20 Aug '16, 6pm

Why No One Is Viewing Your Content

Content-as-marketing isn’t new. The promotional tools, though… Those are new. We’ve never had as cool a toolset as we have now. It’s easy to get drunk on the possibilities. Sober up: Promote Lightly-Branded Content at Top of Funnel Lightly and non-branded content is a top-of-funnel vehicle. Don’t promote it to a high-intent, bottom-of-funnel audience. You’ll see limited results. I, uh, tested this while helping out a friend & colleague with a local political campaign. In our current political environment, I will not share names, but it wasn’t a national candidate, so cool your jets. She wrote a great piece about a broader political issue in her campaign. We promoted it to everyone except her fans, and it hit a home run. Likes, shares, comments, clicks. I was like Eli Gold . Then, for some stupid reason, I promoted it to her existing fans. It was a complete dud. No likes. N...

Full article: https://www.portent.com/blog/content-strategy/principles-...

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