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Step-by-Step Content Marketing Strategy: Step Five

Vector of a speakerphone being held by a business personYour Step-by-Step Plan to a Successful Content Marketing Strategy

Step 5. Create a Promotion Process

Your content is now finished and ready to promote, so you’ll need to create a content promotion process that tells your team when, where, and how often to promote it. Not all content is created equal or is equally as useful, so you’ll need to keep that in mind when promoting.

Of all the pieces of the promotion process, the most important is the “where”. These days, one of the most popular promotion channels is social media. There are three distinct promotion opportunities with social media: owned, earned, and paid.

Owned social media refers to using your own social media platforms (Twitter, Facebook, Instagram, etc.) to drive traffic back to your website or content. This promotion is free, because it comes from your following. By creating and sharing great content, you can create a community where your audience returns time and time again. In order to capitalise on owned social media promotion, you need to know who your followers are and what they like to engage with.

Earned social media is similar to word of mouth and refers to the likes, shares, and comments your content gets from other social media users. These unaffiliated users are voluntarily sharing your content and helping your promotion. This allows you to reach a wider audience without paying for that reach. Earned social media is valuable for content with broad appeal, and is invaluable for driving brand awareness.

Paid social media is when you pay for ads or promotion on social media platforms. By paying to advertise posts or content, you can target a specific audience and increase your reach. Through this method, you’re focusing on targeting the right people at the right time. This is valuable for new lead generation and will help you achieve new signups and sales.

For variety and added success, consider these other types of content promotion as well:

  • Email Marketing: You’ll need to collect emails or subscribers, but it’s a great way to get your content into the hands of your target audience.
  • SEO Optimisation: Make sure your content is search engine optimised so it ranks higher on Google. This will drive traffic to your website or content.
  • Search Ads or Display Ads: Buying high placement in search is still a widely-used tool for promotion. More and more people are utilising search ads and shifting away from display ads.
  • Influencer Marketing: When you ask or pay an influencer or someone with a high following to mention or promote your content, this is considered influencer marketing. This is a useful and growing tactic, but you’ll have to test it to see how effective it is for you. You will likely experience different results with different influencers, but the only way to find out is to try.
Content Marketing Strategy Tip

The only way to discover what works best for you or your business is to test it. Try each method and take note of how your audience identifies.

Last Week: Step Four – Create a Content Execution Plan
Last But Not Least: Step Six – Measure and Refine Your Marketing
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