Not Promoting Content Is The Biggest Mistake Marketers Are Making

December 29, 2016

Content Promotion

 

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Does Content Promotion Work In Singapore?

One of the most common mistakes our clients used to make is not putting enough money into promoting their content.

Some companies believe that producing more content and letting it grow organically can get the same results, which may be true – in the long run, a very long run.

In a world where results are expected to be delivered within months, a two-year organic growth strategy is no longer a viable option.

You need to get attention fast and effectively, and the best way to do that is through promoting your content.

 

The Impact Of Content Promotion

Average Cost Per Reach For Promoted Content Can Be 84% Lower

Promotion not only increases your reach, it’ll drastically decrease your cost per reach as well.

In the above example, let’s assume that a page has 20,000 fans, and organic content reaches only about 10% of the audience.

Without promotion, the cost of reach for a piece of content that costs $400 to produce is about $0.20 which is not ideal for most marketers.

But when and equal AD budget is put in as well, reach increases to 25,000 and brings down the cost to $0.032.

It’s an example, but the principle still holds true for successful content and social media marketing. You need attention, and paying for it is the most efficient and reliable way to get it.

So how exactly does content promotion allow your brand to grow? And what happens when you boost a post? Let’s take a deeper look at how it all works:

 

1. Boosted Posts Guarantee Higher View Counts

According to our statistics based on our accounts that vary in performance, we have an average additional reach of 50 for every dollar spent on promotion.

Reach Increases By 50 For Every $1 Spent On Content Promotion On FB

 

While the first benefit is obvious, there are some details on how Facebook gets you views that may illude beginners.

 

Sponsored FB Content

 

First of all, boosting a post immediately guarantees that your post will appear higher up on the newsfeed of consumers. That’s important because you have an average on 4.26 minutes to capture a user’s attention in a very crowded and saturated newsfeed about 14 times a day.

The higher your content is on the newsfeed, the better the chance users will stop and look before they get distracted by a video of a dog in a bowtie playing a piano, and no ad is going to be able to top that.

 

2. You Get To Decide Who Sees Your Content

Facebook’s audience selection tools are extensive and very powerful. With Facebook, you’ll be able to target demographics like age, gender, hobbies, interests and location just to name a few. There even more powerful tools like lookalike audiences available which would allow you to target people who are similar to your existing fans on Facebook in the Ads Manager.

FB Targeting

 

Promoting your post will also allow you to reach out more effectively to your existing fans. A common misconception that most people have is that your content will appear on the newsfeeds of all your fans.

Facebook limits organic reach so you’ll have to fork out the extra to gain maximum coverage for every ad. There are some factors that could make your content appear more often. Likes, comments and shares will prompt Facebook to recognize that your content is of quality and it will start appearing more often. However, occurrences like this are unpredictable and beyond your control. Additionally, even successful posts will be limited in some regard if there’s no promotion behind it.

 

Optimizing Your Ads On A Tight Budget

Now that we’ve established the utility of promoting content, let’s take a look at how we can work with a limited budget. But first let’s get one thing out of the way: you’re not maximizing your content without promotion.

For most companies, producing content isn’t going to be cheap. The man hours spent on writing, photography, editing and scheduling aren’t going to pay off if no one sees your content.

1. Produce Lesser Content

As we’ve explored earlier on, content that isn’t seen won’t do you any good. Instead of producing 5 posts a week that end up with little results, consider doing 3 and putting the resources you have in production into promotion. You’ll see an immediate boost in views, impressions and reactions for doing less.

2. Strike When The Iron Is Hot

With so much content on Facebook, your content will eventually see diminishing returns in time, sometimes within a couple of days. But with proper amplification, you can boost your viewership and extend the lifeline of your content to receive higher returns.

3. Promote And Experiment With Old Content

Great content always captures attention, so make sure everyone gets to see your best stuff, even if it’s old. A great way to maximize good content is to promote it sometime after it has already ran its course.

It’s a great way to get more fans into the mix or remarket to existing fans or those who missed it the first time. It’s also a good opportunity to do a little testing, maybe changing the type of image and headline to see what kind of results it delivers. You’ll be surprised what one image change can do to your content!

 

Get Out There And Experiment!

The days of reliable organic reach are over. Marketers have to dedicate ad budgets to fully optimize their content.

So get out there and start experimenting! Let us know how our strategies worked for you in the comments or send us an e-mail!

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About the Author

Nicholas Chen

Nicholas Chen

With a background in the editorial industry, Nicholas has written for some of Singapore's leading web publications including The Smart Local and Tech in Asia. He now works with Clickr to provide clients with localised social media content solutions and strategies to fulfil business goals. He believes in providing users with high quality and relevant content through data-driven processes to deliver the best results for campaigns. He believes in providing users with high quality and relevant content through data-driven processes to deliver the best results for campaigns.