How’d you like to learn great ways to promote your content that get you high quality links and even more traffic?
You’ve heard of Derek Halpern, right?
Derek is the guy behind the popular marketing blog Social Triggers; he is known for writing up psychological research and business case studies to help bloggers and businesses make more money online.
I’ve been reading his blog on and off for about the past 18 months and I’ve found a wealth of great tips and ideas on his site that have given me more insight into the way people think and therefore the best ways I can persuade them to link to my projects.
In this post I’ve curated a list of some of my favourite posts that I think will be of interest to you whether you’re either creating content or contacting people to promote your content; which will hopefully give you an extra little edge over others.
Create an Information Gap
If you want to write an email or a piece of content that draws people in straight away then you need to make the most of curiosity.
The first line of this blog post is just another way for me to generate an information gap to draw you in and read more!
How’d you like to learn great ways to promote your content that get you more links and more traffic?
I just followed Derek’s formula:
[New, Cool, and/or Hopefully Remarkable Thing] + [Desirable Outcome]= [Curious Reader / Viewer]
Quite simply, curiosity, as defined by Loewenstein, is an innate human behavior that’s triggered when people feel there is a gap between what they know and what they want to know. (source).
TL:DR when you create a gap between what people know, and what people want to know, they feel compelled to fill that gap.
How to email Influencers
You don’t need me to tell you that the key to a great content promotion campaign is getting your content in front of influential people in your niche. Preferably these people will have the ability to spread the content for you online.
- Avoid long emails – people are too busy
- Create an Information Gap
If you visit this blog post there is some free template emails you can download which Derek personally uses when he is emailing people to share his content or if he wants them to feature on his podcast.
The Drafting Technique
This is the method that Derek Halpern recommends to get press in major newspapers and big blogs.
The name of the technique comes from the cycling term “drafting”, whereby the lead cyclist breaks the wind resistance and the riders following behind can travel at the same speed as the lead rider whilst expending less effort. Some people refer to it as slipstreaming.
Step 1: What will you promote
Step 2: Who is interested in it
Step 3: Persuade them to feature you
TL;DR make the most of trends in your industry to help journalists and bloggers create unique content that features you or your client.
Thinking or Feeling?
In the video below Derek discusses which is more persuasive, I THINK or I FEEL?
You probably don’t THINK this is a big deal but once you watch the video below I THINK you will FEEL differently about the way in which you use these two words in your emails, blog posts or conversations with the people you work with.
The Power of Persuasion
A few days ago I finally got around to publishing my post on psychology and link building. While I was researching and writing that post Derek published a great article on the power of persuasion.
In the post he highlights a theory proposed by Steven D. Levitt and Stephen J. Dubner in Freakonomics.
In it, they say there are just three types of incentive:
- Economic incentives – financial gains
- Social incentives – looking good in the eyes of others
- Moral incentives – doing the greater good
Apparently, when you want to contact someone that you don’t know, with hopes of persuading them to link to you then you should appeal to one (or all) of the three incentives.
There are some great email templates in this post if you want to learn more.
TL;DR the secret to getting people to do something for you is providing an incentive for them to do it.
How do you think you could implement these tips in your content promotion strategy? Leave a comment. And, if you are already using your own versions of these techniques then please share them too.
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