Creating and Managing A Promotional Plan - Content Strategy

Creating a robust traffic is essential for a well written content. When building a promotional plan keep topic, target audience and the platforms that you use in mind. The essential are of utmost importance in content marketing, for SEO and Website Promotion aspects as well

Effective planning leads to customers - well known as creating leads and then to conversions eventually.  

Using Social Media & Internet Platforms 

Twitter - Short conversational and up to the point.

Instagram- Image driven and description in the caption space. 

LinkedIn - A professional approach

FaceBook - Timely Relevant & Entertaining

Internet Platforms like Adobe, Wizzley,  Ebooks, Article Sites - Usually short and long form contents descriptive and persuasive with an inbound link. 

Make sure of all the resources hence make a content audit as to what you have in hand ebooks, articles, blog posts etc. Identify what worked well before. Schedule your content post as per the optimal time for business to business and platform to platform posts. This is important for maximum exposure to your contents and that too to the right audience.   

Known when to post especially country wise, check for the time whence audience are most likely to be active and respond.   

Whence posting contents on a platform make sure it resonates with the type of audience present in that channel. There are many tools for keeping a tab on content promotion Trello for example works best to build a content calendar and keep track of promotions and so is Google calendar.  

Promoting Contents - Organically 

• Optimise Contents on Platforms 
• Landing Page Optimization 
• Build a Topic cluster & Sub Topics using Pillar Pages
• Focus on Featured Snippets  
• Create Backinks 
• Develop an Outreach Strategy 
• Create Quality and Informational Contents for Natural Linking
• Use Outreach
• Use Guest Blogging 
• Share articles in messaging apps
• Email Marketing - Segment Audience in Database 
• Promote Links in Email Signatures
• Post to Social Media with hashtags

Some good tools to find linking opportunities are ahref, Backlinko and Similarweb. 

Supplement your organic efforts with paid advertising.  

• Google Search Ads
• Google Display Ads
• Social Media Ads
• FaceBook Ads
• Twitter Ads
• LinkedIn Ads
• Youtube Ads
• Influencer Content Sharing on Paid Basis 
• Native Ads in Top Publications Negotiate with publications for less rates. 

For greater success in content marketing set goals and use analytics for right metrics to measure your performance. 

Content Performance Metrics

For a blog post visitor bounce rate and referrals will matter most. For videos time on page, impressions and sharing will be the key performance indicators, for webinars landing page conversion will be a top metric. Set SMART Goals (Specific, Measurable, Attainable, Relevant & Timely) to measure using key organic metrics. A SMART Goal could be to increase website traffic from one thousand visitors per month to say two thousand visitors.

Web Page traffic metrics are key indicators performances they are usually page views, bounce rate, sources and referrals. Use Hot Jar tool as heat map to discover how visitors react to your pages.   Hub Spot tracking links is good for tracking referrals. Start tracking your keyword performance and analysis using SemRush and ahrefs. 

For webpage metrics Google analytics and Hubspot can be ideal.  Then analysis social media metrics for content performance on FB, LinkedIn, Twitter etc.  Metrics like reach and impressions are vital for ascertaining a good performance. Likes, shares, video views, comments, reviews, click through rate (CTR) and retweets are important engagement metrics to keep a watch.  Analyse Email Marketing metric like the open rate and CTR and subscriber base numbers. Industry bench mark is 20:2 for successful campaign. Since these metrics can vary it is best to study and fix performance as per the competition and topic.  Finally, conversion metrics like conversion rate, lead generation and closer indicate the goal achievements or overall performance.

Paid Promotion Metrics 

Quality Score Is related to Ad quality by Google. This is for lower bidding rate but for better Ad placement. Use tracking Ad metric for ascertaining performance and quality score. Track CPC and CPM performance. The former is most important metric to track and low CPC means low perfroming Ad. Cost per acquisition (CPA) is meant to increase lead acquisition.  

Close Rate Ratio measures sucess and failure of the whole campaign.  This is purely return on investment. 

Use past content performance as bench mark. Without historical data look out at industry bench marks. Remember brand now companies or start-ups will have minimized targets or goals in the beginning years.  

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Uday provides search engine optimization service for digital marketing. He provides website contents and content for authoritative links. 

He can be contacted at: 

pateluday90@hotmail.com

09755089323