You put way too much work into your content to just throw it into the ether and hope people find it. Search and social media today are so competitive, it takes a clever content promotion strategy to get your best content in front of the right people, in the right format, on the right platform.
The mistake most firms make is they don’t PROMOTE their content, and when they do, they often do it in a way that gets limited reach. Maybe they are sharing it on their social media channels. Maybe they even have secured a guest post on an authoritative online publication. But what can professional services firms do to ensure they are getting maximum reach for their great content? Let’s review the 5-point checklist.
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.