17 Overlooked Content Marketing Promotion Ideas To Try in 2017

Author: Christina Milanowski / Source: Business 2 Community

As marketers, we often face tight time frames and demanding deadlines when it comes to publishing our newest content offering. From hitting publish on your next blog post to promoting your next e-book or webinar, let’s all agree to make more time to focus on how to distribute our content wisely.

In 2017, we can buck the content marketing trend of focusing just on content creation and not enough on content promotion. Here are 17 ideas to maximize the ROI of our writing efforts:

1. Landing Page – Maximize the web visibility of your content with a dedicated landing page. Landing page basics include: 1) Does your page look great on a mobile device (where many of your visitors may come from)? 2) Is there a clear call-to-action (CTA), as in, do visitors know exactly how to access your new content offer? 3) Is there persuasive text? and 4) Can visitors SEE what they’ll get for entering their email address? Show them a photo of your content offer—and bonus points if you explain it in a video with the author.
2. Website – In addition to a dedicated landing page, make sure your latest content offer is easy to find on your website through simple navigation or, better yet, on your homepage with a CTA button. This may seem a bit self-evident, but, in our experience, can be easily overlooked in the rush to start content promotion.
3. Blog – If you maintain a blog, craft a post (or two) that relates to your new content offer with a call-to-action button at the end inviting readers to your landing page. Expand on hot button issues, recap key statistics or trends, or continue the narrative with new facts or tips.
4. Launch Email Campaign – You are six times more likely to receive a click-thru from an email campaign than you are from a tweet, according to Campaign Monitor. Email is vital to a content marketing campaign. So, on the day of launch, be ready with an email campaign that targets the potential customers for whom you have email addresses—encouraging them to check out your new content offer. As well, make sure you have marketing automation such as HubSpot, Marketo or Pardot set up to ensure your new leads receive prompt Thank You emails. One final tip: Be sure your emails are error-free by always proofing for typos and testing links.
5. Marketing by the Author – If there’s a byline on your content, make sure the author serves as an advocate. Encourage them to share a link to the landing page on their social channels. Another common tactic is for the author to share an article about the content offering on his or her LinkedIn profile through LinkedIn Pulse.
6. Customer Communication – While your new content may be targeted to potential customers, consider whether your new expertise could also add value to your current customers. If so, you could share the gated content with them or, to make it easier (since you already have their contact information), share the actual PDF or Word document of content in advance of it being distributed to outsiders.
7. Sales/Internal Champions – Make sure your entire sales department and other internal champions of your content know when it launches….

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