8. EFFECTIVELY PROMOTING YOUR CONTENT
I. Why is Content Promotion Essential to your Content Strategy?
What is content promotion?
Distribution of content through a variety of communications channel. Content marketers can leverage promotion channels to connect with new audience, members and prospects.
How will content promotion help your business?
Drive website traffic.
Improve audience engagement.
Aid buyers with purchase decisions.
Why should you promote content?
With content promotion your are able to get your message to the people who need it the most.
47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson.
II. How Do You Excel at Content Promotion?
What is the difference between organic and paid content promotion?
What are examples of organic content promotion channels?
What are the benefits of organic content promotion?
Organic content promotion is designed to increase visibility of your content and the effectiveness of your marketing campaigns without spending money.
Paid content promotion allows you to promote your content to a high-specific audience.
What are the examples of paid content promotion channels?
Search engine ads that are placed on platforms such as:
Wen should you apply paid content promotion?
Paid content promotion is ideal when you are targeting highly specific audience.
The benefit of paid content promotion is developing and delivering highly targeted content to consumers who will find the content most relevant.
How do you create a custom message for each channel?
Set the Tone
Tone is the general attitude of the message—the feeling you want your message to carry. It should be aligned to the tone of your content.
Communicate the value
Do not over sell the value or promise more than that will be delivered.
Define 2 or 3 benefits some one would gain from your piece of content and use one of them in the message you will use to promote it.
Customize your message to match the distribution channel
Explore new and creative ways to deliver content on social media from, witty messages to fun GIFs and short videos.
Email, on the other hand is more personal. So, your message should be customized to the individual who is receiving it. You can include name, company or job title as elements that will help personalize your message.
What does reach measure?
Reach is used to measure the size of your potential audience. Top of the Funnel.
What are the benefits of paid content promotion?
Paid content promotion allows you to show your content to a highly specific audience. In most cases, you are able to customize the target audience pool as well as the message, but you will have to spend money in order for anyone to see your message.
What does a paid content promotion calendar look like?
A content promotion calendar will help you keep track of the various types of communication scheduled to go out and the date and time that they are to be published.
However, it is not a one size fits all.
Create a promotion plan that will include details about your target audiences, internal and external communication channels, and the content that will be distributed across these channels.
Think of your content calendar as an itinerary of your content. An itinerary helps you keep organized and your content promotion calendar will do the same.
How should you experiment with messaging?
What does engagement measure?
Engagement measures the number of interactions with your brand, such as likes and shares. MIDDLE of the FUNNEL
A benefit of doing organic promotion is increased brand authority across various platforms. Because the amount of content you can promote is not limited by budget, you are able to use multiple platforms to promote quality content and increase awareness about your business and brand.
However, the challenge is that you will need to ensure consistency around developing and publising content regularly.
Should you use paid and organic content promotion together?
Yes. The most efficient way for organic and paid content oromotion to work together is promote well performing content.
Content that performs well will have higher engagement with it such as likes, shares, retweets and link clicks which will drive traffic to your website.
With social platforms often pushing advertisers towards impression-based ads, using high converting content becomes even more crucial, if you want to boost social media updates with ad dollars.
How does segmentation help improve content promotion?
Segmentation is used to divide large audiences or target markets into smaller segments based on specific criteria.
How does optimization help improve your messaging?
Optimization is used to achieve the best possible outcome for your promotion plan. 3 areas you want to optimize.
What are examples of a conversion?
Conversion may be downloads, views, trials, demos, sign-ups. To optimize for conversion:
Why should you analyze the performance of your promotion channels?
You will need to analyze the results of each campaign in order to identify ways to enhance future campaign performance.
III. What does Content Promotion Look Like?
How can you tell if a business promotes their content?
When businesses use multiple promotional channels to increase the reach of their content and achieve results. They use social media, email and influencer marketing as channels to promote their content.
Additional resources you may find usefulAdditional resources you may find useful
- Blog: 43 Bright Ideas for Promoting Your Lead Gen Content
- Blog: How to Use Paid, Earned and Owned Media Tactics to Promote Content
- Blog: 6 Tips for Scaling Social Media Promotion With a One-Person Team