The article was originally published on LinkedIn in May 2017 by
Barbara Stawarz-García in Polish.
The simple times for creating online content are behind us. Today, in the times when it’s almost impossible to become a pioneer in your industry, effective promotion, content recycling and distribution are becoming more and more important.
Every day we are flooded with content in different formats. Most of it is created by users themselves, and brands struggle to attract our attention. According to MarketingProfs, every minute we publish:
There’s no point in hiding that we’re all tired of all this content. I’ve always said that content marketing is not about creating content factories. it’s not just about creation. Effective content marketing is about giving the consumers what they’re looking for, but also about actually reaching them. It may be in the form of organic or paid campaigns, but most importantly, it has to break through the noise created by everyone else.
Organic means of promotion include:
Paid promotions are:
Promoting content generates website traffic, increases engagement of the target audience and eventually converts our lead (potential client) towards making the purchase decision.
Key areas of content promotion include building reach, then engaging the audience nurturing leads as means for converting them into sales.
If you are facing the challenge of planning an efficient campaign to promote and distribute content as an element of your content strategy, don’t forget about:
Remember that the purpose of your content marketing efforts is to effectively deliver the goals of your strategy.
Don’t be afraid to use clean-cut communication – who you are and what you’re offering – the audience shouldn’t have to figure it out on their own. Adapt the form of content to the level of engagement of your audience (if you’re using marketing automation systems).
Remember! Your content schedule shouldn’t be longer than 3 months. There’s no place for burning budgets in content marketing, so current analysis allows you to validate the effectiveness of your content and set the direction for your future activities.
In order to create less and gain more following, bet on:
From the perspective of Google algorithms redundant content is a sore point, so reusing (in the printed press we would call it reprinting), should be done carefully and in accordance with the good practices which are tolerated by Google.
If you are publishing content again in a different place:
Duplicate content is something that Google really doesn’t like much. So it’s important to be aware of that and follow good practices which will help you instead of causing damage! Remember that:
Well, nothing can replace original content and it makes sense to focus on that. But if you feel stuck and forced to duplicate your existing materials keep the above good practices in mind.
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