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

Prevendra Announces Advisory Board Members

Prevendra Announces Advisory Board Members

 via PRWeb

Prevendra today announced the initial members of its corporate advisory board which will provide strategic direction and expertise to the organization. Members of the advisory board include, Jeffrey Carr, President/CEO, Taia Global, Inc., Vince DeCarolis, Founder, DeCarolis Design & Marketing, Diane Frawert, Finance Executive, Jade Y.

 

The Importance Of Aligning Marketing Content And B2B Sales Process

The Importance Of Aligning Marketing Content And B2B Sales Process

 via Business 2 Community

We have been pondering new ways to express the importance of aligning the premium content on your website with your B2B sales process. Recently, we discovered the included infographic that does a very nice job of making several important points about the relationship between the two. It specifically describes how sales teams can leverage quality [ ].

 

Content Marketing Is Only 50% Effective If You Don't Publish

Content Marketing Is Only 50% Effective If You Don't Publish

 via Square2marketing

We've been talking about content marketing for most of the month. But did you know that, in order for content marketing to really drive lead gen for your business, you have to do more than just create content and put it on your website. You also have to consider content publication if you want to fully leverage your investment in content, invite new visitors to your website and grow your revenue.

 

Online Marketing News: Psycho Selfies, Twitter Beefs Up, Google Still Searchin'

Online Marketing News: Psycho Selfies, Twitter Beefs Up, Google Still Searchin'

 via TopRank Online

How To Add Influencer Marketing To Your Content Strategy - Content Marketing and Influencer Strategy must work together for either to be successful. To ind out how you can add influencer marketing to your mix, check out the infographic above and this article. Scoop.it STUDY: Men Who Take Excessive Selfies Show Psychopathic Traits - Uh, oh.

 

5 Ways the White House Kills It at Content Marketing

5 Ways the White House Kills It at Content Marketing

 via Contently

Barack Obama’s mastery of the Internet has been evident since 2008, when he won what some call the first “Facebook election” by using social media to generate donations and organize phone banking. Though the strength of Obama’s initial campaign came from a self-created social networking site and ...

 

How SMBs Can (And Must) Make Their Content Marketing Lean

How SMBs Can (And Must) Make Their Content Marketing Lean

 via Business 2 Community

You've heard it before: you need a content strategy. But how can you make it impacting without huge budgets and resources. Source: www.slideshare.net After having initiated and run #leancontent meetups for more than a year with great speakers in San Francisco and New York City to explore that topic, we've put together the first framework [ ].

 

Content Marketing: What to consider before you outsource

Content Marketing: What to consider before you outsource

 via Altimetergroup

This article first appeared in Marketing Land on Jan 20, 2015. How many major brands want to create their content marketing in-house. We asked these brands what type of agency they were likely to select for content creation: an ad agency, PR agency, social media agency, or one of the much smaller breed of storytelling agency (e.g., Story Worldwide) when they did outsource.

 

Inbound Marketing Throwback Thursday: Our Results Then And Now

Inbound Marketing Throwback Thursday: Our Results Then And Now

 via Square2marketing

Joe Paterno passed away, the Winter Olympics were wrapping up and Apple announced its sale of 37 million iPhones from the fourth quarter of 2011. We are often quoted as saying that inbound marketing is a marathon, not a sprint. If that's your perspective, you should have some expectations for the long-term results of an ongoing inbound program.

 

Six Steps To A Successful Inbound Marketing Campaign

Six Steps To A Successful Inbound Marketing Campaign

 via Business 2 Community

Every marketer wants to maximize their success rates. Every inbound marketing campaign requires a strong content strategy. An omnichannel inbound marketing campaign plan will keep you on track to create B2B campaigns that delight and engage with your audiences through content delivered through multiple [ ].

 

The ONE Content Marketing Tool You MUST Have

The ONE Content Marketing Tool You MUST Have

 via Business 2 Community

IBM has not always been known as an effective content marketing organization. Way back in 1993, Steve Jobs declared, with great accuracy: "People get confused; companies get confused. When they start getting bigger, they want to replicate their initial success. And a lot of them think, 'Well, somehow, there's some magic in the process of [ ].

 

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