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 Personas Fail

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There's plenty of fervor around the need for buyer personas; so why do some fail to deliver real value. From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing- or maybe this has been the phase we've been stuck in ever since the phrase "buyer persona" [ ].

 

4 signs your in-house content marketing strategy isn't cutting it

4 signs your in-house content marketing strategy isn't cutting it

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Time to write my next blog post for my company’s website, piece of cake. Okay, no more scheduled calls today, free and clear, and I know our marketing team is waiting for this blog. If you ask any marketer, or anyone who contributes to his company’s content marketing, he will probably admit to having experienced something similar at one point or another.

 

Social Media for Authors Podcast: Improve Your Marketing Results

Social Media for Authors Podcast: Improve Your Marketing Results

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To read previous episode show notes, refer to my Friday blog posts. Episode 14 Show Notes This week's segment includes summaries of four blog posts with awesome social media tips, and of course, I have your tip of the week. You spend so much time learning about social media [ ] The post Social Media for Authors Podcast: Improve Your Marketing Results appeared first on Social Media Just for Writers.

 

Top 3 Strategies To Succeed At Social Content Marketing

Top 3 Strategies To Succeed At Social Content Marketing

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It is certainly no secret that on Facebook and other social channels, the more viral a nonprofit's content, the more likely it is to be seen by a wider audience of potential supporters. This is why most organizations focus so much time creating content that will drive people to interact with it, whether that means [ ].

 

Carlos Abler Talks Journey of Mummies, Mimes, and Content Marketing

Carlos Abler Talks Journey of Mummies, Mimes, and Content Marketing

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Carlos Abler went from mummification in Minnesota to mime school in France to Native Americans at the Smithsonian Institute. Host Todd Wheatland talks with Carlos about his journey to leading 3M's global content marketing strategy. Continue reading The post Carlos Abler Talks Journey of Mummies, Mimes, and Content Marketing appeared first on Content Marketing Institute.

 

Marketing Specialist - Marketing Automation - Reed Elsevier - Alpharetta, GA

Marketing Specialist - Marketing Automation - Reed Elsevier - Alpharetta, GA

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This job exists to provide marketing solutions and services to LexisNexis marketing programs. Employees in this position will lead the tactical planning and development of Risk Solutions Marketing initiatives. Participate in and oversee program creation, including promotions, communications, distribution and production of literature and sales tools, as appropriate for targeted customer segments.

 

Marketing Manager RISK - Reed Elsevier - United States

Marketing Manager RISK - Reed Elsevier - United States

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The Marketing Manager is responsible for Content and Social Media is responsible for developing a content strategy and creating content across all levels of planning, production, distribution, and performance measurement. Aligning with specific LexisNexis Business Services objectives and revenue ...

 

How to Use Video to Drive Phenomenally Better Content Marketing Results

How to Use Video to Drive Phenomenally Better Content Marketing Results

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You're not creating ads for interstate billboards, nor are you sticking your logo on the side of a sports arena. And you're not really in the business of creating high-level brand awareness through video, either. This is content marketing. You're all about producing high-quality content assets on an ongoing basis to attract, engage, and convert [ ].

 

Creating A Thoughtful Content Strategy in Higher Education Marketing

Creating A Thoughtful Content Strategy in Higher Education Marketing

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Previously we discussed important questions your team must ask when deciding if it's the right time to start using inbound marketing without losing your more traditional audience. Finally, we reviewed what inbound channels you are currently using and evaluated what makes sense for your higher education institution.

 

Manager Social Media Marketing - Venture Art WLL

Manager Social Media Marketing - Venture Art WLL

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We are Young Company. We are looking for Young and Dynamic Social Media Manager to lead our Digital Presence. Administration includes content strategy, develop brand awareness, generate inbound traffic and cultivate leads and sales. Job Details Date Posted: 2015-02-26 Job Location: Al Kuwait, ...

 

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