What Is Content Seeding & How Does It Work? [Examples]
Every summer, I start a vegetable garden. I purchase seeds, plant them in various places in my backyard, tend to them, and with the help of the right weather conditions, help them grow. Why am I talking about gardening on a marketing blog?
Content seeding. But instead of planting zucchini seeds, marketers plant content to grow brand awareness and leads.
Let’s get into the specifics of what content seeding is and how it works.
Content seeding allows brands to highlight their content in places target audiences will see and engage with it. Influencers are a prime choice for content seeding because they usually have large audiences. These audiences have been proven to trust influencers more than their friends.
For instance, lifestyle subscription box FabFitFun has a target audience of women “ages 18-34, who love a good deal [and] want to hear about the latest and greatest trends in beauty, fitness, nutrition, and style.” When they work with influencers on content seeding, they choose platforms their target audience is interested in, like my favorite podcast, True Crime Obsessed (TCO).
When I heard ads for FabFitFun on TCO, I was immediately interested in the brand and what it offers, so I followed the link in the podcast subscription. The added bonus of hearing high praises from hosts I’ve come to connect with and trust solidified my interest and ultimately drove me to subscribe. That’s content seeding in motion.
When I heard ads for FabFitFun on TCO, I was immediately interested in the brand and what it offers, so I followed the link in the podcast subscription. The added bonus of hearing high praises from hosts I’ve come to connect with and trust solidified my interest and ultimately drove me to subscribe. That’s content seeding in motion.
Part of the reason content seeding is so successful is that the content shared by influencers or partners is relevant to the target audience. Market research shows brands, like FabFitFun, where their audience is and gives them clues as to where to seed content.
What is influencer seeding?
Often brands will give out products or services to influencers in the hopes that they will share favorable reviews or promote the product to their audience. This is referred to as influencer seeding. Like content seeding, utilizing influencers that align with the interests of your target audience will yield the best results.
Having industry leaders promote a brand through their social platforms or other networks increases the reach of the business, because they’ve built trust with their own audiences.
This doesn’t mean that you have to find the influencer with the most followers to do the job. Sure, someone with millions of followers will have a wide reach, but there is value in utilizing micro-influencers, too. Micro-influencers – those with roughly 10,000 to 50,000 followers – often serve more niche, but loyal audiences. This can be an advantage when you are looking to segment or narrow your target audience.
Micro-influencers also …read more
Source:: HubSpot Blog
