Digital Marketing - Study Notes:
Content promotion is defined as the strategic approach to getting your content seen by a wider audience than your immediate own channels. This applies to both the earned and paid space and we’ll look at the different content promotion methods in each here.
Paid methods
- Paid media and advertising: These are paid content promotion campaigns, such as LinkedIn, Instagram, Facebook, Twitter, and so on.
- Influencer marketing: Here, you need to consider the benefits of using influencers, identify the right influencers, co-create content with influencers, understand how to measure influencer marketing, and guideline compliance as well as influencer contract considerations.
- Affiliate marketing: This includes paid third-party blogs or publications that produce content that drives engagement with your brand and traffic to your website with the intention of converting this traffic into leads or sales for a fee, usually paid as a commission per lead or a percentage of the sale value.
Unpaid methods
- Owned media channels, such as your website and your blog, your email list, your company's social media channels and so on. Non-paid or organic reach is limited on social channels, but a popular blog on your website and well-subscribed email list are effective ways to promote your content.
- Hashtags and tagging. These allow you to join conversations or categorize your content relevant to your audience and theme.
- Guest blogging and takeovers. Consider extending the reach of your content by writing a piece for another publication, company, or influencer.
- Interviews or Q&A. Interviews conducted on the basis of outreach or a press release can promote your content to a wider audience and be repurposed in many ways.
Will Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools.
