Content Promotion Funnel

Promote Content Effectively by using Organic & Paid Digital Channels


In this article, we will discuss briefly how we can effectively promote & leverage the content by using organic & paid promotion channels by using best practices for content promotion.

Content promotion is the distribution of content through several media channels & Content marketers can leverage promotion channels to connect with the new audience members & prospects.

With the content promotion, you are able to get your message to the audience who need it the most.

50% of B2B buyers consume 4-6 pieces of content prior to engaging with the salesperson.

Content promotion & success depends on by driving the website traffic, improve in audience engagement & help buyers with the purchase decisions.

45% of B2B marketers say they are effective at content marketing.

Content promotion can be achieved by two ways:-

1.Organic Promotion Channel: is a cost-effective way to excel at content promotion & designed to increase the visibility of the content & this is a very effective channel for the marketing campaigns without spending money.

organic content promotion

Different Organic Promotion Channels:-

Organic promotion, make sure that you need to ensure the consistency around developing & publishing the content regularly in a timely manner.

2. Paid Promotion Channels: Allows promoting your content to a highly specific audience.

paid promotion channels

Different Paid Promotion Channels:-

  • Search Engine Ads (Google, Yahoo, Bing)
  • Social Media Ads (Facebook, LinkedIn, Twitter, Instagram, Pinterest)

In paid promotion, make sure to experiment with the small budget to discover the best ways to achieve the desired outcome.

Key best practices for content promotion are:

  • Create a content promotion calendar: This will help to organize content promotion plan.  plan includes details about targeted audiences, managing internal & external   communication channel because content will be distributed across these channels.

Content promotion calendar ties with the content promotion plan to create a game plan about how            & when the communication should be released.

  • Use Segmentation: Divide the larger audiences or target markets into smaller segments based on the specific buyer persona criteria like Interests, Demographics, Geographical location etc.  e., target the right audience. for e.g. Email Segmentation uses the lists with the specific criteria of contacts in a company database (the criteria in the list is based off pre-existing information collected from the contact database) & Another way to target the audiences by outside the social network know as Paid Media Campaigns Segmentation i.e., by Google Display Network.


  • Customize messaging for each channel: – Create a custom messaging by using these three guidelines.

Set the tone: you may want your message to inspire your audience, encourage them  & educate                them or just make them to laugh.

Communicate the value: Define one or two benefits one would gain from your piece of  content.

Match the distribution channel: Explore the new & creative ways of delivering your messaging.

  • Experiment & Optimize the content: Experimentation is a great way to learn how to deliver content to your audience i.e., you want to change one variable per experiment.

Optimization is used to achieve the best possible outcome for your content promotion plan

Three Key areas to optimize Content Promotion Funnel:

Reach: is used to measure the size of your potential audience & we can optimize the reach by including a link in the email signature, share content on social media channels, connect with industry influencers & always tell new people about the content.

Engagement: We can optimize for engagements by considering how the user is going to engage with the content, be patient, include relevant action words & make adjustments based on the platform being used. Most important metrics to look for is an engagement metrics i.e., Engagement (opened & Click Through Rate (CTR)) & Deliver-ability.

Conversion: We can optimize for conversions by linking to the landing page for all of the content promotional efforts & use a strong call to action.


  • Analyze your results: You will need to analyze the results of each campaign in order to identify ways to enhance future campaign performance.

Content promotion efforts can be analyzed by analyzing the performance of promotion’s channels, exploring each channel individually & identify next steps that you can take based on the new insights.

By going through this blog, we can conclude that “Create Less Promote More” should be our digital mantra to drive business success.

Need to know more, How to implement content promotion strategy across different digital marketing channels, Please feel free to contact us today & we are trusted top 10 Content Marketing Agency in Bangalore.


Digital marketing training in bangalore

Strategic Digital Marketing & business process focused on creating & distributing valuable, relevant & consistent content to attract & retain a clearly defined audience and ultimately, to drive profitable customer action.

When content has done correctly, this helps to create a relationship with your audience, which leads to trust.

Content Marketing is really just the art of communicating with your prospects without having to sell to them.

To create a successful content marketing approach, need to follow these below guidelines.

1.The power of storytelling – Business storytelling is about creating the alignment between your business & your prospects & customers. The goal of storytelling is to make a human connection & help prospects make sense of decisions they are about to make.

For branding story, you need to understand “The Golden Circle” rule, which will help you to create a mission statement & set the tone for all your content.

The Golden Circle is defined by ‘WHY’ (why are you doing, what you are doing?), ‘HOW’ (How will this help your audience?) & ‘WHAT’ (what are you offering?)

Each storytelling should have three essential key elements:

a) Characters: – The character is the connection between you, the storyteller and your audience and starts with buyer persona (this is a semi-fictional representation of your ideal buyer can help guide you to understand the goals & challenges that your character will face.

Characters will be classified in terms of storytelling point of view like the first-person point of view (The character is yourself), the second-person point of view (The character is your audience) & the third- person point of view (He said & She said type of language)

 b) Conflict: – The conflict is the lesson in how the character transforms through challenge & if your story lacks the conflict, then you are not telling the story instead you are telling a tagline, unique selling point or a plain statement. Conflict should fit your prospects problems, prospects needs & prospects buyer’s journey.

C) Resolution: – The resolution should wrap up the story but should also clearly call for the audience to action & it fulfills the purpose of the story.

Storytelling best practices use content to create emotional appeal, be consistent & authentic & keep the story clear & concise.

