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

Content Marketing Catchup: Unlocking Viral Secrets, Jordan's Hilarious Web Series, and More Must-Reads

Content Marketing Catchup: Unlocking Viral Secrets, Jordan's Hilarious Web Series, and More Must-Reads

 via Contently

Here’s what you missed while calculating how much money you earned over the past few months listening to “Serial” during work hours… What makes content go viral. We might have some intuitive guesses about humor and psychology, but that simple question has a complex, mysterious answer. As Dillon ...

 

7 Ways to Get Non-Marketing Employees to Blog

7 Ways to Get Non-Marketing Employees to Blog

 via HubSpot Blog

It's a common pain point among B2B marketers. An effective inbound strategy requires a good volume of high quality, persona relevant content. But when it comes to creating content outlining your organization's expertise - getting more technical or non-marketing staff to put what they do into words is a sizable challenge. Not everyone can be a writer, and not every writer has the knowledge or capacity required to create the right content.

 

Jonathan Ball Named Creative Content Director of Dallas Inbound Marketing Agency Runner

Jonathan Ball Named Creative Content Director of Dallas Inbound Marketing Agency Runner

 via San Antonio Express-News

"Runner believes that inbound marketing is one of the most effective strategies for growing a business, and ensuring that we can provide current and future clients with a suite of creative content services is essential to our mission," says Reagan Judd, co-founder and senior digital strategist. ...

 

#SocialSkim: Google's Year in Review, the Top Content Marketing Platform, Holiday Selfies, a (Literally) BS Product, More!

#SocialSkim: Google's Year in Review, the Top Content Marketing Platform, Holiday Selfies, a (Literally) BS Product, More!

 via Marketingprofs

Find 2014-in-review content (both data-packed and emotional) from several sources, learn which platform is most effective for content marketing, and get the latest service updates from the social networks people will be all over next year. Bonus: Who sent real poo to clients and got away with it. Read the full article at MarketingProfs.

 

6 Predictions on the Future of Content Marketing for 2015

6 Predictions on the Future of Content Marketing for 2015

 via relevance.com

That being said, I’ve noticed some trends emerging recently and think that they point towards the overall direction content marketing will be headed in 2015. However, as our networks grew, Facebook, Twitter and many other social sites were forced to start filtering content based on what their newsfeed algorithms thought was most relevant to us.

 

How to choose the right social marketing networks: A closer look at Brafton's graphic

How to choose the right social marketing networks: A closer look at Brafton's graphic

 via Brafton

Fact: The average company uses at least 6 networks for social marketing. (And full disclosure: We definitely think Instagram and SnapChat deserve your consideration if you’re in an advanced state of social marketing, but they’re not included in the priority networks we highlight here.) Be sure to view the full infographic – your quick breakdown to who’s on which network, and why it might be right for marketing.

 

How To Create A Solid Content Marketing Strategy For Sales And SEO

How To Create A Solid Content Marketing Strategy For Sales And SEO

 via Custom Content Council

I have to admit, the feeling of achievement that you get once your content strategy begins to bring in free and organic traffic is beyond words. It's beautiful to realize that all that hard work is finally starting to pay off, and perhaps even enabling you to celebrate in a few ways. eCommerce stores are [ ].

 

Inbound Marketing: 10 Improvements To Make In 2015

Inbound Marketing: 10 Improvements To Make In 2015

 via Square2marketing

Inbound marketing performance isn't about the blogging, the emails, the landing pages, your website or even the software you use to manage your efforts. It is ALL about the way you optimize the effectiveness of your inbound effort. Here are 10 proven improvements that you should be considering for implementation in 2015.

 

How To Create A Solid Content Marketing Strategy For Sales And SEO

How To Create A Solid Content Marketing Strategy For Sales And SEO

 via Business 2 Community

I have to admit, the feeling of achievement that you get once your content strategy begins to bring in free and organic traffic is beyond words. It's beautiful to realize that all that hard work is finally starting to pay off, and perhaps even enabling you to celebrate in a few ways. eCommerce stores are [ ].

 

6 Tips: Using SlideShare In Your Content Marketing Strategy

6 Tips: Using SlideShare In Your Content Marketing Strategy

 via Business 2 Community

With 3 billion presentation views per month, SlideShare has become the number 1 website with the .net domain (source: Entreprenuer.com). It's also among the top 120 most visited websites in the world. Content marketers who haven't considered adding SlideShare to their toolbox might be surprised to know that of all social media platforms, SlideShare has [ ].

 

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