Earned Media, Influencer Outreach, Owned Media, Paid Media, Social Promotion

What’s the secret to successful content promotion campaigns? Some people might say it’s great content, while others might tell you that great ideas, a big budget or a Rolodex full of influencers are key. All of these elements are necessary but insufficient. They might not even be necessary—you can do great things on reasonable budgets through appropriate media combinations. The key to a successful content promotion campaign is organization and planning. Running a campaign like clockwork, with paid, owned, and earned media working in lockstep is the best way to yield great results. And fortunately for marketers everywhere, it’s not expensive, undoable, or technical – it’s just a lot of work. (But that’s why they pay us the big bucks, right?)

Content Promotion Campaign Best Practices

In our content promotion campaigns at BuzzStream and our work with our clients, we’ve found a few keys to content promotion campaign success:

Bring back the old-School Launch

“Big Bang” launches have largely fallen out of fashion, especially in some sectors like software and consumer products. They’ve been replaced with leaner, iterative deployments. While this is the best approach on many products with high execution and market acceptance risks, it can lead to your content being overlooked and ignored. When you launch your campaign, you want to go as big on as many channels as possible at once. Waterfall planning, exclusives, and embargos, and trying to get the biggest impact are the name of the game. And if you’re in an industry that’s moved away from big launches as a tactic, you can get much of the attention you’d get from a big launch from a big content launch, enabling you to get the best of both continuous agile marketing and big launches.

Work with Partners Early

Working with partners—whether they’re companies with similar audiences, influencers in related spaces, niche publishers, or other groups—is an important strategy for distribution and reach. Many marketing teams get all the way to the end with their project, and then get their partners involved. In our experience, this is the wrong approach. Most strong publishers have editorial and email calendars scheduled out for weeks—if not months—so even if they wanted to drop everything and help you promote your campaign, they would have trouble doing so. Start a parallel process with your partners to investigate interest and get soft commitments to promote it while you’re creating content. That way, you can get spots on editorial calendars in advance, as well as involve your partner in the creation of your content. Scientifically, diverse groups of people make better decisions than individuals, and we all need all the help we can get.

Calendaring and project management is important

If I could only have one content promotion tool, I wouldn’t choose an acquisition channel, an owned media tool or even a great outreach tool like BuzzStream. I would choose Asana, Basecamp or another calendaring and project management system. Organization and making sure content, secondary content, and paid, owned, and earned media placements all come together in a natural way are important to a successful campaign. The best way to make this happen is to use a project management tool. Here at BuzzStream, we use Asana, with its related Gantt chart tool Instagantt, to keep the trains running on time.

Make sure things can fail while you still succeed

Often we see programs built around hope-based strategies: “If only my piece goes viral on Twitter/Gets picked up on Mashable/Goes big on inbound.org.” The general problem with any of these “one major thing works very, very well” strategies is that they create a whole lot of risk. And if you’ve spent weeks or even months on a piece of big content, pinning its success to one channel or placement is dangerous. Instead, I’d invite you (or challenge you, even) to map out a campaign where you fail—a lot—and still succeed. By using multiple channels and strategies you can still be successful, achieve a positive ROI and get your content seen and shared, even if the “big” influencers don’t pick it up.

Manage internal and external expectations

Managing expectations is another key part of content promotion success. Everyone you work with needs to understand:

  • These things take time, and effective campaigns need to be planned weeks and months in advance.
  • The likelihood of everything working as planned is not high. However, with flexibility and hard work, you’ll be able to get enough working to make the project a success.
  • The ROI of big content is not strictly one-time—it’s the gift that keeps on giving. If you’ve created your big content and ancillary pieces correctly, they should continue to drive search traffic back to your piece, creating a constant flow of new customers.
  • Additionally, the piece can be shared with leads and existing customers, increasing customer loyalty metrics like retention, lifetime value, and/or average order value.

Failing to plan is planning to fail

Content promotion projects will go off-course without great planning, organization, and expectation management. If you don’t plan your campaign from the get-go and simply throw everything together at the last minute, you’re inviting failure. By contrast, if you plan your launch, work with influencers and partners from the beginning, stay organized with a detailed calendar and manage your risk, you can set yourself up for content promotion success. Image credit: NASA’s Marshal Space Flight Center.

Sponsored Resources

Want more resources

View all Resources




Trending

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.