Content promotion is the part of a content marketing plan that’s often forgotten about (or at best neglected). But it’s at least as important for ensuring your success as any other part of content marketing. In fact, if you want to see a return on your investment, a content promotion strategy is probably the most important part of all.
So what is it and why do you need a content promotion strategy for your brand’s film or video?
What is content promotion?
Content promotion is exactly what it sounds like. It’s getting your content in front of as large and engaged an audience as you can access. It’s getting your content out into the world and giving it the best chance to succeed. It’s getting your content to stand out, so people know why they should engage with your brand over other content creators.
There are lots of ways to do this: social media marketing, paid advertising, SEO, influencer engagement and outreach, PR, and more. Any way you can think of to get more eyeballs on your content – that’s content promotion.
Why should you have a content promotion strategy?
Having a content promotion strategy is about ensuring that your activity has structure. It means thinking about promotion as part of your planning process, not just when the time comes around.
Of course, content promotion can be done on an ad hoc basis, as and when it’s needed. However, you’ll have more success if you are thinking about it right from the start of a project. Preparing right from the off gives you the best chance of success when you come to the promotion phase. Don’t leave it as an afterthought.
But don’t people just find videos? Isn’t that why we have YouTube?
Yes and no. Good content can still get some organic traffic, if it’s from an established channel with an engaged audience. But even big content hubs have seen a large drop off in organic performance over the last few years.
It’s never been a great idea to just put a piece of content out there and see how it does. But these days, it’s even less valuable for most brands, especially when it comes to reaching new and engaged audiences. If you want your content to perform, you need a basic PPC strategy at the minimum.
What’s changed? Why is content promotion suddenly so important?
It’s always been important to do some sort of content promotion. But it’s getting more and more essential now, as traditional streams of traffic are proving less fruitful.
In concrete terms, several things have changed. Some social media channels and particular audience segments are experiencing content shock, or oversaturation. To compound this, sites like Facebook and LinkedIn are trying to encourage people to host more and more content natively. One element of this push is that they boost the performance of native content compared to content hosted by a third party. Finally, some content platforms are also decreasing organic reach for brands and other content publishers. In fact, on Facebook, organic reach dropped by over 50% in the first half of last year.
All of this combined means it’s harder to reach the right people with your content – and keep them engaged. And this means you will see major benefits from being more prepared, systematic and varied in your approach.
That’s the why – but how do you put it into practice? I’ll cover that in more detail in a future post.