Paid Content Promotion
There isn’t a brand that survives in vacuum. To flourish and grow, it requires a constant inflow of supporters who believe in its perspectives, points, and purposes, and consumers who purchase its products.
This is the reason why marketing was created – to draw interest and circulate information about a brand’s favorable aspects, creating desire for its products and services, and to provide a clear path to make a sale.
The content marketing certainly helps advance all of these goals; but with the high volume of data and distractions competing for attention online, organic connect on social media is in sharp decline, and search trends and algorithms are complicating the market, it’s time to face the truth: If one wants the content to get ascertained by the right audience at a scale that will advance your business purpose, organization will need to amplify its power by blend paid promotion content marketing strategy.
You must be familiar with the standard forms used in paid advertising –, sponsorship deals, , banner ads, paid product placement, and such– and you can definitely use these techniques to promote your content just as you would a product or services. But content marketing can also take advantage of more subtle, strategic, and credible means of getting their high-quality content in front of the right customers and help drive them to take action.
Here’s an overview of some paid promotion opportunities content marketers should consider, along with some helpful advice on how to get the most ROI.
What: To rephrase CMI founder Joe Pulizzi’s definition, natural advertising is an in-stream, pay-to-play approach that enables brands to display their credible, information-based content on relevant third-party sites. Instead of rattling the editorial experience, the content used in natural advertising campaigns is designed to coordinate with the format, tone, and topical focus of the articles
Why: Natural advertising facilitates the business to extend its reach beyond its own media channels, placing content in front of brand-new audiences who might be attentive but unaware of the business. Content advertised through this technique is considered as useful, relevant information, less subject to ad blockers and “banner blindness” and more likely to be trust worthy.
How: To gain from natural advertising’s traffic-boosting effect, chooset the content and the sites where you place it conscientiously.
Before you enter into a natural advertising agreement, study carefully that the audience who will see your displayed content will be complementary to your own – why pay to reach the same audience again or to engage audience who aren’t likely to share your brand’s importance, or notice its value? Your content might show up on several publishers’ sites together. And, as Ural Cebeci says just like your owned and earned media, natural content requires to be kept to a high standard. It needs to convey to people’s pain points, and not for the hard sell, so it will be perceived as valuable and not overlooked as useless info.
You should also consider transparency issues and make sure that the content is clearly characterized as sponsored content to establish that your natural efforts don’t fall erringly of the government guidelines. It’s the right thing to do, from an ethical perspective.
you don’t want your brand to be implicated of generating “fake news,” do you?
About Influencer marketing, Paid social media promotion in blogs to come, check back soon.