4 Content Promotion Strategies to Increase Engagement
There’s no doubt that inbound marketing has fundamentally changed demand generation.
The strategy of attracting prospects through content, social media, search engine optimization, and more has taken over the B2B world and for good reason: inbound marketing costs 61% less than traditional advertising and produces 54% more leads than outbound marketing.
Your prospects and customers don’t want to be targeted with disruptive and annoying advertisements. They want to engage with quality content that educates, entertains, or inspires them.
There’s just one problem…
Businesses are investing more in content marketing, which focuses on creating valuable content to guide buyers through the customer journey. Now, every marketing team worth their salt is publishing content for their audience, from blog posts, to whitepapers, webinars, ebooks, newsletter, and more. The bar has been raised and now creating more content isn’t enough. In order to get your content seen by your intended audience, you need to differentiate your brand and rise above the noise by offering value.
The New 80/20 Rule
If you were an early adopter of inbound marketing, you might have spent 80% of your time creating content and 20% of your time promoting it. With all the noise out there, the formula has flipped. Derek Halpern of Social Triggers popularized the new 80/20 rule that has resonated with marketers who haven’t seen the results they wanted from creating more and more content. To increase engagement, you need to spend 20% of your time creating content and 80% of your time promoting it.
Becoming more strategic in your content promotion requires taking a fresh look how you communicate with your audience and ensuring that you are providing not only the right content, but that it’s in the right spot, at the right time. Here are four ways you can promote your content to increase engagement:
1. Promote Content Across Your Website
2. Promote Content in Your Email Signature
3. Use Ad Retargeting
4. Pin It to Your Twitter Profile