Content Creation 2.0: Testing and Promotion for Content Marketing

Earlier this summer, I wrote about how curation and content monitoring are powerful tools for content creation. However, there are two additional key strategies I also use at the beginning and end of content creation that help me produce content I know will be useful and relevant for my audience: testing and promotion.

Testing Content Subjects and Types

How do you know that certain content subjects or even types (e.g., videos, infographics, listicles, reviews) will resonate with your audience? Knowing your readers and customers is important in Content Marketing but you can only tell so much by analyzing CRM and web click analysis. Sometimes, you need to test things out. Before you spend hours writing new editorial work or hiring a writer, content curation can help you see how your audience responds to a new idea, interest, or concept you’d like to build out.

Curate

Find a few articles, videos or infographics on the subject you would like to explore, add your commentary to put it into context for your audience, and invite your audience to comment on the content. Through interaction and click tracking, you can see how the article performed and the response will help you decide if that kind of content (subject or type) is right for your audience. By using curation instead of researching and writing an original piece, you produced your test in far less time and at a lower cost than creating original material on an untested subject. In the process, you may also spark other ideas from your feedback and get a better idea if the format or new subject is right for your business.

Promoting Your Content With Real-Time Curation

Promotion is as important as the content you produce because, of course, you fail to engage every reader who doesn’t see your article. And while tech and social expert Guy Kawasaki says you should just tweet everything out four times, there are some compelling ways to promote and even A/B test your amplification efforts with real-time curated content that won’t have you just repeating the same message.

If you keep your signal directed on your industry, you can find newsworthy content that you can curate into your publishing channels as an article or post related to your own material. Social links, powered with hashtags, can effectively drive traffic back to your curated post and a link to your original material.

There are two ways to approach this idea: broadly or deeply. Tying your content to the latest news item outside your industry (e.g., viral videos like the ALS Challenge, celebrity antics, or other entertaining ideas) can get you more eyeballs but the other option is to keep a laser focus on your audience’s interests and find promotional opportunities that resonate with them. Going broadly can get you mention and interest, while focusing deeply on your industry will help you develop thought leadership since you are both promoting your content and sharing worthwhile third-party material that is useful to your audience in a timely fashion.

When you get results, see how your content performed with your own headlines, with those that linked your content to another industry-specific story, and even those that were connected to something funny or generally popular. Which one performed best? This kind of A/B testing will help you do better with your next series of posts because you may just find that you draw more traffic with the broadly interesting articles but perhaps you close more sales, get more follow-up page views, or just attract a better return audience when you stay topical to your industry or space. You know have the knowledge to optimize as you go.

Bill-Gtaes

Seeing Microsoft’s Bill Gates drop water on his head is fun but it would be better to tie your content to news that is truly useful to your audience.

With the right tools, curation and content monitoring can bookend your content creation process effectively by harnessing the power of real-time content, saving you time and improving your reach. Testing content types and subjects before you invest heavily in them will keep your production efficient and promoting your content by riding the social and the right always-on waves of news will help ensure that your audience finds your content. In this way, curation can truly play a key role in the whole life cycle of content production, expanding what you do while supporting your efforts optimize your publishing output.

 

Real-Time Content News

Why Are So Many Content Marketers Failing? MalContent vs. MegaContent (Part 2 of 3)

Why Are So Many Content Marketers Failing? MalContent vs. MegaContent (Part 2 of 3)

 via Business 2 Community

Recent data indicates many marketers are dissatisfied with content marketing. In a previous post, I presented data that suggests why content marketing is in a hype cycle and the factors that drive effectiveness. In this post, I will provide seven reasons why your content marketing may be ineffective.

 

Experiences: The Seventh Era Of Marketing - Book Interview

Experiences: The Seventh Era Of Marketing - Book Interview

 via Heidicohen

There is a new era of marketing upon us. World-renowned marketing experts Robert Rose and Carla Johnson have teamed up and synthesized 5 years of research with global brands into a set of "better practices" that weave together both the "why" and the "how" of navigating this new landscape. By ...

 

Inbound Content Marketing Specialist - Web Success Agency

Inbound Content Marketing Specialist - Web Success Agency

 via Jobs for Bloggers

Do you love creating content. We're seeking a content creator to join our inbound marketing team. from scratch to help us and our clients convert visitors into leads . * Managing content calendars for Web Success Agency and clients. Working With Web Success Agency * Our team of approximately 10 full time individuals works remotely and collaborates using tools such as Google Hangouts, Slack, and Basecamp.

 

10 Content Marketing Mistakes That The Amateurs Make

10 Content Marketing Mistakes That The Amateurs Make

 via Jeffbullas

Content marketing is time consuming. Do you often wake up in the middle of the night saying to yourself that it's not worth the time and effort. Blogs take time to write, those great images need to be found or created and those social networks meed to be managed and nurtured. It [...] The post 10 Content Marketing Mistakes That The Amateurs Make appeared first on Jeffbullas's Blog.

 

Social Media Marketing Lessons from General Assembly

Social Media Marketing Lessons from General Assembly

 via Inc. Magazine

"I wanted to learn data-driven strategies and metrics to measure performance," says Alexandra Sall, a former student who recently completed General Assembly's 10-week Digital Marketing course. Students from a variety of professional backgrounds hope to follow in the footsteps of General Assembly grads who've landed positions at Apple, Google, McKinsey, Dropbox and Uber, among others.

 

Making Innovative Content Marketing Ideas and Techniques Work [Webinar Recap]

Making Innovative Content Marketing Ideas and Techniques Work [Webinar Recap]

 via Shoutlet

As summarised on Twitter by Our Social Times during this week's webinar on innovative content marketing: Learn from your mistakes, create agile content, make sure your content has purpose & learn from your community-key points #Totalsocialmedia - Our Social Times (@oursocialtimes) April 28, 2015 ...

 

Customer-Centric Marketing: 5 tips on mining customers for content

Customer-Centric Marketing: 5 tips on mining customers for content

 via Marketing Sherpa

The good news is that, as marketers, we have it easy. I can practically hear everyone mentally (or maybe actually) murmuring, “Duh.” However, every marketer I have interviewed for a case study or blog post — and there have been many — when it comes to talking about tactics for making customers the genesis of content, I have to dig deeper.

 

Apple Inc.'s iTunes Media Sales Fall Once Again -- Can It Bounce Back??

Apple Inc.'s iTunes Media Sales Fall Once Again -- Can It Bounce Back??

 via Motley Fool

While Apple's (NASDAQ: AAPL ) celebrating a mostly stellar fiscal second quarter, there was one area of the company's business that Apple clearly needs to revamp (and no, it's not the iPad). In its earnings report, Apple showed that its "Services" division -- made up of the iTunes Store, App Store, and Apple Pay -- increased revenue by 9% year over year to $5 billion.

 

25 Marketing Resources that Drive Inbound Traffic from Around the Web: May 1, 2015

25 Marketing Resources that Drive Inbound Traffic from Around the Web: May 1, 2015

 via Upcity

Search Optimization Your website isn't the only place you need to make optimizations for search engines-take full advantage of all of your media assets, including PDFs. Learn how to optimize your PDFs for search engines from Damon Rutherford at Econsultancy. Andrea Lehr explains key differences in how different generations interact with digital content at the [ ].

 

How to overcome enterprise-size content marketing challenges

How to overcome enterprise-size content marketing challenges

 via Brafton

It’s easy to imagine that small businesses need help with content marketing. And the stumbling points become clear when you look at where enterprise companies fall behind: Smaller businesses may actually have the advantage because their teams are local and there’s more room for experimentation as they build their presence online.

 

Comments are closed.