Step #10.
Once you have created your content, it is important to promote it to reach the maximum audience.
Develop a media plan that will determine how and where your content will be promoted. Determine the budgets and resources that will be allocated for promotion. Make sure that your actions are consistent with the overall business strategy.
It is important to understand that the media plan for content will differ from what the performance (target or context) offers. Everyone is used to seeing exact numbers: advertising budget, views, transitions, baskets, applications.
In many content marketing tools, it will be impossible luxembourg consumer email list to assess the impact of the content itself on the transaction (purchase), since many factors work together.
For example, it is hardly possible to imagine a situation where a representative of the target audience, which is only 100 people in Russia, learns about a company that supplies large software from Telegram, leaves a request and buys a product worth several million. It is important to understand that at this point many factors will play a role: the company's website, social networks, and external PR placement.
However, some indicators can still be predicted. For Zen, for example, these are coverage, readings, and transitions to the site. Then you can connect retargeting with a more accurate forecast.
Case
Organic promotion on Zen: +1.5 million impressions and getting into the top 5 of Yandex in 4 months
Some platforms, or more precisely article placement on third-party sites, allow you to predict getting into the TOP-1 for specific search queries.
Analyze your promotion results and adjust your media plan as needed to achieve maximum efficiency.
Building a media plan for content promotion
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