Six Tips For Content Promotion

Scott Lambert


It is widely known that content marketing is one of the most effective ways to reach new customers; however, although many people now know how to create good content, few know how to promote it.

Without effective promotion this content may as well not exist, so what can be done? These six tips are designed to help those trying to improve their results.

  1. Research customer activity. Any successful marketing campaign starts with understanding its target market and this is no different when promotional content is the focus. It is important to know which social media platforms customers use and which blogs they read. A survey with a prize offered is a useful way to get this information, or it can be estimated from demographic data.
  2. Invest in personnel. It is important to have staff members with the right skills and natural abilities to do the job of content promotion well, in addition to doing the writing. This may mean needing two different people or, as the business grows, a dedicated team. In the meantime, bringing in contractors can provide more flexibility.
  3. Develop a strategy. In order to build up an effective campaign, content needs to be promoted consistently across different media but in a way that accounts for the strengths and weaknesses of each. Short but wide-reaching campaigns tend to be the most effective and do not test user patience.
  4. Pick the right times. Each promotional medium has a different ideal time to publish to reach the maximum number of target customers. A well-planned campaign can stagger posts to reach users as they move across different media over the course of a day.
  5. Personalize promotion. By focusing on small groups of potential customers, it is possible to build loyalty in niche markets. Posting content on niche blogs and promoting it through related forums or with affiliated Twitter hashtags is one good way to approach this.
  6. Build a brand. Every content-focused post should double as a brand builder by using the company name or associated phrases or images. This is not about promoting the brand directly but about building customer familiarity with it; therefore, the hard sell should be avoided. Well-written content should always feel like a gift to the reader and not like an advert.

Once users grow familiar with getting good content from a particular brand, they will come back for more. The next step is to focus on shareable promotional material so the users can do the job of promotion themselves.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Content Marketing

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