Your content creation strategy should split between
- content creation and
- content promotion
Original, unique, and exciting content are what you need.
To manage your content to become “viral” and benefit from content amplification, you need to focus on content creation. Remember that your content creation is the base of your strategy.
We have already talked about what you need to have a robust content framework. Then you need to supplement your creation by content promotion.
So what should the focus of your content be?
Smart imagination is critical when it comes to creation and amplification. You cannot effectively amplify content that is dull or unrelated to your target audience.
You should always turn first to your audience and learn the demographics and what your target audience cares about.
If something is trending on Facebook and it’s related to your marketing story, capitalize on it. This action has often been called “newsjacking.”
The same rules apply to Twitter or LinkedIn. Analyze your audience on these channels and the news that is important to them based on their interests.
For news sharing that can cover every major social network, cross-promote your content across social media when you think that it fits. And, don’t ever forget to have the content that you share circle-back to your website.
Try to implement creative and promotional tactics.
The ways to catch the attention of the audience are always evolving. If you have created pieces of great content, it would be an excellent idea to try new content and information that may not necessarily be informative but rather fun, provocative, and engaging to your audience.
CONTENT PROMOTION: TO PAY OR NOT?
Content promotion is the process of amplifying blog posts and other content items through paid and organic channels, including PPC advertising, influencer marketing, PR, social media, email marketing, and SMS marketing. After you’ve created content, you want to reach out to as many people as possible to impact your business, especially in today’s content-heavy landscape.
In today’s marketing landscape, it’s not enough to have quality content; it’s also essential to know how to promote that content across various channels to reach the largest interested audience – interested being the keyword. If your strategy focuses on paid approaches, you don’t want to pay to reach people who will never convert into customers.
You need to consider your specific objectives. More subscribers to your newsletter list, more web traffic, more leads? Any time that you’re going to be allocating money, it’s essential to measure the effectiveness of what you spend on your budget.
Generating content without a framework plan is like flying without wings.
You are at the mercy of the current wherever it takes you, good or bad, even if you create paid or organic content.
- Consider how many resources you’re willing to invest and determine the goals you want to achieve in advance. Some options are better for discovery; others are better for conversions.
- Balancing all of these and reaching a large audience also means that you’re bold, brief, quantitative, and visual in your content strategy.
- Find the absolute balance between content creation and content amplification (paid or not).
A successful content promotion strategy embraces a multi-channel approach based on a robust content marketing framework.