Digital Marketing: How To Make Sure Your Content Gets Seen

Singapore digital marketers need to invest time in promoting their content

When it comes to digital marketing, there’s no greater strategy than content marketing. In fact, research shows that businesses can generate as much as 3 times more leads with content marketing than with other methods. It also tends to be the most cost-efficient.

However, though marketers are investing a great deal of money in their content, they are not investing enough in the actual promotion of the content. Content Marketing Institute surveyed B2B marketers and found that over half of them couldn’t even identify a successful content marketing campaign.

Unfortunately, great content without promotion is equivalent to a great landing page without a call-to-action. So when it comes to planning the ideal a digital marketing strategy Singapore business owners should devote a considerable amount of time to promoting their content. Here a few ways that Singapore marketers can ensure that their content is seen.

1. Paid Promotion on Social Platforms

The best thing about paid promotion on social platforms is that it’s a very precise science. For instance, research shows that a lot of Singaporeans spend time on Facebook. You can use Facebook Insights to filter out demographics and intent. With this information, not only can you promote your content to your ideal audience, but you can also create content that is made specifically for them. The key to a success paid social campaign is to clearly define your goal before you start. In this way, you can better measure your success.

Paid social promotion helps to increase your targeted traffic, which in turn leads to more conversions. It creates brand awareness and your audience views it as more of an authority. It cuts out all of the extra noise an competition that you would usually deal with when promoting organically. It fosters brand loyalty by identifying those who have previously interacted with your brand.

2. Targeted Sharing

Facebook used to be the go-to social platform for businesses that wanted to engage consumers. However, after its last change in algorithm, organic reach became rather limited. Luckily, there is a remedy for this. If you want to reach your audience organically on platforms like Instagram and Facebook, then try targeted sharing. This is when you tag someone with the goal of getting them to share your content with their followers.

The method is pretty straightforward and there are several different approaches you could take. For instance, you could simply link to those in the snippet who seem like they would have an interest in your article. You could link to the people that you featured in your article in the snippet. You could also engage influencers directly with a question in the snippet. If you don’t know who to link to, then you could always use the search tool and include hashtags.

3. Use Videos

One of the most effective ways to get your audience’s attention on social media platform is to use video. According to Google, before a customer visits the store, they are likely to search for a video that is related to the service or product. Also, between 2016 and 2017, the views on sponsored Facebook videos had increased over 200%. This tells us that video content demand is greater than written demand. It tends to be more engaging and when it goes viral, the ROI is endless.

However, as with anything, there is a catch. If your video is too long, it could result in less landing page click-throughs. This is especially the case if your video is being used to promote your written content. So try posting a teaser–something that has captivating images or GIFs that inspire users to visit your landing page.

4. Influencer Marketing

The benefit of influencer marketing is that it ensures that your content is seen by a new audience and it gives you brand more credibility. In fact, studies show that most people trust influencers even more than they trust celebrities or ads.

There are several ways to use this method. You could contact industry influencers directly and either ask them to share your content with their audience or partner in a promotion. You could also mention industry influencer in your content and link to them, just as in the case of targeted share, in hopes that it will attract their attention and they will share it. If you are not sure who you should contact, then use tools like Intellifluence and Followerwonk to find them.

5. Syndication

While content syndication has been around for quite some time, it’s a rarely talked about strategy. However, it’s an ideal way to expand your audience. And the best part about it is, it doesn’t even take that much effort.

Before choosing a syndication website, it’s very important that you do research on the front end. Find out how much traffic they have. Pay attention to the keywords as well as the discussion topics. If you would like to syndicate your content on sites like Medium, Linked or even forums then you need to be careful to share the best content only. Also, this is often a give and take, especially if you’re sharing on a community site. You must be willing to share the content of others as well. This is good for cultivating relationships.

6. Build Links

When it comes Google’s most important organic ranking factors, link building is on the list of the top three. If you want to increase visibility and improve your organic ranking then you need quality backlinks. However, you must be strategic about which pages you build links to. For instance, try to avoid building links to pages that focus on your business and sales funnel.

Link building is also pretty straightforward. Guest posting gives you the ability to place a contextual link on an authoritative site. You could reach out to websites that have broken links and offer to replace the content with your content. Email thought leaders in your industry and tell them about a piece of your content that could possibly be of some value to future research. You could also focus on crafting quality material that encourages people to link to your content organically.

7. Personalised Email Marketing

If you have customers who have already shown a significant interest in your brand, then why not market to them through email? You can get more shares and links while simultaneously improving customer retention. Not all of your customers will be interested enough to read your latest blog post, but there are a few things you can do to improve the odds.

You could segment your list of subscribers based on how much they interact with your website. You could design a newsletter that showcases your most recent post or best performing content of the month. You could include the name of your recipient or other personalised information specific to the way that they interact with your website. Include content that is interactive such as a video or GIF to make your email stand out more. Finally, you could use split tests, to A/B test your messages and headlines.


One of the most effective areas of digital marketing is content marketing. However, it has managed to take on even greater significance with the most recent changes in Facebook’s algorithm. Singapore marketers have to be more dedicated to getting their content out there if they want to ensure that they have organic reach. So content promotion is crucial. It’s the only way to cut through all of the extra noise online today.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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