By now, businesses should know that adding regular and relevant content to a website is a proven way to get found online. Unfortunately, what many businesses don’t realize is that creating and adding content is only half of the equation. Promoting website content is just as vital for online marketing success.
Content promotion is all about getting the most bang for a business’ buck. It’s about using the content to reach the maximum amount of members in the business’ target audience and attracts search engines’ attention.
Unfortunately, many businesses take the outdated stance that website content can be found without promotion. While the old, “if we build it, they will come” content strategy worked years ago, today the amount of data added to the internet is in the quintillions (no, that’s not a misprint). It’s time for businesses to not only add quality content but to reap the rewards of a well-executed website content promotion strategy.
Types of Website Content
Before getting into proven promotion tactics (that many businesses are not using), these types of website content can be produced (in-house or via content marketing experts) as part of an online marketing schedule:
- Blog post
- E-books, docs, and whitepapers
To be clear, website content that gets results is not necessarily filled with “buy, buy, buy!” messages. Instead, content should be produced with a clear goal to provide value to customers. This can be accomplished with valuable information and quality call-to-actions.
Ways to Promote Content
A connection with a customer is an invaluable part of a marketing strategy. When an e-mail owner chooses to receive marketing e-mails, they show an interest in the business; this sets e-mail marketing apart from “cold calling” tactics. There are several ways to build an e-mail list with users interested in receiving communications from a business.
In an e-mail, businesses can promote many pieces of website content or focus on a particular piece of content. Businesses can choose the option that is relevant to its promotion strategy. The topics included in the e-mail should resonate with the customer and can even including offers and discounts. For example, a business selling ski products should produce content and include them in e-mails prior to the slope season.
Almost as important as the content is the subject line. The subject line is a business’ chance to pique e-mail owner’s interest. Effective call-to-actions in the e-mail drive a customer to act. Both elements should be a key part of every marketing e-mail.
In addition to the topic, businesses need to set an e-mail schedule that appeals to customers without annoying them. Too many e-mails are going to drive customers to immediate hit delete and drive down click rates. On the opposite side, businesses that don’t take advantage of this tactic are missing out on marketing results.
There are multiple ways businesses can promote website content on social media. The first step is to choose the social media site(s) that the target audience uses. The next step is to look for opportunities to promote website content on the social media site (or outsource the effort to marketing pros).
Typically, there are three different ways to promote website content. All three tactics are dependent on social media monitoring. Businesses should invest in social media monitoring software to find out what followers are talking about—and what they are saying about the business.
The first social media promotion tactic is to maintain a solid social media profile with regular posts. If not done correctly, this can feel like a shout in a tunnel with only an echo of acknowledgement. A social media profile should be maintained with posts relevant to the audience and in line with other marketing materials.
The second website content promotion tactic is a paid option: social media ads. This tactic involves drafting an attention-grabbing ad targeted at the audience demographic interested in the business. The crux of this strategy is to choose content that is relevant to the audience and that they want to click on.
If social media monitoring is done correctly, the last tactic is to use content to help users solving a problem relevant to the business. This can be done by adding share buttons to content, so other readers can share the content or respond to comments with helpful information. Businesses can also monitor groups centered around relevant topics (or create a group) and respond to users who are asking for information.
QR codes are an effective way to direct users to content from a printed marketing piece. This marketing tactic can be included on mail pieces, event marketing materials, in programs, and even in packages sent to customers. QR codes may seem traditional, but customers need a smartphone to scan the code and be directed to the content or business app.