CONTENT DELIVERY
STEP 5: CONTENT PROMOTION

CONTENT PROMOTION

Okay, now you’ve got some content you need to promote it. Content Promotion is an essential part of any content marketing strategy and if you ignore it there’s a good chance all your hard work up to this point will be for nothing.

A lot of content marketing strategies rely exclusively on organic search. If you look at your Google Analytics, organic search is probably contributing at least two thirds of your traffic – but you need Content Promotion to spread your bets a little.

Using a good email marketing platform and setting a budget for boosted posts on social media, for example, can give your best content some much-needed exposure – and earn you quick wins that will keep everyone supporting your efforts.

Organic search still matters though right?

Of course. Organic search still matters. You shouldn’t confuse wanting to promote your content through other channels with a license to ignore best practice SEO. But “build it and they will come” or “let’s make something that will go viral” is not a promotion strategy.

How do I do Content Promotion on social media?

There are lots of good reasons to create and maintain active social media profiles, but a common mistake is to stop there. A nice-looking Facebook Page with regular updates is great, but is it supporting your conversion goals?

With organic reach on Facebook and other popular social media sites in rapid decline, you’ll want to consider sponsored posts and social media ads to get your best content in front of more of the right people.

How do I do Content Promotion via email?

Email, as we’ve said elsewhere, is a wonderful tool for nurturing prospects. If you’re creating quality content for your blog or you have really useful, informative landing pages on your website you can use email to get more eyeballs to it on a regular basis. You’ll also find that open rates and clickthroughs on your emails tend to rise when you dilute your special offers and time-limited deals with helpful, useful content.

If you want to get more sophisticated you can invest in a quality marketing automation platform – however for this you’ll probably need some specialist resource, either on your team or externally. Getting to grips with a service like Marketo or Pardot is not something you can drop on your staff along with everything else they need to handle.

What about Google Ads?

On a small team, with a limited budget, your staff might be running your Facebook ads and sending out your monthly email newsletter. But Google Ads usually requires dedicated expertise.

That’s not to say you can’t teach yourself Google Ads, but it’s worth remembering that this is the platform that generates the lion’s share of Google billions. There’s a lot more to it than clicking a few buttons and waiting for the leads to come flooding in.

Whoever is working with it needs to know enough about Google Ads to report on the results and keep everyone honest. So consider hiring in a specialist to set up and manage the campaigns, even if your monthly spend is only a few hundred dollars.

And CDNs?

Let’s start by explaining what they are. A Content Distribution Network does what it says on the tin: it helps you distribute your content across a network of websites. Next time you’re on your favourite online news site, look out for a section at the bottom of the page called something like “From the web”. Chances are those stories have been put there by a CDN, probably Outbrain or Taboola.

You should know what CDNs are and it’s worth having all your options on the table when you’re building or reviewing your content marketing strategy. But there’s a reason why we mention them last. In our experience, CDNs have two big problems: first, your links will appear on unrelated articles meaning the traffic isn’t qualified; and second, users don’t always realise that the links lead to an external site, which can lead to nasty bounce rates.