How to Make Your Content Worth It
Developing a quality piece of content involves great direction, copy and design. Now it’s time to give it the promotion and execution all that hard work it deserves.
Promote Like Crazy!
This may seem like an easy concept, but be creative and continue to find new ways to promote. Your content piece can be broken into several small snippets for social sharing–make sure to mention anyone that you reference in your content piece. Next make sure that you utilize any subscriber or email lists that you have. Your email should point to a great landing page.
Additionally, reach out to influencers around the topic of your content using email,LinkedIn and even Twitter. The last step is to get even more creative and start torepurpose your content to promote it on even more sites. Turn your content into a video or SlideShare. If your content is mainly copy, consider creating a checklist or an infographic. The key is to find as many ways as possible to promote your content.
It Isn’t Enough to Just Get Them There.
Promoting will get the traffic you want to see your content, but how do you display the content to your audience? Preferably your content should be found on a landing page that provides some teaser information. Your content took time and effort from several contributors, so make sure you get paid! By getting paid I mean you need to get something from your audience in exchange for the download…at least their email address. The amount of information you can ask for is determined by how valuable the content is to the reader.
Make a Better Download Experience
When the eager reader decides they want your amazing content, make sure that their download experience is flawless. After content creation, design, and great promotion the last thing you want is for your audience to never receive the content. You have a couple options for delivering your content download: Inline response, thank you page or send it via email. Why only pick one? In line response is easy and yes it gets the job done. Creating a thank you page with the content piece and other relevant CTAs will continue the interaction. What if something goes wrong with the thank you page? Why not add another layer and email your content piece (with the email address they so kindly provided you with) and this email would be a great place to add additional relevant CTAs. Take the extra effort to make the experience better for your reader and your company!
Keep the Sales Cycle Going. Yes, The Marketing Team Said “Sales”
A content manager once asked, “What happens after we initially promote our content pieces?” The answer might sadly be nothing. If you haven’t heard this term yet, it is about time you start practicing Smarketing. Smarkerting is the mix of sales and marketing. If people are interested in your content, they most likely have an interest in whatever products you have to offer. Once you have a reader’s email address and have delivered your content, put them directly into a workflow! Your workflow should continue to nurture these contacts with more valuable content, with a bit a sales sprinkled in. The great part of this scenario is that you can communicate with your readers forever…or until they buy or unsubscribe.
Don’t let your content go to waste, and definitely don’t ever let those who created the content hear that you aren’t putting it to great use!
About Maren Hogan:
Maren Hogan is a seasoned marketer, writer and business builder in the HR and Recruiting industry. Founder and CEO of Red Branch Media, an agency offering marketing strategy and outsourcing and thought leadership to HR and Recruiting Technology and Services organizations internationally, Hogan is a consistent advocate of next generation marketing techniques. She has built successful online communities, deployed brand strategies and been a thought leader in the global recruitment and talent space. You can read more of her work on Forbes, Business Insider, Entrepreneur, and her blog Marenated.