Join Dayna Rothman for an in-depth discussion in this video Promoting on social, part of Content Marketing Foundations (2015).
- One of the most important channels that you can promote your content on is social media. Social media is a great place to promote all of your new content. So, let's go over some key tips for social media promotion success when it comes to content marketing. Number one: Don't take yourself too seriously. Remember that social media is a place where people congregate to share their thoughts and ideas and it could be a personal network that you're sharing your content on. Number two: Organic isn't enough on its own and don't be afraid to pay to boost your presence.
It's one thing to post your content organically through your social channels, but you want to put a little bit of paid boost behind your content in order to optimize it for conversion and get it seen by a lot more eyes. Number three: Focus on valuable content and solid offers. Number four: Create strong calls to action when you post a content asset. Make sure your audience knows exactly what to do, whether to download an e-book or share an infographic. Number five: Always provide value.
Make sure that the content that you're posting on social media is educational and helps your audience do their job better. And number six: Never forget that social is a two-way street Make sure that you're constantly listening to your audience and taking their feedback into consideration. So, let's go over all the different social networks and different ways that you can promote your content on those networks. Let's start with Facebook. Facebook is a great place to promote your content. Facebook is a highly visual medium and so it lends itself very well to content promotion.
You can promote your content through organic posts on your company page. You can also promote those posts by putting some paid ads behind each of those organic posts for additional boost and lift. You can create Facebook ads that appear on the right side of your newsfeed. You can promote your content by creating custom cover photos that appear in back of your profile image like the one that Captora has created in the example. You can also create apps and tabs and that would also appear on your business profile page and somebody could click on a tab and download a content asset by filling out a form.
So now, let's talk a little bit about Twitter. Twitter is a very fast moving social network and also a great place to promote your content. You can promote your content via organic tweets from your business twitter profile. You can promote those tweets using paid ads. You can also promote your content hashtags by using promoted trends where you put paid spend behind those hashtags so that they're more easily searchable by your network. You can also use twitter Lead Generation Cards where you can actually have somebody fill out a form through twitter using their information and they can download an e-book.
And that example is on the right hand side from Marketo where it says "Click the button below to get the e-book." Twitter pre-populates their information and so you can get that and put it into your marketing automation tool. Now let's talk about LinkedIn. LinkedIn is particularly useful for the B2B market as people are generally on LinkedIn for business purposes. Here are the different ways you can promote your content through LinkedIn. You can use LinkedIn updates from your company page. And then you can sponsor those updates to get additional reach and visibility.
You can create LinkedIn ads which appear on the right hand side of your LinkedIn profile. And you can also join LinkedIn groups that are relevant to your particular topic and promote your content through those groups. Next up we have SlideShare. SlideShare is the perfect place to promote your visual content such as slidex and infographics. You can also optimize your SlideShare postings for search engines by using keywords in the descriptions. SlideShare also offers the opportunity to include Lead Generation forms that sync automatically with your marketing automation tool so that somebody has to fill out their information in order to download one of your content assets.
And you can also appear in the featured presentations on the homepage as well. Now let's talk about Pinterest. Pinterest is also a highly visual medium that's great for promoting types of content like infographics and slidex. On Pinterest, you can share your content and engage your audience by creating boards and pins. Pinterest is particularly great for the B2C audience but also works well for B2B, especially if you're creating a variety of visual content. So now that you have your content published on your website and selected, it's time to determine what social channels work best for each content asset.
Note that all social channels won't necessarily work for every single content piece so be very particular where you post your content. But take your content posted on social media and engage your audience.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance