The Art of Planning a Content Promotion Strategy

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When it comes to promoting content online, it’s easier said than done, and part of my role here at NeoMam Studios is to ensure that I contact those publishers and editors who actually want to see the content we’ve produced.

Many of you reading this will think that when working with a travel-related piece of content, the way to go would be to reach out as many travel blogs as possible… but in actual fact those are probably not the type of sites you want to focus on.

You’d be surprised at how far content can travel across different sectors, as one topic might have multiple touch-points across several niches. When it comes to prospecting for publishers/bloggers, expanding on our main target audience is key to the success of our content marketing campaigns.

In this post, I’d like to open a window to NeoMam’s media relations process – from finding the right targets to adjusting our strategy whilst we’re running our campaigns, securing successful results for our clients.

Content can travel far across sectors; remember that when planning your content promotion strategy.Click To Tweet

Case study: How to get a deal on a private jet

I’ll be using one of our latest campaigns as an example of content promotion strategy and the importance of being flexible throughout the process. Meet our ‘How to get a deal on a private jet, an infographic on how you can fly privately at airline prices.

neomam-case-study-travel

The campaign started off fairly slow, but after a tweak to our initial strategy, we quickly ignited a lift off.

3 questions to ask when defining your target audience

The three questions below can open up a lot of doorways to where you can promote your content, whilst helping you pinpoint the different online audiences that would be naturally attracted to the topic:

  1. Who cares about this information?
  2. What type of people does that topic attract?
  3. Why would they find it interesting?

In defining the strategy for ‘How to get a deal on a private jet’, we went beyond the obvious ‘travel & leisure’ by asking ourselves the questions above.

neomam-case-study-strategy

This is something we do with every single piece of content we promote. However, we do pay special attention to audience diversification when working with travel-related topics. The reason being that travel bloggers will most certainly ask for money in exchange for featuring our content, and that would mean zero results for us because we don’t work with a budget for paid features. When working with travel content, we know from day one that we have to spread across sectors if we’re to give the campaign the best chance for success.

For this campaign, we ventured into the business sector – knowing that we made the right call as soon as we achieved our first non-travel coverage on Entrepreneur. This feature was shared over 2000 times on social media, so we knew the business community was finding the topic of private jet flights of particular interest.

The same scenario occurred across other sectors: sites such as Lifehacker and MenProvement were picking up the content organically, shedding a light on different niches who were also keen on talking about the topic at hand.

Pitch like a pro: finding a newsworthy hook that reporters can’t resist

digital-pr-hook

We had our original pitch, introducing the content to the journalists, editors and bloggers we thought would be keen on seeing the infographic and potentially running it. But a few days into the campaign, we decided to enhance our pitch by surfing the wave of a piece of news that could open some new doors for us.

We were only days away of a major boxing event, when Mayweather and Pacquiao were set to fight in Vegas, and an article popped up about private jets being left on standby at McCarren airport because of the fight. This was a great hook as everyone was suddenly talking about ‘private jets’. A few more features came rolling in with just a simple addition to our emails.

neomam-pitch

Adding a hook into your email is a great way to get media attention – journalists want content that is newsworthy, otherwise it can often be a waste of their time. Always try to take some time to find out if there’s anything going on around the topic you’re working with as, more often than not, you’ll see that you can integrate a hook into your pitch.

The key to finding outreach targets for your content is to look at the bigger picture. — @BELLRHONEClick To Tweet

How far did the infographic go?

By targeting different sectors that connected to the topic of the infographic and adjusting our strategy based on the initial results of the campaign, we achieved great results for this infographic within just a few days:

neomam-promotion-results

The key to finding the right target audience is to look at the bigger picture. Similar to what our founder, Danny Ashton, said on his last post – we need to find an audience that is not only relevant to the content we’re promoting, but also has an active community.

By spreading across sectors and keeping one eye open for timely news hooks, we make sure that there are different angles to our outreach strategy.

If your entire strategy revolves around just one sector or a very niche group, and they don’t respond to your content, you will need to be flexible in order to achieve results for your campaign despite that initial setback.

Photo credit: Bruno Girin / Mark Nozell

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