Blog posts, advertisements, newspapers, magazines, books, emails, social media posts, messaging, videos, television, radio: we are a nation saturated with content. So much so, that in just one minute:
– 18 million text messages are sent
– 4.3 million videos are viewed
– 481,000 tweets are posted
– 187 million emails are dispatched
– 3.7 million searches are entered into Google
One thing’s for certain, we’re online and we’re receptive to content. But, with so much content competing for our attention, how can you make sure that your copy rises above the noise? Today, if you’re seeking awareness and recognition, it’s not enough to write something stellar, you’ve got to devote some serious time to promoting it.
In this blog, I’ll provide you with a few pivotal promotion pointers to help your copy get noticed whether you’ve got days to devote to it or just a few hours.
If you thought the key to a successful content strategy depended solely on the quality of the copy, you’d be mistaken. Why? Although the calibre of the content is important, alongside other significant factors such as the accompanying photography, the inclusion of an influencer, the use of keywords and the headline, creating it should only take a small percentage of our focus. According to the 80:20 rule, we should spend 80% of our time promoting digital content and a mere 20% actually crafting it.
How do you promote your content efficiently and effectively? With over 3.3 billion people active on social media, owning an average of 5 social media accounts each, social media seems like the best place to start!
Here are some top tips for reaching this growing audience.
Best time to promote: Wednesdays and Thursdays noon-2pm.
There are several ways you can promote your content on Facebook both organically and inorganically depending on your marketing budget.
Organically- If marketing money’s tight, you can still make an impact on Facebook. Simply create a series of posts to promote your content and schedule these in across the week. These posts could include enticing quotes, infographics, eye-catching images, a question etc.
Paid- If you’ve got a little cash to splash, you may consider boosting a post or creating an advert using Facebook Business.
Ever been busy browsing through your Facebook news feed and all of sudden a really interesting article pops up out of nowhere? This is not a chance find. The likelihood is that this particular post has been boosted.
Boosting a post is a super easy way to promote your content and expand its readership. To boost a post, set your budget, choose your demographic and click “Boost Post”.
Facebook ads are an effective means of promotion because:
As people scroll through pictures of their friends and read streams of status updates, you want your content to appear. But, you don’t want your piece about engineering cropping up on someone’s Facebook feed who has little to no interest in the subject. Facebook adverts help you to get your content in front of the right people based on location, interests, behaviours and demographics.
Facebook have created a range of advert formats to help stop people in their tracks. From picture carousels and videos to stories and playables, there are lots of dynamic ways to engage with people online.
Tracking how well an advert has been received makes good business sense. To monitor success and improve your future campaigns, keep an eye on Facebook’s handy insights which cover everything from advert reach to click-through rates.
Best time to promote: Wednesdays and Thursdays 3-4pm.
While Instagram, a hub for photographs and videos, isn’t always the best platform to promote the written word, there are a few things you can do to encourage people to read your labour of love:
Infographics are an Instagram-friendly way to give your audience a grasp of what your content is about. Want to create your own infographic? Canva is a useful tool to help you create infographics of all shapes and sizes.
Don’t be camera shy, if you’re looking for a new way to promote one of your blog posts on Instagram, take a stylish picture of yourself and let the digital sphere get to know you, content-creator extraordinaire.
Let your audience get the insider’s scoop by posting some behind the scenes snaps of what inspired your content (everyone likes to feel like a VIP).
Best time to promote: Fridays 9-10am.
We all love to learn something new, it’s human nature. To entice readers to engage with your content and want to find out more, take bite size quotes and facts from your piece of content and use them in your promotion.
Love them or hate them, hashtags help your content get discovered. If you’re new to hashtags, here are some top tips to get you started:
Stand out from the humdrum by including an eye-catching image with your tweet. Make the most of this image by making sure that it’s high-quality, colourful and relevant to your content.
Best time to promote: Wednesdays 3-5pm.
Increase your LinkedIn engagement by following these three top tips!
It comes as no surprise that the more often you post about your content, the more reach it will get and with it, the more engagement. However, it’s important to be clever about when and how often you’re posting: you want to get your content in front of as many people as possible without annoying users with incessant and samey updates. As a general rule of thumb, post once in the morning during weekdays.
Chances are you have both a personal profile and a company profile on LinkedIn. A simple way to boost the visibility of your content is to share it on both of these profiles.
LinkedIn’s own publishing platform Pulse is a great place to distribute and promote your content. Whether you’re reposting articles from your website or creating original pieces, publishing your content on LinkedIn Pulse will give it more visibility. If you are reposting an article from your blog, gain extra impact and website traffic by letting the reader know where the piece originally featured accompanied by a link. For example: ‘as originally seen on the Progeny PR blog”.
If you need help promoting your business through social media, on/offline PR or blogging, email us at firstname.lastname@example.org or give us a call on 0333 444 1163: all good things start with a conversation.