Effective brand promotion nowadays is built on a fine fusion of both traditional advertising and digital marketing strategies. Businesses have found that combining proven tactics like live promotional events (press conferences, product launches, etc) and advertisements (through print, radio, and television) produce great results when coupled with modern digital strategies.
With content marketing, brands are able to solidify their position in their industries and among their target consumers. It’s instrumental in enhancing brand and product awareness, and in expanding their customer base. On a grander scale, this digital marketing, when implemented effectively, can significantly contribute in growing a company’s revenues, ensuring brand loyalty, and in establishing its competitive edge. After all, content indeed is king.
Here’s what your content marketing team must do to successfully promote your products and services:
1. Determine your audience
Before thinking of content to post online, you first need to identify the kind of audiences you want to reach. And for brand marketing, this means your company’s existing and potential new customers.
By knowing who your readers are, you’ll be able to create an effective content marketing strategy, and produce a stream of content that are well attuned to your your demographic’s general interests, age, and online shopping behaviors.
2. Identify your goals
Understand why your brand is even creating content in the first place. Will your content be used as a component of your search engine optimization (SEO) tool to increase your website’s traffic? Perhaps it’s to get your reader’s attention and boost online interactions with them. Or is it for encouraging conversions on your ecommerce page? Answering these questions will help you plot the proper steps for reaching your goals, and determine whether those steps yielded the right kind of response online.
3. Choose relevant topics
Your content needs to be relevant to the people in your industry (AKA your intended readers). So you must choose topics that will focus on improving your consumers’ experience with your brand and products. The more valuable the information you dole out in your content, the more people will be interested in consuming your content and interacting with your brand.
4. Pick an effective content form
Content comes in many forms, and choosing the right one for your digital marketing campaigns is crucial. While we’re all familiar with the written content in the form of blog posts and website copy, you may also want to explore other forms if your intended results call for it.
Visual marketing, for instance, has proven to be an effective avenue to pursue, especially for showcasing products and both their features and capabilities. Here, you may decide to create a static image, an animated GIF, or even a full-on video. Similarly, you may even produce a themed series of podcasts to keep your followers engaged.
5. Follow SEO best practices
Unless you’re representing a huge, global brand, discoverability will always pose as a challenge for online content. You may create high quality pieces, but all your efforts will be for naught if none of it reaches your intended readers.
This is where SEO will prove valuable. By including it into your content marketing plans from the get-go, you’ll be able to optimize your content and website for better search engine rankings. This gives your brand better chances of being discovered and read by more people online.
6. Promote content to influencers
To help further spread the word about your content (and most importantly, about the promoted product), you may want to consider incorporating influencer marketing into your content marketing campaigns.
They are relevant authors, writers, bloggers, and even celebrities who can link or share your content to their good number of followers.
7. Promote your content through social media
With billions of users from all over the world, social media is definitely a great platform for promoting your content.
Every time you publish a new piece of content on your website or blog, you can post links to it on your social media feed or on your brand’s social pages. This, however, shouldn’t be the end of your content’s journey on the social web. Once posted, be sure to watch out for Likes, reposts/shares, and comments so you can monitor its progress and engage with your followers.