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If we simplify most people\u2019s definition of \u2018content promotion\u2019, it boils down to \u201cgetting people to click on an&nbsp;URL.\u201d<\/p>\n\n\n\n<p>But an article is simply a vessel. When we create content, we\u2019re usually doing it in service of a larger goal: <strong>sharing an idea<\/strong>.<\/p>\n\n\n\n<p>If we look at content promotion from this angle, we acquire two new perspectives:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Your idea matters<\/strong> \u2014 You can\u2019t publish any ol\u2019 post, share it somewhere, and expect it to go viral. If you want people to check out your article, share it on social, newsletters, or communities, and earn links, your work needs to be unique and original.<\/li>\n\n\n\n<li><strong>Promotion isn\u2019t just getting people to click a link<\/strong> \u2014 If we remove that constraint, we unlock lots of new promotion methods. We could do things not traditionally associated with content promotion: Appear on podcasts (or make one), publish YouTube videos, speak at conferences, share freely on social media, and&nbsp;more.<\/li>\n<\/ol>\n\n\n\n<p>This mindset is how we do things at Ahrefs.<\/p>\n\n\n\n<p>The idea we want to spread is that Ahrefs is the best-in-class SEO tool. Every piece of content we produce is a vessel for that key goal. That\u2019s why we don\u2019t \u2018promote\u2019 content per se; we just aim to spread that idea. We do so&nbsp;by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Publishing tons of articles on <a href=\"https:\/\/ahrefs.com\/blog\/\">our blog<\/a><\/li>\n\n\n\n<li>Making <a href=\"https:\/\/www.youtube.com\/@AhrefsCom\">YouTube videos<\/a><\/li>\n\n\n\n<li>Appearing on podcasts<\/li>\n\n\n\n<li>Sponsoring and speaking at conferences (+ <a href=\"https:\/\/ahrefs.com\/events\/seosummit-sg\">running our own<\/a>)<\/li>\n\n\n\n<li>Running <a href=\"https:\/\/ahrefs.com\/events\">in-person workshops<\/a> and online webinars<\/li>\n\n\n\n<li><a href=\"https:\/\/twitter.com\/timsoulo\/status\/1495681978347429889\">Sponsoring creators<\/a><\/li>\n\n\n\n<li>Managing a <a href=\"https:\/\/community.ahrefs.com\/home\">community<\/a><\/li>\n\n\n\n<li>Publishing a <a href=\"https:\/\/ahrefs.com\/newsletter\">weekly newsletter<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"There are only 3 ways to promote your content\" data-section=\"three-ways-to-promote-content\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172142-_pzf4t03jrj9f\"><\/a>There are only 3 ways to promote your content<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Getting people to see your idea means acquiring an audience. There are really only three ways to do&nbsp;this:<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Build an audience\" data-section=\"build-an-audience\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-172142-_2i1yqesb8dug\"><\/a>1. Build an audience<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>There\u2019s no better way to promote your content than having the ability to share it with hundreds or thousands of people in one&nbsp;go.<\/p>\n\n\n\n<p>Building an audience means people take action to follow you specifically: They could be subscribing to your newsletter or podcast, following you on X, connecting on LinkedIn, etc.<\/p>\n\n\n\n<p>Not all are made equal, however, and my honest opinion is that you should focus on <strong>building an email list<\/strong>.<\/p>\n\n\n\n<p>Reason being: No matter how big your audience is on social, you\u2019re still at the mercy of the platforms. Go against their rules and you can be shut down anytime. Or they may tweak their algorithms and end up suppressing your content.<\/p>\n\n\n\n<p>On the contrary, an email list is forever yours. You can contact them anytime as long as they give you permission.<\/p>\n\n\n\n<p>So, even if you have a large social following, you\u2019ll want to regularly get them to subscribe.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"992\" height=\"2036\" class=\"wp-image-172143\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/tweet-from-justin-welsh-asking-people-to-subscribe.jpg\" alt=\"Tweet from Justin Welsh asking people to subscribe to his newsletter\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/tweet-from-justin-welsh-asking-people-to-subscribe.jpg 992w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/tweet-from-justin-welsh-asking-people-to-subscribe-207x425.jpg 207w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/tweet-from-justin-welsh-asking-people-to-subscribe-768x1576.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/tweet-from-justin-welsh-asking-people-to-subscribe-748x1536.jpg 748w\" sizes=\"auto, (max-width: 992px) 100vw, 992px\"><\/figure>\n\n\n\n<p>The key ingredient to building an email list is giving people <strong>a good reason to subscribe<\/strong>. That\u2019s the reason why many businesses try to entice people by offering a \u2018carrot\u2019. This carrot could be an eBook, a PDF version of the post, or even an email course. For example, Intercom offers a free eBook at the end of their&nbsp;posts:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1132\" height=\"964\" class=\"wp-image-172144\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/intercom-asks-readers-to-download-a-free-ebook.jpg\" alt=\"Intercom asks readers to download a free eBook\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/intercom-asks-readers-to-download-a-free-ebook.jpg 1132w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/intercom-asks-readers-to-download-a-free-ebook-499x425.jpg 499w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/intercom-asks-readers-to-download-a-free-ebook-768x654.jpg 768w\" sizes=\"auto, (max-width: 1132px) 100vw, 1132px\"><\/figure>\n\n\n\n<p>It doesn\u2019t have to be that complicated, by the way. Trust can be a good reason too. Sometimes the best reason can simply be to \u201csee more of the good ideas you\u2019re sharing\u201d.