Promoting Your Content
Content Marketing is far from being simply an overused buzzword in the marketing industry, it’s a serious investment channel for many businesses. If you don’t have strong content promotion strategies yet, then you ought to get started. According to the Institute of Content Marketing, over 90% of brands are now investing in a content marketing and promotion strategy.
But with the marketplace being so overcrowded, getting content in front of the right audience is becoming more challenging all the time. Simply having great content is far from enough. Even great content could easily be condemned to online obscurity without a sophisticated promotion plan. Peter Mead created a content promotion strategy on SEMrush, which will go into a lot more details beyond this post
Here are 4 strategies you need to know about promoting your content:
1. Your Content Should be Multiscreen
Consumers are now browsing the web on multiple devices aside from their desktops or laptops. Consider mobiles, tablets and sometimes (although not commonly yet) smart TVs.
Two thirds of smartphone owners use their devices to consume content and this figure is growing rapidly. Having your content mobile ready means you can effectively get it into the pocket of your audience.
If your content isn’t multiscreen, it restricts your promotion vehicles. 80% of Twitter traffic, for example, is smartphone traffic. Thus, promoting via Twitter is unlikely to prove effective for content that’s just not ready for mobile.
2. Don’t Sniff at Paying for Social Traffic
Paid social traffic has a number of benefits (depending, of course, on the objectives of your content marketing project). Take Facebook Targeting, for example. You can promote to a very, very specific demographic. Are you targeting married women over 30 who live in a certain city? Maybe you are targeting people who already “like” your competitor’s page on Facebook. Maybe you want to reach people who have historically checked in at a certain place or have certain interests. Facebook lets you do that.
Similarly, Twitter allows you to target audiences by demographic (albeit that Twitter has less data about its users) or by other brands and accounts they follow. Thus, paid social traffic is not to be sniffed at. It’s an effective way to drive highly relevant eyes to the content you’re looking to promote.
3. Paid Platforms Exist Solely for Content Promotion
It will come as little surprise to many that there are now companies set up specifically for the purpose of the paid promotion of content. Known commonly as “content discovery platforms”, they allow you to promote your content on other sites across the web. Examples include Outbrain, Zemanta and Taboola. And if your objectives rely, in part, on getting eyes on your content, then this is a channel to explore.
4. Producing the Content Is Only Half the Battle
Promotion is as big (if not bigger in many cases) a task as actually coming up with ideas, researching and producing the content. When you budget a project (time and cash budgeting) take content promotion into account. It should be planned just as carefully as the production itself. Expect to spend just as much time, and potentially just as much money, promoting your content.
It’s a tough content marketing landscape to succeed in. And going viral is rarely an accident. With planning, appropriate budgeting, amazing content and, let’s be honest, a stroke of luck as well, your content can succeed. But don’t underestimate promotion.