Content marketing is no longer the preserve of large businesses. Small business owners have also embraced content marketing as part of their overall marketing strategies. Having dealt with small businesses, there are a number of questions that always arise in content marketing. One of the questions is – What content to post online? The second is –Which channels do I use to distribute my content? And the last question which is also the subject matter of this post is – When do I post my content online?
The question of timing is one which does not have a one-size-fits-all response. For one business, posting early in the morning can work well while for another, posting late in the evening or just past midnight may be its magic wand.
This article will help you learn how to find the right time to post your content online, the tools you can use to help you understand your followers’ online behavior and how to overcome time zone differences.
What is Content Marketing?
Content marketing according to the Content Marketing Institute refers to a strategic marketing approach which is focused on creation and distribution of relevant, valuable and consistent content with the aim of attracting and retaining a clearly defined audience. The ultimate result of content marketing efforts is to drive profitable customer action.
Every business needs content marketing so as to link with its existing and potential clients. Having understood the core meaning of content marketing from the definition above, it is equally important to now understand your audience – the consumers of your content. As a business, you need to have a well profiled target audience. These are the consumers who determine what is to be posted, where and when. You cannot possibly ignore the huge and critical role that the audience plays in determining your content dynamics.
Profiling Your Audience
Successful content marketing requires that you create and publish content for a specific target audience. In this way, you will be able to create a readership base and authority around your subject of focus. Posting content without a specific in mind is like shooting arrows in the dark – anything goes. Taking time to research and discover the behavior of your audience gives you an upper hand in the creation and distribution of content.
When is Your Audience Online?
Posting content when your audience is online is like delivering a parcel when the door is open. The content will immediately be consumed and shared thereby increasing its penetration and reach. Instead of guessing or relying on crystal balls, there are social media management tools capable of simplifying the analyses of your online audience habits. Some of these tools include:
- Hootsuite Autoschedule – This tool helps you in choosing the best time to post your social media updates depending on when your tweets have had the best performance. The autoscheduling can either be done from the dashboard or Hootlet extension.
- Social Bro – This analytical tool helps you find out your best time to tweet and how to take full advantage of every tweet sent out. From a custom sample of people, Social Bro gets you the best tweet-time and helps you learn when any of your audience segments is online.
- Page Insights – This tool determines the best time during the day to post, the best day in the week and the type of content that is popular.
- Social Bakers – This is a tool that helps you in tracking and analyzing follower data for your Facebook pages. It can also be used on YouTube, Twitter and LinkedIn.
Time Zone Differences
If you are targeting a global audience, your content marketing strategy should factor in the time zone differences. In as much as social media has enhanced interconnectivity hence bringing us closer together, people don’t operate 24/7 because they need sleep and rest. They above discussed social media tools also allow you to know when your followers are online irrespective of their locations. By gleaning from the analytics and reports generated through these tools, you can know when the peak for your content is. You can simply reschedule your posts instead of waiting until that time for manual posting.
The question still remains –When is the appropriate time for posting your content online? The answer to this will give you the greatest breakthrough of all time.