Paid Social for Content Marketing Launches
In this episode of Whiteboard Friday, Kane Jamison highlights four straightforward, actionable tactics you can start using now!
Howdy, Moz fans. My name is Kane. I’m the founder of a content marketing agency here in Seattle called Content Harmony, and we do a lot of content marketing projects where we use paid social to launch them and get better traffic and results.
So I spoke about this, this past year at MozCon, and what I want to do today is share some of those tactics with you and help you get started with launching your content with some paid traction and not just relying on your email outreach or maybe your own existing email newsletter and social followers.
Especially for a lot of companies that are just getting started with content marketing, that audience development component is really important. A lot of people just don’t have a significant market share of their industry subscribed to their newsletter. So it’s great to use paid social in order to reach new people, get them over to your most important content projects, or even just get them over to your week-to-week blog content.
Social teaser content:
So the first thing I want to start with is expanding a little bit beyond just your average image ad. A lot of social networks, especially Facebook, are promoting video heavily nowadays. You can use that to get a lot cheaper engagement than you can from a typical image ad. If you’ve logged in to your Facebook feed lately, you’ve probably noticed that aside from birth announcements, there’s a lot of videos filling up the feed. So as an advertiser, if you want to blend in well with that, using video as a teaser or a sampler for the content that you’re producing is a great way to kind of look natural and look like you belong in the user’s feed.
So different things you can do include:
- Short animated videos explaining what the project is and why you did it.
- Maybe doing talking head videos with some of your executives or staff or marketing team, just talking on screen with whatever in the background about the project you created and kind of drumming up interest to actually get people over to the site
So that can be really great for team recognition if you’re trying to build thought leadership in your space. It’s a great way to introduce the face of your team members that might be speaking at industry conferences and events. It’s a great way to just get people recognising their name or maybe just help them feel closer to your company because they recognise their voice and face.
So everybody’s instant reaction, of course, is, “I don’t have the budget for video.” That’s okay. You don’t need to be a videography expert to create decent social ads. There’s a lot of great tools out there.
Another really valuable tactic is to create lookalike audiences from your best customers. Now, you can track your best customers in a couple of ways:
You could have a pixel, a Facebook pixel or another network pixel on your website that just tracks the people that have been to the site a number of times or that have been through the shopping cart at a certain dollar value.
We can take our email list and use the emails of customers that have ordered from us or just the emails of customers that are on our newsletter that seem like they open up every newsletter and they really like our content.
Keep testing new messaging:
The other thing we can do is start testing new messages and new content. Maybe this offer wasn’t interesting to them because they don’t need that guide, but maybe they need your checklist instead, or maybe they’d just like your email drip series that has an educational component to it. So keep testing different types of messaging. Just because this one wasn’t valuable doesn’t mean your other content isn’t interesting to them, and it doesn’t mean they’re not interested in your email list.Know More.
-Posted by Kane Jamison