Content Marketing Part 7 – Promoting Your Content Via Intelligent Media Plans


A staggeringly small proportion of overall marketing content online receives any kind of promotion at all. I want you to think for a moment how crazy that is. Let’s imagine that you value your time at £50 an hour, and you spend 5 hours creating and publishing a really nice blog post. That’s £250 right there that has effectively been invested, and yet as it stands that piece of content will probably be seen by just a handful of people unless yo have a large and engaged email list. Simply dropping a link on to facebook may have once upon a time generated lots of organic views and engagement, but organic reach on facebook is now almost negligible. If you’re not paying for promotion then there’s almost no point posting content on there at all.

You may get a bit more success on other social media channels, but probably not much unless you have a particularly strong personal brand. So what happens is that we post that piece of content stick it on a few different social channels, nobody see’s it, and we move on to the next piece of content that will achieve equally little.

This is madness. We have effectivelly spent £250 and achieved nothing, when we could have spent just another five or ten pounds, so nothing i the grand scheme of things, and the reach of the content would be so much greater. Rather than being seen by a handful of people, it wold have been seen by thousands or tens of thousands.

This is why media plans are so important. There is absolutely no point investing in content if we are not also investing in its promotion. Your media plan, which like your content calendar, can be as simple as a few columns on a spreadsheet, needs to list the piece of content it relates to, the budget that’s being spent, the date the promotion will take place, the channel this applies to, who the target audience is and how success will be measured.

Media planning for the most part is a really very simple process, but it is often the difference between a successful campaign and completely wasting your time. If anything, I would urge you to create much less content, and take some of that leftover budget and stick it into ensuring that the content you do create actually achieves its goals.