We take on clients all the time who have been throwing their content down the bottomless well that is the Internet. They’re frustrated because they’ve been producing original content consistently, but it’s failing to yield the leads that content marketing articles have told them would emerge if they just followed the “content is king” strategy.
What we find is that many of these businesses have failed to develop a content distribution strategy to accompany all the blogging. Without it, your content is like an empty promise.
Fulfilling the Promise of Your Content
Did you know there are 400 hours of content uploaded to YouTube every minute? There are another 2.7 million WordPress posts every single day. Without a distribution strategy, your content will get lost in all this noise.
The first step toward developing a content distribution strategy is to determine if you’re sending the right content out into the world. Ask yourself the following questions:
- Have you conducted keyword research geared around understanding your audience?
- Have you worked those keywords into the content in ways that avoid stuffing, but speak to your audience in a meaningful way?
- Have you tried A/B testing your content conversions to see what’s intriguing to your audience?
- Have you created video to accompany your written content – and then created YouTube ads to promote them?
- Are you using downloadable content to gather good, qualified leads?
Once you’ve done all you can to make good content – better – then it’s time to look at a few techniques to help promote it.
Three Ideas for Using Paid Media to Promote Your Content
You can’t just use organic strategies to fulfill your content strategy. We recommend using paid media to improve the results. Creating solid engaging content, and using email to distribute it is simply a good start. But you should also consider some pay-to-play options that will enhance your efforts. Here are some ideas:
- Doubling up on a search term will give you more bang for the buck. You can use long-tail SEO, keywords, but also create a paid advertisement for the same keyword to be the king of the search engine results page (SERP).
- Use Gmail advertising. Gmail has more than one billion active users every single month. Gmail ads are easy to set up, fairly low cost, but with amazing reach. You can even target your competitors’ emails with your ads. Sneaky, right?
- Remarketing gives you a chance to continue to reach potential customers by staying in front of them until they are ready to buy from you. HubSpot says end users are 15% more willing to engage with a remarketing ad instead of a new one. Use remarketing if an end user leaves a filled cart on your ecommerce site. You can send them a remarketing ad with 10% off. If they bounce from the site, send them a remarketing ad with a new call to action. You can use this if someone clicks through and starts to fill out a form but doesn’t complete it, try revisiting their CTA with remarketing.
If you couple great content with these suggestions, you will start to flip the balance between throwing your content down an empty hole, and using it to fully convert “looky loo’s” into loyal customers.
If you’d like some more SEO tips, check out The Little Book on Digital Marketing.