You’ve Got the Content — Now Where’s the Audience?
Things are looking good: you’ve done your research, you’ve knocked out a piece of solid content, you’ve stuffed in keywords, and you’ve shared it on social. So how come no one’s viewing it?
Simple: content promotion is no longer so straightforward. Of course, there’s no substitute for good work, but content sharing is only getting more complex and competitive. If you’re not spending as much time promoting your work as writing it, you’ll be at a disadvantage.
You’ve put good effort into your content. Here are our tips to make sure as many viewers are seeing it as possible:
- Know How Content is Accessed
There are three main ways of deploying content, each requiring a different strategy. The better equipped you are to navigate each area will help you be more successful in the long run.
- Earned: This is when your content gets attention thanks to other people sharing it. Typically, this comes about as social media shares, guest posts, media coverage, and reviews.
- Paid: This is, unsurprisingly, when you pay for exposure. Most often, this occurs in the form of pay-per-click ads, display ads, or social ads.
- Owned: This includes the resources you already have at your disposal: blogs, websites, email newsletters, and social media presence.
- Get Analytical
This is where a full-service marketing agency like Creative Media Alliance can come in handy: looking at your insights can yield critical information into what social platforms your target audience is using and how they’re using them. You can then make sure you’re active on Facebook and Twitter at the time of day when users are most likely to see, and respond to, your posts. You can also monitor the average length of time people are spending on your site to get a sense of whether or not your readers are willing to stick around for longer-form content.
- Give Your Audience What They Want
Great: you’ve followed those steps and you have eyes on your articles and people on your site. Now, you need them to help you out by sharing with their followers, fans, and friends — so give them something they want to pass on. An insider tip: lists and infographics are some of the most shared formats across the web. That doesn’t mean you have to scrap content that doesn’t fall into those categories, but consider repurposing it into something more visual or transforming it into a list. Both options are easier for readers to scroll through and absorb on the go.
A great way to test what kind of content your audience prefers is to share the same piece three times with three different titles on your social platform of choice. Analyze which receives the most clicks, comments, and shares to shape your strategy going forward.
- They’ve Got Mail
If you have an email newsletter, you have an established base of people who want to hear from you. (If you don’t, consult an advertising agency to help create and implement one — it’s an easy, accessible tool you want to be utilizing.) By sending out a regular newsletter, you can put directly put content in front of your viewers while reminding them how much they like reading what you have to say.
Just as with regular content, be sure you’re scheduling your email at a time your audience will be most receptive and maintain a consistent sending schedule. Of course, make sure that newsletter is mobile-friendly — according to a study conducted by Adestra in 2016, 71.6% of consumers will delete emails if they don’t look good on mobile.
- Know How Content is Accessed
At Creative Media Alliance, our talented wordsmiths can address any of your content needs while our social media team and media buying team can ensure it’s getting the audience it deserves. Contact CMA today. We make you look good.