Content Marketing: 8 levers to publish and promote your content
What levers can be used to target your content to their recipients and communicate your marketing promise to them? This article focuses on 8 potentially activating levers.
Content marketing: levers for publication and promotion
Unlike a website that represents the Company showcase (rather reserved for institutional messages), the blog offers visitors a alternative promise, more engaging and with a different added value.
In fact, by offering your goals regular content and in direct connection with their expectations, you make your blog an expressive space whose main vocation is to talk – not about the company or its products – but about its experience on a topic or theme.
Thanks to the content that you will produce and publish you will act on three essential ferments of content marketing: visibility, fame and credibility.
In addition to bringing your expression, the blog increases referencing, promotes trust, improves the brand image and at the same time promotes loyalty and commitment.
This is a very relevant promotional lever if your publication rate is regular or if you offer serious and continuous thematic control to your subscribers. It offers you an efficient and inexpensive way to win subscribers and retain those who are already following you.
Furthermore, by organizing a periodic meeting with its subscribers, the newsletter strengthens the reading contract signed with them.
In addition to these benefits, the newsletter will also serve other purposes: sending information to your business goals (potential customers and customers); drive traffic to your website or blog; increase the visibility of content and sustainably strengthen the seriousness of your editorial promise.
But watch out for the consequences of an irregular or poor-quality newsletter. Very quickly, you will suffer a significant wave of cancellations, not to mention the shots taken in the image and seriously of your business.
Social networks allow you to gain visibility and commitment, if your value proposition (content quality) is real. Thanks to the community factor, they amplify the signal sent by your content.
Today, no content company can seriously do without social media.
To achieve your goals and converse with them, your productions must imperatively embark on LinkedIn, Twitter, YouTube, Instagram or Pinterest …
Being behind these platforms or neglecting them means depriving your content of a & # 39 unmatched amplification lever.
On social networks, you have access to two types of promotions: spontaneous or free, when they are based on your communities; paid, when using the platform’s advertising programs.
Social networks have definitively imposed the realm of influencers. Acting as locomotives, thanks to their power of recommendation, they facilitate the diffusion and propagation of content close to their communities, generally very responsive to their prescriptions.
From now on, you cannot rely solely on your native communities (those acquired by your means) to advertise your content,
To push your content beyond the perimeter of the presence of your subscribers, you have need influential intermediaries, capable of opening a new audience.
represents the critical mass your content needs to reach the most people without necessarily going through the advertising box. Also, keep in mind that the number of followers or subscribers is not a sufficient criterion for deciding which influencers to activate. Evaluate the closeness between their editorial line and yours, their target audience and yours.
5-ADVERTISING ON SOCIAL NETWORKS
Social ads are a very relevant lever to amplify the signal emitted by your content. However, be sure to use it sparingly because advertising on social networks is not suitable for all content.
This lever should be reserved for content whose goal is the generation of leads, such as white papers or case studies for example. For articles, infographics, videos, focus on your communities and those inherited from influencers.
However, if you find it necessary to go through advertising on social media to promote your content, keep in mind that the costs can quickly fly away, especially if this content is downloaded by people who do not intend to become your customers. channel this risk, make sure that downloading the asset (such as a white paper) is only possible provided that the email address is imperatively a professional address.
For display advertising means any type of online advertising, containing a graphic signature, such as an image or a video (banner).
Display advertising promotes visibility. Using this lever, you entrust the promotion of your content to publishers organized in networks and with a large and targeted audience.
In addition, thanks to dynamic banners you can customize your communication based on the target audience.
But the display does not it only has advantages. It is often and rightly seen as very intrusive. Worse still, in case of aggressive or wild retargeting, it becomes particularly polluting.
Therefore, do you have to give way to display advertising sirens to advertise your content? No, if your resources are limited or your leverage is insufficient. There are enough levers to guarantee the promotion of your content in satisfactory conditions.
SEM (Search Engine Marketing)
SEM or search engine marketing aims to improve the visibility of your business through SEO (natural reference) and SEA (paid advertising).
In general, SEM works on 2 complementary time intervals:
- the long term to “turn up” with SEO
- the short term to “drive away” »With SEA
7- SEO (optimization for the search engines)
SEO allows you to position your content for free (unless you go through a service provider), on a series of keywords, which your targets will probably type during their queries on the search engines. Research.
The natural reference is a promotional lever that your content cannot do without. It acts favorably on traffic and, by extension, on reputation, also on the transformation of visits into leads.
But to promote the referencing of your content, you need to take the time to optimize it for search engines, in other words, to carry out an editorial engineering effort.
In SEO, the visibility gains are longer, they are felt over time. But if your goal is short-term, the natural reference is not for you. Invest in SEA, a lever considered more reactive.
8- SEA (search engine advertising)
Unlike free SEO, SEA allows you to gain visibility on search engines through paid advertising actions. The most used auction program is Google Adwords.
The gains in visibility are rapid, immediate, but fleeting. To sustainably maintain this situation, campaigns need to be renewed and multiplied. Situation, which can be very expensive in the long run, making the return on investment casual and difficult. As for advertising on social networks, reserve the SEA for content intended for the generation of leads such as white papers, case studies, surveys and reports that have a premium value.
On a daily basis, French companies use, on average, 4.5 levers to distribute and promote their content. In truth, the number of levers doesn’t matter. In the end, what matters is the alignment between the type of content and the lever that is activated and above all its ability to return performance in line with the expectations of the company.