Uploaded February 2024 | Updated September 2026, 3 weeks ago
Marketers who create content and then think about promoting it are going about the process backwards, says James Tennant on Marketing Smarts Episode 569.
"You are not just creating a piece, as we've discussed; you are spending a lot of time coming up and figuring out who your ideal audience is, what it is they want you to create in the first place," he says.
"And when you have done that, where they want you to serve them that piece of content."
That is to say, no one should feel obliged to promote on every platform available. Instead, audience research will inform your promotional channels.
"It's not just a case of, 'we like that channel, we're active on that channel, let's just promote on there; we're getting it out, we know our content is getting out,'" he says. "Is that actually reaching the right people?
Are they actually engaging with your content?"
Forget off-the-cuff promotion, too. Work promotion into your content strategy, partner with collaborators, communicate your content goals ahead of time so it won't feel overwhelming.
RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
👂Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50319/maximizing-your-reach-key-concerns-in-promoting-and-amplifying-your-content-james-tennant-on-marketing-smarts-podcast
🗞️B2B News: martech.org/did-martech-break-b2b-marketing
📝From The MarketingProfs Blog:
🔹marketingprofs.com/articles/2016/30365/marketing-influencers-four-ways-to-elevate-your-content-strategy-and-amplify-your-outreach
🔹marketingprofs.com/articles/2022/47276/traditional-content-marketing-is-brokenheres-how-amplified-marketing-can-fix-it
💡Community Spotlight: linkedin.com/posts/kathleen-gaines-6340997_how-to-measure-your-social-media-marketing-activity-7166816874079465473-lWMQ?utm_source=share&utm_medium=member_desktop
Marketers who create content and then think about promoting it are going about the process backwards, says James Tennant on Marketing Smarts Episode 569.
"You are not just creating a piece, as we've discussed; you are spending a lot of time coming up and figuring out who your ideal audience is, what it is they want you to create in the first place," he says.
"And when you have done that, where they want you to serve them that piece of content."
That is to say, no one should feel obliged to promote on every platform available. Instead, audience research will inform your promotional channels.
"It's not just a case of, 'we like that channel, we're active on that channel, let's just promote on there; we're getting it out, we know our content is getting out,'" he says. "Is that actually reaching the right people?
Are they actually engaging with your content?"
Forget off-the-cuff promotion, too. Work promotion into your content strategy, partner with collaborators, communicate your content goals ahead of time so it won't feel overwhelming.
RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
👂Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50319/maximizing-your-reach-key-concerns-in-promoting-and-amplifying-your-content-james-tennant-on-marketing-smarts-podcast
🗞️B2B News: martech.org/did-martech-break-b2b-marketing
📝From The MarketingProfs Blog:
🔹marketingprofs.com/articles/2016/30365/marketing-influencers-four-ways-to-elevate-your-content-strategy-and-amplify-your-outreach
🔹marketingprofs.com/articles/2022/47276/traditional-content-marketing-is-brokenheres-how-amplified-marketing-can-fix-it
💡Community Spotlight: linkedin.com/posts/kathleen-gaines-6340997_how-to-measure-your-social-media-marketing-activity-7166816874079465473-lWMQ?utm_source=share&utm_medium=member_desktop
