The Power of Non-Paid Content Promotion: Tips from a Pro

non paid content promotion

non paid content promotion

In his first interview with Shweiki Media Printing Company, the leader in printing services in San Antonio, Texas, Andy Crestodina discusses non-paid content promotion strategies.

Andy Crestodina comes from Orbit Media, a Chicago-based web design, and development team, and he has been in the web design and marketing industry since early 2000. He leverages his knowledge and experience in the industry to offer some of the best marketing tips for hundreds of marketers in the country.

Publishing is Not the End

In this interview, Crestodina dives into the importance of promotion. After all, publishing a blog or podcast means nothing if it is not promoted to the public.

He compares this theory to The New York Times. In their list of the best books, they are not listing their own. Instead, they are listing the best-selling books out there. It is about the best-promoted content; not the best-written content.

A great article is even better with tons of unique promotion behind it. Without marketing, there is no “content marketing.

Three Main Channels for Promotion

For non-paid promotion, Crestodina says there are three main types of advertising channels:

  • Search Engines: Using organic search that is optimized using keywords.
  • Email Marketing: Using a list of subscribers to promote content.
  • Social Media: Sharing content among subscribers through social media channels.

Takeaway Tips for Those Ready to Access Non-Paid Content Promotion

1. Tips for Social Media in General

For social media promotions, Crestodina recommends thinking about the visual aspect. A powerful feature image is critical, and the image must show up when the content is shared.

Also, adding tags in programming can ensure the featured image appears through the “social snippet.”

He states that a person can increase the click-through rate just by using a powerful image. He also points out that the picture needs text overlaid on the picture or a headline built into the picture to improve click-through rates.

Lastly, sharing when the audience is most active may ensure that people see the content, share the content, and click through to read or act on the content. He does point out that sharing just before or just after the hour is best because those using automation tools will share right on the hour.

Using Edgar is an excellent way to rotate content and keep content sharing. While other automation tools share based on scheduled posts, Edgar rotates them in a particular category for a given moment, which ensures that content continues to show up.


2. Creating a Network through Multiple Channels

Crestodina says that a person cannot just connect through one channel. To add people to their content promotion network, one must connect in various ways. While chatting with a promoter on Twitter will get some recognition, going over to LinkedIn and connecting with them it is great, too. Then, continuing to add that person to other networks.

Sharing content on other channels, then thanking these individuals in those other networks, helps build the promotion.

Essentially, a content marketer is crossing the streams by thanking someone for their action on one system, then sharing it again with their names on another network.

All Crestodina’s tips are small ways that increase visibility in stages. However, if a marketer were to implement all his suggestions, they would be surprised to find that their network for content promotion increases rapidly. Plus, they have multiple channels to highlight their work, have it shared, and promote across multiple networks with ease.


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Andy Crestodina

Andy has been in the web design and interactive marketing space since January of 2000. In that time, he’s helped thousands of people do a better job getting results online. He’s a true evangelist for content marketing and ethical digital marketing.

Together with the team at Orbit Media, Andy has put out some of the best digital marketing advice available in hundreds of practical articles, including posts on virtually all of the top marketing websites. Then there’s the book, Content Chemistry, which is currently in it’s third edition.

Andy is also a regular speaker both locally and nationally. Not only is Andy a founder of Content Jam, Chicago’s largest content marketing conference (currently in its fifth year) but he’s also a regular face on the national circuit. If you go to a content marketing conference, the one Chicagoan you’re mostly likely to hear is Andy Crestodina.

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