Promote your Content

You can design the best content in the world, but if no one sees it, it is useless.

1. Read

Market content to the right people for the best return.

Facebook discovered they can make a lot of money through ads and has changed the game, forcing companies or organizations to pay to get their content seen. Similarly, when someone Googles specific keywords, if you don’t pay to get your content displayed at the top of search results, no one will see your awesome website.

Media advertising strategies are constantly evolving, and it is important that we accept the challenge to stay on top of these trends.

General tips for targeted ads:

  • Targeted ads are worth doing, so set a budget for them.
  • Ads can be a waste of money if not targeted correctly.
    • For example, each time someone sees (or clicks on) your ad in their Facebook newsfeed, you pay for it. Make sure that the right people receive your ads so you aren’t wasting money on people who don’t care about your content.
  • The more you advertise, the more you will learn. Give yourself time.
    • Running successful ads is a constant cycle:
      • Create: Produce content and share it on social media.
      • Promote: Promote content that has shown to do the best organically (without ads).
      • Learn: Who actually did what you wanted them to? Capture information and data about them using Facebook and Google Analytics.
      • Apply Changes: Based off what you learned, tweak your target audience and filters.
      • Repeat
  • Google your questions, ask advice from professionals, and remain a constant learner in this field.
    • When Googling, change the TOOLS settings to reflect more recent articles.
    • Anytime you get stuck or confused on a particular piece, there is most likely an article out there that can help you.
    • Learn the lingo to understand reports and insights: Engagement, Reach, Actions, Conversions, etc.
  • Run search ads with Google Adwords so that when someone searches to learn more about Jesus or the Bible, they will be immediately led to your website or social media page.
  • Every ad must have a goal or call to action (CTA). Know exactly what you want people to do with your content so you can measure whether it happened or not.
  • Counterintuitively, you don’t want to build the largest audience possible, rather the right and most engaged audience. Learn about the harmful effects of fake FB likes in this video. In other words, a bunch of likes is not what you want to aim for.

2. Fill Out Workbook

Before marking this unit as complete, be sure to finish the corresponding questions in your workbook.

3. Go Deeper