content promotion 4 common beginner mistakes 81 with timestamps YoutubeScribe.com

[0:00] Welcome to the lesson #8. How to promote
your content and make it rank high in Google.
[0:05] Here's what we're going to cover in this lesson.
[0:08] Four common content promotion mistakes.
[0:10] The best content promotion strategies.
[0:12] And how to compete with the "big guys" in Google's
search results.
[0:16] So let's go!
[0:17] Part 1. Four common content promotion mistakes
[0:20] Let me ask you a question: what goal do you
have in mind when promoting your content?
[0:25] For the vast majority of people the goal of
content promotion is to get as much traffic
[0:29] as possible to their newly published article.
[0:31] And they are super happy and satisfied if
they manage to beat the traffic record of
[0:35] a previously published one.
[0:37] That sounds like a great goal to pursue,
which aligns perfectly with the goal of growing
[0:41] your blog and your business, right?
[0:43] Well.. no.
[0:44] If your only goal with content promotion is
generate short-term traffic., I suggest you
[0:49] to go back and watch this course again,
starting from the very first lesson.
[0:54] Because by focusing on short-term traffic
you're focusing on the "Spike of hope",
[0:58] which as we have discussed in those first
lessons will eventually fade to nothing anyway,
[1:03] taking you back to where you started.
[1:05] If you want your blog to grow - you need to focus
your efforts on building passive consistent traffic.
[1:10] Which you get by pushing your articles to the
top of Google search results!
[1:14] And that is pretty hard to do, I must say.
[1:16] Guess how many articles reach the front page
of Google in a year after being published?
[1:21] 5.7%!!!
[1:23] And by "reach the front page of Google" I mean
ranking for at least a single related keyword,
[1:28] not even the main topic that they're targeting.
[1:30] This percentage comes from a study that we
carried out last year.
[1:33] We tracked the performance of 2 million newly
published pages and it turned out that only 5.7%
[1:39] of them were seen in Google top 10 for at least a single keyword within a year from being  published.
[1:45] This means that a staggering 94.3% of all
newly published pages never reach the front
[1:51] page of Google and never get any search traffic at all.
[1:54] Can you guess why?
[1:56] That's because most people prefer to rely
on the "Publish & Pray" approach and hope
[2:00] that their pages will rank in Google by themselves.
[2:03] Which obviously never happens.
[2:05] In the previous lesson we have discussed that your
website cannot rank in Google without backlinks.
[2:10] Which leads us to the conclusion that the
primary goal of content promotion should
[2:14] be to build quality backlinks to your content,
so that it will start ranking in Google.
[2:19] And this brings us to the first mistake of
content promotion.
[2:23] Mistake #1: Focusing on short-term traffic
over backlinks.
[2:27] But wait a minute, didn't I say in the previous
lesson that the articles at Ahrefs Blog aquire
[2:32] 80% of their backlinks naturally as a result
of generating traffic to them and expecting
[2:37] some of these people to link to us?
[2:39] Which means that "generating traffic"
basically equals "acquiring backlinks".
[2:44] So how come I am now saying that you should
not focus on traffic?
[2:47] Well, the thing is this equation is only true for
big and established blogs and won't really work
[2:52] for those who are just starting out.
[2:54] Let me give you three reasons why.
[2:57] Reason #1: Only a tiny percentage of all your
visitors will link to you.
[3:01] From my personal experience, aquiring one
natural backlink for every thousand visitors
[3:06] is a pretty good result.
[3:08] So if you want to get just 10 natural links
to your article, you should aim for at least
[3:12] 10,000 visitors to that specific article.
[3:15] If that math doesn't scare you - go for it.
[3:18] But for most newbie bloggers 10,000 visitors
to a single article is far from achievable.
[3:23] Reason #2: People tend to link to websites
that they know and trust.
[3:28] This explains why Wikipedia has a ridiculous
amount of backlinks and their articles are
[3:33] super-hard to outrank.
[3:34] Most people would prefer to link to a Wikipedia
article over a similar post on a blog that they've
[3:39] never heard of before.
[3:41] No one wants to risk sending their readers
to some questionable website, right?
[3:45] That's why brand new blogs struggle to aquire
links naturally.
[3:49] And finally, reason #3: Most people
don't have a website to link from.
[3:54] It's easy for me to talk about acquiring natural
links while Ahrefs blog belongs to the internet
[3:59] marketing niche where almost everyone
owns a website.
[4:02] Usually even more than one.
[4:04] But in many other industries that is not the case.
