If your business blogs or creates sponsored content, you probably know it takes time to get noticed. There’s competition, Google’s algorithms — and just the time it takes for SEO to kick in.
The good news is, you don’t have to sit and wait. In fact, you shouldn’t, says Claire Charlton, a client content editor here at Zoe Marketing & Communications.
“It’s not a ‘build it and they will come’ experience for content,” she says. “You have to build it and you have to promote it, every way you can.”
At Zoe, we’ve crafted content for clients in the metro Detroit and Chicago markets for 15+ years. So, I connected with Charlton — along with marketing analyst Carlos Figuera and sales director Michele Potts — and my own experience as Zoe’s blog writer to pinpoint four key content promotion strategies:
- Social media (organic and paid)
- Email marketing (organic and paid)
- Strategic content partnerships
- Programmatic native advertising
Knowing how to promote content is essential to amplifying the value of your stories. With these insights, you’ll feel empowered to start giving your content a well-deserved boost.
1. Social media (organic and paid)
Facebook and Instagram are often great starting points, as they have the most members. But also consider LinkedIn or other platforms that connect with your audience.
Organic social posting
If you’re not already, get active on social media. It’s a great place to begin posting your content. Frequency guidelines vary, but start with at least once or twice a week.
When it comes to this free or “organic” posting, though, focus on giving value. I’ve found unless it’s a super compelling topic, it’s a “big ask” to get people to click a link on social.
So give both: Summarize and personalize your content (graphics are great), and include a link if they want to learn more. Here’s a sample Facebook post by marketing platform Semrush:
I could click the link. But I also get a nice slice of information as I’m scrolling (which I might even save to visit later). Either way, it’s building visibility and trust — vs. a “click this!” approach.
“One of the best ways to share content is through a personal connection,” Charlton adds. “Isn't it nice to receive something of value in your network, even through LinkedIn, because it's personalized to you and your needs?”
Photos can help, too. Here’s a LinkedIn post I did for Zoe that includes an image of five of our team members that received higher engagement than most:
You can also read more about the benefits of using a women-owned marketing agency, but you don’t have to.
Paid social posting
After building an organic social foundation, targeted paid social ads are a solid next layer.
“Social media ads can be a cost-effective way to increase visibility and engagement,” Potts says. “They offer targeted advertising options that can get your content in front of a specific audience quickly.”
You can target ads based on people’s demographics, interests, behaviors, professional profiles and more. This alignment helps drive more engagement.
Here, you are asking people to click a link, and a good “click-through rate” (CTR) is around 2%. That means the “organic” tips still apply. “Make the content as interesting as possible,” advises content editor Charlton. “Especially if you’re only using social media to promote it.”
Social media advertising software like Sprout Social, Social News Desk and others can also help manage your campaigns and easily shift money to those doing well.
At Zoe, our small- to mid-sized business campaigns start around $200/month on Facebook and Instagram. Highly personal topics can sometimes see CTRs of 3.5% or more.
2. Email marketing (organic and paid)
Email remains one of the most direct and personal ways to engage with your audience.
Organic emails
“Organic” emails are sent to people whose emails you have. So, if you write a newsletter for current or prospective clients, consider promoting content in it — when it makes sense.
Segmenting your audience helps. A med spa, for instance, might send different content to people who had a medical procedure vs. a massage, to different age groups, or to new clients vs. regulars.
This shows you understand where they’re at. And they’re more likely to read your content.
Paid emails
Targeted email marketing, like paid social media, can deliver your content to specific audiences.
For example, at Zoe, marketing analyst Carlos Figuera points to a boarding school serving grades 6-12. It publishes sponsored content focused on mentorship and how it builds leaders.
“For this school, paid newsletters perform exceptionally well,” Figuera says. “They’re reaching parents of kids ages 8-17 — the right age for the school — in several nearby Chicago ZIP codes. It speaks to them.”
The topics do, too. In this case, parents care about the deeper, lasting lessons a boarding school can offer. Again, being able to choose your audience increases these odds. These email rates start around $800 with Zoe, but prices vary based on the agency, reach and other factors.
Figuera says the average clickthrough rate (CTR) for these emails is 1.7%; for this school, due to the relevance, though, it’s above 2.5%.
While email and social tend to give content the biggest “lift,” it’s worth noting that “What works on social doesn’t always work as well in email,” Figuera adds. “It’s ideal to experiment with what resonates with people — as far as the message and the platform.”
3. Strategic content partnerships
Watch for opportunities to team up with other aligned businesses or people who could also benefit from sharing your content, too. The key is having similar target audiences, and the result is getting even more interested eyes on your content.
Other brands and creators
Through these collaborations, you can co-create content, share each other’s posts or even guest blog on each other’s platforms.
A home improvement company, let’s say, could partner with a local hardware store chain to create tutorials or guides, review products or even host workshops and events. Another method is to create sponsored content with a media partner (Zoe’s sister companies, Metro Parent and Chicago Parent, are examples).
These tactics help diversify your content and also expose your brand to new audiences who trust your partner.
Influencers
Sometimes, teaming up with a social media influencer who connects with your audience might make sense. Small businesses can expect to pay an influencer somewhere around $250-$450 per post per 10,000 followers, notes social media management expert Later.
It’s an investment that, when strategic, can boost your content’s engagement and traffic.
4. Programmatic native advertising
Finally, programmatic native ads are a good way for some businesses to promote their content.
These ads look like regular articles or stories on other websites — but are labeled as ads. They blend in with the website’s content to feel “native” and less intrusive as people browse.
Here’s a sample on Yahoo News:
“It’s great for brand awareness and engaging with audiences in a more natural setting,” sales director Potts explains. “However, its effectiveness can heavily depend on the quality and relevance of the content to the audience.”
Like social and email, it also uses audience targeting, but it trends more expensive — in the thousands per month.
Next steps for promoting your marketing content
Content marketing is a sound tactic that can take time to work — but you can give it a boost.
In this blog, you discovered four key content promotion strategies. Social media and email top the list for being accessible and effective. Partnerships and programmatic native ads are also the right choices for certain businesses.
Need some help promoting — or creating — your content? Talk to us. Zoe Marketing & Communications can help you explore your options to ensure you resonate with your audience.
Still doing some research? These articles can help guide you:
