Absolutely. You have to consider the platform that you are using the content on as it is being created.
Are there any specific steps that you have found that work well with your promotion or distribution of content? Should content marketers always do paid promotion?
I think you have to have an effective balance between organic promotion and paid promotion. I also think that paid promotion should be used on "big money" posts--or the content that is really valuable to a business and that is likely to grab the audience's attention. Not every post needs to be promoted--that is a waste of money.
As it relates to distribution--I personally believe that is all about testing, testing and more testing. You have to determine when your audience is most responsive, when they are online, etc.
I honestly don't think it's feasible for some companies to pay to promote everything, but that said, putting something out there and not promoting it (which many times means paying to promote it) is a recipe for failure. I'd recommend a sliding scale where you put the most promotion dollars toward your bigger content, the content you've already put more resources into. But remember that you did that when you're measuring success later.
You have to do what your budget supports and what gives you ROI that is meaningful for your organization. Ideally, our earned media would far outstrip paid, but it's a balancing act with paid, owned and earned.
Nicole, can you talk a bit about earned media?
Yes, with Tech Page One, we've had lots of earned media with other publishers picking up our articles and republishing.
Also, having others promote our content on their social channels. Google News also indexes our blogs, so they show up high in that search stream.
So that's all promotion, reach and search goodness that we didn't pay for.
If you could leave this chat with one action item with regards to planning for content marketers -- what would it be?
Go ask the team you are working with what scares them most about content. Then ask them again and again until you feel like you're getting an answer that's coming from their hearts. Once you understand what scares them, you know what you're all working against on the quest to be amazing. You can't break down the wall of fear until you understand what it looks like to your team.
I would say get granular in your planning. It's important to look at high-level objectives, but break down those items and go micro in parts of your focus--it will feel more personal to an audience.
Is there any risk to overplanning or is that a good thing?
There's absolutely a risk to overplanning, but only if you're rigid about sticking to the plan. If you've built an environment that's flexible enough, you can always innovate based on a solid plan.
I'm a planner, but as I noted flexibility is key in an effective strategy. Content marketing is fluid and changing. Maybe overplan in the idea that you have a disaster management plan in place--but don't take the creativity out of your content because you want to plan for every possible scenario.
Thank you all for joining today's chat on content marketing planning and sharing your expertise!
Thanks for having me back! I really appreciate this opportunity to chat! Thank you!
Thanks, Leah, Nicole, and Amanda! It was great chatting with you :)
Great talking with you Leah, Nicole, and Isla!
Well, you don't want to meet for the sake of meeting. You can get to be indecisive. You are planning toward goals and specific outcomes. The goal can't be to have gorgeous internal presentations and elaborate roadmaps.