In the last few years content marketers have demanded new and better ways to promote and distribute their content. As a result, many new tools, tactics and networks have sprung up to empower them with even more opportunity to deliver the right content to the most prudent people. Paid content distribution using native social media is one of the newer tactics.
What’s one of the biggest complaints you hear about native advertising, and content discovery specifically? The raunchy images and click-bait headlines, right? It almost seems like they’re targeting the 13-year-old version of me sometimes. This is one reason many brands and content marketers have not adopted content discovery as a promotion channel.
Here is a basic truth by which we Web marketers abide: content drives action. But content can only work its magic if it reaches its intended audiences. Otherwise it’s like the zen thought experiment: “If a tree falls in the middle of a forest and no one is there to hear it, does it make a sound?” Unfortunately for marketers, we need to push our content out there; it does not automatically promote itself.
Content marketers without large established audiences who don’t see the writing on the wall are at risk of wasting a lot of money by creating copious amounts of content and publishing it to a nonexistent audience.
Failure fatigue is quickly becoming content marketing’s biggest enemy. We've all been led to believe that if we just publish great problem-solving content on our company’s blog and do it often enough, it will get noticed by the search engines and social media in a big way. Unfortunately, great problem-solving content goes unread every day, which can be demoralizing to the creator. The next marketer who publishes branded content and gets lackluster results shouldn't feel demoralized; they should be asking their boss why they didn't promote it.
The content promotion industry is starting to grow up. It’s now being regularly written about by marketers and communications professionals of all stripes. With the buzz bubbling and the posts popping, one thing is clear – there’s still a lot of confusion about content promotion channels and the tools used to effectively tap into them.
Content marketing is growing, which is great news for customers wanting new information and for businesses wanting to provide value to their customers. But, as more and more content becomes available to readers, it becomes necessary to make sure your content actually gets noticed.