If content is king, then what is content promotion?
EMPEROR.
You may have created the most spectacular infographic on the history of sea exploration the internet has ever seen, but if you don’t promote your content no one will ever see it.
How Do I Start Promoting Content?
The best way to start promoting your content is to plan for it. Some digital marketing experts say you should spend as much time promoting your content as you do creating it. Producing quality content takes a lot of time and effort; if a one to one ratio isn’t in your marketing budget, then plan on spending at least 25 percent of the time it takes to create content to promote it. Make an editorial calendar that schedules when pieces of content are to be completed and on which channels they will be shared.
Also factor in boosted posts or even social media ads into your budget. We just have to accept the fact that we live in a social media driven world that requires businesses to pay to be seen and heard. Boosting a post on Facebook with even $20 can expand your reach to 1,000 – 4,000 more people–that’s thousands more people with purchasing power who can see your brand and your message for only 20 bucks! On average, people look at their smartphones 150 times a day, and you can bet they’re checking Facebook almost as frequently. By increasing your visibility on Facebook and other social media channels, you’re establishing brand credibility and expanding your reach to potential customers.
Where Do I Promote My Content?
In case you missed the spoiler, I recommend promoting your content on social media. Social media isn’t the end all be all when it comes to content promotion, but it’s certainly the best place to start. Use caution, though; promote your content only on the channels that make sense. For instance, if your audience engages well with photos but they don’t spend time on Pinterest, then focus your efforts on Instagram or Twitter (or wherever your audience lives).
In your editorial calendar, write different headlines and summaries for each social channel on which you plan to post your content. If you have a particularly rich piece of content, break it apart and share different aspects across multiple channels. When creating multiple posts, remember it’s best to direct users back to your site as much as possible. Linking back to your site from social channels not only guides users to the content they find valuable, but it also increases traffic and allows visitors more opportunities to engage with your brand, which in turn improves your conversion rates.
When Should I Promote Content?
Immediately.
As soon as content is published on your site, it should be promoted. But content promotion is far from a one and done kind of deal. The typical user sees a piece of content or a topic at least three times before she will click on it and share it. This means you should promote the same content in different ways more than once. Be careful not to spam users and avoid exhausting your piece. Depending on the nature of the content and how time sensitive it is (informing users about a system update, a sales promotion, facility renovations, etc.), you should plan on promoting your content for at least one to three weeks.
What Have I Learned?
If nothing else, remember these four tips when it comes to content promotion:
- Promote only your best content. If you promote every piece of content on your website, you run the risk of oversaturating your social feeds and reducing user engagement. Discover the unicorns and tout them on the highest hills.
- Produce the right content for the right audience. Content takes a lot of time and creativity to do well, so make sure you are investing in the content that will actually provide value for your target audiences.
- Don’t ignore social media. I admit, social media is not the only method for content promotion. But you’re missing out on reaching thousands, maybe even millions, of people if you are not integrating social media into your marketing strategy. The most common statement I hear is, “But my audience doesn’t use social media.” Are you sure? Facebook alone has had an influx of adult users over the age of 55; in the last 3 years this age group has increased by 80 percent. You can also check out the most recent study of social media demographics released by Pew Research Center.
- Keep your eye on the prize. Why does any of this matter? Because you want to increase sales, acquire more clients, have users sign up for your newsletter, and spread awareness. Whatever your business objectives are, outline them from the beginning and define how you will measure success. What do you consider a conversion? Do you want to drive traffic to your website or your storefront? Do you want to generate more purchases or leads? Every piece of content you create and promote needs to have a purpose; it is the avenue by which you achieve your goals.
Now, go forth and start conquering your empire.