[4:07] Which makes natural link acquisition nearly
impossible.
[4:10] So as you can tell, turning traffic into natural
backlinks is the kind of luxury that is only available
[4:16] to well-known established websites
and the success largely depends on
[4:19] the type of industry you're in.
[4:21] If you're not in the fortunate position of being
a well-known and established website,
[4:26] I'm afraid you'll have to manually build your backlinks,
[4:29] rather than wait for them to come naturally.
[4:31] And I'm about to share quite a few actionable
link building strategies with you.
[4:35] But not before we discuss three more mistakes
of content promotion.
[4:39] Mistake #2: Giving up content promotion too early.
[4:43] Most bloggers have a so-called "content promotion
checklist" that they reference when promoting
[4:47] every new article that they publish.
[4:49] It usually looks like this.
[4:50] Send a newsletter to email subscribers.
[4:52] Post on social networks (Twitter,
Facebook, Linkedin, Pinterest, etc).
[4:56] Submit to Reddit and any relevant forums
and communities;
[4:59] Reach out to everyone, who was mentioned 
in the article, etc.
[5:02] Some bloggers have more items on their checklist
than others.
[5:05] But as soon as that list is completed, they
forget about that article and move to a new one.
[5:10] And that is a big mistake!
[5:11] You should not quit promoting your article
just because you're out of the items in your
[5:16] content promotion checklist, no matter how
big that list is.
[5:20] Your goal is to rank high in Google and get
passive search traffic to your article, remember?
[5:25] So your content promotion should not stop
until you reach that goal.
[5:29] There's a rather famous piece of advice, which
suggests that you should put 20% of your efforts
[5:34] into creating content and 80% of your efforts
into promoting it.
[5:38] These numbers are meant to illustrate that
content promotion is uber-important.
[5:42] And while I totally dig what the author of
that advice was trying to say, I actually
[5:46] think that it is a very misleading analogy.
[5:49] So I invented my own rule.
[5:51] It's called the 110/110 rule.
[5:54] And it means that you should go an extra mile in both:
[5:57] creating an absolutely outstanding piece
of content that your readers will love;
[6:02] and promoting it super-hard and not quitting
until it reaches the top positions in Google.
[6:07] So why don't you do a bit of research and
throw a few more items into your content
[6:11] promotion checklist?
[6:12] Luckily, there's no shortage of different
tactics that you can use, just Google around
[6:16] a bit and you'll find a ton of ideas.
[6:19] Let me add just a few more items for you to consider.
[6:21] Submit your article to relevant groups on Facebook, LinkedIn, Google+;
[6:25] Mention it in relevant conversations on
public Slack channels;
[6:28] Repurpose your content into different formats
(video, audio, slides, images) and syndicate it
[6:33] to proper websites with a link to the original;
[6:36] Reach out to everyone who has linked
 linked to articles on the same topic;
[6:39] Reach out to everyone who has published articles mentioning that topic;
[6:43] Publish a guest post that references that
article and make people want to check it out.
[6:47] And here's something very important.
[6:49] Most of these strategies can only be used once,
but some of them can be scaled almost indefinitely.
[6:55] Like guest posting.
[6:56] What stops you from publishing more and more
guest posts that each link to your article,
[7:01] thus helping it to crawl up the Google rankings?
[7:03] Same with outreach, it scales rather well
and it's a great way to get quality backlinks.
[7:08] We're going to cover both of these strategies later.
[7:11] And now, mistake #3: Abandoning your old content
[7:15] Imagine the following situation.
[7:17] A year ago you have published a great article.
[7:19] You promoted it a lot and got some nice
backlinks that helped it to rank in Google
[7:23] top 5 for it's main keyword.
[7:25] Ranking in top 5 is a very good result,
so you decided that your job here is done
[7:29] and moved on to creating new content,
never bothering to revisit that article again.
[7:34] That doesn't sound like a bad scenario, right?
[7:37] Well, first of all, why would you settle with
any Google position but the very first one?
[7:42] I mean, if that article brings customers to
your business, you want it to get as much
[7:46] relevant search traffic as possible, right?
[7:48] And besides, if the search query that you're
targeting has some good business value,
[7:53] you can be sure that sooner or later your
competitors will try to outrank you with
[7:57] their own articles.
[7:58] In other words, abandoning your content is a no-no.
[8:01] But what are your options?
[8:03] You cannot just keep promoting the same article
with the same content promotion strategies,
[8:07] because you're only going to irritate people this way.
[8:10] Well, there's a loophole that you can use.
