With so many brands doing content marketing, the amount of information and content on the Internet has exploded. In fact, according to Mark Schaefer’s book, “The Content Code,” in 2020 there will be five times more information on the Internet than what was on it in 2015. That’s his conservative estimate, too.
The early adopters and innovators of content marketing could rely almost solely on organic search and social media to drive the visibility needed to maximize engagement, leads, and, ultimately, revenue. A marketer could literally “build it and they would come.” That began to change this decade because of the proliferation of so much information and content on the Internet.
No longer can most brands just “build it and they will come” organically, and many have figured this out. This is precisely why content promotion through earned and paid media is experiencing rapid growth in adoption.
Content promotion focuses on getting the right content in front of the right people at the right time in the right places in order to maximize prudent visibility and engagement. For this reason, industry experts recommend spending at least as much time and budget, if not more, on content promotion as on content creation.
In fact, according to Ben Young, CEO of Nudge, for every dollar spent on the creation of a television commercial, $5 is spent on its distribution and promotion. In 2013, content marketers barely spent $0.15 on promotion for every $0.85 spent on creation. That’s a far cry from television. However, this mindset is changing rapidly, and budgets are being challenged to address the need for promotion.
Brands that use content promotion do so to achieve various business goals like increasing traffic, leads, and/or revenue—all while strategically guiding prospective customers through the buyer’s journey. A successful content promotion strategy takes into account not only the target audience but also the unique promotional needs of each content asset.
Top Content Promotion Challenges
Getting the right content in front of the right audiences.
How to determine which content drives the highest quality and number of leads.
How to decide when, where, and via which media to promote content; and further, the proper mix (out of billions of potential combinations) to ensure the best engagement.
How to manage and scale the targeting, distribution, and optimization of carefully crafted content.
How to measure effectiveness and prove the ROI of promotion efforts.
This post is about: native advertising, native ads, native advertising metrics, native ad platforms, native ad mistakes, native advertising best practices, programmatic advertising, programmatic native advertising, customer experience, customer engagement, and content marketing.
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