The Chat - Content for Marketing Part 3: Promoting, Monitoring, and Multiplying Your Content

Episode Title: The Chat – Content for Marketing Part 3: Promoting, Monitoring, and Multiplying Your Content

Host: Terry

Key Guest: Pal

Theme: How to maximize the impact of your content through strategic promotion, thoughtful repurposing, and continuous optimization.

Main Discussion Points:

• Promoting Content Effectively: Use multiple channels like social media, influencers, and email marketing. Avoid relying solely on organic reach.
• Repurposing for Maximum ROI: Extract value from a single piece of content by creating diverse formats, such as snippets, articles, videos, and infographics.
• Strategic Paid Ads: Begin with demand-based platforms like Google Ads or explore Facebook Ads with rich visuals.
• Collaboration with Alignments: Partner with influencers and businesses whose values match yours.
• Always Be Testing (ABT): Regularly analyze metrics like traffic, bounce rates, and engagement to refine your content strategy.

Five-Step Process Recap:

1. Research audience and keywords.
2. Create compelling subject lines and content.
3. Collaborate with experts for authentic insights.
4. Repurpose content across multiple channels.
5. Measure, test, and optimize for continuous improvement.

00:00- Terry: 

Welcome to “The Chat”, where we take you behind the inbound scenes of some of the world’s fastest growing companies. For the past nine years as Chatmetrics, we’ve had an exclusive inside view of how these industry leaders are revolutionizing inbound marketing and sales across diverse sectors. Each week we bring you conversations with top minds in marketing and sales, sharing insider secrets and strategies that drive inbound success.

00:39- Terry: 

Join us on “The Chat”, your front row seat to the future of inbound.

00:51- Terry: 

okay okay yeah interesting very interesting and so once we’ve got the content built Um, and we’ve got it posted wherever we’re going to post it, whether it’s a blog or a podcast or, or an article or some feature or a PDF download, you’ve got to get it in front of your audience.

01:10- Terry: 

Um, you know, that’s where the promotion side comes in and that’s really, you know, the content subject lines and content, are critical. to be delivering value to your audience. They’ve got to be on point. if they’re not, then everything, nothing else will work after that, but it’s also no good just posting and putting a blog on your website if you’re not going to promote it and let people know that you’ve got it out there.

01:34- Terry: 

it’s, it really is, the way to get the most mileage out of your content. It takes a lot of effort and time, and resources to build the content and get it to that final point. SEO optimized search, engine optimized, content that’s valuable and relatable. it’s got a choka block full of the four, one of the one of, or more than one of the four pillars.

01:54- Terry:

there are so many different components that come to get it right. You want to make sure you get it in front of the, in front of the right audience. you’ve got to have a solid promotion plan in place really to try and get the most mileage out of that content. Um, there’s a host of different ways to, promote your, content, to get it out there and get it seen, obviously you can put it on your own website.

02:20- Terry:

you’re going to put it through your own marketing channels. So you’ll have, your social media channels. you’ll do that multiple times over, months or, sorry, a week or weeks or months. you’ll reach out to influencers and other websites. in you’re niche asking them to share content with you, with their followers.

02:38- Terry:

you can repurpose your content. Like we will, for instance, with this podcast, it’ll, it will create, we’ll create it in different formats. We’ll take snippets out of it. We’ll take the transcript, we’ll have articles and posts and videos and, making sure that there’s, all of the possible pieces of content that we can from the effort that you and I are putting in here today will then be expanded out and to be able to post across a whole number of platforms.

03:06- Terry:

Paid advertising is another one. it’s an area that I’m not that experienced in from the marketer’s side. I certainly am from a landing page and conversion side, very experienced. how would you go about, in something like this podcast, where do you think, pal, you’d be able to, in terms of paid advertising, promote something like this?

03:28- Pal:

So it’s something that we spoke about in the last video also that if what you’re promoting You is something people are all constantly searching for, then you can try Facebook ads you can try Google ads mainly because that’s what people are searching at, search at Facebook for something. but if you know that, there is a lot of volume coming in at Google ads, then that’s the place you should go and try out, create some small campaigns, try and do it yourself so that you understand The, Google ads structure, don’t go into their quick wizards that, they’ve got quick wizards for small businesses that, just press three buttons and, give us a credit card and you’ll be running ads.

04:10- Pal: 

you will burn all that money.

