how to make your content easier to promote
TRANSCRIPT
http://www.usermagnet.io | @usermagnetio
How to Make Your Content Easier to
Promoteby Pawel Grabowski Founder and Chief Content Strategist – usermagnet.io
http://www.usermagnet.io | @usermagnetio
80/20
content creation20%
40%
60%
80%
100%
content promotion
???
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Publish content to social media
Email the list
Submit it to Ln groups
Submit to industry sites and directories
Include in Quora answers….
And then …. we spend the rest of the time trying to come up with any other strategy that could work.
80%
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Nowhere in the entire process we actually ENSURE that our content is going to be easy to promote.
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Finish the content Promote the content
Launch the promotionFinish the content Plan the promotion
http://www.usermagnet.io | @usermagnetio
http://www.usermagnet.io | @usermagnetio
4 Strategies to Make Your Content Easier to
PromoteSelecting and including the right influencers
Referencing tools
Featuring other companies as examples
Creating custom visuals for the data
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Selecting and including the right influencers
Influencer Marketing
81% of marketers consider it effective (eMarketer)
The fastest growing acquisition channel (Tomoson)
51% of marketers believe they get better customers from influencer marketing. That’s because the relationship began with trust in the influencer.
(Tomoson)
BUT...
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75% of marketers struggle to identify the right influencers
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Targeting random people
Reaching out to people who would never share your content
Emailing people who have no interest in your content
How this manifests in content promotion?
Picking too big influencers
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To succeed at promoting content with influencer outreach you must select the RIGHT people and DO SOMETHING for them first
Find an influencer Outreach
OutreachDo something for them Select the right person
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OutreachDo something for them Select the right person
They communicate with the same audience as you
You must have access to them directly (i.e. email)
They should have a strong opinion to include and reference
Quote them directly
Reference their site
Introduce them to your audience
Mention the reference
Send the link
Describe why you’ve picked their reference
Outline what you did for them in the content
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Referencing Tools
The #1 thing every online tool needs is….
VISIBILITY
Audience
Investors
Social Proof
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You can use any startup’s need for visibility to drive more traffic to your content
Mention their tool in context
Highlight it as a solution for a specific problem
Include screenshots of their interface / results
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Smaller and growing
The best tools to target are:
Founders accessible over email
Target or help a similar audience as yours
TIP: Try out the tool before referencing to be able to place it in context.
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Featuring Other Companies as Examples
Businesses love visibility too. They also like:
Links
Brand Mentions
Acknowledgement
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Relevant to your industry or niche
When writing a practical content, include examples of companies that did what you describe
Accessible over email
Correctly utilizing the strategy or advice you’re describing in content
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Creating custom visuals for the data
The web’s gone visual.
46% of marketers say photography is critical to their current marketing and storytelling strategies (CMO Council)
34% of marketers selected visual assets as their most important content (Social Media Examiner)
Content with relevant images gets 94% more views than content without relevant images (Kissmetrics)
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If you want more people to share and promote your content, create custom images to support any data you reference.
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Instead
Ctrl + C
Do This
75% of marketers do not create custom data
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Visual content is more than 40X more likely to get shared on social media than other types of content (Buffer)
71% of online marketers use visual assets in their social media marketing (Social Media Examiner)
Content with relevant images gets 94% more views than content without relevant images (Kissmetrics)
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Shares
Benefits of creating custom images
Links – professionals always reference image sources
More visually appealing content
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To Recap
We spend 80% of time on promotion but…
Nowhere in the process we ensure that our content is easy to promote
To promote content, start by planning the promotion, then create content, and finally, launch the promotion campaign
The best ways to embed promotion into your content are: referencing the right influencers, mentioning tools and companies as examples, and creating custom visuals for the data.
http://www.usermagnet.io | @usermagnetio
Questions?Pawel Grabowski Founder and Chief Content Strategist – usermagnet.io
More Questions? Email me at:[email protected]