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

Memorial Day Content Marketing Roundup

Memorial Day Content Marketing Roundup

 via www.publishthis.com

themoderatevoice.com Memorial Day is just around the corner. While we are jumping for joy at the three-day weekend ahead, it is also a time to remember those men and women who have served our country bravely and especially those who we have lost their lives in the line of duty or whose lives have been [ ].

 

Managing digital: Reckitt Benckiser's marketing VP

Managing digital: Reckitt Benckiser's marketing VP

 via Canadian Grocer

This week, a contributor from Canadian Grocer's sister publication, Marketing chats with Shailesh Shukla, vice-president marketing & trade marketing at Reckitt Benckiser, to get an idea how the company is navigating its way through the digital marketing revolution. What's your vision for the future of digital in your organization.

 

Comings & Goings

Comings & Goings

 via Cablefax

Herb Scannell is stepping down as president of BBC Worldwide North America and will be replaced by the company’s current COO, Ann Sarnoff. Sarnoff joined the company in 2010 as COO, prior to which she held senior executive roles in the industry, including president of Dow Jones Ventures and evp of Nickelodeon consumer products and business development.

 

The 5 Reasons Why Long-Form Content Needs to be in Your Marketing Strategy

The 5 Reasons Why Long-Form Content Needs to be in Your Marketing Strategy

 via Entrepreneur

From establishing industry expertise to giving new life to existing content, long-form content can be extremely beneficial to your content marketing strategy. Long-form content often gets shifted to the back burner due to the time, cost and collaboration requirements of building more than 800 words of truly engaging, relevant and educational content.

 

Pregnancy Magazine Q&A: What to expect from a content marketing agency

Pregnancy Magazine Q&A: What to expect from a content marketing agency

 via Brafton

Our longest-standing Brafton client Paul Banas is unlike the average marketer. Most businesses have started investing in content marketing in recent years, but Paul has been in publishing industry for quite some time. The partnership has always been 100 percent collaborative, always “how can we ...

 

9 Tips to Connect with Your Inner Genius and Find Your Best Content Marketing Stories

9 Tips to Connect with Your Inner Genius and Find Your Best Content Marketing Stories

 via Business 2 Community

Ideas. If you're like most entrepreneurs, you're distracted by at least one or two every day. If you're lucky, one or two might spark your next great blog post or a heartfelt email to your subscribers. (LOVE those.) But if those ideas just seem to distract you from getting your marketing done, it's time to [ ].

 

34 Marketing Insights from the Authority Rainmaker Conference

34 Marketing Insights from the Authority Rainmaker Conference

 via Artbizblog

It's a Memorial Day tradition at Art Biz Coach to offer a list of reminders for your art business. The thing to remember about live events, books, and even online classes is that not everything shared is going to apply to you. I find that there is usually at least one thing from each talk, lesson, or chapter that is worth the investment.

 

Inform Your Marketing with Tumblr Data and Content

Inform Your Marketing with Tumblr Data and Content

 via www.spredfast.com

We’re excited to announce that Spredfast is a Tumblr Preferred Data Partner. It’s an awesome new step in our journey to deliver smart social insights that inform content marketing efforts and business strategy. As a Preferred Data Partner, we are using direct access to Tumblr’s firehose—a ...

 

Tech Moves: Startup vet Zachary Cohn joining 18F in D.C.; Rightside taps former Socrata exec as marketing VP; etc.

Tech Moves: Startup vet Zachary Cohn joining 18F in D.C.; Rightside taps former Socrata exec as marketing VP; etc.

 via GeekWire

-Arriving in Seattle five years ago, Zachary Cohn plugged himself into nearly every facet of the startup community. He most recently led his own government tech consulting company, Wonful. But now Cohn, who also created the airfare tracking app Amazing Airfare and holds a computer science studies degree from Rochester Institute of Technology, is headed to D.C.

 

12 Simple Tools That Will Turn Your Smartphone Into a Virtual Assistant

12 Simple Tools That Will Turn Your Smartphone Into a Virtual Assistant

 via Huffington Post

It's a solution that is always with you and will, for the most part, help you for free. Now the list of applications that can help you manage your day can vary a great deal, so this list is in no way inclusive. The (electronic) Personal Assistant Advantage Google Voice is your phone and voicemail management service by Google.

 

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