You’ve created an awesome content piece, either for quick consumption on social media or substantial thought digestion via your blog, whitepaper or newsletter. Now it’s time to think about how you’re going to get that content seen because more often than not these days, great content can get lost in space. Here are 4 promotional tactics to consider when trying to give your content a boost!
Personalized email marketing
We all use email, and it can be easy sometimes to shrug it off as an executable content promotion strategy. If you’re merely replying to messages, then it’s time to be more pro-active about email. Dig in, organize your contacts by focusing on your responsive contacts first, and draft up a game-plan for strengthening those relationships while getting ready to foster new ones. Email marketing isn’t only for promotion, either: it’s also a great way to work on customer retention and test out ideas you may have been hesitant to explore in a web development setting. Try these:
- Promote your most viral recent content in a special weekly or monthly newsletter
- Build segments in your subscriber lists based on KPIs like open and response rates
- Don’t be afraid to use interactive content (video, GIFs, etc.) within your emails
- Always be A|B Testing subject lines and formats
- Personalize your approach
That last bullet point should be woven into the rest of them. The worst thing you can do when using email to market your brand, product and / or service is to sound like a robot automatically filling in the blanks of an email template.
It’s not always necessary to spend in order to share your content with a targeted audience. While the landscape for targeted sharing is constantly evolving, this also means that new options for reaching particular audiences are being introduced. For instance, Instagram recently introduced hashtag-following within their app, as well as the ability to include hashtags in one’s profile. This makes it possible for brands to expand their reach from right within their own bio description as well as search for other Instagram users who share those distinct interests.
It’s a good thing that Instagram has added this feature because, in a way, it balances out Facebook’s weakened signal for branded posts. All things considered, Facebook still has an agile network of demographics available for targeting through their paid campaigns. When combined with Twitter’s Advanced Search feature and Instagram’s new hashtag element, users have access to an unprecedented mix of targeting capabilities across several social media platforms.
It’s best to use everything at your disposal to target your audience—as each service has its own advantages—and when combined with Storyclash Insights to measure interaction rates and analyze competitors, targeting can be as specific as you want it to be.
Paid social promotion
The most efficient way to get from point A to point B is a straight line, and that principle also applies to content discovery. Paying money to boost a post or run an ad campaign targeted at specific demographics is about as straightforward as it gets when it comes to promoting your social media content, and it allows you to be in moderate control of how your posts reach your audience. Fortunately most social media platforms make this an intuitively simple process that anyone can dive into.
You might be asking yourself, “Does it really lead to more conversions, though?” As with anything, the answer is dependent upon the quality of implementation. The more time you spend backing up your paid social promotion with market research and data analytics, the further your dollar will go. It’s never a good idea to blindly pour money into paid promotion, but it’s also not advisable to spend too much of your time and resources overthinking it. With all the different advertising channels available, it would take an article dedicated solely to paid social promotion in order to cover everything.
Ideally you want to reach a profitable balance between ad spend and ROI without using excessive manpower to achieve it!
Whether it’s in-house or outsourced, good content is the name of the game. If you’ve got the resources and the talent, producing content in-house is advantageous because of that team’s proximity to your product and your brand. Company culture, product awareness, and brand ideology are all things that should be second-nature to your employees. But sometimes that talent and those resources aren’t at your disposal. Whatever the reason, this scenario calls for outsourcing in which you pay content producers outside of your company for shareable content that you can then spread across all of your social media platforms.
The disadvantages to outsourcing content are obvious: contract writers, freelance graphic designers, and hired video producers won’t actually know what it’s like to be a real part of your company. You can send them notes to help them learn your brand, and the worthwhile outsource talent will actually be able to achieve the voice and aesthetic you want them to. However, if you don’t find good outsourced operatives or are hesitant to pay for quality work, you might get stuck with revealingly mediocre content which was clearly created by people whose syndicated content lacks of proper research and refinement.
Check back with us next week for Part 2 of our Content Discovery article series, which will contain 4 additional tactics… Convince yourself of Storyclash Insights and watch in real time which pages perform best (no registration required)!
Tagged with: Content Discovery • Email • Facebook • Instagram • Marketing • Promotion • Social Media • Storyclash • Storyclash Insights • Tactics • Twitter