Pro-tip: if you really want your content to be effective, you need to be promoting it through a mix of paid, earned, and owned marketing channels.
But, today’s Read focuses on just one of those – paid content distribution. You’re likely already using Facebook, LinkedIn, Instagram, etc. for content distribution, so we’re gonna ignore those platforms for right now.
The platforms that we’re focusing on are the ones you likely haven’t tried and maybe have never even heard of.
We’ll go in alphabetical order….
- Quora ads (wait, this isn’t alphabetical at all…) — Targeting options for Quora are relatively simple. You can choose to target the different topics on the platform with simple text-based ads. Media buying agency, Zato, has seen CPCs as low as $0.50 on the platform.
- Instagram Stories Ads — These have a bit of a higher barrier to entry because you gotta do a custom video. And that custom video needs to catch someone’s attention in less than 3-seconds to get them to watch the full thing. You have all the same targeting options with these as you do on Facebook.
- LinkedIn Sponsored InMail — Wanna slide into someone’s DM’s on LinkedIn? That’s essentially what these ads are. They are priced on a cost-per-send basis and can be relatively affordable. You’ll likely be somewhere around $0.60 per send. Not bad, especially considering some companies have seen 30% conversion rates on these.
- Sponsorships — Rather than using another ad platform, you can go to a content creator who already has a large, engaged audience in your niche. This path might be a little pricier up front, but you’re likely going to have an amazing conversion rate because a good sponsor’s audience will trust them a heck of a lot. If you’re interested in going this route, think of content like podcasts, blogs, Medium publications, YouTube videos and email newsletters.
Still a few more we haven’t covered →
