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

7 Content Marketing Tips For When You Lack Time & Resources

7 Content Marketing Tips For When You Lack Time & Resources

 via Marketing Land

The concept of content marketing makes a ton of sense: write great content for your site, get found, and generate sales. If you tweet a cool article with a link, then you are curating content. But content curation done right is more than merely sharing on your social channels. Solid content ...

 

ComBlu Releases eBook on Content Marketing for Associations

ComBlu Releases eBook on Content Marketing for Associations

 via PRWeb

ComBlu, a marketing consulting firm that specializes in content strategy, community building and thought leadership programs, announced today the release of its latest eBook on content marketing. Titled Taming the Content Vortex: An Association Guide to Adopting Content Strategy, the new eBook addresses the unique content marketing needs of the association market.

 

And Now for the Dark Side of B2B Content Marketing

And Now for the Dark Side of B2B Content Marketing

 via Marketing Technology Blog

As a company applies the resources necessary for an effective content strategy, it's sometimes a tough expense to swallow since it requires gaining momentum and authority in their industry. They truly don't have any choice outside of purchasing expensive leads through advertising and paid search programs.

 

The Vital Foundations for Success Every Online Startup Needs to Secure & Master

The Vital Foundations for Success Every Online Startup Needs to Secure & Master

 via Bloggingpro

Launching a winning startup goes well beyond simply having an ingenious product, service or invention. In a noisy online world crowded with dozens of new businesses being launched each day and new apps and technologies entering the marketplace there's no guarantee that your perfect idea with get the attention it deserves or within reasonable timing.

 

SEO audits - what are they and why should you use them?

SEO audits - what are they and why should you use them?

 via Trinityp3

This post is by Mike Morgan, Founder and Director of High Profile Enterprises and Content Director for TrinityP3. Mike has been collaborating with TrinityP3 on a Content Marketing, SEO and Social Media strategy since early 2011.  Most organisations now realise that SEO is a hugely important element of any marketing strategy.

 

nDash Marketing Launches eBook Series to Simplify Editorial Planning...

nDash Marketing Launches eBook Series to Simplify Editorial Planning...

 via PRWeb

nDash Marketing, a rapidly-growing content marketing agency, today announced the release of its latest eBook titled, “Developing Your Content Marketing Strategy: The Complete Guide to Editorial Planning,” which offers a practical guide to maximizing the effectiveness of a brand’s content marketing efforts.

 

4 Content Marketing Productivity Killers

4 Content Marketing Productivity Killers

 via Business 2 Community

Being a content marketer is hard. In my experience and in speaking to numerous content marketers over the years, here are some top content marketing productivity killers: When creating content, a big productivity killer is creating content based on your best guess instead of making data-driven decisions.

 

Why You Need To Build Better Mobile Marketing Campaigns

Why You Need To Build Better Mobile Marketing Campaigns

 via Kaleidico

If you found out that you were losing up to a third of your potential customers because of a flaw in your marketing strategy, you'd be all about addressing that flaw, right. Well, even though most business owners realize that they need to work on their mobile strategy, they don't quite realize the potential repercussions

 

Content Marketing Lagging? Avoid These 4 Mistakes

Content Marketing Lagging? Avoid These 4 Mistakes

 via FOX Business

Over the last few years, every brand has had to become a content marketer. Like other types of marketing, content marketing requires brands to continually think outside the box, and learn from past performance to know what's going to be effective with their audience. By its very nature, content ...

 

Former BBC and MSN executive Pete Clifton named PA editor-in-chief

Former BBC and MSN executive Pete Clifton named PA editor-in-chief

 via The Guardian

Ex-editor of BBC News and BBC Sport websites to continue transformation of news agency into a multiplatform business The Press Association has appointed Pete Clifton, a former editor of the BBC News website and head of MSN UK, as its new editor-in-chief. He replaces Jonathan Grun, who is stepping down after 14 years in the role in December and more than 35 years with the group.

 

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