How to Get More Out of Your Content Promotion

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Posted: January 11, 2013 | B2B Marketing, Event Marketing

You have worked hard to create some awesome content. Now what? How do you get your thought leadership pieces to your audience?  To encourage consumption of your content, you want to promote it to your prospect database, relevant customers and those in your target demographic. Promotional channels include email campaigns, events and social media. You may also want to do this through paid promotions, including content syndication, Google Adwords or other paid search marketing, email sponsorships, newsletter sponsorships and more.

Promotion is the key to success of your content campaigns because if others do not read what you have created, it will not help your company’s bottom line.

Here are some tactics we use at Marketo to get more out of our content promotion:

Engage your influencers.

Let bloggers, press, analysts and other influencers know about your content so they can share it with their followers via social media, blog posts, and more. A great way to get the attention of an influencer is to feature a quote or an interview in your content piece. That way, you are not only asking them to share a piece of content that only benefits you, it also benefits them as they are featured as a thought leader. We work with our influencers very closely when launching a new content piece, particularly our large Definitive Guides. Ask them for some quotes on the quality of content and then use those quotes in your promotions.

Write a press release.

 

If you are releasing a big new piece of content, a press release can really grab the attention of both your readers and your influencers.  However, be aware that press releases should only really be used for your high value pieces that are unique in some way. Have you just released an industry benchmark? Or have you created a high-value content piece that is unique enough to stand out? As an example, check out the press release we did for our Definitive Guide to Social Marketing. And if your content piece doesn’t command its own press release, include it in another press release that is focused on a related topic. Maybe you have a customer story that ties in nicely to the content, or maybe you are trying to promote a webinar series on the same topic.

Create Banner Ads And Place Them Your Website .

 

Once a new content piece has been completed, create an engaging banner ad or tile illustrating the content and place it throughout your website, particularly your homepage. By having a visual call-out for your asset, potential leads will be more likely to download your content because the visual element really makes it stand out. We use these visual tiles on our homepage to promote our newest content pieces.

Post a Blog With Key Points From Your Asset.

 

Every asset you create should have a corresponding blog post. The thing you really need to keep in mind is that your blog post should not merely be an advertisement for your content piece. You want to make sure the commentary in your blog can stand alone independent from the asset itself. To do this, carve out a few short sections from your ebook that could make good blog posts, or pick out some of the key takeaways. Your readers will be way more likely to read your asset if you use your blog post as a teaser. Check out the example below of a blog post that was written to promote our Definitive Guide to Event Marketing.

Want to learn about more creative ways to promote your content? Download Creating Content that Sells: Content Marketing for Demand Generation

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  • Anonymous

    Absolutely right, Dayna. Good tips. My experience is that the influencer engagement part of it is often overlooked. There is a short-term and a long-term angle to influencer engagement. Featuring influencers and sending them your content is great, but it is also worth actually engaging them as people: read their blogs, leave comments, interact as people and you build up a relationship that will lead to them being more likely to feature your content in the future.

    Maybe this sounds obvious, but it is easy not to do those things because it takes a while to build the relationships – and budget holders run out of patience very quickly!.

  • Wes Towers

    Great tips, Dayna. Thanks!

    Of the four points you mentioned, I believe I was only able to use one and that is writing posts about the ebook guides I have written in the past. I didn’t really think about the other tactics you underscored. But, thanks to you, I might just work to include them in the future.

Dayna Rothman is the Sr. Content Marketing Manager at Marketo. She runs the Marketo content initiatives and is the managing editor of the Marketo blog. Dayna has extensive experience in content marketing, social media, marketing automation, and inbound marketing. She has an MBA from Golden Gate University and lives in Oakland, CA.

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How to Get More Out of Your Content Promotion

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