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If you’re new to the world of internet marketing, the chances are you’ve found yourself asking questions about the importance and worth of content. One of the most common issues that companies have after they have created some great content for their website, or hired a team of amazing writers, is that they have no idea what they’re supposed to do next.
If you create the content, the viewers will come, but if you want to attract that traffic, you also need to promote whatever you’re trying to say. It’s called content “marketing” for a reason, and if you know how to create a strategic and coordinated campaign for your project, you’re more likely to see better feedback and improved conversions. So how does promotion work?
First, Plan and Organize
The first step to doing anything right is making sure you have the right plan. Decide what you are going to do with your team and brainstorm some realistic and achievable goals that you would like to achieve through content marketing. For example, are you trying to improve your brand image, generate leads, or build traffic? Once you have your goals in check, you’ll be able to organize tasks more efficiently and pay attention to who needs to be doing what. After all, it’s impossible to assess just how well you’re doing if you have nothing to measure up against.
Next, Understand different types of Content
Content is not a one-size-fits-all concept that comes in one size and shape. Once you know the details of your campaign, you will be able to decide which type of content marketing is most beneficial to you, from blogging, to email newsletters, to social advertising and guest blogging.
Companies that have their own blog are approximately thirteen times more likely to see a better return on their investment than those who don’t. Blogs are ideal when it comes to promoting your content, and there are so many options available when it comes to deciding on what to blog about. You could pull sections from an eBook, expand on a topic you mention on your website, inform people about the latest news in your industry, inform people about common misconceptions and show examples of what you’re trying to achieve.
- Social Media
Social media is the number one way to get in touch with a potentially unlimited audience. Although it was once simply a way for people to keep in touch with old friends, social media has effectively changed the face of content marketing, and there are now a number of ways that you can use these platforms to advertise your brand.
For example, on Facebook, use your cover photo space as an area to promote a weekly offer or post updates about what’s coming soon from your company. On Twitter, pin a tweet about your most important content to the head of your page, and utilize tweets with images to draw readers in. The most important part of social media is understanding which platforms are the most beneficial to your company. For example, if you run a business giving golfing tours to people over the age of sixty, you probably don’t need to advertise through Instagram.
Just because new innovations in the realm of internet marketing are emerging every day doesn’t mean that the older and more traditional concepts are not worth using. Not everyone is going to check you out on social media or visit your website regularly, but just about every online user checks their email on a daily basis. Email is a great way to promote content, and you can always personalize each email and connect strategies together by encouraging sharing through social media channels.
- Analyze Your Campaign
Eventually, it will be time to return to the goal that you initially set back when you were first thinking about promoting your content. When you’re measuring your success, it should be based on how close you have come to that goal. For example, if you were looking to boost your traffic, then consider your website views before your campaign and after. If you were looking to improve your branding, find out how many new mentions, followers, comments, and reviews you have gotten during the time of your campaign.