We’ve all seen the stats and know only all too well that everyone is putting up more and more content these days, and the forecast is for even heavier showers over the next year.
The problem we face though is getting our content noticed amid the sea of competing voices. How will your content rise above the din and reach where you need it to go?
Fortunately, this can be achieved by using a combination of smartly placed social media and web promotions that will not only get it out there far more than what we are able to accomplish on our own, but also with a targeting component that will give it far more effectiveness.
What you need to consider before using paid promotions
There are a few things you need to have worked out before you venture into spending money with this type of promotion.
- Who is your audience and what do you want to accomplish? Understanding exactly who you are targeting, even if that is a small subset of people who visit your site or blog, will be of tremendous value when it comes time to pay for this. Precisely targeting the people that you want to see this content is a great way to spend your ad dollars.
- Which platforms are you going to use? There are several choices here, and each has their own strengths and type of audience. There is also the type of ads to consider, such as discovery type ads, such as with Outbrain or StumbleUpon, or sharable ads on social media, which is usually the cheapest, easiest to share and most accessible.
What are some good ad platforms to start with for social media?
Using social media for paid ads promoting your content is a great way to be seen very quickly and exactly in context. There are lots of platforms to choose from, but we’ll talk about the three most people seem to gravitate to for this purpose.
Facebook – This is the best one to start with, for several reasons. Facebook has an easy to use interface that will have your ads up and running very quickly, and even better than that, the targeting features found in this platform are second to none, and allow you to precisely target who see your ads. What’s more, it can be very cheap to run ads here, once you get your feet wet. Either use clicks to website or post page engagement model for best results.
Twitter – Promoted Tweets work very well for this purpose, and you’re able to target people by the type of people they follow, as well as with keywords.
LinkedIn – If you have a LinkedIn presence, you’ll find this network can work very well for you in this regard. Use the Sponsored Update option, and avail yourself of the targeting options LinkedIn provides.
If you’re unsure about spending money to promote your content, you need to ask yourself why then create it in the first place? In order to compete these days, you need to be seen. Make sure you are!