My marketing journey was born out of SEO roots, where the priority of content promotion has always been high in order to create the kind of accountable marketing performance that matters. In contrast, I see a lot of brands putting the majority or all of their investment towards content creation without qualitative or quantitative effort towards the promotion of that content
Not all forms of content creation will make you famous, but some come with built-in amplification boosts that can put you well on your way to star-quality promotion. Working with industry experts and influencers to co-create content is a proven tactic for adding more inherent promotion right from the start of your campaign. Harnessing the power of industry events, keeping abreast of trend forecast data, and incorporating interactive elements are also tactics that can significantly up your content promotion game.
Creating great content requires considerable investment, in terms of time, effort, and money. Knowing this, it’s crazy how often I see marketers and brands fail to follow through by promoting their content to the fullest and maximizing its targeted exposure. It literally makes me sad.
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What’s more important than creating great blog content? What’s more important than writing with empathy, storytelling, and research
Eyes fixed on his computer monitor, Jack felt perspiration form on his forehead as he waited in anticipation for the flood of visitors to the new campaign he and his team just launched. Anticipation turned to nervousness as he looked around the room and asked, “Who’s promoting this content?” All Jack got in return were blank stares and a bad case of Invisible Content Syndrome. According to research by the Content Marketing Institute , 83% of B2B marketers use social networks for traffic, making it the most preferred tactic.
When I started working in digital marketing in 1984, the first online ad I created was in 40-column ASCII text format on my Commodore 64 computer. It was a simple promotion for the 300-baud bulletin board system (BBS) I owned and operated. I created the text-only ad to post on other BBS systems, meant to drive traffic to my pre-website by listing the features my BBS offered and the basic information on how people could connect to it
You’ve just launched a gorgeous campaign with all the design bells and whistles.
We often have new customers ask us what the best approach is for breaking the code of content promotion.