The content Promotion Plan for 2020
It’s easy to overlook the importance of content marketing, but even the most interesting and relevant content can’t succeed without a strong promotional plan. The best content marketers are always looking for ways to improve visibility and drive more traffic to their sites and blogs.
This article will cover some of the most effective ways to increase interest in your content and get more traffic on each new piece. Keep in mind that it takes time to build an audience—don’t get discouraged if you don’t achieve your goals overnight.
Segment Your Audience
Audiences expect more relevant and personalized content than ever, and creators that offer the same generic content to every reader will quickly fall behind the competition. Segmentation tools allow you to target specific groups of readers rather than treating your audience as a single entity.
Marketers commonly narrow down audiences based on criteria like location, age, gender, and purchase history. A number of marketing automation services offer the tools you need to set up fine-tuned audience segments and send the right content to the right readers.
In addition to personalizing content depending on user information, you can also adjust your approach to match each unique channel. For example, you might use a different tone on Facebook or Twitter compared to email or text. Think about what users on different platforms are looking for and try to create messaging that aligns with their preferences.
You can also implement a wider range of content types including both short- and long-form videos. Research indicates that users on all platforms are more interested in videos than other forms of content. You can use video marketing in a variety of interesting ways.
Use A/B Testing
A/B testing is an incredibly powerful tool in every area of marketing. It has the potential to take your content marketing strategies to the next level. Split tests give you the opportunity to compare results with multiple versions of one ad or even two completely different promotions.
Without A/B testing, it’s almost impossible to identify the strengths and weaknesses in your existing approach. If you’re trying to attract more readers, for example, you can test two different ads to see which one has a greater impact on traffic.
It’s important to only adjust a single variable in each test in order to accurately identify your best option. When you change more than one factor, there’s no easy way to determine which one was primarily responsible for your results.
Use a Calendar
It can be difficult to track every aspect of your content strategy. A promotion calendar makes it easy to view the details of your plan. A typical calendar includes a schedule of upcoming content along with any other relevant information your team needs to know.
With a content calendar, you’ll know exactly how much time you have for each upcoming assignment, helping you stay on schedule and delegate tasks when necessary. Try to stay in regular communication with the rest of your team in order to keep everyone on the same page.
Create Drip Campaigns
Audience segmentation allows you to tailor content to specific sections of your audience, but you can also add personalization by implementing drip campaigns. Drip campaigns target users who have completed specific actions such as reading your content or signing up for your email list.
Most internet users expect a welcome sequence when subscribing to a new newsletter. So it is a good place to start with email drip campaigns. An effective welcome sequence introduces readers to your brand, keeping them engaged and interested in upcoming content.
Build a Backlink Profile
Directly marketing to new readers is the simplest way to increase traffic. That said, a strong backlink profile can be even more effective when it comes to maintaining long-term readership and generating more sustainable leads.
Your backlink profile is the set of links from other websites that lead to your site or blog. These connections help you reach out to people who read similar blogs, and they’re essentially a free source of new leads. While it takes time to develop your backlink profile, this is one of the best investments you can make as a content marketer.
If you’re interested in gaining more incoming links, start by reaching out to other blogs in your niche to ask about guest blogging opportunities. Blogs often allow guest posts as a way to network with their peers and offer a new perspective to their existing readers.
Of course, you should always offer to return the favour when you’re accepted as a guest blogger on another blog. The network of guest posting depends on people allowing each other to post. So you’re more likely to find opportunities in the future if you let other creators write guest content for your site or blog.
Target Multiple Channels
Customers engage with brands and content creators on numerous platforms, so websites that only engage with readers on a single channel often have trouble with outreach. On the other hand, sites and businesses of all kinds get more traffic and revenue when they start advertising on three or more channels.
Moving from one channel to several can feel overwhelming, but marketers now have access to countless applications that facilitate important aspects of each campaign. For example, you might be able to configure automatic messages based on behaviour across multiple channels.
That said, it’s easy to spread your team too thin if you ask them to manage too many campaigns. It’s better to have a strong presence on two or three platforms than to post the same generic content on five or six. Gather audience data to determine which channels are most critical to your success.
Content promotion is more competitive and complicated than ever before, but you can differentiate your site from the rest by making a few simple adjustments. These are just a few of the most cost-effective ways to increase traffic and improve your content marketing strategy.
Author : Evaldas Mockus
Evaldas Mockus is an Experienced Search Engine Optimization (SEO) Specialist with a demonstrated history of working in the information technology and Saas companies. Currently, he is associated with Omnisend, an e-commerce marketing automation platform built for growing e-commerce businesses. Follow him on LinkedIn.