7 marketing and promotion tactics to get your content discovered
It’s no secret a well-executed content marketing campaign can deliver a solid return on investment.
According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost.
As marketers pad their budgets with more money to invest in content marketing this year, one strategy that often gets overlooked is content promotion.
According to a survey by the Content Marketing Institute, 55 percent of B2B marketers were not even sure what a successful content marketing campaign looked like!
Content without promotion is like link building without links or creating a landing page without a call to action. That’s why promotion should take equal focus with creation.
Let’s look at seven tried-and-true content promotion strategies that will drive traffic to your content and website.
1. Paid social promotion
Paid social promotion can be one of the most precise strategies available to market your content to people who are interested in and most likely to engage with your content.
For example, by using Facebook’s Audience Insights, businesses can segment audience lists by select boundaries, such as demographics, psychographics and intent. This allows marketers to create audience segments that are more in line with their brand and specific topics of content on their website. There are several benefits of paid social promotion:
- Increase website traffic with relevant visitors.
- Generate more conversions by marketing to people with high purchasing intent.
- Familiarize users with your brand.
Even advertising content over native or display ads can help to increase brand recall for customers who come across your website in future searches. Only now, they’ll think of your brand as a bit of an authority because they’re already familiar with your brand.
Paying to promote your content over advertising channels is a good way to cut through the noise and the competition.
Paid promotion is also an excellent strategy to target users who have interacted with your website or blog in the past month. Remarketing not only increases your chance of reclaiming a missed conversion, but it also helps to foster brand loyalty by providing them useful content based on their past consumption.
Before undergoing a paid promotion strategy, it’s key to have your goals outlined. These can include increasing readership for your content or generating more conversions on your website. With these in mind, you can quantify the impact of these strategies and assess their success.
2. Targeted sharing
Facebook is no longer the business to consumer (B2C) marketing giant it once was; after its last algorithm update, it limited organic reach for business posts on the platform.
One way to reach more people over social media platforms like Facebook and Instagram is through targeted sharing.
Targeted sharing is essentially tagging someone in a post in hopes that they will share your content with their audience. Here are some ways to do that:
- Link to people in the snippet who would be interested in your article.
- Link to sources featured in the article directly in the snippet.
- Directly engage industry peers with a question or point of debate in the snippet to curate conversation over a topic.
Twitter’s advanced search tool allows you to find people in your niche who are close to you geographically, using certain hashtags and more.
Instagram recently introduced a “follow” hashtag that allows users to view content in their newsfeed using a certain hashtag. This has opened up an entirely new platform for businesses to reach more customers over Instagram who are already interested in your industry.