7 Promotion Tactics to Get Your Content Seen

| November 23, 2016

article image
There’s a terrible truth about content: Most of it will never be seen. With two million blog posts published every day and over 200,000 photos shared on Facebook every minute (not to mention tweets, videos, books, and everything else), there’s no way our audiences can keep up. And they don’t: Witness the single-digit average organic reach for Facebook posts. Or how the average click-through rate for emails is barely 2%. It’s a downer, to be sure. But it’s not the rule for everyone. Some companies have figured out a way to get their content in front of their audiences. Their trick? They work at it. They know full well that “if you build it, they will come” does not apply to content. This is marketing, not magical realism. And so, we have to promote our content. As soon as we get that, a lot of things become clear. It becomes easy to see how the act of publication is just the first step of content marketing. In other words, publishing content is not enough. You’ve got to market it, and market it well. Consider the movie industry. They spend as much money promoting a movie as they do in making it. That’s a far cry from what most of us do in content marketing (not all, but most). But what could we do if we followed the example from Hollywood? If we spent as much money or time promoting our content as we did in making it?

Spotlight

SMITH

As the Architects of Future Commerce, our mission is to help brands create awesome buying and selling experiences that will help them stand out in today's world. At our core, we bring more than two decades of experience creating and architecting content and commerce experiences for some of the most important and highly recognized brands on the globe, including Microsoft, AT&T, Gonzaga University, Best Buy, Cisco, TopGolf, CDK Global and Honeywell.

OTHER ARTICLES

ABM and AI: Friends or Foe?

Article | June 2, 2021

The application of Artificial Intelligence (AI) and other advanced technologies is inevitable and necessary to achieve the potential of account-based marketing (ABM). However, I consider technology to be more of an enabler of ABM, while the driver always remains the same – enhancing the customer experience by helping clients sustain and grow their business in this dynamic digital era. The goal is not for AI to make marketing decisions but to enable marketers to make better decisions by leveraging the strength of AI in analyzing a large amount of data quickly to share action-oriented insights. AI can be a friend or foe, depending on what decisions we make while evaluating and implementing AI. Following are key questions organizations should answer before deploying an AI-based marketing strategy.

Read More

Everything you need to know about account-based marketing

Article | March 3, 2020

What exactly is account-based marketing or ABM? In a nutshell, ABM is targeted marketing that uses personalized campaigns and messaging to effectively reach a small, specific audience. “The analogy I like to use is that you're fishing with a spear when you're using ABM, and you're fishing with a net in traditional marketing,” explains Steve Lendt, Motum B2B’s Director of Engagement and Analytics. After researching and identifying which accounts you wish to target, you can begin developing personalized campaigns and content to address their specific needs and goals.

Read More

Account-Based Marketing during a pandemic COVID 19

Article | March 24, 2020

The viral outbreak of COVID-19 has caught most companies off guard and is not likely to let up any time soon. With global recommendations to self-isolate and avoid social gatherings, businesses all over the world begin to modify business protocols. This article will talk about how you can keep your account-based marketing running during a pandemic. You’ll get all the information you need to make an educated decision on how to lead your sales and marketing teams. This article will also highlight some modifiable tactics that can be used to help keep your ABM program running if employees have been forced to work from home, and so have your prospects in your target accounts.

Read More

Account-Based Marketing Is a B2B Strategy, Not a Tool

Article | March 19, 2020

Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key player in the account-based marketing (ABM) space. Clients include top brands like 3M, WP Engine, Glassdoor, and Dun & Bradstreet. I spoke with Sangram Vajre, one of Terminus’ three co-founders, to learn more about the platform and how an ABM approach is effective at reaching B2B buyers in a cluttered MarTech environment.

Read More

Spotlight

SMITH

As the Architects of Future Commerce, our mission is to help brands create awesome buying and selling experiences that will help them stand out in today's world. At our core, we bring more than two decades of experience creating and architecting content and commerce experiences for some of the most important and highly recognized brands on the globe, including Microsoft, AT&T, Gonzaga University, Best Buy, Cisco, TopGolf, CDK Global and Honeywell.

Events