[8:13] After your article has been live for a few
months, you should re-visit it and find ways
[8:17] to make it better.
[8:18] And once you update your article - you can
re-promote it again with the same content
[8:22] promotion strategies as if it was brand new.
[8:25] Here at Ahrefs we only spend half of our time
and efforts on creating new content.
[8:30] The other half goes into updating old content.
[8:33] Here's why we do that.
[8:35] First of all, if the article gets traffic from
Google we want to make sure that our
[8:39] visitors are getting the most up-to-date
information on that topic.
[8:42] Letting our articles age results in a bad
user experience.
[8:46] Secondly, the mere act of updating your
article with fresh information sends
[8:50] a positive signal to Google and often
leads to better rankings on its own.
[8:54] And finally, in most cases our updates are
quite substantial.
[8:58] We often re-write the entire article from the
scratch which then It allows us to promote
[9:03] it to our audience again as if it was brand new.
[9:05] In fact, when we email our blog subscribers
with a link to an updated article, we do disclose
[9:10] that it's not entirely new.
[9:12] And so far there hasn't been a single
complaint about this.
[9:15] In fact, we've found the opposite.
[9:17] The spike of traffic that we get from
promoting an updated article is almost
[9:21] always bigger than when it was first published.
[9:24] Our "SEO tips" article is probably the best
example I have.
[9:27] We re-launched it three times in two years,
each time generating more and more traffic.
[9:32] You bet we're going to continue updating and
re-launching it in future.
[9:36] And there's one last content promotion mistake
left to discuss.
[9:39] Mistake #4: Not spending money on content promotion.
[9:43] As you already know, We have a decent
advertising budget for every article that
[9:47] we publish at Ahrefs blog.
[9:49] This allows us to reach a huge number of people
that we wouldn't be able to reach otherwise.
[9:53] But whenever I mention that to other bloggers,
most of them tell me that they can't afford
[9:58] to spend money on content promotion.
[10:00] Well, in psychology they call this a Limiting Belief.
[10:03] The truth is - you can afford to spend money
on content promotion.
[10:08] You just fail to justify it.
[10:10] So let me try to help you with that.
[10:12] I have two good arguments, that should do the job.
[10:14] Argument #1: The "free content promotion methods"
are not free.
[10:19] So how much time does it take you to promote
a new piece of content?
[10:22] One hour? Five hours? Ten?
[10:24] And your time is worth something, right?
[10:26] So why don't you multiply your estimated hourly
rate by the time it took you to complete all
[10:31] items in your content promotion checklist?
[10:33] This way you're going to get the cost of what you
think are your "free" content promotion methods.
[10:38] And now that you know the price tag, why don't
you add 10% to that sum and use that money
[10:44] to run a Facebook ads campaign?
[10:45] Think of it as an additional item in your
"free content promotion methods" checklist,
[10:49] but this time you're paying with your money
instead of paying with your time.
[10:53] And you might actually discover that putting
your money into Facebook ads has a much better
[10:58] ROI than putting your time into some of these
other free strategies.
[11:02] Argument #2: Your content should sell your product.
[11:06] The best way to justify spending money on
content promotion is by getting this money
[11:11] back in a form of sales or customers.
[11:13] If an article doesn't bring new customers
to your business - I can understand why you
[11:18] don't want to spend money on it.
[11:19] But why did you spend your time promoting it then?
[11:22] And, in fact, if an article doesn't help you
to get new customers, why did you even create
[11:27] it in the first place?
[11:29] Do you see where I'm going with that?
[11:30] Paid content promotion is a litmus test for
the business potential of your content.
[11:35] Here at Ahrefs we're not afraid to pour money
into content promotion, because we know that
[11:40] our content converts.
[11:41] Check out this tweet I saw the other day:
[11:43] "Excellent content on long-tail keywords.
[11:46] It also resulted in me signing up for a free trial.
[11:49] Great work @ahrefs :)"
[11:50] And a few weeks later Thomas also tweeted
that he became our paid customer.
[11:54] Which is a perfect illustration of how our
blog brings new customers to our business.
[11:58] And this wraps up the four mistakes of content
promotion that I wanted to warn you about.
[12:03] Here's a quick refresher.
[12:04] Mistake #1: Focusing on short-term traffic
over backlinks.
[12:08] Mistake #2: Giving up content promotion too early.
[12:12] Mistake #3: Abandoning your old content.
[12:15] Mistake #4: Not spending money on content promotion.
[12:18] And now it's time to review the actual content
promotion strategies.

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