Content reach… Grr. Ugh. Sh*t.
It’s become a bit of a problem, hasn’t it?
Your recent masterpiece is the most helpful content you’ve ever published. You know it. But no one else does. Why? It’s found no audience—or no audience has found it.
This is the dirge of millions of content marketers around the world (sung to the tune of Sgt. Pepper’s Lonely Blog Post Band).
You absolutely poured yourself into the content planning process. You did deep audience research and your content marketing strategy is locked and loaded. The most talented creative team tackled the assignment. Still, it’s drowning in a sea of content noise.
Content marketers, especially those joining the content party in the 2000-and-teens years, are learning how hard it is to find an audience.
Content reach calls for a content promotion plan
Most marketers post content on their blog then dispatch a few updates via their social media networks. If this strategy isn’t working for you (it works for very few), you need to do more.
Of course, you’ll have a unique set of objectives and how they map to your marketing process will also be unique. So, like everything in digital media, you’ll experiment with different tactics, measure, and refine.
To begin with, it’ll be helpful to understand the nuances of paid, earned and owned media and consider investing time, energy, and possibly, money, into all three.
We’ll take a look at each and dig into a heap of tactics that might serve your content promotion plan.