Assessment Activity Three

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Assessment Activity Three

Assessment Activity Three

Figure – Promotional Plan Importance

Buzz Stream

29 Clarence Street, Sydney 200

02-95864251

20June 2016

How to Create a Winning Content Promotion Plan

Planning

A good promotional plan has different stages such as:

  • Planning
  • Prepare messaging and
  • Finding the target Audience
  • Planning:

    A good promotion plan begins with audience research and the development of targeted messaging.

    Audience Research

    If you have the time and budget, doing research like survey analysis is really helpful. At BuzzStream, we’re a bit more informal. Our planning stage usually involves a discussion of who we’re creating the content for and what their needs are. We use analytics data from previous pieces, information about what we’ve seen performing well on Twitter, and insight from conversations we’ve had with customers.

    We segment our audiences based on the value they’ll get from the content. For example, one group might be new to online marketing and would use the guide to level up their skills. Another group might be people in charge of outreach teams who could incorporate our guide into their training materials. A third group might be influencers who don’t really need to learn anything new but who appreciate good outreach content to share with their followers. These segments become the foundation for influencer lists and outreach messaging.

    Messaging

    Before beginning content creation, you should spend some time thinking about what you want to communicate to each of your audience segments. (Developing personas can be really helpful here.) Think about what benefit each segment will get from consuming your content. Ask yourself what will motivate people to share it, and then spend some time thinking about reasons why people might choose not to share.

    If you’re a team of one, this process can be more of a mental exercise than a physical document. If you have a team, creating a shared doc that everyone can refer back to is extremely useful.

    Once you nail your audience segments and messaging, you can be more confident about content creation. You’ll know exactly how and why you’re benefitting the groups of people who are most important to your business, and that knowledge can guide you as you make important decisions about the piece.

    Two+ Weeks Before Launch

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    Assessment Activity Three
    Last updated: Feb 2024

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    Two+ Weeks Before Launch

    As you’re developing the actual content, you should also develop a list of people and websites that you want to share it. The earlier work you did on audience development can is your foundation here. For each segment, create a list of top-tier and mid-tier influencers.

    As you go, make note of what medium you want to use to reach each of the influencers (email, social, etc.) You should also figure out whether a cold pitch will work or if you’ll need a relationship first.

    Engaging Before Launch

    Next, take your influencer lists and make a goal to engage with each person or website on that list at least once before you pitch your content.

    For those influencers that you think would be okay with a cold pitch, you can do something simple like a tweet a post and @ mention them. This will at least get your name on their radar.

    Influencers who you want more of a relationship with will require more involved engagement. Begin monitoring them via Twitter lists or Feed.ly and look for opportunities to provide commentary on something they’ve written or shared. A single @ mention on Twitter isn’t enough. Try to reply to a tweet and spark a conversation or consider leaving a thoughtful comment on one of their blog posts. If you have the time and resources, look for opportunities to meet them in real life at conferences and events.

    Week Before Launch

    The week before your content goes live should be a very busy one. This is when you’ll need to draft all of your social media posts, outreach emails, and customer messages. You may want to queue up social media ads and plan targeting, as well.

    Pretest Content

    One of the best things you can do before your content goes live is pretest it with influencers. You get the benefit of their buy-in and their good advice about ways to improve your content or messaging before you share it with the world.

    You can be really strategic and send your content to a subset of influencers who you want to target, but we’ve honestly seen a lot of success just by asking for volunteers.

    However you go about it, be sure to give the influencers enough time to actually look over your content and provide feedback.

    Outreach Emails

    You should plan to write at least two email templates for each of your audience segments. (If you have three segments, that’s at least six templates total.) The template variations should test elements like subject line or CTA. They should also leave room for personalization.

    Your most important influencers (the top 5 or 10 people and websites on your list) should get completely custom messages. To save yourself time on the day of launch, write them in advance. Hopefully by this point you’ve chatted or engaged at least a few times, so that personalization can refer back to previous conversations you’ve had.

    Day of Launch

    The day your post goes live, your goal is to share it as much as you can. This means post it to social media, put your ads live, and begin outreach.

    Outreach

    As you work through your…

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    Assessment Activity Three
    Last updated: Feb 2024

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