04:11- Terry: 

And draining your bank account. And draining your bank account. And

04:14- Pal:

draining your bank account. You will literally, I would say, nine out of ten won’t get anything out of it. Anything out of it. Because, And that’s when it’s competitive. If it is, nobody’s searching for it, then what’s the point of doing ads anyway?

04:28- Pal:

but if there are a lot of people in the first four or five ads, then you know, it’s a competitive niche of any extent, but that it is competent competitive. Um, try and understand the structure that, how do structure ads, how do you optimize ads by yourself so that, you can take decisions, even if you have hired someone, you can still give them some kind of decisions, can judge their efforts and also, so I think Google, ads are, are huge when it comes to, When there is demand on those ads, next you can go, affordable places, I would say first, you can go Facebook ads, try and run some posts, you probably have to do a bit more effort there because you can’t just, write a title and some links, just like you can do in Google ads in their search, you have to probably write a, design a photo or, some graphics and then put messaging on that, and then try Facebook ads.

05:19- Pal: 

It’s, relatively easier to run compared to Google ads. Google ads, it’s very complicated, for non marketers. and, Facebook ads is the next one probably associated values with, Facebook ads is Instagram ads. Again, if it is relevant to what you’re offering. if you’re offering CRM software, I don’t think, I don’t know, why would you go Instagram?

05:43- Pal: 

you might get someone there who is, probably looking for a CRM or has that in their intent. but ideally, I would say Facebook works pretty well for that. LinkedIn works pretty well for that. and Twitter also has got some, on that. and they’ve got that same, scroll to see the post kind of format, just like Facebook has and, and Instagram.

06:07- Terry:

I look, I think it’s, it’s one of those things that’s horses for courses. Really. It depends. It depends on what the piece of content is that you’re producing. it might be a lead magnet for instance, that you have gated and you want to collect people’s emails and emails. That’s another one. You can promote the content out through your email list. email marketing, whether it’s a particular list that you’ve got or you, buy a list and to distribute your content to

06:29- Pal: 

all the emails. Yeah, that’s right.

06:31- Terry: 

Yeah, that’s right. Might even be cold emails out there.

06:33- Terry: 

So I think that getting it out and amplifying really the, the content through getting it into as many hands, as possible. as you can, I think the key, is to really keep your content for marketing, working for you long after you’ve hit publish. That’s the main thing. You don’t just want it to hit, and have that first wave of engagement or interest, and, and on from there.

06:56- Terry:

I think that, continually promoting it, will let you, get in front of your audience in new ways. and it really should, and the aim of it when it’s all said and done is to maximize the amount of traffic that you’ve got coming to your website, and the amount of engagement and conversation that you’ve got with your business and about your business and about your offering.

07:13- Terry:

One of the things that promoting it will do also, I think, aligned with the first part of this, the second component of research you mentioned earlier, it’ll allow you to, when you’re running the ads and seeing what’s working, what’s not working, it allows you to get into that optimization and, Work out what, what works and what doesn’t work in terms of getting the, the messaging in the advertising, the promotion work that you’re doing, collaborating with others, creating content doesn’t have to be a solo endeavor.

07:42- Terry:

content for marketing as difficult as it is to produce Pal, it’s you and I focused on these initial couple of calls. We’ve got another couple of sessions that have been recorded with other individuals as well. you can partner with other businesses or influencers, in your niche to create key content.

08:00- Terry:

you can have guest, guest presenters on or have guests come on that where you interview and talk to, guest contributors, they can create content for your website or social media channels. there might be particular experts in their niche or segment. One thing when collaborating with others, it’s very important to make sure that you’re collaborating with people that have alignment with you, with your brand, with your values, and, and with your audience, quite frankly, their audience should be the same profile, very similar to, to your own audience, and potentially overlapping, if you’ve got anything else you wanted to add there as far as collaborations with others is concerned.

08:43- Pal: 

Yeah, collaborations, again, it has to be, relevant. not it has to be, it better be relevant. people who really like to educate. I would not want to collaborate with someone whose value is just based on selling all the time. I think, it’s more of, the education part.

09:01- Pal:

Those people who want to share true knowledge, are probably, you know, better and easier to collaborate with than just the monetary numbers. But sometimes you’re forced to collaborate when there is a very competitive niche and everybody’s just, doing affiliations and all that stuff.

09:19- Pal:

You gotta do what you gotta do. But, but I would rather, sync with someone who’s, motivated to provide true knowledge and then, because it’s a direct alignment with your intent as you and I like to educate people, sometimes even if they don’t want to be educated, we still get our clients and, so that it’s easier for us to either even sell this or convey this, when we educate them, they take the decisions, not that we are pushing them to make a decision.

