Transcript:

If you spend time labouring over something, you want people to see it, right?

Creating great online content can be time-consuming, no matter how much of a content wizard you are. So it better be seen by the people you intended to see it!

Today we’re going to look at how you can make sure your good stuff is seen and not left in the corner of the internet to rot.

Get ready for the internet to enjoy your work, because Wednesdays are about to get GIANT.

Hello, my name is Adam and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

We’re here today to look into making sure your content is seen online and give the attention it deserves!

We’re going to look at the different ways to promote your content and increase visibility through owned, earned and paid channels.

It’s hardly a secret that there’s A LOT of people out there on the world wide web, so making sure to stand out and be seen is imperative to your success.

So, your content promotion strategy.

First things first, well… after you’ve made that killer piece of content, is understanding where your audience spends their time online.

Are they more Pinterest than Instagram? Are they more into consuming their content through blog formats or videos? Do some research.

You can find this kind of information out by looking into demographics for your channels, looking at analytics and asking people. Yep, it’s that easy. 

And you might find it’s a mix of many different types of content and a variety of platforms – that’s where you’ve got to get strategic.

Now let’s break down the three-channel types; owned, earned and paid.

So first, let’s look at ‘Owned’

This refers to the marketing channels that you manage. For example, your website, your blog and your social media channels.

Owned channels are the best place to start when promoting content because they’re easy for you to manage and low cost.

Now let’s check out ‘Earned’

This refers to anything that is picked up by a third party. For example, another blogger, another company or an influencer.

Earned channels are great to boost the reach of your content, meaning you’re not relying on just your own. They also add a sense of credibility to your work.

And finally, let’s consider ‘Paid’

This refers to promotion you pay for… clues in the name really.

For example, advertising on social media, paying to be promoted by an external party and boosting your posts.

Paid channels are great for targeting campaigns to a specific audience based on goals and budgets, reaching more audiences and potentially growing new audiences.

So now you know you’ve got to work out where your audience is, how they want to consume content and the best ways to reach them through different channels.

That’s the why and the how, but now we need to ask when?

This is where having a content calendar comes in handy.

You all know what a calendar is, I’m sure. But having one for your content promotion means you can construct a detailed timeline to manage our activity.

You’ll want to outline what to publish and when, and you don’t want to do this willy nilly. You need to have some strategy behind it.

There’s little point posting on a Sunday if your audience isn’t up for consuming your theme of content on that day, or at 2am in the morning unless you’re targeting insomniacs or night workers.

Use the tools available on social media platforms, as well as the research methods I mentioned earlier, to see when your audience are online.

Factors these times into your content calendar and look into things like interests. Things like public holidays and funny trending days can be a great time to distribute content.

Websites like daysoftheyear.com have a pretty giant list of these kinds of dates.

Own a pet grooming business? Well go through your content calendar and mark out the days like “National Cat Day” or “Walk Your Dog Day”.

Distribute your content on the days relevant to your sector and see a greater reach. But don’t forget to ride on these trends using things like hashtags, or by entering conversations online.

And don’t forget the owned, earned and paid channels for maximum content boosting.

There you go. You’ve made some killer content and now you know how to distribute it and promote it online through a variety of different channels to achieve maximum reach and hit those objectives! 

Work on that content calendar and let us know if you’ve got any questions. Post a piece of content you’re most proud of in the comments so we can check it out.

So, that’s it for today, go forth and comment your views – give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.