Category Archives: content marketing plan

two businessman looking at well promote website content on smartphones

BIG Ways You’re Not Promoting Your Website Content

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Unfortunately, many businesses take the outdated stance that website content can be found without promotion.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
  • Graphics
  • Video
  • 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

Email

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.

Social Media

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

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.

5 Ways to Use Your AWESOME Content

Businessman sitting at the table with laptop and looking at camera after writing awesome piece of marketing contentIf you’ve decided to take advantage of the many, many benefits of content marketing, you undoubtedly fall into one of two categories:

  • You’ve written an in-depth piece you know your customers can benefit from and have posted it;

OR

  • Your marketing firm wrote an excellent piece based on your feedback and has posted it.

Now what?!

As great as it is that you’ve turned out an AWESOME content marketing piece that’s not going to give your customers a concussion from the constant beating of sell-sell-sell (more about great content here), your job is not done.  You’ll get a whole lot more bang for your marketing buck from that content marketing piece if you let people know it’s there (here’s how to draft an awesome content promotion plan).

Content that isn’t pushed out, just…well…sits.  You’re not getting everything out of that piece that you can.  And after all the work you—or your content marketing firm—put into drafting and creating, you have several options of how you can maximize your investment by promoting your content.

Social Media Marketing

Hopefully, the same people you are writing your content for are the same followers on social media (if you’ve targeted your efforts correctly).  Promote your content on the social media channels with the right followers; make sure you draft a different message for each social media site.  PLEASE don’t draft the same message on Facebook and Twitter or on Pinterest and Twitter.  When you do put your post up, research your hash tags (one of the key ways to build your social media following) and only use the appropriate number for the site (there is such thing as too much)—and only if it’s appropriate to use hashtags on the site (if you don’t know, put your social media efforts in the experts’ hands).

Email Marketing

Use your content in emails to your customers (after all, that’s why you drafted it, right?).  Use an image and strong email headline to increase your open rate and a strong call-to-action to inspire your email recipients to act.  That action doesn’t have to be sales (your approach depends on your industry); instead your call-to-action can be a request for more information or an offer for a free product or sample.

Send it to your sales team

An excellent piece of content can be a powerful tool for your sales team, whether to other business managers or in a retail setting. Ask them to integrate the piece into their marketing pieces (i.e. presentations, emails, etc.) and make sure to keep the conversation two-way.  Ask them for their input for future content based on the questions and feedbacks they receive from customers and potential customers. If you are using a marketing firm, pass the feedback from your sales team on to them to guide future online marketing efforts and for a strong marketing plan.

Social Media Ads

If social media advertising is part of your content promotion plan, draft an ad around a very strong piece of content.  Use two different set of criteria to ensure maximum effectiveness:

  • Choose a social media site that has a demographic that fits with the ideal audience you created the piece for.
  • Target your social media ad at the audience you drafted your content for (i.e. text, graphics, location, etc.)

“Shareability”

Since you’ve created such fantastic content, naturally people are going to want to share, right?  That’s why you should make sharing your content easy and convenient for readers so they can pass it on to others—the ultimate goal of your content marketing efforts.