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The idea behind sharing great content on the web is to bring more eyeballs to a company’s website. The more visitors who become engaged with the information on a site the greater the probability these page views will convert to sales. But creating interesting content is only the start. To bring in more visitors and increase website traffic, businesses have to focus on promotion as well.

Posting good content regularly, creating engaging topics and using strong keywords and tags to boost traffic are standard editorial approaches to gaining web traffic today. To stand out from the competition, it is a good idea to mix in some non-traditional approaches as well.

Here are four creative ways to get more traffic to your website:

Embedded email signatures

When creating email signatures (and general company email boxes), it is better to establish a uniform signature for all employees. These should include company logo, phone number, email address, social media accounts, and company website and blog links. The links are important because content marketers can direct traffic to the information they are actively promoting in these channels.

It can also help to switch things up in an email signature from time to time. For instance, if a special marketing campaign is occurring, add a short blurb about it in an email signature. If anyone from the company is speaking or featured at an upcoming conference, reflect this in the signature also.

Include embedded email signatures on all correspondence, not just email blasts specifically intended for marketing. Not only does this make it handy for clients and other potential clients to reach out, it also keeps company information in the forefront with a convenient link to click for anyone receiving email for other reasons.

Using embedded email signatures is an easy and low-cost way to garner attention without being too “in your face.”

Social content amplification

In 2015 one of the biggest buzzwords has been “amplification” and, in a social web, this is essential. What it means is not just a company marketing itself; people engaging on the web are also offering their own endorsements. Statistics indicate people are more apt to trust a brand if their family, friends and business associates are satisfied customers (up to a whopping 90 percent). This is definitely an audience content marketers want to tap into.

In many cases, social content amplification can happen organically, although content marketers can give those posts a nudge so more eyeballs see them. In addition to social media campaigns using specific and targeted hashtags, the ways marketers are doing this include Facebook’s “Sponsored Stories,” Twitter’s “Embedded Tweets,” Instagram’s “Carousel Ads,” and LinkedIn ads.

Marketing’s focus today is not entirely on one-way advertising; it is more of a two-way street. Marketers are increasingly using social advertisements, perhaps in a modern-day twist on commercial product placement, announcer endorsements and other forms of “advertainment” used in previous decades. Word-of-mouth exposure is one of the most valuable ways to gain leads.

Content curation

A relatively new trend that marketers are engaging in is content curation, which is as simple as using your website or social media site to call attention to interesting content on other websites. According to marketing blog Pamorama.net, curating content can:

• Open doors to new audiences.
• Open doors to new audiences.
• Build new and existing meaningful relationships.
• Increase traffic.
• Find the best content in a niche.
• Demonstrate thought leadership by adding a unique perspective to shared content.
• Create more brand visibility.

In addition to sharing your own content, it is equally as important for marketers to share other interesting or newsworthy content. Curating content that makes visitors want to return will ultimately lead to more repeat visitors and eventual sales.

Forums and blogs

Forums and blogs are more old school, but they are still an inexpensive and good way to attract some additional eyeballs to content. Look for targeted forums and blogs that focus on the type of content being promoted. After identifying these niches, begin establishing a presence by responding with comments or answering questions. At the end of each post, include a “signature” with a discreet hyperlink.

Avoid directly pushing content right off the bat. Comment on other people’s posts, be engaging and share expertise when replying to questions. Authenticity and sincerity are important. Once people get familiar with your responses, a level of trust is gained and a bit of promotion can be mixed in. Either way those signatures are another way to boost visibility.

Content is king, and it is important to put priority on developing good information. But using a variety of other approaches to help drive traffic can make a difference, too. However, regardless of the mix of approaches used to gain more eyeballs to content, it is vital to go beyond chasing page views or hoping for viral content. Be authentic and consistent. Slow and steady wins the race.

Tempesta Media has created a managed services platform for digital agencies, website developers and PR firms who lack the in-house expertise required to generate high-quality, expert content on behalf of their clients at scale.

If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

Get more information on what Tempesta Media can do for you.

Michael Marchese is the founder and CEO of Tempesta Media. He is responsible for corporate strategy, executive team leadership and overall business operations across all the company’s segments.

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