Content Promotion: Finding the Right Mix of Organic and Paid Strategies

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content marketing

Working towards successful content promotion can be tricky, where countless hours of effort tend to go unnoticed. Yet, with the right approach, you can reach peak content promotion success in no time.

One key challenge to succeeding lies in combining organic results with paid advertising and knowing when to use each effectively. Fortunately, there are several tips for doing so that you should keep in mind.

From timing your postings wisely to optimizing visuals for all platforms, strategizing the best approach will give you an edge in the overcrowded content marketing landscape. Tackling content promotion requires skill, knowledge, and determination, but success is achievable if you follow the proper guidelines!

How to Achieve Effective Organic Promotion?

Organic promotion is essential for business success. An effective organic marketing strategy can help you reach more people, increase your brand’s visibility and trust, and ultimately drive sales. But how do you achieve effective organic promotion? Here are some tips to help you leverage your audience and grow your business. 

Leverage Influencers To Grow Your Business

Having influencers on your side is one of the most powerful tools in the digital marketing toolbox. For companies that have been around for a while, there are likely built-in influencers with whom you can work. But who should you choose? It all depends on who best represents your business as a customer. If this is difficult to determine, try using a tool such as BuzzSumo or Followerwonk to find suitable users.

Making Connections

Once you’ve identified potential influencers, connect with them and ask them to act as brand ambassadors for your business and share pieces they find helpful.


Some companies pay for influencers, but this has pros and cons—it may be more beneficial to give them exclusive access to products or services, invitations to events, or attractive deals like samples or free trials. This way, you will gain long-term loyalty from your influencers and establish relationships that can be leveraged in the future. 

Measuring Results

It’s essential to track the results of any campaign involving influencers so that you can measure their success and identify any areas of improvement in both the strategy and implementation process.

Some metrics that can help you gauge their effectiveness include:

  • website visits,
  • sales generated by the content shared by the influencer,
  • social media engagement (likes, shares, etc.),
  • web traffic generated by sponsored posts, and
  • backlinks created by campaigns associated with the influencer’s activity.

Invest in Your Blog – Make it a Priority!

With the vast array of digital marketing tools at our disposal, it’s easy to forget about one of the most important and powerful tools we have – our blog. An effective blog can be your brand’s best asset in achieving organic success online. If you’re looking for ways to boost your online presence, here are five tips to get you started.

Invest in Quality Content On an Ongoing Basis

Quality content is one of the most important aspects of having an effective blog. You want to ensure that you’re producing quality content on an ongoing basis, as this will help boost your organic search results and give potential customers a good reason to come back for more. 

Tools and Templates for Successful Blog Posts

To ensure that your blog posts are successful, you should consider investing in some tools and templates. These can include keyword research tools, SEO optimization tools, and content templates to help structure and organization each post. Investing in these resources will go a long way in helping you create high-quality content on an ongoing basis. 

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Optimize Your Content For SEO

In addition to creating quality content, optimizing your content for SEO (Search Engine Optimization) is also essential. This means researching keywords related to your topic and strategically incorporating them into your post, so they are relevant and not overused.

Doing this will help increase the chances of your blog appearing higher up in search engine results pages (SERPs) when someone searches for topics related to yours. 

Engage with Influencers On Your Blog

Engaging with influencers is another excellent way to boost your brand organically online. You can add a comments section on each post where readers can leave their thoughts or questions about the topic. This allows influencers to share their thoughts and engage with your brand directly, which could lead to increased exposure for both parties involved!

Stay Ahead of the Curve with Your PR Team

Your content and PR teams (or tactics, if it’s just you) should be closely knit to ensure content promotion strategy success. While the content team focuses on creating great content, the PR team should focus on getting the word out about what you offer – through press releases, media appearances, interviews, etc.

This combination of internal efforts ensures maximum visibility online and offline for maximum reach potential.

Maximize Your Outreach with Followerwonk

If you’re looking for ways to increase your online presence, one of the best tools you can use is Followerwonk. Followerwonk enables you to search for journalists and publications related to your topic and keywords that will help you get noticed.

With a well-honed pitch and exciting story ideas, you can use Followerwonk to capitalize on public relations opportunities and maximize your outreach.

Searching for Journalists & Publications: The first step in using Followerwonk is searching for journalists and publications that are relevant to your story. You can do this by entering journalist names or publications in the search bar at the top of the page.

This will bring up a list of results that fit your criteria, which you can filter further based on location, language, etc. You can also search for keywords related to your topic, which will help you identify potential stories and media outlets interested in covering them. 

Crafting a Pitch: Once you know who to target with your pitches, it’s time to craft an engaging message that will grab their attention. Ensure you include an exciting story angle, so they’re intrigued enough to read beyond just the headline.

