Larry Kims beat Facebook and Twitter publicizing content advancement hacks ever The Drum

“Itu2019s a truth universally acknowledged that content marketing and SEO are only getting more complicated. Thankfully, however, Larry Kim, CTO of online advertising firm WordStream and 2015 US Search Personality of the Year, was on hand at C3 in New York to share 10 of his best paid content promotion hacks in a Mission to Mars-themed presentation.
According to Kimu2019s figures, 99.9% of brand content goes nowhere u2013 and 50% gets zero social shares. Whatu2019s more, less than 0.1% of content gets more than 1000 shares.
And organic social media reach, as Kim put it, stinks.
At the same time, paid search CPCs (costs per click) are at an all-time high in established markets.
On top of that, a typical conversion rate via content marketing is less than 1% and PPC (pay per click) and SEO donu2019t grow new product demand u2013 they largely just harvest existing market demand, Kim said.
u201cContent marketing [in 2017] feels like a suicide mission,u201d Kim added in a nod to his space theme.
Thatu2019s in part because marketing demand generation has changed. Per Kim, it used to look something like: Brands rank for keywords, consumers search for brand stuff and consumers buy brand stuff. Now, however, it is much more competitive as brands need to create new search volume.
u201cNow we need to manufacture ways for people to search for stuff, not just capture search,u201d Kim added.
So how can brands and marketers get more leads and sales without spending an arm and a leg?
Two words: Social ads.
The budget: $50.
u201cIu2019m not suggesting you spend tens of thousands of dollars,u201d Kim said. u201cI suggest microbudgets as a catalyst to get the ball rolling or as an accelerant to make existing projects more successful.u201d
To wit: Paid social ads provide what Kim said is the cheapest, most scalable form of content promotion.
And his formula is pretty straightforward: Marketers simply produce content and share it on social, selectively promote the top content further and build a remarketing audience by tagging site visitors with cookies.
In turn, these social ads turn visitors into leads and customers u2013 particularly when brands apply behavioral and demographic filters so they can remarket to specific audiences with display and social ads and use remarketing lists for search ads to promote offers u2013 and, finally, convert leads.
So, without further ado, here are Kimu2019s top 10 paid content promotion hacks for 2017:
10. Promote your best content with Facebook and Twitter ads
Here, marketers need to tap into relevancy scores on social networks.
In other words: Higher post engagement yields a higher relevance score on Facebook and Twitter, which, in turn, yields more impression share and lower cost per engagement.
On Twitter, itu2019s actually called a quality adjusted bid, but the concept is the same: Higher relevance, resonance and recency means a higher quality adjusted bid, which means more ad impressions at a lower cost.
In fact, per Kimu2019s figures, a 1% increase in post engagement yields a 5% reduction in cost per engagement.
In other words, marketers need high post engagement to get high quality scores and lower cost per engagement, Kim said.
And THAT is why Kim said marketers should focus on promoting their best content u2013 or the top 1 to 2%, which he calls u201cunicorns.u201d (Underperforming content is a u201cdonkey.u201d)
On one of his own unicorns, this Goodbye, Google+ post from the WordStream blog, Kim said he u201cthrew gas on the fire with a $250 budgetu201d and generated an additional 1500 retweets and 100,000 visitors.”

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