As marketers meet their budgets with more money to invest in content marketing this year, a strategy that is often overlooked is the promotion of content.
According to a survey by the Content Marketing Institute, 55% B2B marketing specialists do not even know what it looked like a successful content marketing campaign!
The content without promotion is similar to the creation of links or links without creating a landing page with no call to action. This is why the promotion should take as much importance with the creation.
Let's look at seven promotion strategies proven content that will generate traffic to your content and your website.
1. paid social promotion
The paid social promotion can be one of the most accurate strategies available to market your content to people who are interested in your content and that are most likely to be interested.
For example, using Facebook Audience Insights, businesses can segment the audience lists according to certain limits, such as demographics, psychographics and intent. This allows marketers to create audience segments more in line with their brand specific content topics on their website. The paid social promotion has several advantages:
Increase traffic website visitors with relevant.
Generate more conversions by marketing to people with strong purchase intent.
Familiarize users with your brand.
Even the advertising content on native or displayed ads can help increase the brand recall for the customers who visit your website in future research. Only now, they'll think of your brand as a little authority, because they already know your brand.
Pay to promote your content on advertising channels is a good way to reduce the noise and competition.
Paid promotion is also a great strategy to target users who have interacted with your website or blog in the last month. Remarketing not only increases your chances of recovering a failed conversion, but it also helps to foster brand loyalty by providing useful content based on their past consumption.
Before you jump in a paid promotion strategy, it is essential to define your goals. These can include increase readership to your content or generate more conversions on your website. In this spirit, you can quantify the impact of such strategies and evaluate their success.
2. targeted sharing
Facebook is not the business to consumer marketing giant (B2C) it once was; after its last update of the algorithm, it limited the scope of organic commercial messages on the platform.
One way to reach more people on social media platforms like Facebook and Instagram is targeted sharing.
The target share is essentially to mark someone in a message in the hope that he will share your content with their audience. Here are some ways to do it:
Link to the people of the extract that are interested in your article.
Link to the sources listed in the article directly in the extract.
Directly engage industry peers with a question or a point of debate in the extract to hold a conversation on a topic.
The advanced search tool for Twitter allows you to find people in your niche who are close to you geographically, using certain hashtags and more:
Instagram has recently introduced a hashtag “follow” which allows users to view the content of their news feed using a specific hashtag. This opened a new platform for businesses to reach more customers on Instagram who are already interested in your industry.
3. Using videos on social media
Another proven method for reducing noise on social media channels is to include video in your content.
Statistics on video marketing are really amazing:
Google says that half of Internet users "looking for a video related to a product or service before visiting a store".
The views on Promoted Videos on Facebook have ??increases by 258% between June 2016 and June 2017.
According to my experience, include a video on a landing page can significantly increase your conversion rate. In my opinion, demand video content on social media far exceeds the demand for written content.
The video can be more attractive than written content. A video made or virus is the definition of a gift that keeps on giving.
Of course, there is always a caveat. The lodging of a long and informative video on your content may discourage clicks on your landing page, especially if it is used to promote the written content. I suggest posting a teaser video, a catchy image or GIF (Graphics Interchange Format) in your content to entice users to navigate to the destination page.
4. Influencer marketing
I think the marketing influence is one of the most underutilized tools in our industry.
The influence marketing is powerful in theory. Not only influential share expose your content to a new audience, but they confer credibility with this audience.
According to a study MuseFind, 92% people trust more influencers than advertisements or celebrities.
the are several ways to approach this strategy: You may contact directly the influencers in your area to share your content or engage in a promotional partnership.
Consider using tools such as Followerwonk and Intellifluence to find active influencers in your industry.
You can also mention an influencer in your content or a link to them in a social media excerpt for their attention. This increases the likelihood that they will share your content to promote their own brand. In turn, this increases the amount of shares and bonds of opportunities for your content.
5. Content Syndication
Content syndication is nothing new for the optimization of search engines (SEO), but it is not often the subject of many content marketing strategies. Content syndication is a great strategy to instantly increase the reach of your audience with little effort.
Do your research before identifying a site for syndication. Ask about their analysis to see what it looks like their visitor traffic and watch for keywords to identify the topics of discussion during.
If you decide to syndicate content on sites such as LinkedIn, Medium or community forums, it is better to be picky. Share only your best content.
If you participate in a content community, know that half of your responsibility is also to share other people's content to remain an active member. This will help you establish relationships in your area for potential opportunities and links.
6. Link building
The link building remains one of the three most important ranking factors for Google to determine the organic rank. It's a good idea to increase the reach and visibility of your content by improving its organic signal backlink.
It is important to remember that link building must be strategic in promoting a specific web page. I would not put a lot of effort to create links to a current blog section, Evergreen content or web pages that serve a valuable function in the information and sales funnel your website.
Here are some basic link building strategies to promote content to a wider audience:
Guest post on authoritative publications with a contextual link to your content.
Engage in broken links construction using manual awareness to deliver more value to existing content.
The leaders of the email industry thought of a part of your content that is valuable to their future research.
Ironically, the best link building strategy is to create high quality content that people bind themselves. Of course, it requires a promotion that people find this content first, but I hope you get some ideas from this post to help you.
7. Personalized Marketing by email
Marketing by email is a great way to market products for customers already interested in your brand. Email marketing has the advantage of increasing customer loyalty while providing equity and links directly to your content.
Not everyone on your email marketing list jump at the chance to read your next blog post. Here are some basic strategies to increase messaging commitment:
- Designing an e-newsletter to promote recent posts on your blog or present your most viral content for the month.
- Segment your lists of subscribers based on their interaction with your site.
- Customize emails to include the recipient's name, as well as relevant information related to their engagement on your site.
- Include interactive content, as a GIF or a funny video, to bring out the emails and warm subscribers to future emails.
- Conducting split testing on the titles and messages and measure their impact.