Remember to include all relevant details, such as contact information and any links or attachments they may need to cover the story correctly. Above all else, ensure your pitch is professional yet personable—you don’t want it to sound like a form letter sent out en masse! 

Maximizing Outreach Efforts: Finally, once you’ve secured a journalist/story placement, don’t stop there! Continue using Followerwonk’s features, such as tracking analytics and creating reports to maximize reach and ensure optimal outcomes from each story placement.

This will help you determine what kind of stories do well with certain outlets or groups of people so that you can tailor future pitches accordingly for better results.

Maximize Your Time by Utilizing the Correct Social Platforms

social platforms

With so many social media platforms on the market, it can be tempting to want to be everywhere at once. However, this “spray and pray” approach is not the best digital marketing strategy. Instead, it’s essential to take the time to figure out which social media platforms are right for your business so you can focus your efforts in the right place.

Experimenting with New Platforms

If you want to promote organic content, feel free to experiment with new(er) platforms. For example, Wordstream got 1000 pins by adding the “PinIt” button to one of their infographics. Results like this won’t always happen, but experimenting with new platforms has the potential for significant rewards. 

Instagram Rates

Instagram rates may have dropped recently, but they’re still higher than those on Facebook and Twitter. Plus, influencer posts rate much higher on Instagram than on other platforms. So if you’re looking for more engagement and visibility on your content, Instagram is worth considering as part of your strategy. 

Non-Traditional Networks

Don’t forget about other non-traditional social networks like industry forums or cross-promotion on publication sites like Medium. These networking opportunities can help you reach new audiences and increase brand awareness without relying solely on traditional social media channels such as Facebook or Twitter.

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The Merits of Combining Organic and Paid Social Media Strategies 

You have likely heard the phrase “if you want something done right, do it yourself” more than once. However, this adage does not always hold in the ever-changing world of organic social media marketing. For your marketing team to successfully drive traffic to your organization’s website or product page, organic and paid campaigns must be used. 

Organic Promotion

Organic promotion is a term used to describe unpaid posts on social media platforms like Twitter or Instagram. This promotion is great for building brand awareness and loyalty among existing followers.

However, organic promotion can also be incredibly time-consuming and difficult to measure the success of. Nevertheless, investing in organic content creation and SEO strategies is vital for reaching broader audiences and driving higher engagement rates with potential customers. 

Paid Campaigns

Paid campaigns are exactly as they sound—social media posts you pay money to promote to reach a larger audience than what would otherwise be available through organic methods alone. It’s important to note here that if a piece of content doesn’t perform well organically, it’s unlikely that paid advertising will save it—so make sure all your content is top-notch.

Paid campaigns allow marketers to reach new audiences while providing them with engaging and relevant content that will quickly build trust within those audiences.

Paid Promotion on Social Media Platforms

To increase your reach and visibility, paid social media marketing can be highly effective. Facebook, Twitter, Instagram, and Snapchat all offer paid promotion options that can deliver the marketing results you need if you use the appropriate platform for your audience. Let’s break down these options in more detail.

Facebook Promoted Posts & Business Ads: Facebook offers two options for paid promotion: Facebook Promoted Posts and Facebook Business (Ads). Promoted posts are ads that appear within a user’s news feed. They are typically used to promote content from a business page or website that has already been shared on Facebook organically.

facebook promoted post and ads

However, businesses also can create paid ads specifically for promoting their products or services; this is done through the Facebook Business Ads Manager. This tool allows businesses to create custom campaigns with specific objectives, such as increasing followers’ engagement or driving website traffic. 

Promoted Tweets: Promoted Tweets is Twitter’s paid promotion machine. A Promoted Tweet is an ad that appears just like any other tweet in a user’s timeline – except it has been “promoted” by an advertiser to increase its reach and visibility beyond organic users who follow the account directly.

Promoted Tweets are displayed based on various factors, including location, interests, keywords, and the device used. With over 145 million daily active users worldwide, there is no shortage of potential customers on Twitter – making it an ideal platform for companies looking to reach new audiences quickly and efficiently. 

Instagram & Snapchat: Instagram and Snapchat are visually-focused social media platforms perfect for B2C content (e-commerce companies selling physical products). Visual content is often more appealing than text-based content; this makes these platforms great for advertising since images get higher engagement rates than plain text posts.

Both platforms offer various types of ads that allow businesses to target specific audiences based on location, interests, age group, etc., which makes them excellent tools for reaching new audiences quickly and cost-effectively.

Most Marketers Realize They Need Both Organic & Paid Posts

The most successful marketing teams understand the importance of combining organic and paid approaches when promoting their products or services on social media platforms.

