5 Deadly Sins Of Content Promotion
The long hours of research and writing are over, and your blog post is finally published. Job well done, right? Not quite. Now it’s time to use your content marketing strategy to get your post in front of as many eyeballs as possible.
A hot way of doing that nowadays is through paid social promotions. Marketers are turning to this tool because their audiences are on social media platforms and they can get their target audiences to share their content with more and more people. Essentially their target audiences are doing most of the work for them, but the marketers are reaping all the rewards.
Unfortunately, most marketers get it wrong…horribly wrong. They don’t fully understand how to use this tool, so they end up spending lots of money on these paid social promotions and getting little in return.
I’m assuming that’s not what you want. You want this process to work for you. You want to spend a small amount of money but still get awesome results.
Below I’ve laid out the five deadly sins of content promotion. Steer clear of these five no-nos and you’ll have a much better chance of success when using paid social promotions.
1. Promoting Any & Every Piece of Content
Only promote the very best content you produce. You may produce lots of content, but that doesn’t mean every piece of content is great and worth your time promoting. Poor content doesn’t convert, but also hurts your brand credibility, so don’t do it!
2. Not Hyper-Targeting Your Audience
When setting up paid content promotion campaigns, most markets go too broad when targeting their audience. For example, if I were working for a client in the travel space and am promoting a Quiz about Disneyland Attractions, targeting people ages 18-25 who claim they like “travel” is probably too broad and won’t convert very well.
On the flip side, if I targeted people ages 18-25 who claim they like “Disneyland Resort” (still kind of broad), the chances of that piece of content converting and possibly going viral, increase dramatically. This is called hyper-targeting, building the smallest target audience as possible to increase conversion rates and shareability.
3. Not Split Testing Audiences
Don’t be afraid of setting up multiple campaigns to target different audiences and find out which campaign performs better. After letting each campaign run for an allotted amount of time or an allotted amount of budget, you’ll see which one performs the highest, and then you can increase your budget and maximize your spend with that campaign.
4. Not Split Testing Ad Copy & Images
As with any type of online marketing campaign, you need to split test ad copy and images. Images drive more interest in your content than you might think. Audiences like images. Images generate more engagement, which is exactly what you want.
Think about yourself and how you consume and share content. Are you the person who reads and shares content that’s just a 1,000-word post? Or are you the person who reads, likes and voluntarily shares a post across all your social media platforms because it used relatable (and maybe even funny) images to break up the text? Most likely you’re the latter, and so is everyone else.
5. Not Optimizing For A Goal
Unless you measure your success by number of page views, time on site, pages viewed per visit, etc., you won’t really be able to tell how your campaigns are doing without optimizing for a goal.
You absolutely, positively must optimize for a goal, even if your goal is simply a newsletter signup. Some worthy goals you might optimize for are increase ebook downloads by 50%, increase mobile app installs by 25%, increase inbound leads by 10%, increase sales by 7%, and so forth. As long as you have a trackable goal defined, you can optimize for it.
Paid social promotion can be a useful, smart tool to get your content seen by the right audience. But if you ignore any of these five deadly sins, then you’ll end up like those marketers who get it wrong, spending lots of money and getting little return. Be a smart marketer and use paid social promotions correctly so your content promotion efforts are successful.