We have been on a journey into the basics of content marketing. If you are unsure about what content marketing is, then I highly suggest reading my previous post. This helps you have a basic understanding of what exactly we are talking about. The previous post in the series is talking about why we need to promote our content. It also dives further into organic promotion versus paid promotion. I talk about what you need to know before you spend your money on those ads. This post is going to be a strategy to promote your content to its’ full potential, and it is a lot easier than you think! Keep reading to find out more!
A basic strategy to promote your content
I am serious, this is super easy! There are only five steps to this strategy, and it is pretty standard across most marketing courses you will take. The first step to any sort of promotion is going to schedule what you are trying to promote! After you understand what you are trying to give to your audience, you have to find your audience. We do this through segmentation, and that is going to be identifying your target audience. Next is deciding what each channel needs. The best thing about social media is that we have the full ability to customize each channel. Most social media platforms have different audiences, and you need to know yours. Experimentation is essential to promotion. Find what works best for you, try new things. Finally, we have to find out what our best channels are through analyzing the results that we receive. Let’s get more into each component.
Creating a content promotion calendar
I recently began a new position as a social media manager, so I have been doing this myself! Why do we need to create a calendar? Honestly, it is going to make your life so much easier! I utilize three different social media channels for the company I work for, and I schedule each post. I know what kind of post I need to create, what needs to be featured, and what time those posts should go up. This allows you to be consistent on every channel which is essential for growth and engagement. If you have ever worked in marketing, then you know that everyone has a promotion plan. If you are serious about your blog, website, or company, then you need one too! A calendar will help you stay organized. If you want to be successful, then you need to be organized.
Segmentation, find your audience!
I remember being so confused in marketing when we would talk about segmentation. In my mind, any audience was great. Here is why that is wrong. If you are trying to sell planner accessories, who is your audience? Why show a fisherman your sticker selection? Demographics is such an important marketing tool, and it can save you time and money. Segmentation is narrowing down your audience to those who need your content the most. You can take a huge audience and break it down into smaller groups of people who are going to get the most value they can. As I said in our first post, we are looking to entertain and educate. When I create content, I want someone to learn at least one piece of information they may have not known before.
What if I still do not know how to find my audience?
No worries! Targeting the right people is worth asking questions. Imagine who you want your “buyer” to be. As I have said before, it does not matter if you are selling a product. You can sell information too! Think of your buyer’s persona. What are their interests, have you checked your demographics? Those can tell you a ton of information about who you are looking for. You can also use lists that may exist in your database already. Email subscribers are a great way to start! If you are branding out, then it is sometimes a good idea to target those outside of your network. Especially if things are not working out, that may be the best approach to take. That is definitely another post though, so we won’t dive into that just now.
Alright, you have your audience…what should we tell them?
When writing content, it is important to know how you want your audience to feel. Write for what you want the end goal to be. Try not to oversell because your audience does not want to hear about the same thing twice, and honestly, you cannot push something on anyone. On the other hand, you totally want them to know what the point is, and what you are trying to tell them. If you are not doing that, then what are you doing? Before you begin writing, think about some benefits that someone can get from your content. This is going to be the value. When writing, mention one of those benefits, the other two can go unmentioned. If they read your content, they will get those anyway! Depending on your audience, there are always new ways to offer up some information. Do not be afraid to try those.
Optimizing your promoted content
We have three big components that can help us to optimize our content. These are reach, engagement, and conversions. Most of us who work on the digital side of life have a pretty good understanding of these. Reach is your potential audience, but not the number of followers you have. Say you get retweeted on Twitter, reach includes the number of people who may see your post. We always want our reach to be as high as it can possibly be. We can increase our reach by emailing our lists, having shares on social media, utilizing the vast network of influencers, and also just traditional word of mouth. If someone tells me to look into something, I am almost 100% positive I will eventually look at it. With a vast reach comes engagement. Comments, likes, retweets, click links, these are all part of engagement. This can be increased by using keywords to really attract the audience we want to have. Patience is a big key here, we honestly cannot force someone to leave a comment, but we can great high quality content to make them want to. Finally, converting people! We promote to increase awareness, and bring traffic, we promote to have someone do something for us. Even having someone join your email list counts. Call to actions are essential to building up your conversion rate.
After we promote content, we need to analyze it.
In case you are wondering, analyzing can be the most important part of your strategy. This is a great way of identifying your strengths. It also can help you identify your weaknesses. You need to know these because it can save you a ton of time. You can find out what is working for your audience, and what is not. Analyzing also allows you to find out how your ads or campaigns performed. This is useful for knowing what media channels your audience is responding to, and what type of posts they are responding to. This can also help you understand the various channels too. Finally, we analyze to decide on what we should do in the future. Knowing that something works is an instant flag to continue that process. This can save you time on development for your future promotions.