<\/p>\n\n\n\n<p>It works for Justin Welsh. His call-to-action is simple and he has &gt;200K subscribers:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1086\" height=\"842\" class=\"wp-image-172145\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/justin-welshs-landing-page-for-his-newsletter.png\" alt=\"Justin Welsh's landing page for his newsletter\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/justin-welshs-landing-page-for-his-newsletter.png 1086w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/justin-welshs-landing-page-for-his-newsletter-548x425.png 548w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/justin-welshs-landing-page-for-his-newsletter-768x595.png 768w\" sizes=\"auto, (max-width: 1086px) 100vw, 1086px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Borrow an audience\" data-section=\"borrow-an-audience\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-172142-_iq38pzmimeoq\"><\/a>2. Borrow an audience<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>No audience? No problem. We can borrow them from major platforms like Google, YouTube, Reddit, and&nbsp;more.<\/p>\n\n\n\n<p>Borrowing an audience simply means finding places where your target audience already hangs out online; if you play by their rules, you have a chance at getting your content in front of them, even if they don\u2019t know who you are or follow you. For example, you could be optimizing your content for search, posting interesting stuff in relevant subreddits, or publishing videos on YouTube.<\/p>\n\n\n\n<p>In my opinion, the best place to borrow an audience is <strong>Google<\/strong>. Search traffic is <a href=\"https:\/\/ahrefs.com\/blog\/why-seo-is-important\/\">predictable, compounding, cheap, and targeted<\/a>. For us, it\u2019s our main traffic driver too.<\/p>\n\n\n\n<p>If you want to rank high on search engines, you need to optimize for it. On a basic level, that&nbsp;means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Finding out what people are searching for<\/li>\n\n\n\n<li>Giving them what they&nbsp;want<\/li>\n\n\n\n<li>Proving to Google it deserves to&nbsp;rank<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><a id=\"post-172142-_5sz080gkwknn\"><\/a>Find what people are searching for<\/h4>\n\n\n\n<p>If you want search traffic, you\u2019ll need to write about topics people are <em>actually <\/em>searching for on Google. In SEO, we call this <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\"><strong>keyword research<\/strong><\/a>. The easiest way to get started is to use a keyword research tool like <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>.<\/p>\n\n\n\n<p>Enter a keyword relevant to your website and go to the <strong>Matching terms <\/strong>report. So, if you\u2019re an online store selling coffee equipment, a potential keyword might be \u201ccoffee\u201d or \u201cfrench press\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1348\" height=\"1480\" class=\"wp-image-172146\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/matching-terms-report-in-keywords-explorer.png\" alt=\"Matching terms report in Keywords Explorer \" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/matching-terms-report-in-keywords-explorer.png 1348w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/matching-terms-report-in-keywords-explorer-387x425.png 387w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/matching-terms-report-in-keywords-explorer-768x843.png 768w\" sizes=\"auto, (max-width: 1348px) 100vw, 1348px\"><\/figure>\n\n\n\n<p>This report shows you keyword ideas that contain the word \u201cfrench press.\u201d<\/p>\n\n\n\n<p>From here, you\u2019ll want to look through the report and see if there are any potential keywords you could target. For example, \u201chow to make french press coffee\u201d seems like a good keyword we could target for our coffee equipment store.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><a id=\"post-172142-_9z0gkccxhmr7\"><\/a>Give them what they&nbsp;want<\/h4>\n\n\n\n<p>Knowing why a searcher is looking for that particular keyword can help us create content that they want to see. This \u2018why\u2019 is known as <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a>.<\/p>\n\n\n\n<p>Since Google already ranks the most relevant results for any keyword, we can look at the top-ranking pages to figure out search intent. So, if we look at the SERPs for \u201chow to make french press coffee\u201d, we can see that searchers are looking for a how-to guide on making french press coffee:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1171\" height=\"2048\" class=\"wp-image-172147\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/google-search-results-for-how-to-make-french-pres.png\" alt=\"Google search results for &quot;how to make french press coffee&quot; shows searchers want a how-to guide\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/google-search-results-for-how-to-make-french-pres.png 1171w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/google-search-results-for-how-to-make-french-pres-243x425.png 243w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/google-search-results-for-how-to-make-french-pres-768x1343.