When you're into content marketing, what is more important to you? Is it providing great content or writing with research, storytelling or empathy or understanding your target audience?
The correct answer is amplification!
What? If you are a content writer, you want to write something that is useful, amazing and compelling. Because you are dealing with words, you want to create something that will drive people to read and want for more. The sad fact is, many more content writers are doing the same thing. When you search online you'll find a wealth of wonderful blogs available. Many of these gems are still undiscovered. The only means for people to read these great blogs is to bring them to the readers.
How are you to do it? You might be in the same boat as some of the other content marketers. You have great blogs but they remain buried under layers upon layers of content that may not be as great as yours yet manage to stay on top of you.
This is where amplification comes in. Because if nobody sees and reads your amazing blogs, they are of no use. Knowing how to amplify your blogs will make your content marketing very effective. Ask yourself if you are using the right channels or maximizing the benefits of paid services.
Achieving maximum exposure for your content
Here are some of the ways to get maximum exposure for your beautiful content.
1. Do repeat postings on social media sites
In social media, repetition works. However, many of the content marketers using social media sites to bring their content to the readers usually post the link to their content for a maximum of two posts even on the major sites like Pinterest, Instagram, LinkedIn and Facebook.
If you're using social media as one of your marketing platforms, you have to remember two things:
- The organic amplification of your post is typically restrained.
- The feeds of your target audience are often full and they move rather quickly.
Once you understand these parameters, you should realize that it is better to post your content or the link to your content as many times as possible. Think that there is always the chance that your audience missed the first posting. Get your social media managers to do some tests to find out the proper timing for repeat posting on each social media channel. Make it more eye-catching and effective by adding a bit of "freshness'' to a repost by changing your creative and text.
2. Explore the effectiveness of paid channels
You have to explore all available channels if you are a content marketer, including paid ones, such as Google Ads. LinkedIn ads are also good to explore. What you need to do is to test each paid channel to see which ones work perfectly for you. For B2B marketing, LinkedIn is very effective when used for publishing your content and for using their paid ads option. Do remember that your promoted content should be very good, relevant and will resonate with your readers.
3. Do not forget the power of email
Several years back, email marketing was once a top tool for marketing to customers, and several companies providing targeted emails lists were born. Although email marketing has toned down, it is still a very important and relevant tool. A wise content marketer should utilize their available email list for this purpose.
Build a good subscriber list and provide your subscribers with great content, and if possible, send them personalized ones. Social media sites are limiting your chances to talk to your audience, so email marketing is one of the stable go-to marketing tools you can have. It has been effective years ago and it remains effective today. With the developments in email client, you can configure them to correspond to your needs. Convert your site traffic to organic subscribers by providing an opt-in option on your blog site so your readers will be invested and interested to read more awesome blog posts.
4. Use outreach some more
Many marketers do not reach out to the websites or people mentioned in their posts. Remember that repetition is an important factor. How do you do outreach? What this means is, initially, you mention particular websites or people in your blog posts. It becomes your tool for third-party credibility and verification. It is also an effective means to focus on the contributions these people are making in your niche industry.
As soon as you've posted your blog, contact the people (or websites) you've mentioned in your post to let them know. It is a means to compliment them, help them promote their work and highlighting their industry expertise. It's a subliminal thing, a slight stroke on their ego, which will make them curious about your blog post. They may be able to help promote your content or better yet, build a relationship that can result in co-creating more content with someone who can influence others.
5. Measure and optimize your content marketing efforts
Marketing is difficult because of the variables that exist within the market itself. But you should still do your part as a marketer. You need to track your marketing efforts because it's one of the most reliable ways to know if your effort is resulting in success. You need to know how your content performs, how it fares in the market and how it measures up to content available from competitors.
Statistically, about 10% of marketers do not track their marketing efforts. Many of them are only interested in measuring their effectiveness through the number of shares in social media and website traffic. It is better than not doing any tracking at all. But there are other things that are more valuable than optimizing and measuring KPIs. And this is about the shares made by influencers! You can do this through tracking of URLs to see the performance of each share of an influencer. You can measure shares using different options, such as comparing organic versus paid ads. Go beyond traffic and check out what signals affect your ranking in search engines through bounce rates and time a reader spends on your page. Optimize the blogs that do not meet your KPIs. You can do so many things and your SEO manager can help you do that. With measurement, you will be able to hone your marketing efforts by combining tactics, audience, content and channels.
These are some of the essential ways to improve the exposure of your blogs. But we've been talking about content marketing all this time. What is content marketing?
By definition, content marketing is a strategic approach centered on the creation and distribution of relevant and valuable content (articles, blogs) consistently to a targeted audience base with the objective of attracting and retaining them with the aim of converting them later into paying customers.
Content marketing trends
MarketingProfs and Content Marketing Institute have just released their "B2B Content Marketing 2019: Benchmarks, Budgets and Trends—North America." There are so many interesting insights in the reports, and here are some of the highlights.
One of the key takeoffs from the report is that the audience should be put first when it comes to B2B content marketing. According to the report, about 90% of top marketing performers cater to the informational needs of their audience. This means that you are building trust by talking to them.
Other highlights include:
- B2B content marketers research their intended audience through feedback from the sales team (74%), website analytics (73%), keyword research (65%), secondary (53%) and primary (50%) research, social media listening (50%), database analysis (45%) and conversations with customers (42%)
- Many of the respondents are planning to use personas for their B2B content marketing purposes towards the end of this year.
- Many of the marketers get more insight into the needs of their target audience by talking to them directly, through face-to-face meetings, phone interviews and attending events where they will have bigger chances of meeting their audience personally.
- In order to maintain and grow their audience, content marketers' first choice is email marketing (87%). Second is providing educational content (77%). These two are followed by calls to action as the next step, attending in-person events, relating to the audience through storytelling, proving various offers and incentives, and providing instances for audience participation and community building. Getting the lowest score among the options is the provision of membership perks (6%)
- In the last 12 months, the respondents spent more on content creation, at 56% while increasing content marketing staff was at 37%, closely followed by paid content distribution at 36%. Marketers favor using different content formats, such as videos and webinars, e-books and articles, as well as photos, charts and infographics.
These are just some of the highlights from the new report. What is vital is that your company's blogs should be able to properly engage with your potential customers. Aside from providing them with wonderful and informational stuff, it is essential to amplify their exposure. Using the most right and appropriate promotion effort for even one of your content posts equates to the performance of 10 posts that are not amplified.
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