Monthly Archives: October 2020

Content Promotion – 12 Best Ways To Spice Up Your Content Marketing…

Content promotion requires resourceful application…

Why do we say that and what does that even mean? Read on to discover the reasons.

So, you’ve created your epic masterpiece and you are now ready to unleash it to a largely unsuspecting world…

You publish this sterling piece of content to your website or blog and perhaps even to your social media accounts.

And you then wait nervously for the hordes to discover this, fete and congratulate you.

Aha, fame at last!

A few days pass – You keep checking your stats by the hour – hey something’s wrong?

A week goes by and then another one, your stats indicate that no one has showed up?

Blast! Your budding career as a world-beating content creator has been prematurely nipped in the bud.

You slam doors, curse your luck, curse the people who didn’t show up, curse your star sign – Oh, we Pisceans are just born unlucky!

And then…just as you’re about to completely give up, you discover this life-changing post. And lo and behold you are transformed!

HERE ARE 12 WAYS TO BEST PROMOTE YOUR CONTENT:

Click to expand

CONTENT REPURPOSING & DISTRIBUTION

Time needed: 3 minutes.

How To: 12 Content Promotion Tips To Transform Your Content Marketing

  1. SOCIAL MEDIA:

    Share your content on Facebook, Instagram, Twitter, LinkedIn, Pinterest, TikTok, Tumblr and Google+

    Social media automation tools such as Buffer Publish, Hootsuite & MeetEdgar are huge timesavers, allowing you to schedule your posts in advance.

    And if you do get stuck for new content topics, Loomly can be a useful tool in helping to generate new post ideas.

  2. VIDEO:

    Convert your content to video and share it on YouTube, Vimeo, Facebook, Dailymotion etc.

    You can do this manually by opening your screen recorder software and then recording all your content with a voiceover to finish with.

    Lumen5 on the other hand will automatically generate a video from your existing content.

    With impressive AI technology, you can storyboard your ideas, add different layouts and find appropriate music to add to your video.

    You can also try other alternatives such as InVideo, RawShorts and Rocketium – all offering various content conversions and add on capabilities.

  3. POWERPOINT:

    Create PowerPoint slides of your content and post them to SlideShare.com.

    Start by breaking up your content into short, readable points and use your first slide to emphasise the main point of your content.

    Use the accompanying slides to validate your main point and try to include just one idea per slide if you can.

    Also try using relevant, compelling images to augment your points when required.

    And lastly, end your slideshow with a strong call to action.

  4. INFOGRAPHICS:

    Trim your best content into shareable Infographics using free resources like PiktoChart and Canva and distribute them to Visual.ly, Slideshare, Fast Company, Flickr, Reddit

  5. EMAIL:

    Email your subscribers to let them know that you have just published a new and valuable piece of content.

    There are plenty of perfectly good email services both free and paid, that you can use to send out your newsletters.

    A quick search on Google will help to identify some that may be most suitable to your tastes and budget.

  6. PDF’s:

    Convert your content into a .PDF version and share it on Scribd.com.

    You can convert your content by 1 of 2 ways:
    a). Go to document.online-convert.com/convert-to-pdf, enter the link to your article in the URL field and click on “Convert file”.

    b). Go to PrintFriendly.com, add your content URL and hey presto, you now have your.PDF file.

  7. Q/A SITES:

    Find and answer questions on Quora specific to your content topic and then link back to it in your response.

    Simply enter your main content keyword in the search bar on Quora.com, click on any of the questions and leave a well-thought out and constructive answer behind.

    Note: You will need to sign up before you can post anything.

  8. BLOGS:

    Search out blogs with similar content posts and leave helpful comments on them with a link back to your related content.

    You can do this by entering search strings such as: “{yourkeyword} “become a contributor” OR “contribute to this site”.

    REMEMBER – DO NOT SPAM! Only leave genuine comments that are relevant to the post.

  9. FORUMS/USER GROUPS:

    Find user groups on social media pages and forums within your industry sector to leave links to your content on them.

    Facebook, Pinterest, Twitter et al have specific user groups set up around a common set of interests.

    These user groups are pretty easy to find simply by entering, either your industry sector or main keyword.

  10. PR:

    Create news angles about your new content and distribute it across powerful news sharing platforms such as Google News, Yahoo and Bing.

    Press releases are a powerful way of distributing content to high traffic websites and platforms and can generate a lot of targeted views and interest.

    News angles can be about anything such as: – a new product – launch of a new service – a new employee – a new partnership deal – a milestone – an industry award etc.