By doing so, these organizations can reach potential customer bases faster and more effectively than ever by leveraging the power of traditional organic promotion tactics and targeted paid campaigns aimed at specific user segments across multiple channels simultaneously.

Maximizing Your Reach with Content Syndication 

Content syndication is a powerful marketing tool that allows you to reach a wider target audience by making your content available on other websites. This tactic can be especially effective for companies looking to increase their visibility and acquire potential customers already spending time online.

With so many content syndication companies and websites, it can be difficult to know which is right for your business. Let’s dive in and explore the various options available. 

What is Content Syndication?

Content syndication allows you to make your content available on other websites and social media platforms. It’s a great way to increase the reach of your content exponentially, as it ensures that your message gets delivered to users who may not have seen it otherwise.

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For example, if you publish an article on your website but don’t share it anywhere else, chances are only a tiny percentage of people will see it. But if you use content syndication, the same piece could potentially be seen by hundreds or thousands of people! 

Types of Content Syndication Networks

There are two main types of content syndication networks—free and paid. Free networks include sites like Reddit and Twitter, while paid networks include sites like Outbrain and Taboola.

Each type has its advantages and disadvantages; free networks offer more exposure but usually have less control over what is posted, whereas paid networks offer more control but can be too expensive for some businesses. Ultimately, it’s up to you to decide which option is best for your company based on budget and goals. 

Benefits of Content Syndication

content syndication

Content syndication offers several major benefits for businesses looking to expand their reach online.

  1. First, it helps build brand awareness by ensuring your message reaches new audiences who may not have seen it otherwise.
  2. Second, it helps drive traffic back to your website as users click through from the syndicated content back to the source material.
  3. Finally, it helps improve search engine rankings by increasing the number of links pointing back to your website from other sources—which Google views favorably when determining search rankings!

Unlocking the Power of Retargeting for Your Content 

Retargeting, also known as remarketing, is a powerful tool that can be used to target users with relevant ads based on their activity on your website.

By understanding how retargeting works and taking advantage of it, you will have the opportunity to reach users on millions of sites and maximize the success of your content. Let’s take a closer look at how retargeting works. 

How Retargeting Works

Retargeting works using a third-party network like Google Display Network. When a user visits your website, a cookie is set and stored in their browser. This cookie is linked to their specific activity on your site and allows you to target them with relevant advertisements when they visit other sites in the network. 

For example, if someone visits your website and looks at a specific product page but doesn’t buy anything, you can use retargeting to serve them an advertisement for that product when they visit another website in the network. This gives you an additional chance to market that product to them and potentially make a sale.

Additionally, by utilizing third-party networks like Google Display Network, you have access to millions of websites where you can reach prospective customers with targeted ads. 

Retargeting can also be used for more than just selling products or services. It can be used for content marketing, such as raising brand awareness or driving traffic to your website or blog posts.

You can even use it for lead generation by targeting people who have visited certain pages on your site but haven’t taken any action yet. The possibilities are endless!

Benefits of Retargeting

Retargeting has several benefits for content creators.

  1. First, it keeps you top-of-mind with potential prospects who have already visited your website. Even after they leave your site, you can use retargeted ads to remind them about what you offer and encourage them to come back and explore further.
  2. Secondly, retargeting helps ensure that only people interested in what you offer will see your ad – increasing its efficacy significantly over traditional advertising methods such as radio or TV commercials which reach a much wider audience but often don’t convert into sales or leads very effectively.
  3. Finally, retargeting gives you access to millions of websites through third-party networks like Google Display Network – allowing you to reach far more potential customers than ever before without spending excessive money on advertising campaigns.


Content creation is the cornerstone of content marketing and the key to driving sales. It’s important to remember that simply creating content is not enough – it needs to be efficiently distributed to reach its intended target audience.

Without strategic planning and leveraging other channels, content can be lost in the internet’s vast expanse and merely add to digital noise. To combat this, brands should prioritize organic content building before investing in any paid promotion, as this sets a foundation for future growth.

Once effective relationships with an audience have been established, targeting can become much more pinpointed, allowing for even greater success with subsequent campaigns and higher conversion rates overall.

Content marketing has demonstrated itself time and time again as an effective way to attract customers; using it correctly can pay dividends if leveraged correctly throughout all stages of the funnel.

About Norman Anthony Balberan

I am a Bachelor of Science in Pharmacy graduate turned full-time web developer and designer. Although my professional background is in pharmacy and tech, I have a passion for writing and am excited to share my insights and thoughts through my blog. I write about various topics that I am knowledgeable and passionate about, and I hope to engage and connect with my readers through my writing.

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