No doubt you have good content that deserves mass attention but unfortunately, your content has not reached many people. With enormous competition in the digital market, just having content is surely not enough. There are thousands of content similar to yours on the internet.
How to outstand all of those contents? – is the challenging question.
A content strategy should have a plan to promote your content so that the right people can get their benefits. When you promote your content effectively, you’re multiplying your audiences with every content you publish.
In fact, if you’re able to figure out the right time to publish the content, you’ll get the result as expected.
Tips to promote your content effectively
A successful content promotional plan is that which talks about the interest of your ideal audiences and has got most of the eyes. Of cause, it won’t be easy to get the expected number of traffic in all of the content but you can improve the performance of one content which you consider best and should get noticeable with a promotional plan.
Here is how you can create a promotional plan,
1. Identify the content to promote
You might have content that has been underrated in digital channels but has the potential to perform well. If you don’t have that sort of content then start creating one which resonates with your audience as well as your business.
When you’re creating content, don’t neglect to do keyword research, competitor analysis, and make it reader-friendly. The only goal here is to link your targeted audiences with your business in a convenient manner at the right time.
Let’s clarify with an example,
Suppose you own a pet shop and you want to promote content related to dog food. You can create content including, type of dog food, a brand you’ve available, pricing, and any offer your dog shop has. Remember to make it reader-friendly.
2. Select the online platform to share content
When you create a plan to promote content, you need to specify where your audiences are getting connected with your content. It’s important to know which platform (SEO, social media and refer) is driving more audiences.
Promote your content on that channel through which you have a maximum change to expand your business. But ensure to customize your content depending upon the channel you finalize to promote.
Continuing the example,
Let’s say Instagram is driving more traffic. So you share your content related to the dog food on Instagram. Make sure you share your content as Instagrammer does. But that doesn’t mean you push your promotion in other channels. Continue promoting in other channels but don’t miss promoting any content on Instagram.
3. Segment your audience
Once you know which content you want to promote through which channel, all you need to do is segment your audience. Audience segmentation is a powerful practice when promoting content across an online platform.
Audience segmentation is the process of categorizing the audience in segments based on certain criteria. When segmenting, you always need to keep your personal in priority and categorize them according to their interest, demographics, and geographical area.
Segmenting may vary from business to business, so categorize your audience accordingly.
Let’s clarify this point with the previous example,
As you want to promote your content related to dog food. Obviously you want your content to reach dog owners, not other pet owners. So what you need to do is, you separate a group of dog owners from the rest of the pet owners and share the content with them. Doing this you’ll get in touch with the right audiences.
4. Promote content at the right time
You can know when to promote your content only if you interact with your audience. There are plenty of social media platforms where you can communicate and introduce your business in the online market.
You can talk to your audience with messaging apps like Facebook messenger, Whatsapp, Viber. Other than this you can also use a bot to answer their question.
While interacting you’ll get the opportunity to know what they want to be informed about at a particular period of time. When you’re the first at identifying the opportunity you get high probability to create authority.
5. Republish the content
If you already have content that has not brought the expected number of traffic then republishing that specific content can be the right decision. Do consider all the points mentioned above while you republish the content.
Go through the content critically. Look at the flaws that can be covered. You may remove the meaningless sentences and replace them with meaningful ones, add images and links to make the content reader-friendly. Besides this you can adjust heading, try making it short, informative, and catchy.
How to determine which content is performing well?
If you’re having trouble identifying which content can get the opportunity to perform well then there are many tools available to help you. You may use webpage matric and social media matric to determine which content is performing at what level.
This matric shows how your content is performing on your website. There’re track page view, traffic source, bounce rate, referrals, and keywords ranking that works together and lets you know how many audiences are reacting to your content.
- Track page view: It measures the effectiveness of your content on bringing new visitors and retaining existing visitors.
- Traffic source: It measures which source is bringing how much traffic in your content.
- Bounce rate: It measure whether your content is meeting the expectation of your readers. Longer your reader stays in your content, higher the chance to get rank in search engine.
- Referral traffic: It measures how well the backlink is working in your content.
- Keyword ranking: It measures how your content is ranking for the chosen keywords.
In order to analyze the webpage traffic matric, you can use the SEMrush tool.
Consider using all the measures to identify which content is performing at what level in the search engine. If you figure out that there is content that can perform better then you may use the above-mentioned tips to improve its performance.
Social media matric
It is used to analyze how the content is performing on social media platforms. Reach, impression, engagement, and click-through-rate are used to understand the performance of content in social media.
- Reach: It measures the number of people who have viewed the content.
- Impression: It measures the total number of times the content has been viewed.
- Engagement: It measures likes, shares, comments, retweets on the content.
- Click-through-rate: It measures the percentage of people who clicked on the link in your post.
You may prefer using BuzzSumo to measure the performance of your content on social media platforms.
If you are wanting to enhance the performance level of your content in the social media examining reach, impression, engagement, click-through-rate can really help you. When you post on social media, it important to determine when to post the content.
Definitely creating content is a big deal, but promoting content is the challenging part. If you want to promote your content effectively you need to put more effort then creating it, as the market is being very competitive.
I hope this article is effective enough to guide you to promote content in an online platform.