  11. LINKING:

    Link to your new content from existing pieces/pages of related content to create a relevant internal content silo structure.

    This should be a relatively straightforward task.

    For instance, if you have a content page called ‘yoursite.com/cheapholidays‘ and you then write a blog post entitled ‘cheap holidays to savour this autumn’ – it then makes perfect sense for the 2 pages to be linking to each other.

  12. MEDIA:

    Convert your new content into bite-sized podcast sessions to target and reach new audiences through ApplePodcasts, GooglePodcasts, Spotify, Stitcher, Podchaser and TuneIn.

    SpeechKit or Trinity Audio (a WordPress plugin) will instantly turn your article into a podcast, giving you the opportunity to amplify your content further.

You now possess the necessary knowledge to back up your much vaunted content creation skills.

Content creation services

And you’re ready to fly again armed with this newly discovered knowhow.

CONTENT PROMOTION – Starts with…

Finding out who your target audience are and where they most hang out online. Learn more about this here.

brand marketing

You then need to evaluate your existing content and/or any new content that you create to make sure there is a fit.

Treat your existing content as an asset that you can repurpose, chop up and dissect to suit your content promotion campaigns.

Make sure to tailor your content to suit both the platform and the target demographics that you are submitting to.

For instance, your image sizes need to be 1080×1080 pixels to get the best results in Instagram whereas, it’s 1128×376 pixels for a Hero image on LinkedIn.

Also try and make sure that your content URL’s fit the platform that you are submitting them to.

As a URL shortener like bit.ly will not be accepted by Pinterest.

To Recap…

Your content is one of the most valuable assets that you possess.

High quality content is key to growing your brand stature, influence and resonance with your target audiences.

But maybe, just maybe you’ve run out of new ideas or tired of coming up constantly with new concepts to create more content.

If that is so, just rewrite and repurpose what you currently have already.

So, if you’ve written about the ‘5 best tips on how to bowl a googly’ – revise the article to something like ‘Batsmen completely bamboozled by latest googly delivery’ instead.

Convert your articles into slides, pdf’s, videos, infographics and podcasts and share them across each of the relevant platforms highlighted above.

Be persistent, determined and focused and be prepared to fail. FAIL – Yes, I said that dreaded 4-letter word!

Because in reality, sadly not every piece of content that you create is going to be a howling success.

So you will need to develop a bit of a thick-skin and carry on persevering with your content goals.

Use all the tools that you have at your disposal, including any insights that you may have gained from this post.

And ultimately you will hone your content promotion campaigns down to a fine, practiced art primed for achieving consistent online success.

How Does Content Marketing Help SEO?

Seth Godin once said that “Content marketing is the only marketing left!”

And in every sense that statement is absolutely true.

As any business that needs external consumers to buy its products and/or services…

Will need marketing those contents to be singularly the most important function of that business.

In a highly competitive world however, with millions of pieces of content being spewed out and consumed each day the question is:

How do you get the attention and interest of those that you seek to attract and retain?

For that, it is important to formulate a content strategy fully focused around satisfying the needs of the target consumer.

Essentially this can be broken down into 2 major components:

1. QUALITY –

Naturally, the higher the quality of the content, the higher the audience engagement value you can expect!

“What really decides consumers to buy or not to buy is the content of your advertising, not its form.” – David Ogilvy

Any piece of marketing material that you create must reflect the needs of the consumer at its very core.

Incidentally by content we mean, web pages, blog posts, newsletters, PR articles, videos, Infographics, podcasts and images.

Latest figures show that a buyer‘s journey is often reflected by how satisfactorily the questions that he/she might have; have been clearly addressed and answered.

And oh btw, you can also save a lot of time and effort by re-purposing your existing content to extend both their reach and longevity.

content marketing matters

BONUS TIP: here are some free and paid tools to help you do just that: AudacityPiktochartAnimotoMeetEdgar

The next stage is to diligently identify the right social networking and/or news platforms.

2. DISTRIBUTION –

A crucial step in running successful content marketing campaigns is to identify correctly who the target consumers are and where they frequent most online.

content marketing distribution

Therefore knowing when and how often to promote your content for optimum effect will be pretty important.

Researching the latest audience demographics of each online platform for:

Age

Gender

Marital Status

Level of Income

Level of Education

Occupation

Location

Try digging a bit deeper to further understand how this target audience is likely to think or react by studying:

Personality traits

Attitudes

Values

Browsing

Interests/Hobbies

Buying habits

content marketing banner

CONTENT CREATION – Getting into the mindset of the consumer.

Answering key issues like needs, challenges and frustrations your audiences have is likely to resonate more at a deeper level.

It is very likely that, most consumers will buy from a physical or mental perspective and sometimes a mixture of two based upon:

Need > Desire > Aspiration > Impulse > Trend > Validation/Acknowledgement > Brand.

And therefore, understanding what your respective audience’s needs & likely frustrations are, will help to change your want-based narrative.

i.e. – How can they help you (“buy my product/sign up for my service” etc.)?

To one that is instead based more on understanding and adding value to them.

i.e. – How can your business product or service help them instead?

Take a look at this aspirational value proposition advertisement by Versace below.

Versace-content-advertising
HARLEY WEIR/COURTESY OF VERSACE

In this instance, Versace firmly places the suggestion in the prospective consumers’ mind that it believes this perfume is “key to looking beautiful on a beach”

And yet this is precisely where the perfume is least likely to be used!

HELPING YOUR TARGET CONSUMER – How will your business service or products help your target audience?

Your content marketing strategy can be further improved by highlighting what you have to offer against common criteria listed below:

What major consumer problem will you be helping to solve?

Is it likely to make their lives easier/better?

Will they want to pay money for it?

What drives them to making that final purchasing decision?

High cart abandonment rates are the bain of most online retailers.

And will therefore need to offset this by working out:

a). what persuasions your potential customers may require to induce that final step?

b). what hurdles might prevent or hinder them from going ahead?

Working this out, will prove to be extremely beneficial in getting your offer propositions spot on.

Before placing your products and offers before your consumers.

However it will not be enough to simply; a) write great copy or b) do an amazing job of marketing it convincingly to generate excitement and buzz.

Although, reaching the right decision maker is key to successful content distribution.

Otherwise you may find that your time and energy is wastefully spent with little or no reward.

This may be particularly true if you are promoting just a service led proposition.

Where you may need to spend a lot of time in demoing your service.

And then following up many times afterwards to close just one sale.

And substantially increasing the cost of new account acquisitions.

Purchasing Habits –

Research your consumer buying habits particularly if they’ve purchased from a competitor.

This will confirm that they have a positive potential interest in your service/products.

And may be open to buying from you or that they may be happy staying with the competitor.

What and how do they consume media?
Are they interested in reading magazines?

What movies and TV do they watch?

The websites and social media sites they often frequent?

On social media, closely monitor the times they are:

i) most active

ii) the content they most engage with in terms of clicks, comments, follows, likes and shares.

How can you adapt to reach your target audience and have you identified your target audience correctly?

By nailing down your consumer demographics, you save a lot of the guesswork involved in creating the right persuasive tone and frequency of your advertising messages to them.

Both Google Adwords & Facebook Ads are excellent sources for pinpointing audiences that your products will best serve.

Researching blog posts, news articles and online surveys is another way also, of getting a better understanding of consumer behaviour within your market sector.

Defining your ideal market audiences can be tough however.

Narrowing down who to target however, does make it easier to adapt the type of marketing messages that will best resonate with your audiences.

And which are the most effective social media channels at reaching them.

CONTENT MARKETING & SEO –

The synergy between SEO and content marketing cannot be exaggerated enough!

There are many experts who disagree however, that the 2 are linked at all and happily cite instances where one works completely independent of the other.

We, on the other hand believe that in the online domain neither discipline can function effectively without the other.

Particularly if the need to sell online is paramount to the business.

As SEO sets the parameters on how content should be formulated in order to become searchable online.

Content thus created must then fulfill that requirement through being dispersed strategically across the world wide web.

SEO is primarily focused around getting your websites to rank for a specific set of keywords.

And therefore, a great link profile that points back to your domain is definitely one of the key factors to ranking in 2020 and beyond.

Link building can be pretty tough however…

Running successful SEO campaigns (in the majority of market sectors), the best approach is therefore going to be through content marketing to earn those links.

The synergy between SEO and content marketing is further highlighted in this excellent post by SEJ,

Wherein it states, “The perennial question of whether SEO and content marketing are at odds with each other seems to have an answer at last”.

Ultimately, both disciplines exist to service the needs of the site user and are intrinsically conjoined by this intent.

IN A NUTSHELL…

Content marketing is your outreach activity to attracting your perfect customer or client.

The quality of content and strategic distribution will be key factors in determining the success or failure of your content marketing strategy.

Make sure that SEO is employed at the very start of your content creation phase to maximise it’s impact.

And lastly…

Try not to work in silos as this can often breed hostility, entrenchment and lack of co-operation between teams.

Need help with your content creation and marketing? Reach out to our content marketing services team in London – we’re here to help…