Posted by Mike Sharman

Previously, we unpacked the significance of branded content online and since highlighting the importance of creating and disseminating original content. In this post, we will be looking at the benefits of paid media and how boosted content is better for your brand.

So you’ve seen promoted posts on Facebook and Twitter but still think your content is king? Well, that is not enough anymore.

Creating original content is no mean feat and so it makes sense that you would want to get the most out of it. Incorporating paid media doesn’t have to cost a lot but it is worth it for a noteworthy boost in visibility. There are many types of content which can all be used on different digital properties to maximize their relevance. Blog posts and white papers add tremendous value for B2B companies while media coverage and creative campaigns do the same for advertising and digital agencies.

Here are three paid social ad tools that can dramatically expand visibility for this content.

  1. Facebook Promoted Posts

Facebook did a number on advertisers when the EdgeRank algorithm was implemented. With the reach of posts sitting at about 4%, it has become much harder to cut through all the noise on a user’s newsfeed to reach an audience. With Facebook Promoted Posts, businesses pay to have their regular posts appear higher (and more often) in the news feed, so there’s a better chance their audience will see them.

Tip: Compelling graphics and headlines are important for driving maximum engagement with promoted posts.

  1. Twitter Promoted Tweets

With promoted tweets, you are able to bid and optimize the amount you are willing to pay to promote a tweet. Twitter tools allow you to see how each of your tweets is performing; after a few days of running promoted tweets, be sure to check back in to gauge how the campaign is working and whether you need to adjust your bid. Promoted tweets increase brand awareness and generate more high quality leads because the people that click through are genuinely interested in your offering.

  1. LinkedIn Ads

LinkedIn Ads run on prominent pages on the LinkedIn website. Ads consist of a headline, a description (up to 75 characters of text), your name or company name, a small image and a URL. You can specify which LinkedIn members view your ads by selecting targeted criteria such as job title, job function, industry, geography, age, gender, company name, company size or even by a particular LinkedIn Group. Similar to Twitter, you set a maximum budget and only pay for the clicks or impressions that you receive.

Tip: Use LinkedIn effectively and you will see results. “There’s no clutter on LinkedIn. Members are there to do business.” Dan Slagen of HubSpot.

Follow the strategy of HipLogiq’s CTO co-founder and use Twitter to gain new users, Facebook to build a community and LinkedIn to generate leads for the sales team.

  1. Influencer Marketing

The only element that is left in the mix is incorporating Influencer Marketing. Influencer Marketing is defined as paid media, which helps to propel the sharing and engagement of content through paid promotion. Influencer Marketing puts brands in a unique position to use credible individuals and publications to advance their products and offerings that do not come across as a brand plug. Leveraging off the reach and resonance of established, relevant sites, blogs and social media personalities allows a brand to maximise its credibility and online talkability. Companies such as Webfluential provide you, as the marketer, with the tools to seed your branded content to your target market. PwC research indicates that 70% of online purchasing decisions are based on peer to peer recommendations.




image source: Webfluential


The time for brands has come to embrace the power of Influencer Marketing and paid media. Incorporating paid media through Influencer Marketing is a great way to promote content, new or repackaged, as well as a tool to drive traffic directly to all your brands owned media properties.



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