Great Content, No Readers: How to Solve Your Subscriber Problem

Hybrid or Hummer: What kind of mileage is your content getting?

Previously, we established that content is the gasoline in your business growth engine.

But your job doesn't end when you hit "publish." Promoting your content is just as important as creating it.

If content is the gasoline in your business growth engine, then promotion is the difference between putting that gasoline in a Prius versus a Hummer. Even the most value-packed content can't help your business grow if no one is reading it. For your content to deliver results, you must actively engage in bringing new people to your site.

Here are 12 tried-and-true tactics to boost your readership and maximize the mileage you're getting from the resources you're investing in creating great content.Be a citizen of the web marketing universe.

No website or blog starts out with its own built-in community.

However, established communities do exist everywhere around the Web.

Identify the ones where the types of people who would be interested in the topics you write about are already hanging out, reading and making connections. Join in the dialog there by commenting on blog posts or participating in discussion forums.

Don't be a shameless self-promoter. Focus instead on adding value to the conversation. If you do a good job, people will be naturally curious to learn more about you, and they'll seek out your site to see what else you have to say. Just make sure to include a link in your signature so they'll know where to find you.

Don't beg for links; present win-win opportunities.

Once you've earned your stripes as a trusted and valued member of these communities, you can begin reaching out to the other blog owners that run in these circles for opportunities to gain exposure to their readers.

But don't just ask them to link to your site. After all, what do they stand to gain from giving you a link? Instead, frame your request so that it provides benefit to the person on the receiving end as well.

For example, invite them to be featured in an interview on your site. Even the most successful and well-established bloggers are always looking for a little added exposure, and they'll undoubtedly promote their appearance to their fans, too.

Or ask if you can contribute a guest post to their site. Most bloggers will be relieved to have one less post to write, and you'll get the chance to put your own original content in front of their readers, with the added benefit of a link in your bio.

Give links to get links.

When you're composing your posts, there's no need to pretend that you're the one and only person who's ever had anything of value to say on your chosen subject matter. Link to other articles and experts who've either offered great insights on that topic or taken an opposing point of view, if you want to refute their claims.

When you publish your article, shoot the person whose blog you've linked to an email or a direct message on Twitter. It will definitely get you noticed and will more than likely get you either a retweet or a link in return.

Leverage the connections you already have.

Don't assume that everyone who follows you on Facebook or Twitter also reads everything you post on your site.

Every time you publish a new article, make sure you extend that content to Facebook, Twitter, LinkedIn and any other social media platforms where you are active.

Instead of simply posting a link to your article, a great trick is to turn your headline into a question. Open-ended questions leave people craving an answer, which will prompt them to click through to satisfy their curiosity. If you're using this tactic on Twitter, remember to keep your post to 120 characters or less (link included) in order to allow for retweets.

Extra! Extra! Let them read all about it.

Create a weekly or monthly email newsletter that's a digest of your most recent posts. Enhance the value of this newsletter by incorporating a few bite-sized tips or links to other interesting articles from around the Web.

You might be surprised at the number of new readers the "forward to a friend" button might bring you.

Don't be shy.

Opportunities to subscribe to and share your content should be omnipresent.

Put your email subscription offer either in the header or the sidebar of your site so that no one who visits can miss it. Add extra incentive to join your list by offering a freebie at sign-up, such as an e-book, checklist or audio download.

Be sure to present the chance to subscribe to email updates at the end of every article as well. If the reader liked what they read, that's the best time to get them to sign on.