2. Generate Content Ideas: – A process allows you to think of ideas that may not be easily apparent.

There are two ways to generate ideas for Content Creation

  1. By Yourself
  2. Within the group

3. Plan a long-term content strategy: – Planning provides a roadmap for your content & if you make a plan & are consistent in approach, then you are giving yourself the best chance at achieving ROI from your content efforts.

Three steps to create a long-term content plan:-

  • Setting marketing goals provides you long-term vision & short term motivation & Each goal set should be SMART (Specific, Measurable, Attainable, Relevant & Timely) goal.
  • Auditing or assessing your organization’s initiatives & assets:- Long-term content planning audit can be done by content audit (organize your content audit based on content title, buyer’s journey stage, Marketing Funnel Stage & format or type of content) & event based audit (organize your event based audit by upcoming priorities by month, Initiative overview, Theme, Prospective blog post topics based on your buyer personas & Inbound Marketing Campaign that ties your efforts together)
  • Identifying the buyer’s journey for your buyer personas: – You are creating content that meant to attract & pull your buyer personas through every stage.

4. Building a content creation framework: – A content creation framework should be repeatable, organized & agile.

Follow these steps to build a framework for content creation.

  • Conceptualizing your content: the process of coming up with the appropriate ideas.
  • Planning & setting timelines: Start planning a timeline knowing which content offers to focus on each month will help organize your weekly content activities.
  • Creating a workflow: Content creation workflow should identify who is going to be doing what tasks, Identify outside influencers will be contributing & have an intuitive breakdown of the work.
  • Reviewing & editing the content: Set clear expectations, Allow for multiple rounds of edits, Make suggestions by tracking the progress, determine editing timeline & use a document to track the changes.
  • Publishing & Promotion: Your promotion strategy should always be changing to reflect your business needs.
  • Organizing the content & store it internally: Content Management System (CMS)   is used to manage your content.
  • Analyzing content result: Google Analytics is a great example for understanding where the leads are coming from, what kind of device they are using, how long they are staying on pages & it can pull the custom, granular reports on your website traffic.

5. Become an Effective Writer: – You need to learn to write content that is educational, follow personality & relevant to your audience.

Effective writing core attributes include

  • Attention-grabbing headline: Begin your writing by coming up with a working title.
  • Tone relevant to your readers: You want to match the attitude of your readers.
  • Help the reader do something: You first need to understand who your ideal buyer persona (reader) is.
  • Add to the conversation: needs to add something new to the conversation.
  • Write for the way people search: You should research the words people actually use to search & communicate.
  • One core idea: A clear piece of writing should have one main idea.
  • Supports your brand messaging values & strategy: Ask yourself, if this content supports buyer’s journey.
  • Has a relevant call to action: You need to tell them what you want them to do next.
  • Free of errors & poor grammar: Refinement & polishing can be the difference between making & breaking the trust.

6. Extending the value of your content through repurposing (shelf life of your content):- Great content is the foundation of your Content Marketing Plan & it can take a lot of time & effort to create an effective content on a consistent basis.

Benefits & advantages of repurposing content give you another opportunity to rank in search engine results, Allows you to reach a new audience & supports the consistency of your message.

Repurposing content strategies are bifurcated into two stages

  • Content Republishing: The act of reposting your content, mainly blogs, on other websites with proper credit given to original author. When republishing the content, make sure your SEO is not penalized.
  • Recycle: Effective recycled content is made up of Adjust (What needs to be added, removed or re-worked), Combine (you may be able to combine related or unrelated content to provide new value & meaning) & Expand (is there any opportunity to expand the topic)

7. Effectively promote the content: – Content promotion is the distribution of content through a variety of media channels. Content marketers can leverage promotion channels to connect with the new audience members & prospects.

Content promotion success relies on by driving the Website Traffic, improve audience engagement & aid buyers with the purchase decisions.

Content promotion can be promoted by two ways:-

  • Organic Promotion Channel: Search Engine Optimization, Email Marketing, Social Media, Live promotions (events or webinars), Influencer networks & Word of mouth.
  • Paid Promotion Channel: Search Engine Ads (Google, Yahoo & Bing) & Social Media Ads (Facebook, LinkedIn, Twitter, Instagram & Pinterest)

Key areas to optimize content promotion.

  • Reach: is used to measure the size of your potential audience & we can optimize the reach by including a link in the email signature, share content on social media, connect with industry influencers & always tell new people about the content.
  • Engagement: We can optimize for engagements by considering how the user is going to engage with the content, including relevant action words & make adjustments based on the platform being used.
  • Conversion: We can optimize for conversions by linking to the Landing Page for all of the promotional efforts & use a strong call to action.

8. Measuring & analyzing the content: – Areas of focus for tracking & measuring the contents are Brand Awareness, Engagement, Lead generation, Customer conversion & sales, Customer loyalty & retention & website performance.

9. Develop a growth marketing mentality: – An integrated approach to grow the business & optimize the content marketing efforts through constant testing across marketing channels. To develop a Growth Marketing mindset you need to know the marketing funnel, framework to properly operate & improve the marketing funnel & buy-in on instilling a growth mindset with the rest of the organization.

By following these above guidelines, you can have a good mindset approach to drive the successful content marketing in your business.

By following these above guidelines, you can have a good approach to drive the successful content marketing strategy in your business.

Need to know more stuff, how to proceed with the content marketing strategy approach headset, Please feel free to contact one of the trusted Best Top 10 SEO Company in Bangalore.