How to promote anything, correctly.
Content creation is the best tool for promotion. There should be a clear intent behind any series of posted content. The success of the promotion relies on a combined effort of high volume and well-thought-out intent behind the series of content. Purpose of content creation is to engage and inform the viewer efficiently.
We begin by clearly identifying the problems of the audience—their fears, frustrations, aspirations, and goals. Try to understand the people you’re serving and align yourself with them.
Now think of how you can create win-win scenarios for you and for them with your content. What does your content offer them? And what is the best format to present it to them?
The best solutions often go beyond digital promotion on social media.
Let me give you an example:
Let’s say you work in the IT sector and struggle with recruitment. Yes, creating a Facebook ad with your job offer might be the first thing that comes to mind. But a rented banner at the bus station in front of the IT school during their last month of study, offering an attractive work experience, might eliminate this problem well into the future.
This solution is directly designed to recruit people entering the job market, eager to gain their first experience. Sure, you might invest more effort into your onboarding process since most of your recruits will lack real-life experience, but doing this for just 2 or 3 years with a small number of strategically placed billboards will result in students of following years already thinking of you as the first place to go, solving your recruitment problems once and for all.
The best solutions are often simple but not obvious. You might have spent thousands trying to solve a problem for a while when you could spend a couple hundred solving the problem well into the future.
Here are a few questions to ask yourself:
What are my target audience's frustrations or aspirations? Acknowledge their pain and dreams in your content for instant recognition.
What is the clear intent behind my content strategy? Why will it work? Why is it designed like that? Go at least 5 layers deep.
Is my strategy supposed to be one of the best solutions to a problem or the best way to capitalize on the opportunity? If you invest your time and energy, you should be convinced.
Is there a win-win scenario in my strategy? Is my offer almost irresistible because of it?
Where is my target audience not only digitally but also physically, and how can I place my proposal there as well? Consider there are still hidden opportunities.
If you consider me the right person to look into your unique problem or are curious to uncover opportunities to grow through an efficient content strategy, just give me a call and I’ll be happy to give you my best advice.
