Effective content marketing requires producing the content, then promoting it through a variety of channels. The art is knowing what to write and the science is knowing how and where to promote it, says Intel content strategist Luke Kintigh.
Like it or not, 90 percent of viewership comes from 10 percent of the content. Some pieces are winners and some just trot along for the ride. Kintigh argues for a promotional strategy of placing your bets on the winners who show the best promise of attracting clicks.
According to a story by Russell Working, writing for ragan.com. Kintigh's strategy has tripled page views of Intel's iQ online magazine over the last year.
Like many other smart brands, Intel has turned to content marketing, using the online magazine as its thought leadership platform. iQ contains a wide array of stories about how technology is transforming everything from health care to craft beer. Intel pays to promote its content.
Many companies and nonprofits lack the financial resources of an Intel or a Microsoft to produce and promote compelling content. But the lessons from the big guys still apply. Good content and savvy promotion can pay dividends.
Not every piece you write will be a big hit. That doesn't mean the piece is worthless if it demonstrates your expertise or grasp of a complex situation. A piece like that only has to be read once by the right person to pay off.
Regardless whether your content is read by thousands or just a few, promotion is critical to make sure the right eyeballs see it. That's why you need to know where your customers or clients are paying attention to relevant content.
When you aren't able to produce enough content to fill an online magazine, it pays to focus on what you know and what your customers or clients need to know. Utility is the golden rule of content marketing.
Tools such as Facebook, Twitter and Reddit are no-cost ways to put some social media spin to your content. Direct email works, too. When you have something really special to share, putting a little advertising money behind it can give it an online boost.
The key takeaway – producing content is hard, but it is a fool's errand unless it is combined with hard-headed promotion so your content reaches the audience for which it is intended.