09:46- Pal: Okay.

09:47- Terry: 

yeah, exactly. Exactly. look, I think that the next step, once you’re promoting and getting your content seen, is really measure and adjust. That’s the continuing improvement. It’s,the old, my key phrase, ABT, always be testing. you really need to be looking at the key metrics.

10:08- Terry: 

Which getting back to, the beginning of building your content, obviously, as part of your marketing plan, we didn’t mention it, but obviously, you’re going to have particular objectives and goals from the content you’re creating, things might be things like traffic, how many visitors you’re getting to a website, how many, how much engagement there is on a particular post likes versus comments, might be click throughs to a particular form or piece of, Information that you’re giving.

10:33- Terry: 

another important one I think is also particular when you’re driving traffic back to your website is bounce rate.if you’re putting content out, that’s getting engagement and people are clicking through to your website, but then they’re bouncing away, you’ve got a real disconnect.

10:47- Terry: 

Then You are resonating with your audience, but your website’s not, or your offer, or your product’s, not, there’s some disconnect there. and that can have a pretty disastrous effect on, your SEO ranking, certainly for both, organic searches and where your products are shown, where your content’s shown as far as across search traffic is concerned.

11:07- Terry:

look, and it’s just regularly tracking all of those things, to make sure that you can make informed decisions about how to wear best to optimize your, content for marketing, and promote it. And once, you’ve got those, particular channels or approaches in place, then you’re able to go through and increase and amplify the amount of that promotion that you’re doing.

11:31- Terry: 

And ideally, that’s the whole aim of the game is to get more visitors, more customers, and grow.

11:35- Terry: 

There is, some pretty simple steps that we’ve covered here today in terms of,the content creation process, but I just wanted to bump it down to, a quick, five point summary, I think step one is research your audience. You really do need to have a pretty deep understanding of the audience, your particular prospects and clients of potential clients of the, of your offering.

12:05- Terry:

you need to research your keywords as you’ve already outlined, and probably needs to be updated on a quarterly basis. aligned, that keyword research with your client listening. so understanding what it is that the, that they’re talking about and you really want to make sure you’re building out your keyword list so you know what you’re focusing on, which will ultimately drive your content topics anyway.

12:29- Terry:

number three, build your content subject lines, delivered from, and or including your keywords. it’s obviously you want to keep them messy. Are relevant number four, have two or more subject matter experts. chew the fat on the subject and record it. You can record it as a podcast and then obviously you can expand that into, other areas.

12:47- Terry: 

those subject matter experts. experts. They could be, people from, out of your list. There might be employees, there might be clients or prospects, or other industry specialists, agencies, for instance. once you’ve got that first video that you’ve recorded, then you can go through and have that transcribed.

13:06- Terry: 

all of a sudden you’ve got a whole host of content. You can be broken down into a lot of different ways. you can, Edit the main video, put a b roll on and all of a sudden you’ve got a YouTube, video, that can be a podcast or on your YouTube channel.

13:19- Terry: 

Get that down into snippet videos, which can be used as shorts, TikTok, and stories. You can take the full transcript and turn that into a blog post and break the blog post up into insightful small snippets that can be used for posts on social media back and aligned with the smaller videos.

13:37- Terry:

looking, I think the key, with content from marketing. Really is to, rinse and repeat all of that for every subject line. once we started doing this, our content creation increased materially. it was a lot less effort than it’d been putting in the past. and of course, like I said before, you can lean on AI for some suggestions and frameworks, but just be careful not to lean into it too much because it really can backlash your, backlash your SEO.

14:02- Pal: 

Exactly.

14:03- Terry: 

I think, I love content, pal, I love writing, it’s one of those things that I do see as the backbone, you’ve got to get your messaging right and aligned, but the flip side is you’ve got to get the promotional side and get it out into, get it out so that it’s seen as well.

14:17- Pal: 

yes, which is challenging, but critical. Yeah,

14:20- Terry: 

absolutely. Absolutely. Challenged, but critical and can be expensive if you get it wrong.

14:25- Pal: 

Yeah, very expensive.

14:26- Terry:

I think that’s just about got us covered for the content. Anything else you’d like to add at all?

14:30- Pal: 

No, I think that was great.

14:34- Terry:

thanks, Pal.

14:34- Terry: 

Thanks for your time and see you again on The Chat.

14:38- Pal: 

Thanks, Terry. Thanks to you.