You’ve heard that in digital marketing that “content is king” and now you’ve spent a considerable amount of time creating this amazing piece of content. You’re proud of what you’ve written and know your audience and customers will love it and find it useful. After you post it on your blog, you’re charged with the arduous task of sharing it, which seems easy and straight-forward. How quick and easy is your sharing process? If you have many social networks, guest post on other blogs or forums or put links in numerous directories and content sharing sites, this “easy” task of sharing your great content can become tedious and time consuming.
You have a business to run and you can’t afford to spend more time than is necessary in sharing your amazing content to the rest of the Internet world.
Here are some smart and efficient strategies for content promotion that will save you valuable time and avoid frustration:
Find where your customers and desired target audience groups regularly frequent. Instead of trying to post your content on every platform of the Internet universe, do some research to find out what social media sites, blogs and websites your customers regularly visit and engage on. By posting on this handful of sites and platforms, you save yourself wasted time, energy and resources of spreading your amazing content on deaf ears. Additionally, by going to where your current customers are online, chances are your content will more likely pique the interest of those in your targeted audience who aren’t yet customers.
Set up an editorial calendar. Blasting out content everywhere at once not only takes a lot of time and energy, but it also looks bad and by posting your content only once increases the chances that targeted customers won’t see the content. Even if they do read it, their attention will quickly shift to something new that pops up on the interwebs, leaving your content, and brand forgotten.
An editorial calendar is a great way to plan out your content marketing strategy so your content is dripped out over time and is distributed at optimal times where it will most likely be seen and read. You can do some research based on the platform and the online habits and behaviors of your desired customers and create a calendar, marking the optimal days and times to distribute your content. An editorial calendar can also help you plan out what your content will be about.
Determine the goal of the content. Sure, you write great content to optimize keywords and links and boost the organic traffic to your website, but does the content encourage people to take a particular action. If you’re publishing content to boost sales, include an appropriate call to action depending on where in the sales funnel the targeted reader is at. Different stages of the sales funnel will require the content to be distributed on different, specific channels. For example, you can share your content on Facebook to draw people into the top of the sales funnel where their interest may be piqued and they may look around the site or sign up for a newsletter. For those at the bottom of the funnel who are ready to make a purchase, sharing your content on platforms like Quora will be more appropriate.
Repurpose content. After you’ve written a great piece of long-form content, you can reuse, or repurpose the content by making it into an inforgraphic or expanding upon it to make it into a downloadable ebook or guide. You can also do the opposite and write a blog post based on an infographic. If you’ve been regularly producing great content, why not milk out as much as you can from it? This efficient content marketing strategy saves you time from constantly needing to come up with blog content ideas.
Regularly update website with fresh content. Both web users and search engines expect websites to be regularly full of fresh content. With outdated content, search engines may not rank your site as high in SERPs and visitors to your site will be immediately bored and click away. Regular blog writing and posting is a great way to add this fresh content to the site, as well as help optimize it to rank higher in SERPs. The regular blog posts will also get the attention of web users and site visitors. Even if you can’t keep up with writing blog posts, company news and fun things around the office can also make for interesting, useful content.
Set goals. Before investing in a content marketing strategy, ask yourself what the purpose or goal is behind your content. Not all goals need to be about boosting the company’s bottom line. For instance, you can have the goal of beefing up and building up a following on a specific social network that is currently under-performing.
Include others. Regardless of whether you’re the only member of the marketing team or you’re one of many, interacting with and brainstorming ideas with coworkers can help spark content ideas as well as better distribute the workload of writing and distributing content. Getting leadership support is also crucial.
Get outside sales help. The goals of your content strategy is to get traffic to your website and sales of your product or service. If you’re a small business, it can be overwhelming and time-consuming in trying to fulfill multiple roles. While partnering up with an outside sales agency requires an investment, it is worthwhile. These sales professionals have the experience and knowledge to bring in quality leads in an efficient, time and cost-saving manner. At Aktify, our sales professionals utilize modern, effective sales and marketing techniques to help get business’ messages to their audiences’ ears. We would be glad to help lessen your company’s sales burdens so you can go on running your business. Contact us today to learn more.
Great content is essential in the online marketing strategies of companies of every size. A mistake most small businesses make is to share their content too broadly across too many places on the Internet. Having an editorial calendar, posting regularly to the website, sharing the posts only on platforms your customers and targeted audiences visit and getting outside sales help are strategies to promote content in a way that is smarter, not harder.