Why Content x Promotion gets results
There is a popular belief amongst marketers that good quality content is the key to successful business. And we do not disagree, having content is essential. However, maximising its full potential through promotion is king and here’s why.
Promote to be seen
Creating quality content is a great starting place for a business’s marketing plan. However, without the effective promotion, the content may never be seen or heard. Your business could create the greatest video but without proper leveraging and positioning through the appropriate channels, your desired audience may never see it.
Promote to avoid your message being drowned out
We are living in the digital times of machine learning, AI, and marketing platforms that are built to understand the user and put the right ad in front of them at the right time. In other words, the market is saturated with messages and they’re coming from all angles. If your brand or business is not utilising these platforms you could already be behind in the game and your message may be getting lost to others.
Promote to position your brand where your customers are
With the expansion of online businesses, people have more product choice than ever before and have it easier than ever before. Digital marketing intelligence has meant that users can get more relevant information sent to them without them having to go and find it. You want to make it easy for your audience to see your content, engage with and respond to it in a positive way.
This is where an understanding of who your customers are and where they spend their time is imperative to maximise your contents engagement potential. Amplification of blog posts, ebooks, videos, and industry guides on the right channels will go a long way to achieving this.
Promote to initiate the conversion funnel
Promotion of your businesses content is also important in initiating your audience into the conversion funnel. Once your targeted audience has responded to your amplified content you can then easily re-engage them through automated emails, push notifications, search ads and custom retargeting messages.
This is where you can nurture, build authority, and keep the relationship going with your audience all the while keeping your brand at the forefront of their minds along the customer journey.
Promote to new audiences through relevant partnerships
Another great way to magnify your content is through mutually beneficial brand partnerships. Teaming up with different brands who share the same target demographic can be a tactical way to extend your reach and also promote your content. It also helps strengthen your brand’s position and authority by aligning with other reputable brands that carry a strong image amongst your targeted audience.
An effective example of this has been Apartment Developments teaming up with Broadsheet with some creative display ads.
Promote to maintain reach
In 2018 we saw Facebook tweak their algorithm to try and keep users on their platform. They have achieved this by prioritising video content and showing fewer links that direct people away from the platform. This has meant that businesses’ content and blog posts are shown fewer to users. In fact, less than 2% of people who like your Facebook page may actually see your organic posts.
If you’re wanting to tap into Facebook’s 2 billion active users you are going to have to promote and boost your content. If you are a business that uses Facebook be sure when promoting your content that you choose the right style of content to boost and also optimise the campaign to best practice to ensure a good return on investment.
For further advice on the best way to create or promote content for your business, contact us today.