What are The Ways to Market Content and Get Conversions?

Posted by Nisha Gupta on January 25th, 2022

Paid promotion and organic promotion of content are two ways through which content is amplified. Different channels are used to promote the content depending on the target audience and the type of content that needs to be promoted. Organic promotion of content requires the audience to interact naturally over time. Whether it is paid or organic, the content must be engaging. The very best of the content should be used for distribution as there are very many vying for attention.

But, an engaging content is not an end in itself. The distribution channel should be appropriate to get the maximum out of it. A client must know where the traffic is coming from. Because of the stiff competition from competitors, the relevance of paid promotion is growing.

Blogs and e-mails can be used for organic distribution of content. Organic distribution can be a basis for deciding on a digital amplification strategy. This will help one know whether the audience are showing interest and that too without spending a cent. Afterwards, you can think of spending on paid promotion that includes social media ads, pay-per-click and influencer marketing.  

One should keep in mind the goals that one wants to achieve before starting. The key performance indicators will differ depending on the goals that you have set. 

Understanding the customer’s journey will help in the appropriate digital amplification of your content. When you are creating awareness for the brand, you can use influencer marketing or Digital PR. An influencer has a vast network that can be used for the promotion of a brand. Interactive content that is compelling will be good for brand awareness. Social media campaigns that can tickle the interest of the customer will create brand awareness.

After this, comes a stage when the customer is mulling about buying a product. Nurturing a lead is important here. Address the concerns and queries of a lead that has been generated by your marketing efforts.  This could be through a newsletter that will further satisfy the curiosity of the customer about the brand and the product.  

Reinforcing the brand’s credibility is important at a stage when a customer is about to make a decision. This needs digital amplification to be energetic. One can use paid search or paid social to get a conversion. The content should be reassuring and create urgency among the customers. Paid search increases the probability of customer engagement. At the same time, social media ads can be fruitful in getting a conversion.

One will obviously want more conversions. So, we would want to build a loyal customer base. For this, the content we have created should be further promoted.  This can be done through e-mail marketing and free social media tools.