Once you have a clear content marketing strategy in place, it’s important that you are strategic where to distribute marketing content. Creating great content is one part of the equation, where to distribute marketing content to your target market will ensure that you maximise the potential return on investment for your content. Now this is going to fall into three main categories, which are SEO, social media and email.
Where to distribute marketing content
Search engine listings and the related key words you want to target are probably the first thing you’re going to want to focus on when you’re promoting your content. This means you’re actually going to take a step back. You’re going to be thinking about that while you’re deciding what topics to talk about in the first place. Whether you’re writing articles or recording podcasts or making videos, search engines are going to be key to serving it up to the right people at the right time. The search engine is going to be different in each case, but the core concepts are the same. So if you ‘rewriting articles to put on your blog you’re going to want to focus on Google ranking fundamentals.
Firstly, you want to find the keywords that people a researching for that aren’t too competitive and you’re going to want to use them correctly in your writing. We will do a separate article or video on this. If you’re making videos, on the other hand, YouTube is the search engine that you need to master. It’s mostly the same in terms of finding keywords and competition levels. You then want to use those keywords in your titles and descriptions. With YouTube, you also need to consider watch time as an important metric or contributor to how YouTube judges the relevance and quality of your video vs the competition. The longer you can keep people watching your videos, the more YourTube is going to start to favor your videos and show them higher and higher in the search results.
Whether you are focussing on videos or podcasts, you still want to identify the keywords that you think people are going to use to find your content. You want to use that in both the name of your podcast as a whole as well as for individual episodes. Searching within a podcast app like Apple Podcast isn’t great but you still can do things like using your keywords in all the right places. Including keywords again in the titles and in your descriptions for every episode. With podcasts getting as many downloads and ratings and reviews is what’s going to help you most here. This is where you might want to use these next two promotion methods to get some of that going.
Lets consider the next promotion method, social media. It’s easy to create a post related to every piece of content you put out, and distribute that through each of your social channels. The only problem is you’re only going to be reaching your existing followers and often, not very many of them. So most platforms like Facebook and Instagram don’t show your organic posts to many of your followers. My current estimate is between 3 and 6% of your audience will see your posts organically. In response to this, you might want to set aside a small budget to reach more of your followers as well as new cold audiences through ads.
Another social media method is to create pins on Pinterest for each of your pieces of content. Since Pinterest is really more of a search engine than a social media platform, any one of your pins can be seen by people other than your followers when they’re searching. Having done this ourselves, we never really saw much success on Pinterest. If i’m being honest. I think it really depends on your niche and if people are actually searching for topics like yours on Pinterest. Just like with Facebook and Instagram, you can pay to promote your content on Pinterest, too, through what they call promoted pins.
If you’re going to be doing videos, no amount of outside promotion is ever going to be as beneficial to you as YouTube recommending your content, at least in the long term. Do your research with a tool like https://vidiq.com or https://www.tubebuddy.com to find the topics that you need to be focusing on and just make your content really good. Watch time is gold on youtube, so the longer you can keep people watching, the more they’re going to show your videos to more newer audiences. So that’s my video general blanket statement.
If you’re doing a podcast, you’re going to need to do more outside promotion than on any other type of content, unfortunately. Podcast platforms like apple and spotify just don’t do a great job at surfacing new stuff for people. Once you start building that audience, it’s totally worth the effort.
Now let’s talk email promotion. If you compare your email marketing with your content marketing, you build your business in to an empire. If you have an email list and it’s constantly growing, you’re going to want to email your list every week. Make sure that you link to the most recent content that you have created, either on your own website or blog, or on the social media channels you are using. Let your audience know why it’s important that’s how email marketing works, right you give value three out of four times then that fourth email you ask for something like more of a direct sale. So if you don’t have that list, however, I can’t stress enough how important it is that you get started.