Businesses using blog and video content to market are always looking for new ways of putting that content in front of more people. With how competitive SEO has gotten and how many articles about basically everything that exist out there, relying solely on that as a strategy isn’t enough.

Rather than a passive “post and wait” approach, you can circumvent the reliance on Google entirely by leveraging human relationships. In a recent post by Brian Dean of Backlinko he makes a bunch of great suggestions on how you can put your content in front of new audiences.

The one in particular we’re going to talk about here is the concept of creating bonus content to promote at key times.

In this case, how about podcasts and events?

I’m no stranger to podcasts, but for me a missed opportunity that I definitely plan to leverage in the future involves a little planning ahead.

If you know you’ll be a guest on a podcast or a speaker at an upcoming event, ask yourself the following:

  • Given the topic of the upcoming conversation, what additional nuggets of info could you offer that same audience to provide more value?
  • Is that extra info something you could put into a white paper, e-book, or newsletter?

Work to prepare that info in advance — or re-appropriate similar info you’ve already created. Brian Dean suggests creating a landing page of sorts to introduce that info with a very easy-to-remember URL that lists what specifically you’re offering and allows users to get it by subscribing to your email list. He mentioned doing this for podcasts he’s been on and mentioning that bonus page toward the end of the podcast, urging listeners to visit for a free bonus.

Big traffic boosts to the website and a jump in lasting subscribers were the big boons he talked about seeing reliably every time.

An example of how that might look would be this. Suppose I was going to give a presentation on SEO Basics. My bonus content might be a whitepaper on linkbuilding techniques available for subscribing to me.

Linkbuilding would only be relevant to my audience after listening to my presentation of the basics, at which point they’d be looking for some other things they can try to augment what I taught them. But it’s not a cheap throw-in; in this case that’s a legitimately useful batch of extra information that isn’t offered to just everyone. Everyone in that audience would be excited to be offered something exclusive.

It ingratiates you to both the audience and to whoever organized the event (or whoever offered to have you as a guest of their podcast). The host will appreciate you being a gracious enough guest to add value to his or her listeners, and you’ll have leveraged their audience to build your own. You can imagine how doing that repeatedly but meaningfully can become rather powerful.