For many years organic traffic was everything you needed for successful content distribution. However, as the competition for the search terms and audience attention grows, other elements of content distribution and promotion must be considered. In today’s blog, I wanted to discuss 4 important steps you need to take to make the content promotion process effective.

What traffic sources are available?

Using various sources of traffic help to maximise your leads, conversions and traffic. To amplify your digital marketing strategy consider using the following:

  • Social media
  • Organic
  • Paid search
  • Display
  • Direct
  • Referral
  • Email

Step 1. Define your goals and KPIs

This step requires setting realistic and measurable goals. Consider answering the following questions:

  • What are you trying to accomplish?
  • What reaction do you expect from your audience?
  • What channels are currently available?
  • What channels and content are currently the most effective?

The table below shows what KPIs can be used when planning your content distribution.

Step 2. Map your customer journey.

Understanding your customer journey to conversion is crucial in content promotion. What stage of the journey your customer is at determines what channels and content you should use. Consider doing the following:

  1. Define your customer journey
  2. Identify gaps in the current content or channels
  3. Add content or distributions channels that were missing
  4. Measure performance and optimise regularly

Customer Journey can be divided into the following stages:

Awareness stage

At the Awareness stage, the content should increase brand awareness and encourage the audience to research your product. The best delivery channels at this stage are:

  • Paid social and paid search
  • Influencer marketing
  • Digital PR (press releases and media coverage)

Consideration

At this stage, your audience is aware of your product. So, your main goal is to ensure that the content is both informative and answers and key questions your audience might have. You should consider using the following channels:

  • Organic social
  • Paid search and programmatic
  • Mail marketing and lead nurture

Decision

When the audience is ready to make a purchasing decision, your content should convince them that they’re making the right choice. Delivery channels at the decision stage include:

  • Paid social
  • Paid search
  • Influencer marketing
  • Lead nurture and email offers

Advocacy

This stage involves re-engaging with your audience and offering further support. Frequently used advocacy stage channels:

  • Organic social
  • Email marketing and Lead nurture

Step 3. Choose your channels

At this stage, it is crucial to understand what channels can reach your audience.

Step 4. Add content or distributions channels that were missing

The content type will depend on different factors such as your audience industry goals, and more.

Let’s look at the example of how to drive Traffic on Social. Organic social content engages the audience with your brand and builds community. Paid social content should enhance the organic efforts and increase awareness of your brand.

Examples include:

  • Contests
  • Giveaways
  • Exclusive communities or groups
  • Chats/discussions
  • Video (promotional, and non-promotional)
  • Referral programs

Effective Social Media distribution is crucial when implementing your digital marketing strategy and connecting with your audience and customers. Contact Immediate Future today to learn more about how to promote and effectively distribute your content in social and grow your business.

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