What’s the key to effective paid content promotion?
As content has become even more central to the activities of an organisation, there is a growing need to communicate this information and achieve the maximum reach for a brand. To achieve this, paid content promotion is becoming an increasingly important component of an organisation’s corporate affairs efforts, according to recent research from the Content…
As content has become even more central to the activities of an organisation, there is a growing need to communicate this information and achieve the maximum reach for a brand.
To achieve this, paid content promotion is becoming an increasingly important component of an organisation’s corporate affairs efforts, according to recent research from the Content Marketing Institute.
The research revealed that paid promotion of content is becoming increasingly common, especially when it comes to long-form content like e-books and white papers. Among industry leaders, 60 per cent are using paid promotion to spread awareness of their white paper content, compared to only 29 per cent across all survey participants.
Companies are also increasing the scope of their paid content promotion online. An overwhelming majority (87 per cent) of those who took part in the survey reported their budgets for this activity will increase in coming months.
Finally, the study suggested there are three techniques which are setting effective content sharing strategies apart from the competition. These three are:
- Rethinking traditional media sources and treating them in a new way. The study specifically pointed to press releases which are being increasingly used as an article promotion tool, combining company-relevant information in a news format and featuring a strong call to action.
- Aligning internal strategies to promote paid content. Effective content promoters are developing a strategy first that can guide the development of their business and then using this to guide efforts around article promotion.
- Building audiences through paid channels. By building a database of people who are engaged with a company’s content, through paid channels, successful companies in the future will already have a strong audience for future communication initiatives.
By combining these elements, organisations that are trying to foster a strong online presence that can build on the success of their organisation will find it much easier to engage with an online audience.
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