Promoting your content is as important as having quality content. If you are not able to deliver your content to the right place at the right time, it will not deliver the value it is supposed to. Previously, we discussed some free ways to market your content. In this blog, we will be focusing on paid content marketing (also called paid promotions).
Paid promotions are highly rewarding for gaining engagements, however, organic efforts made by companies retains value over a long term.
Paid promotion includes a variety of techniques, from display ads, paid social marketing and paid searches, to content distribution networks through which you can promote your content.
Before you start with paid promotions, you must allocate a budget to spend on the campaign. Setting a budget helps you identify which channel is qualified for you and which targeting approaches you can focus on.
These targeting approaches include:
1. Paid Social Media
Social media is a hub of content where users spend the majority of their online time every day. So, paid content promotion for social media is usually more effective than other sources. It is better to separate a large chunk of the budget for content promotion on Facebook, Instagram, Twitter, and other social media channels.
Most social media platforms give you the option to customize your target audience, which is beneficial because social media platforms are actively tracking user behavior. For example, if you have recently searched for baby products, prepare to see an ad on Facebook regarding a shop that will be selling them.
To create a new ad campaign on Twitter, you need to click on your account’s avatar and click on Twitter ads. Like Facebook, Twitter also allows you to create campaigns based on your goals & objectives.
For example, if you want to drive people to your website with your content, optimize your campaign for website clicks or conversions. This will provide you maximum value-for-money, as you will be charged specifically for clicks to your site.
Next, you can consider identifying, analyzing and revising your targeting methods from time to time. Twitter regularly releases new ways to target users on their network. As a beginner, you can try out a few of them and see what works best for you.
Additionally, when designing your ad, include images or videos to get more impressions and engagements from users. If you have a decent sized budget allocated for your campaign, run more than one ad in each campaign, testing different creative elements and call-to-action methods.
With this, you can evaluate what worked and what didn’t, and prepare your strategies accordingly.
2. Paid Search
Paid search ( also called Search Engine Marketing) includes putting your ads on a search engine’s result pages. This technique comes in handy when you want to get your content in front of customers when they are about to make a purchase decision. Two of the most common tools that are used in paid searches are Google Adwords and Microsoft’s Bing Ads.
SEM functions better as a responsive advertising mechanism. It goes beyond simply linking users to a site, but also encourages them to take specific actions, such as signing up for a trial version or downloading source materials..
The first step for SEM is building a keyword list relevant to your business. When prospective customers are searching for these keywords, your ads will be shown to them. Several tools like Wordstream’s Free Keyword Tool and chrome extensions like Keywords Everywhere are useful for researching relevant keywords.
As per your ad budget, you can choose the kind of ads you want to run. An exact match ad is one in which the user’s query must exactly match the keywords you run your ads for. This type of ad provides strict targeting at a low cost per click (CPC) and lower traffic volumes. A broad match ad brings more traffic volume, but has a higher CPC and looser targeting. While it does generate more traffic, it might not be the kind you are looking for.
The next step is to create a compelling ad copy that is as specific as it can possibly be, as users show intent by searching for very specific search items.
If you are providing gated content (content which requires a step as an initiation from readers eg: asking them for their email addresses), let that be known in your ad text. However, make sure you emphasize that they will be getting exclusive and informative content that others will not.
Lastly, once you have engaged with your prospective customer and convinced them to click on your ad, you need to drive traffic to a relevant landing page. Make sure you deliver what you promised on your ad. Do not redirect them to a generic homepage as this will cause a majority to lose interest and leave.
3. Display Ads
Display advertising is defined by banner ads that appear in specifically designated areas of a website or social media platforms. While plaintext ads can be run, you can get much more out of your campaigns if you use images, videos, or animations that grab the attention of users.
Banner ads are distributed across the web using an ad server like Google Display Networks, which shows AdWords ads. Display ads are often used for retargeting, where a user who has previously visited your site will see ads for your site while they are surfing elsewhere on the web.
For example, if you have looked at a specific microwave oven in Daraz, you might come across related ads while you are reading a blog, an online news portal, or even in email newsletters, depending on how the ad server is working with several other sites.
There are various ways in which you can retarget, an audience. It can be based on time period, frequency, or even specificity. Retargeting, like paid searches, is used to get direct responses or actions from your audience. So, it can be used to generate highly qualified leads.
To start promoting your display ads, figure out your target audience first. For example, one way to start promoting new content would be to use Pixel-based retargeting, which is a way to re-display your material to any anonymous site visitor.
Once you track your audience, offer them ads promoting relevant and unique content. When you design an ad, creative assets are very important. Make sure you ads stands out from the crowd and has a clear call -to -action. In display ads, it is important to use colors that pop out, or images that will stand out to get more engagement from the users.
4. Email marketing
In content marketing, you need to offer your audience a way to get regular updates about your content to make sure they keep coming back. This accelerates your brand building process.
One way to do this is by collecting email addresses via a specific CTA. You can also send monthly newsletters to people who have expressed an interest in your content, summarising the highlights of what has happened since you last published.
FeedPress is an inexpensive solution for email marketing. It offers basic analytics so you can track your subscribers and the progress of your work. It also provides a customizable newsletter template that you can use to make your emails fit your brand.
If you are regularly producing content with the same format, (like a series of blogs), you can also set up an RSS (Rich Site Summary) feed that will allow your readers to subscribe to your updates automatically.
In order to avoid legal complications as well as agitated reaction to your marketing, make your email subscription opt-in and do not make them compulsory to gain access to other areas of your site. Not only will you be flooded with false email addresses, you will also not get qualified leads for your effort.
5. Content Distribution Networks
Content distribution networks are quickly becoming powerful tools for engaging new audiences and expanding the reach of creative content.
This method of online advertising provides content that is within the context of a user’s experience, making the native advertising feel less intrusive and more like part of a discovery process, while also increasing the odds of users clicking through to your site.
For content creators, this channel is effective for improving the end user’s experience, increasing ad impressions, improving conversion rates, and strengthening customer loyalty.