Is organic reach worth the time and effort today? Let's discuss the merits of paying to promote your content on the major social platforms.

1. Your branding is great, your message
spot on & your target audience
identified.
You invest time engaging on social
media
What's next?
Introduction

2. Research
Target Setting/KPI
Matching
Content Creation
Social
Distribution
Analysis
Because it’s a big investment

3. Research
Target Setting/KPI
Matching
Content Creation
Social
Distribution
Analysis
Paid Social
Advertising
The circle of content marketing
but it needs
this bit

4. Why do we need to pay?
To Grow your audience – reach users who may not
have come across your offering
To expand your reach for events and
marketing promotions (old fashioned advertising)
To fight the social platform algorithms that
throttle your organic efforts!

5. Why do we need to pay?
Social is a saturated channel today
It can be cheaper / more effective to pay to
Promote content than constantly feed an
audience
http://contently.com/strategist/2015/05/07/why-paying-for-social-is-better-than-doing-social/
At current rates, a brand that has fewer than 1 million followers on Facebook or Twitter is better
off paying to promote its best content via sponsored updates than it is paying someone to
post social content all day long.

6. What to pay for – the worthy stuff!

7. What’s going on here?

8. How to do this
Promote (boost) your posts – small budgets can
have a dramatic impact
Use Content Distribution networks – great for
Brand awareness
Set up adverts to drive users back to your site

9. Measure the impact
Move beyond the number of people who take action
and sign up, download etc.
& set up a strategy to measure the impact of these
users on your bottom line
Use Google Analytics to search out nuggets & trends
worth promoting

10. Measure the impact
Drill into Google Analytics and view the All Traffic Report by
Then add a 2nd dimension – page
Use the filter to only include blog posts or exclude
the home page if this is obscuring data

11. Finally, real time trends
If you want to respond quickly to good content
Set up a custom report by hour of day
Now, add up your traffic to get
to 25% - the lower quartile in
statistics which means that
25% of your progress has been
made that day –
In this case 9am

12. Take advantage of trending content
And work out how many visitors you get per day on average
414 is the
Average
Number
Of visitors
Per day, so divide
by 4 = 104

13. Take advantage of trending content
Set up an Alert - for more than say 150 visitors by 9am
Something is driving views – check what content
is being read – Acquisition, all traffic, sources/
Medium using the 2nd dimension of page
If appropriate start promoting!

14. Have fun!
Gail Mullard
Director
Mash Marketing
Princes House,
5 Shandwick Place,
Edinburgh,
EH2 4RG
0131 208 4007