24 Aug 5 Effective Places To Promote Content Online

Corporate marketers too often expect corporate digital content to spread widely via organic means alone. Today, brands should be prepared to promote content organically (via social media posts, emails, etc.) and to buy ads to ensure content reaches targeted people.

If you haven’t dipped your toes into digital ads, here are some places to start:

Reach existing fans on Facebook

Content on Facebook brand pages organically reaches about 6% of fans on average, down half from one year ago. If you want your content to reach existing Facebook fans reliably, you will need to visit your brand’s status update, and select “boost post.” From there, select “people who like your page.” If you’re promoting a specific product, or moving people to your website, be sure to add a conversion pixel to your ad. Learn more about conversion tracking on Facebook here.

Target niche audiences on LinkedIn

LinkedIn provides a great platform for B2B companies to reach nearly any type of customer. We recommend testing “sponsored update” advertisements to reach audiences where they naturally live on LinkedIn – in their feed. Be sure to tap into LinkedIn’s targeting capabilities ranging from targeting people at a specific company, to targeting job titles, industries and more. Learn more about sponsored updates here.

Use content to help you generate leads on Twitter

You can sponsor Tweets on Twitter, but Twitter’s smoking gun is their lead generation cards. When you set up a lead generation card, you have the option to link it to exclusive content in exchange for an email address. You then promote the card to your defined audiences, as you would with any other ad, and you pay per lead. Learn more about Twitter’s lead generation cards here.

Utilize Google AdWords to promote your content in search

Data shows that Google is the primary search engine for 80% of people on the Internet. Define the problem your content solves for customers. Then do some research to theorize what keywords people might search to find your content. (Google’s keyword planner is a helpful place to start.) From there, launch “Google search” ads and test multiple variations to improve the likelihood that people discover your content. Learn more about Google Search Ads here.

Tap into amplification services to expand your reach

Paid amplification services provide an easy way for you to reach new people within your target audience. Your brand can use content discovery platforms to elevate content on trusted news sites, pay for sponsored stories on target outlets, or utilize paid amplification services to bring new people to your website.