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/google-search-results-for-how-to-make-french-pres-878x1536.png 878w\" sizes=\"auto, (max-width: 1171px) 100vw, 1171px\"><\/figure>\n\n\n\n<p>Additionally, from the <a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets\/\">featured snippet<\/a>, we can also see searchers want to see a step-by-step format:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1422\" height=\"1206\" class=\"wp-image-172148\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-featured-snippet-for-how-to-make-french-press.jpg\" alt=\"The featured snippet for &quot;how to make french press coffee&quot; shows searchers want the guide to be step-by-step\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-featured-snippet-for-how-to-make-french-press.jpg 1422w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-featured-snippet-for-how-to-make-french-press-501x425.jpg 501w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-featured-snippet-for-how-to-make-french-press-768x651.jpg 768w\" sizes=\"auto, (max-width: 1422px) 100vw, 1422px\"><\/figure>\n\n\n\n<p>So, if we want to target this keyword, we\u2019ll do well to create a step-by-step guide on making french press coffee.<\/p>\n\n\n\n<p>Finally, a quick glance at the People also ask section gives us some ideas on additional questions we might want to answer in our content:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How much coffee do I put in a French press?<\/li>\n\n\n\n<li>How long do I let French press&nbsp;steep?<\/li>\n\n\n\n<li>Is French press a good way to make coffee?<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1372\" height=\"552\" class=\"wp-image-172149\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/additional-questions-we-might-add-to-our-blog-post.png\" alt=\"Additional questions we might add to our blog post from Peope also ask\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/additional-questions-we-might-add-to-our-blog-post.png 1372w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/additional-questions-we-might-add-to-our-blog-post-680x274.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/additional-questions-we-might-add-to-our-blog-post-768x309.png 768w\" sizes=\"auto, (max-width: 1372px) 100vw, 1372px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><a id=\"post-172142-_9hszdpng9rn8\"><\/a>Prove to Google it deserves to&nbsp;rank<\/h4>\n\n\n\n<p>To demonstrate this, you need links from other websites. This is because Google sees links as votes. The more websites that link to you, it tells Google your page is \u2018important\u2019. This gives Google more incentive to rank you higher.<\/p>\n\n\n\n<p>This concept is essentially <a href=\"https:\/\/ahrefs.com\/blog\/google-pagerank\/\">Google\u2019s PageRank<\/a> in a nutshell, and it\u2019s the reason why they leapfrogged other search engines to become the one we use most&nbsp;today.<\/p>\n\n\n\n<p>To acquire backlinks, you need to <strong>give people a reason to link to you<\/strong>. Every <a href=\"https:\/\/ahrefs.com\/blog\/link-building-strategies\/\">link building strategy<\/a> is a variation of a reason. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/guest-blogging\/\"><strong>Guest blogging<\/strong><\/a>: I give you a free piece of content and you link to&nbsp;me<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/broken-link-building\/\"><strong>Broken link building<\/strong><\/a>: I point out that you\u2019re linking to a dead page and offer you a better resource to link&nbsp;to<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/podcast-link-building\/\"><strong>Podcast link building<\/strong><\/a>: I offer free insights as a guest on your podcast and you link to&nbsp;me<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/skyscraper-technique\/\"><strong>Skyscraper Technique<\/strong><\/a>: I have the most comprehensive piece of content on the planet and you link to me simply because I\u2019m the&nbsp;best<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/unlinked-mentions\/\"><strong>Unlinked mentions<\/strong><\/a>: You actually already mentioned me but didn\u2019t add a link. Will you please? Pretty please?<\/li>\n<\/ul>\n\n\n\n<p>You can decide how well each reason works for your specific case. It also depends on your industry. For example, the Skyscraper Technique works on a pretty flimsy reason (in my opinion) and it has also been beaten to death in most niches. So, even though it still works to some extent, most people will ignore your&nbsp;email.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1238\" height=\"568\" class=\"wp-image-172150\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/according-to-airas-state-of-link-building-report.png\" alt=\"According to Aira's State of Link Building report, only 18% of SEOs still use Skyscraper Technique as a link building tactic\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/according-to-airas-state-of-link-building-report.png 1238w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/according-to-airas-state-of-link-building-report-680x312.