Many companies are now focusing on a content-first strategy.
But once you've created your content piece (e.g. blog, podcast, e-book), how do you promote and distribute it? This is particularly difficult if you've yet to develop a strong community.
Use Google Display Network ads as a cheap, scaleable way to distribute your content. Unlike typical search ads, Google Display ads are visual ads shown across millions of websites on side-banners and headers. They are much cheaper on a cost-per-click basis.
Distribute your content by:
• Re-targeting your past visitors that have visited your site in the past 30 days, and
• Targeting new audiences based on demographics to build up a pool of new potential customers.
To ensure you get the most relevant traffic, be sure to incorporate a strong creative, clear CTA, and your content suits the needs of your target audience.
If you are doing podcasts, make sure also to transcribe it for SEO purposes.
Re-upload the transcript on your blog.
You don’t want those insights to go to waste, and transcription is an excellent way to repurpose high-quality, relevant content for your SEO and makes your podcast more searchable.
Use a service like Rev, or automated transcription tools like Trint and then hire a freelancer from Fiverr to clean the transcript up.
• Higher engagement rates. Influencers often charge based on their follower numbers and not their engagement metrics. Micro-influencers and nano-influencers influencers usually have a higher engagement rate, leading to lower CPM/CPC, and thus higher ROI.
• Watch out for inflated likes. Fake engagement is rife in Instagram with "engagement pods", which are groups where up to 20 users share their photos. Everyone in the pod then 'likes' and 'comments' on each post. The result is a facade that the influencer is popular and has high engagement metrics (200+ likes, 100+ comments) .
• Cycle influencer images for paid social ads. Run paid social campaigns on Facebook and Instagram using images that your influencers have created for you, alongside your existing campaigns. Remember to clarify with your influencers early on that you intend to do this.
• To pay or not to pay? We believe that everyone should be paid for creative work. That being said, if you're offering a highly-priced product for free, some influencers might accept the product as compensation.
• Free Google Ad Credits. Google is providing free Google Ad Credits for SMEs who have advertised with Google since the beginning of 2019. Total sum of $340m to give away until end 2020. Learn more here.
• Facebook Small Business Grants. Facebook is providing $100m in free cash grants and ad credits to small businesses affected by the global outbreak. Learn more here.
• Support from us. Traktion has compiled a list of free remote working tools for startups, and we're also offering our Smart Dashboard for free as a 'mission control' for your company during these tough times.
• Ready for search. Update your Google My Business listings to signal that your online sales channels are operating as usual, even if your physical retail channels might be closed or have reduced operating hours, so customers are redirected properly when they search for your service/product.
• Update your store & socials. Make a post on your social channels and add a site-wide popup banner. Explain that you are operating as usual, taking precautions, and that customers should expect delivery delays due to production delays or courier logistics bottlenecks.
• Do NOT send an email simply to tell people you are open. The time has passed for companies to reassure customers that you are still open. Chances are your SaaS or ecommerce company is simply irrelevant to the crisis, and you piling on yet another mailer into busy inboxes will likely lead to frustrated unsubscribes.
• Contextualise your communications. Take a more calm, reassuring tone in your communications. If you need to send a mailer, consider providing a freebie such as discounts or gift coupon, or announcing new relevant products.
• Understanding mail deliverability. Gmail can track how people generally interact with your emails — do they delete it when it first pops up, do they bounce immediately after opening your mail? The higher the percentage of users that dislike your emails, the higher the likelihood it is seen as junk mail.
• Cull your lists and test open rates. To test for higher open rates, duplicate your existing lists, and remove people who have not opened your email in the last 4-6 months. Run your next campaign via this list. A higher engagement rate also leads to higher deliverability.
The content you create for your existing clients and prospects can also be repurposed to get more leads.
Now is a great time to use quality content to scale up your future prospecting lists.
To convert content views into leads, do this:
• 1. Create quality content in a PDF: Focus on creating quality, niche content not found elsewhere, e.g. a guide to adjust business strategy for your niche. Package it as a PDF with beautiful graphics.
• 2. Set up a landing page: Create a dedicated landing page that explains how great this toolkit is for your niche.
• 3. Implement pixels: Add your pixels from Facebook (B2B, B2C), LinkedIn Insights Tag (B2B), and set up your Google Tag Manager. This is so you can track who has visited the site, and you can retarget them with ads in the future.
• 4. Require an email to download: Ask for an email address to download the toolkit. Send the user to a link to download this toolkit via a service like MailChimp or SendGrid.
• 5. Upload these emails on Facebook: In the coming weeks/months, use these emails to build Lookalike Audiences on Facebook to run ads. Aim for 800 to 1,000 emails. This "seed" email list allows you to target people of similar profiles with future ads.
The outcome? You get to retarget people who have visited your site, and you also get to build a wider Lookalike Audience based on the initial interest.
The importance of creating content for your own niche can't be overstated. If you go too broad, you'll waste money as your pixel data and Lookalike Audience will show your ads to those who are not your ideal customers.
For B2B companies, most have completely or substantially cut ad spend, unless in niches specifically related to remote working.
Most B2B companies have now adopted a content-first strategy for their marketing.
However, after the deluge of COVID-19 ops emails, we're now faced with a wave of webinars nobody asked for. Webinars are good for curated specialist content, and if you already have a strong community.
But nobody needs another webinar for "10 Tips to Work From Home".
Always remember to prioritise quality over quantity.
Adjust your B2B comms as follows:
• Add value to existing clients: To optimise your content distribution, use it for customer success and existing leads in your pipeline. Have your Sales team send these materials to leads and clients as a blogpost or PDF.
• No hard selling, no cold calls, and minimise cold emails.
• Adjust your tone for the climate. Be succinct, respectful and clear.
Don't send yet another generic webinar invite, please.
A pillar page broadly covers a specific topic in in-depth detail, by clustering content around that particular topic.
Pillar pages are much longer than typical blogs, as they cover all aspects of the topic of which you're trying to rank.
For example, if your central topic is Facebook Marketing, you'd create a cluster of content covering that theme in-depth, such as:
- The basics of Facebook marketing
- How to set up your Facebook ads
- How to track your Facebook ad performance
- How much budget to allocate to Facebook ads
...bringing these sub-topics all together under one main pillar page, and linking each sub-topic to its dedicated page.
Pillar pages are important because search engines favour it. Pillar pages cover a topic in so much depth, that your keywords can naturally be spaced throughout your page, and your internal linking structure is optimised. By covering your topic in-depth, your site is also likely to be the last page a searcher visits, which Google views as a positive signal.
Plus, it's great for inbound linkbuilding. By covering a topic so deeply, it increases the likelihood of your content being referred to by other sites as a key resource.
Hubspot gives great examples of what pillar pages look like.
Send it in to our team, and we'll link & credit you if it makes it into the newsletter.
Join the Growth Marketing Insights Newsletter.
TRAKTION'S VERIFIED DIGITAL MARKETERS HAVE EXPERIENCE FROM