The Most Effective Way to Promote Content May Surprise You
If our digital marketing company has said it once, we’ve said it a hundred times – content is important. It’s one of the most critical parts of your website and an incredibly significant factor when it comes to engaging your audience, which means the more you promote it, the better chance you have of reaching more people.
When you think of reaching people, you probably think of social media. After all, where’s a better place to share and promote content than Facebook or Twitter? Well there’s actually a better way and before we reveal it, let’s dive into where most businesses stand in the content world:
According to a study conducted by the Content Marketing Institute, the majority of marketers say their main goal of content marketing is engagement, and 87% of those surveyed are using content marketing to promote their businesses. However, most don’t think they’re any good at it. In fact, only 4% of marketers consider their tactics “sophisticated” (the highest tier of “marketing maturity” set by CMI). The subsequent tiers, “mature,” “adolescent,” and “young,” followed with a 29%, 27%, and 28%, respectively.
While promoted posts and social ads are popular methods of content promotion used by marketers, they aren’t the most efficient. In fact, the two came in 3rd and 4th in a survey of effective marketing methods. The most effective, ranked either a 4 or 5 on a to-5 scale of effectiveness, was actually paid search.
Paid search also ranked as the most popular method, used by 77% of marketers. And in second place, with a 75% usage, was traditional banner ads.
We were too, a little.