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/according-to-airas-state-of-link-building-report-768x352.png 768w\" sizes=\"auto, (max-width: 1238px) 100vw, 1238px\">\n<figcaption class=\"wp-element-caption\">According to <a href=\"https:\/\/aira.net\/state-of-link-building\/link-building-techniques-and-tools\/\">Aira\u2019s State of Link Building report<\/a>, only 18% of SEOs still use Skyscraper Technique as a link building tactic.<\/figcaption>\n<\/figure>\n\n\n\n<p>Most importantly, what works\u2014and will always work\u2014is the idea behind your content. It goes back to what I said earlier: <strong>Your ideas matter<\/strong>. If you\u2019re presenting unique data, original insights, or tell a personal story that no one has heard of, it wouldn\u2019t be <em>as<\/em> difficult to acquire the backlinks you&nbsp;need.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div>\n\n\n\n<p>See how I just linked to Aira? That\u2019s because they had unique data no one else&nbsp;had.<\/p>\n\n\n\n<\/div>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building\/\">Link Building for SEO: The Beginner\u2019s Guide<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">How to Get Backlinks: An Honest Answer<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Buy an audience\" data-section=\"buy-an-audience\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-172142-_1nknwa756fol\"><\/a>3. Buy an audience<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Tim Ferriss <a href=\"https:\/\/tim.blog\/2016\/12\/07\/testing-the-impossible-17-questions-that-changed-my-life\/\">writes<\/a>, \u201cIf you\u2019ve got enough money to solve the problem, you don\u2019t have the problem.\u201d<\/p>\n\n\n\n<p>He\u2019s right. If you have the budget, you can simply pay for eyeballs on your idea. You can do this in various forms: Google Ads, ads on social media (Facebook, Instagram, TikTok, etc.), display ads, or heaven forbid (!), offline ads. You can also sponsor influencers and creators, like we&nbsp;did.<\/p>\n\n\n\n<p>If you\u2019re worried about it being too expensive per click, you can consider lesser-known ad platforms. For example, we run <a href=\"https:\/\/ahrefs.com\/blog\/quora-ads\/\">ads on Quora<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1697\" class=\"wp-image-172151\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/our-quora-ads-campaigns.png\" alt=\"Our Quora ads campaigns\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/our-quora-ads-campaigns.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/our-quora-ads-campaigns-501x425.png 501w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/our-quora-ads-campaigns-768x652.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/our-quora-ads-campaigns-1536x1304.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>The beauty of ads, specifically pay-per-click (PPC) ones, is how fast it is. Not only is it fast to set up, it\u2019s also fast in terms of feedback\u2014You can set up a campaign and see if it\u2019s working (almost) immediately. That gives you a lot of room to experiment and see what changes are effective.<\/p>\n\n\n\n<p>The downside, however, is that ads are not infinitely scalable. Especially so if you\u2019re using it to \u2018promote content\u2019, where the return on investment (ROI) may not be immediate. Which means you\u2019ll always need to be spending money.<\/p>\n\n\n\n<p>So, even if ads are a go-to for you, you\u2019ll want to drive that traffic into an email list or build out an <a href=\"https:\/\/ahrefs.com\/blog\/orchard-seo-strategy\/\">SEO strategy<\/a> for your&nbsp;site.<\/p>\n\n\n\n<p>We\u2019re the perfect example here\u2014Our blog traffic costs an estimated $796,000 per month, IF we were to target all the keywords we rank for on Google Ads.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"692\" height=\"776\" class=\"wp-image-172152\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-value-of-search-traffic-coming-to-the-ahrefs-b.png\" alt=\"The value of search traffic coming to the Ahrefs blog\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-value-of-search-traffic-coming-to-the-ahrefs-b.png 692w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-value-of-search-traffic-coming-to-the-ahrefs-b-379x425.png 379w\" sizes=\"auto, (max-width: 692px) 100vw, 692px\"><\/figure>\n\n\n\n<p>Our content team of six are obviously not paid that much in salaries, so we\u2019re saving a lot in terms of marketing budget.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/online-advertising\/\">All You Need to Know About Online Advertising (Done Simply)<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172142-_p749x6f7uxsi\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>Content promotion isn\u2019t about pushing an article into the void, hoping for engagement. Your article is merely a vessel; your end goal is to share a valuable idea with the&nbsp;world.<\/p>\n\n\n\n<p>Thinking of promotion from that perspective will open up your world in terms of potential distribution channels. You no longer have to rely on the XX promotion tactics you find online, all dedicated to securing that one&nbsp;click.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>But doing that is akin to the underground inventor who has made something and is looking for someone to buy&nbsp;it: In essence, when you\u2019re asking \u201cHow do I promote my content?\u201d, you\u2019re in fact asking \u201cHow and where can I<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[339],"class_list":["post-160595","post","type-post","status-publish","format-standard","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the 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