There are over 1 billion websites (and counting) competing for people's attention. How do you make sure yours is found - and remembered for all the right reasons?
We all know it's not enough to build an awesome site and expect the right people to flock to it. Whether you use social media, PPC, display, native advertising or something else, you'll need that bit of extra help. But not all of these options will be right for you. Unless you have an unlimited budget, you're going to have to make a few difficult choices about the channels you will use to promote your content in the best way.
Promoting your website to everyone is messy, expensive, and unnecessary. Why shout to a 1,000 people who shrug at your message if instead you could whisper in the ears of those who are most likely to convert?
So instead, when content is planned, it should always happen with the end goal clearly in sight. You should know from the start who you want to engage and how you will ensure that content is surfaced to them at the right time and in the right place.
You're not on your own when it comes to content promotion. Looking at your data will allow you to choose only the most effective channels and tactics which are the most likely to give you the best results.