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

Will Apple TV and Dish's Sling TV Kill Netflix Inc.?

Will Apple TV and Dish's Sling TV Kill Netflix Inc.?

 via Nasdaq

With the TV landscape facing substantial upheaval, media and entertainment investors and analysts are understandably jumpy these days. One analyst recently asserted that that this sea change could present potential challenges to streaming giant Netflix , whose stock appears to have been snake-bitten over the past month.

 

A Case for Agile Marketing - Beyond Software Development

A Case for Agile Marketing - Beyond Software Development

 via Business 2 Community

In the modern era of Customer Experience focused businesses, our internal processes for managing workloads needs to be continually evolving. Our teams are more frustrated and less satisfied in their work. Just look on nearly every applicant's LinkedIn profile and if they are not directly out of school, look at all the places they have [ ].

 

#SEJSummit Speaker Steve Floyd on What Marketing Strategies Work Best For Your Business by @wonderwall7

#SEJSummit Speaker Steve Floyd on What Marketing Strategies Work Best For Your Business by @wonderwall7

 via Search Engine Journal

As the CEO and Founder of AXZM, Steve Floyd has a wide breadth of experience in all things marketing, from local search to content strategy. Searchmetrics delivers enterprise SEO and content marketing analysis, recommendations, forecasting, and reporting for companies who want potential customers to find them faster.

 

Why blogs are a content marketers best tool

Why blogs are a content marketers best tool

 via Digital Journal

Content Marketing Instituteeffective toolscreation and maintenance• It draws traffic to your website• A blog will expand your audience• It allows you to connect with customers• A blog allows you to add to the discussion• It is an investment in your future “Content marketing is the art of communicating with your customers and prospects without selling.

 

Influencer marketing: Has the bubble burst?

Influencer marketing: Has the bubble burst?

 via Travelblather

This is a deeper dive on a presentation I gave at last week’sTravel Zoomconference. You can get theslides here. Influencer marketing, aka blogger outreach - it’s the debate that keeps on giving. PR is pretty top-funnel stuff and when it comes to travel blog audiences, it’s hard to get any higher up the funnel.

 

25 Marketing Resources that Drive Inbound Traffic from Around the Web

25 Marketing Resources that Drive Inbound Traffic from Around the Web

 via Upcity

Search Optimization SEO is constantly evolving every day, and it's important for you to keep up. Are you actively tracking the changes in the landscape. This is a really thoughtful podcast episode on project management for SEOs and agencies and how to improve it presented by Jeremy Rivera. Do you know what your audience is [ ].

 

How to Fast Track Your Social Media Marketing Strategy

How to Fast Track Your Social Media Marketing Strategy

 via The Content Council

So, you have decided it is time to launch a social media marketing campaign. Unfortunately, if you are trying to just wing it, your followers and fans will pick up on that. Additionally, knowing your audience's interests will help you to understand how to develop a successful content strategy.

 

How to Fast Track Your Social Media Marketing Strategy

How to Fast Track Your Social Media Marketing Strategy

 via Social Media Today

So, you have decided it is time to launch a social media marketing campaign. Unfortunately, if you are trying to just wing it, your followers and fans will pick up on that. This can vary from one brand to another, and may even depend on the type of business in which you are involved. Additionally, knowing your audience's interests will help you to understand how to develop a successful content strategy.

 

6 Tactical Marketing Enablers for Independent Buyers

6 Tactical Marketing Enablers for Independent Buyers

 via Business 2 Community

Your buyers are more confident, critical, and informed than ever before. Whether you've encountered these buyers directly, or only heard horror stories from across the aisle in the sales trenches, you're probably well aware of the challenges in cultivating successful customers out of empowered buyers.

 

A Sneak Preview of #MozCon 2015

A Sneak Preview of #MozCon 2015

 via Moz

We're still finalizing a couple more speakers and topics, and of course, community speakers submissions are fast approaching. He previously was director for a global consulting team and has provided digital strategy for brands in a variety of industries including marketing, technology, healthcare, and more.

 

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