Marketing is one of the key pillars of business growth. A company’s marketing content acts as a catalyst that helps to reach out to the target audience, communicate the benefits of their products or services, and create demand. However, too much self-promotion in marketing content can end up alienating the audience. Therefore, it is crucial to learn how to strike a balance between self-promotion and helpful content in marketing. In this article, we will discuss how to adapt promotional levels to specific channels, the importance of minimal promotion for thought leadership guest bylines, the balance of promotion for blog posts and social media, and how to determine the promotional level of a content asset based on its place in the overall mix.
Adapting promotion levels to specific channels
Different channels have varying requirements when it comes to promotional levels. For instance, a blog post on a company website can be as promotional as needed since it’s owned content. However, social media content should strike a balance between promotion and other types of content to avoid driving away the target audience. The first principle for balancing promotion levels in marketing content is to adapt the content to fit specific channels. A good example would be LinkedIn, where users expect more professional and informative content, unlike Facebook, which requires more engaging and social content.
Thought leadership guest bylines
Thought leadership guest bylines are a powerful marketing tool. They offer numerous benefits, such as building the company’s reputation as knowledge leaders, attracting leads and customer loyalty, and increasing sales revenue. However, caution should be taken when it comes to balancing promotion levels. Minimal promotion is recommended when creating content for thought leadership bylines channels such as industry publications, as the audience is often well-informed and expects informative but not promotional content.
Promotional level of blog posts
Blog posts are an excellent asset for a company’s marketing strategy. They are owned publications, thus can be as promotional as desired. Blog posts can promote a company’s products and services while also educating the audience on solutions to issues their product or service can solve.
Balancing Self-Promotion on Social Media
Social media comes with different dynamics when it comes to balancing self-promotion and helpful content. Social media channels should have a mix of promotion to establish a healthy balance. Too much self-promotion can lead to audiences feeling alienated or ‘sold’ to. A good social media marketing plan should be helpful, informative, and promotional in equal measure.
Types of content that speak to different areas of marketing
Marketing content should speak to different aspects of the sales process. Firstly, it should be problem-solving focused, followed by highlighting the solutions on offer, and finally, discussing the results that come from the offered solutions.
Starting with bottom-of-funnel content
For a successful content program, it is best to begin with bottom-of-funnel content. This type of content helps to convert leads into paying customers. It contains topics that are more focused on answering specific customer questions and creating solutions to their problems.
To determine the promotional level of a content asset, one should consider the asset’s placement. Tailor your content with the target audience and channel in mind. Writing for specific channels and tailoring content to different stages of the customer journey will help determine the extent of promotion necessary.
In conclusion, it is essential to strike a balance between self-promotion and helpful content in marketing. Adapting promotional levels to specific channels, providing minimal promotion for thought leadership guest bylines, balancing promotion for blog posts and social media, and taking into account the target audience’s stage in the customer journey can help achieve this balance. By following these tips and being intentional in your marketing efforts, businesses can increase customer engagement, leads, and, ultimately, sales revenue.
