You’re already creating great content. Data-backed and keyword-driven content optimized for your local market and target audience. You’ve diligently developed a strategy to share this date-based content marketing strategy too, with organic traffic coming to your website and on your social media channels. So, is it working? Are you getting the results you expected and the traction you want? If not, it might be time to focus on paid content distribution.
Marketers can usually create great content to share with 2 important audiences – the audience that’s owned and the one that’s earned. Your owned audience consists of regular visitors to your website, blog and social media profiles, in addition to subscribers on your email lists. You reach your earned audience through free media exposure like when your blog post goes viral or you get a mention in an influencer’s feed.
There’s another audience your can get in front of though, with just a simple shift of your marketing budget. Through efforts in paid content distribution, it’s easy to connect with buyers who may not have had the pleasure of meeting you yet, but would likely find what you provide valuable.
The world of paid content distribution can be confusing and overwhelming, and there’s a learning curve for sure. But, if you can master the marketing tactic – or hire someone with expertise to do it for you – you’ll see an increase in your ROI.
Here are some of your options for paid advertisement of your Paid Content Distribution:
Paid Promotion on Social Media
Paid content distribution on social media is one of the first ideas that comes to mind for many marketers dipping into their budget to be seen. That’s because it’s familiar and easy, and it works. Since you’ve probably noticed other companies paying to have their content distributed on Facebook, why not start there and do the same?
Facebook’s big advantage is that it lets you reach a wide range of localized audiences. Your Facebook ads can target consumers across most markets locally, in fact. You have the choice of traditional ads and sponsored updates. Sponsored updates begin as simply an organic post on your Facebook profile, and then you can “boost” the post to reach your target audience (within your budget, of course). The capabilities with Facebook paid content distribution are nearly endless.
In addition to Facebook, consider capitalizing on trends on Twitter. Twitter allows you to find out what buyers are talking about right now. Push your paid content to Twitter users when you’re promoting an event, something seasonal or recent news. You promote a Tweet in a similar way to how you boost a Facebook post. It’s easy to set budget and location parameters on Twitter.
LinkedIn is another social media channel that’s perfect for paid promotion.
While social media paid content distribution will get you far, your overall marketing strategy should also include:
- PPC Ad Networks. Aside from social media paid content distribution, PPC marketing might be the most common way to boost brand visibility online. Promoting your content through a PPC structure entails attracting clicks on your ad and then paying for each click.
- Search Ads. When potential buyers look for something they need on the web, they typically start with a search engine. Search ads require you to determine the keywords you’d like your advertisement to be associated with. When a user searches with your chosen keywords, your ad shows up (you need to pay each time your ad is clicked).
- Publisher Partnerships. You can promote your content on publishers’ sites and see great success. Many publishing channels lend their partners vast amounts of resources to produce quality branded content at great scale. This type of paid promotion comes at a hefty price, so it might not be something you want to do when you’re starting out.
The goal with paid content distribution is to get your content in front of the eyeballs of those most likely to consume and share your content. To find out more ways to do this, contact Galileo Tech Media.