Be it an article, video, or whitepaper, once you put down the hard work in creating a great piece of content, all you want to do is to make others aware of the result!
Unless you already have thousands of readers or viewers willing to absorb your content, you will need to allocate extra time to distribute it. Without broadcasting the value you have to offer with strategic teasers, your outbound messages might otherwise fall on deaf ears, leaving your content unread or unwatched.
Here's the low-down on why distribution is key in your marketing strategy.
The importance of the content distribution phase
Nowadays, content marketers are up against thousands of voices, competing for their audiences' attention. Your first, best defense against all of the other noise, is great quality content. Your second best move is implementing an amplification strategy to get it in front of your audience's eyeballs.
Even huge media companies like the New York Times boost their content with Facebook ads to maintain and grow their traffic. In this case, as a channel that monetizes their content, it's incredibly important for them to consistently engage with their audience.
Digital marketing experts advise that you take twice as much time distributing your content, as you do creating it. If you want your content to engage with your audience, you must start thinking about which channels to use.
The good news: Facebook and Instagram Ads are continuously developing increasingly effective tools for distribution and targeting.
Check out these tips on how to take full advantage of your distribution arsenal, to ensure that your audience reaches the viewership that it should!
Tips to reach readers with Facebook and Instagram ads
When you plan your ads, go in with the right mindset. All the settings that you choose must work together to catch your audience's attention. And also to make them interested in the quality content you created.
Here are some tricks to make your audience interested in your content using Facebook and Instagram ads.
Go beyond demographic targeting
According to Google, campaigns that use intent-based targeting have a 50% higher brand awareness compared to campaigns that only use demographic targeting. The takeaway: You're more likely to grab the attention of people who have already demonstrated interest on your website before.
A Facebook Pixel allows you to reconnect with website visitors, based on the actions they took before on your page or website. Get started setting up your Pixel with this article.
Use contrast storytelling to empower your message
Determine the main benefit that your content offers your audience: Why would they read it? What is the value of it?
Once you have the answer to this, you can identify the pain-point that your article can solve.
Intellyo, a software development agency focusing on content creation and distribution, demonstrated this process well, with a campaign based on insights by writers and bloggers. They ran a survey, and published their results, which showed that writers spend too much time creating blog articles, and usually run out of ideas.
Understanding these pain points, they communicated a solution on how to shorten the time taken writing in a blog article. Next, they invited their audience to check out the article with the call to action Learn More.
Provide a sneak peek of your content
If your audience is quickly scrolling their timeline, - which they usually are - they won't be able to read the full text of your ad. By adding a catchy visual related to your content, you can catch roving eyes with an image, and encourage them to take some time to read the text to understand more. The image can communicate the value of the content, while the text provides more information.
The tone is also very important when connecting with your audience so that the ad projects your brand's personality and stands out.
Win with visuals over text on Instagram
Unlike Facebook, Instagram gives less space for the text (300 words tops for ads on Feed). That means two things:
1. Your visuals need to communicate a LOT.
2. Pictures and videos need to be really good quality.
For Instagram Story Ads, use Canva in case you want to write something on your image.
Don't forget to A/B test
Make two versions of your ad, changing one variable (design or copy) in order to achieve more accurate results. After letting both ads run for a couple of days, check the results and reallocate your budget to the best performing ad.
Experimenting with different visuals and call to actions is your best tactic for success. So make sure to try many versions for best results!
The days that your content went viral out of the blue are gone -- today, distributing content is a non-negotiable step in your process that you need to make time for. Even if you feel your content is epic and you have a large audience, a boost is always needed. And with the awesome tools you have at hand these days as a marketer, a little will go a long way.
If you take away anything from this article, remember this:
- Using Facebook and Instagram ads help to communicate the value of your content.
- Remember to use targeting options for a better use of your budget.
- Also, set a catchy and good quality visual to achieve your campaign goals.
- Complementing the visual with an engaging text and a clear call to action is fundamental to make your audience stop scrolling their feed and check your content.
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