Be honest, we’ve all been there. Planning, launching, waiting and… nothing. Fear not. Here at Rapid, we’ve come up with a few tips to help you breathe some new life into your old, dusty campaign. Here’s our take on What To Do When Content Fails…
Firstly, have a look over who you contacted in the before the launch. Did you get in touch with the right journalists, influencers and publications? Also, be realistic. Don’t go straight to BBC or ABC news. Reach out to niche blogs and industry publications. In this case, less is more. Contact a few people whose first names you know, rather than a huge list to cold call. Remember to leverage influencers. If you’ve been sharing and engaging with an influencer’s content for a while, they might do the same for you if you ask them. Sharing your content with their audiences can help to improve their reputations, so keep that in mind when reaching out.
Our second tip: Make sure your message is simple. Can you sum up what you’re trying to say in one sentence? If yes, great because that’s the core thing that you are going to be communicating to journalists. If not, you’re doing it wrong.
Don’t forget to put some time into researching other, more successful attempts to promote content similar to yours, and to sell products to your target audience. Try and mirror their attempts in your second launch.
Next, ask an expert for their opinion. Generate links and establish a solid network of people in your industry that you can ask directly for feedback on any ideas. They could help you with data, pitch angles, launch timings, design or images and you could do the same for them. Very important to do this when content fails.
Finally, consider when is the best time to relaunch. Think about awareness days: a buzz has been created for you – now all you have to do is create some killer content. Consider the context of the world around you before you share something. Think about seasonality. This includes Mother’s Day, Valentine’s, Easter. Is your content relevant to the season? And of course, consider the time of the day to post. There’s no hard or fast rules about when you should post content, but in an analysis of 20 studies on post times, CoSchedule found that the best times to post on Facebook were between 12-1 p.m. on Saturday and Sunday. This could be a good place to start.
Don’t be discouraged if your content flops the first time. Try our handy little tips and you might surprise yourself.
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