It is extremely important that marketers create and publish content on a consistent basis. However, there’s no point in building an extensive content library unless you have the tools and best practices to promote and syndicate that content effectively across channels.
Over time, the breadth and depth of these promotional channels has expanded significantly. As a result, it’s sometimes difficult to identify must-have tools and best practices. To help you get started, here are some recent articles that focus on content promotion and visibility:
- Tools to help you boost traffic: Why not kick things off with some cutting-edge tools? This article gets down to the nitty-gritty by spotlighting some cool apps and solutions that will help you improve traffic and overall content visibility. They touch on everything from search engine optimization to user-generated content, influencer identification and outreach, and pinpointing viral content topics and trends. The tools you implement will vary depending on your goals, but one thing’s for sure: This is an extremely comprehensive article that will help you drill down into the topics and find the solutions that align with your needs.
- Embrace blogging: As you can probably tell, I love blogging and think it’s an extremely powerful way to extend a brand’s story, campaign messaging and content to a larger audience. Used in combination with social media, an owned blog is a powerful channel to not only reaffirm your brand’s positioning, but also show more personal perspectives — especially those of your team members. But a successful blog requires a lot more than simply regurgitating key takeaways from a new piece of content. It requires finesse, some unique perspectives and even some new research or quotes. This article, courtesy of The Huffington Post, delves into some blogging best practices, whether you want to promote an asset or create net-new content.
- Continue conversations post-event: Although many executives turn to digital content and feedback to research solutions and make buying decisions, events are still key in brands’ overall marketing mix. But to truly maximize the power and investment in these events, you need to follow up with attendees and deliver relevant and timely content. In fact, this article shows how content plays an important role in driving event/meeting buzz, and how social can help fuel conversations and generate awareness before, during and after an event. Whether your event strategy just consists of webinars, or you have road shows, national or global meetings or large conferences, this article is a great resource to show how digital content and information can tie into your brand’s physical presence.
- Allow buyers and sales reps to binge: Streaming apps like Pandora, Spotify, Netflix and Hulu have ignited the emergence of the “on-demand economy.” Thanks to these services, buyers and even your internal team members expect anywhere, anytime access to information…and on their own terms. In the content marketing world, this means making it easy for people to find and access content. But it also means allowing them to consume as much content as they want at one time — without jumping through any hoops. Hence, the value of “content bundling.” Content can be packaged together based on a specific campaign theme or topic. But as this article notes, when you bundle content for sales reps, you can also focus on a specific target business size, vertical or even target persona. If you do some of this work up-front, you can empower your sales teams to better understand and serve your buyers.
Have you implemented any of the tips or tools outlined in this recap? We’d love to hear your thoughts in the comments section below!