There is no doubt that content is king. Content marketing has become one of the best ways to get your company seen by new customers and to establish yourself as an authority in your industry. But because of the effectiveness of content marketing, everyone has begun implementing their own content marketing strategy, making it more and more difficult to be seen by your potential customers.
Consider this statistic: 47% of B2B buyers consume 3-5 pieces of content before even engaging with a salesperson.
So how can you ensure that your content is seen? You need to ensure that you have a strong content promotion strategy to support your content marketing strategy. Here are three ways you can promote your content to maximize your results.
Don’t overlook the power of organic traffic to your site. Organic content promotion is designed to increase the visibility of your content and the effectiveness of your campaigns without spending money on ad space or boosted content, so make sure that you’re taking advantage of these free options.
Organic promotion channels include search engine optimization (SEO), email marketing, social media, live promotions including events and webinars, and even word of mouth. If you’re appropriately using all channels, then you can increase your brand recognition across platforms and with a variety of audiences.
How can you utilize organic promotion? Create a social media promotion calendar and ensure that you’re posting back to the content you’ve created. Then, re-promote it as it makes sense. Seasonal topics lend themselves well to be re-promoted annually, and other less time sensitive topics can be promoted more often. Don’t be afraid to re-publish the same post multiple times a week (or day). Different audiences will be exposed to your content each time.
Paid Content Promotion:
Paid content promotion through social media sites or search engines allow you to target a specific audience based off unique data that can deliver your content to the exact audience you’re trying to reach.
If you’re considering going the paid promotion route, there are three tips you can use to ensure success. First, experiment with a small budget so you can discover the best way to achieve the outcome you want. Second, boost content that is performing well. Social platforms like Facebook tent to tell you when posts are performing well with your audience. Chances are if your audience enjoys the content you’ve posted, a similar demographic will too. Finally, if you’re going to put money behind a social post, make sure that you’re putting your best foot forward with an engaging image, clear copy, and a strong call to action.
Email and Newsletter Promotion:
If you’ve been using lead generation tactics to grow your email database, it means you have an engaged group of people who have opted into receiving communication from your business. This means this active group wants to hear from you and your new content fills that void.
Creating a content newsletter and sending this information to your list on a recurring basis can help increase the content views. It can also encourage sharing among your customers based on relevancy. If you want to get especially targeted, you can create multiple email segments and personalize the message based off the audience.
What other content promotion strategies do you have that’s worked well? Share them in the comments below!