CMI’s guide to paid content promotion
Content marketing has several forms. You might have ventured into content marketing in the forms of social media posts, video, images, how-to guides, white papers, blog posts, infographics or webinars.
Content Marketing Institute columnist Jodi Harris has published a quick-start guide to paid content promotion.
Harris says, “No brand can exist in a vacuum. To thrive and grow, it needs a constant influx of supporters who buy into its perspectives, points, and purposes, and customers who purchase its products.
Of course, this is why marketing was invented – to draw interest by disseminating information about a brand’s favorable attributes, building desire for its products and services, and providing a clear pathway to make a purchase.
The content marketing your business creates can certainly help further all of these goals on its own; but with the high volume of noise and distractions competing for attention online, organic reach on social media in sharp decline, and search trends and algorithm changes complicating the playing field, it’s time to face a tough truth: If you want your content to get discovered by the right audience at a scale that will help further your business purpose, you’re going to need to amplify its power by incorporating paid promotion into your content marketing strategy”.
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