If I have great content, won’t Google help me attract the right audience?
Google will likely play a big role in sending traffic to your website, but two notes of caution: the first is to hedge your bets when it comes to promoting your content. If you rely solely on Google for traffic your business could be badly damaged by an unexpected ranking change. Some small businesses went to the wall in the wake of the first Panda and Penguin updates.
The second is to be realistic about how long it takes to gain traction in search results, especially if you’ve got a new website or you’re up against bigger, more established competitors. They say Google is there to help people find popular sites, not to make your site popular. And that’s a good lesson to remember when thinking about how best to promote your content.
So, Content Promotion means buying ads?
A lot of the time, yes. Most Content Promotion plans involve some kind of paid advertising these days whether it’s paying for the top spots in Google’s search results or buying an audience on social media. But there is more to Content Promotion than ads.
Email, for example, is the oldest digital marketing channel but still one of the most widely used. If you have a healthy database of qualified leads, email is an excellent way to get your content in front of more of the right people at the right time.
What proportion of my budget should I spend on Content Promotion?
The answers to these types of questions depend on your circumstances. But if you want your content to drive multiple channels (organic search, email, PPC, social media etc) then it’s likely you’ll want to focus on creating assets you can reuse.
What we mean by that is investing more time and resources in fewer pieces of content that you can then use in lots of different campaigns. So, rather than five SEO-focused blog posts maybe you work on one high quality piece that still helps you in organic search, but that you also want to email out to your subscribers and pay to promote on social media.