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Do you distribute your blog content?
While the first part of content marketing is content creation, the second - equally important part - is content distribution. This has a lot to do with getting your potential users to see your articles. Remember, ranking it in SERPs takes time; you need to help it get there. Writing articles and not sharing them is like putting your hard work on a shelf and letting it just sit there.
Moreover, there is a strong correlation between audience growth and consistent distribution. So, assuming you want to get your articles read and get them some decent traction, take content distribution seriously. For instance, Brian Dean, the internationally recognized SEO expert, often repeats that distribution makes 80% of your content success, even if you're creating high-end blog content.
I bet Brian knows what he's talking about because his blog's success is indisputable, in spite of the fact that it spans less than 40 long-form articles. Of course, they are all top-class and informative guides, but Brian visibly puts the emphasis on distribution.
Just take a look at total shares under each piece:
Even if you are producing truly great content, you won't help spread its value unless you promote it.
On the other hand, organic content distribution may be an immense hassle and pain in the neck that doesn't necessarily translate to tangible, desired results (referrals).
You may be thinking that it's okay to just promote your blog posts on social media channels (that is fast and easy), but it won't result in a huge wave of traffic, unless you've got a massive audience base. So how can you promote your blog content?
Here is where paid promotions come in handy.
The evidence suggests that only 4,3% of bloggers use paid promotion to win more visitors. It means that just 1 in 20 bloggers are paying to drive traffic to their posts. This happens because such strategies might get expensive, especially if you don't know what are you doing.
If you're just starting with ppc campaigns, Facebook ads seem to be the cheapest, yet best converting platform at the moment to take your first steps. But why Facebook ads?
It's mainly because of the advanced targeting features on the platform and detailed analytics. Read more about available Facebook ads. Today, we'll give you several reasons to start promoting your blog posts with Facebook ads.
1. Get out of your box
When your company is a rising star at an early stage ;) and you have to build your online presence from scratch then organic distribution is not enough.
Sure, with a good marketing strategy, your reach will eventually (but slowly) grow over time, but you won't capitalize on this traffic as quickly as you wish.
Therefore, using Facebook ads can help you speed this up.
It's actually a great way to scale your growth. Investing even $10 a week can make a difference.
This can let you reach even 2,000 - 5,200 extra people (depending on your audience targeting).
So if you've got that extra change in your pocket don't wait up, start investing and get off the shelf.
Using Facebook ads for blog promotion will actually stop you from limiting yourself to just your existing social follower base and subscribers.
It's a great new playground that lets you reach new, relevant eyes and grow your readership.
2. Facebook Organic Reach Has Declined
Another reason to put your hands on paid content promotion is Facebook's consistently declining organic reach. It has been systematically dropping since 2013.
I've talked about that in one of my previous publications. Some marketers even predict that the latest news feed changes are death to small businesses.
Now, Facebook declares it's cutting off businesses, brands, and media from its News Feed for good - says Larry Kim in his latest write up for Inc.com. This means that, while promoting your work on Facebook, you should also stay current on web updates to enhance your SEO."
Facebook rolled out updates that are going to limit organic reach for pages even further. Now the algorithm will prioritize 'meaningful social interactions' and pages that deploy paid adverts.
For small business owners who can't afford spending a penny on content promotion, this can basically mean the end of organic reach. In such circumstances, it's better to fuel your blog content with Facebook ads - even if we're only talking about a really small budget - than not doing it at all.
3. It's Your Second Chance to Re-engage
Not all your readers come back to your blog and convert immediately; most will inevitably abandon your blog without performing any on-site action, like subscribing to your newsletter or clicking-through internal links, and this will happen even if they truly liked your content.
In fact, content pages can expect relatively high bounce rate. It's natural here. Imagine yourself reading an article. You read it, you enjoyed it and then most often you close the window right?
My bet is that you don't always want to comment on the topic or have extra time to lose yourself in reading further by clicking through one of links leading to another piece.
That's exactly what the majority of blog readers do: they stay silent, and that's why the bounce rate here is high. So you need to help here and that's the perfect touchpoint for Facebook ads.
Having your Facebook pixel and custom audiences correctly set up will let you consequently retarget and display your content to visitors who left your blog, and invite them to your newest publications.
4. The Opportunity to Grow Your Subscriber List with Higher Quality Leads
On Facebook, you've got exceptional (advanced) targeting capabilities, which helps you focus your ad campaigns on selected profiles and drive clicks from users specifically interested with your blog content and business services.
Although paid advertising can get a little pricey, it lets you reach your marketing persona. Along with various ad types, like video ads, you can attract users at the high level of granularity.
It empowers you to target users precisely by their behaviors, demographics, interests, age, location and connections. This goes deep and translates to less random clicks, higher conversion rates, lower bounce rates and cart abandonment results. It wouldn't be that easy with organic distribution that inevitably brings occasional views in.
There's even more than that! Once you identify a valuable audience, you have all powers to clone them infinitely with the use of lookalike audiences.
Wrapping up
Here are your 5 reasons to start promoting your blog posts with Facebook ads. Does this speak to your imagination? I hope it does. So what are you waiting for? Read these supplementary articles I've published lately:
- Facebook Ads: What to do When Your Organic Reach is Dead?
- What are Facebook Custom and Lookalike Audiences?
Then roll up your sleeves and get it going.
Also, speak your mind → What do you think about the latest changes to the news feed? Feel free to leave your comment below.
Happy marketing!
