Author: Jacob Warwick / Source: Marketing Insider Group It’s no surprise that content marketers are planning to invest more on visual con
It’s no surprise that content marketers are planning to invest more on visual content. A recent survey by MarketingProfs and the Content Marketing Institute suggests that 51% of B2B marketers intend to increase their visual content efforts.
While the general marketing consensus tends to agree that visual content is more eye-catching and engaging, the problem is that it can be difficult and expensive to create. Additionally, the challenge of promoting your visual content investment can add stress to your daily routine.
Learn how to get the most out of your visual content strategy by using these scrappy ways to promote content in 2017.
Promote To Industry Professionals
Getting industry professionals to share your content with their networks can be a highly effective tactic for boosting your content’s performance; however, targeting professionals strictly for your own promotional purposes can be a delicate proposition.
You’ll first want to identify professionals that should be engaging with your content. This could be industry leaders, aligned brands, guest bloggers, writers, customers, etc. Be sure to base your selections on more than just audience size, because even smaller networks can have a large impact on your content promotion.
Next, start building strong two-way relationships with your network—comment on insights through social, ask for expertise, schedule phone introductions, share content, and even invite local professionals for a face-to-face meeting over coffee.
Be sure to focus on listening. Ask about current projects, challenges, and successes. When (and if) your content can provide value to their interests, share it with them.
Here are some common scenarios that follow:
They ignored you, your content doesn’t resonate, or they had negative feedback: This could indicate that your content isn’t aligned appropriately or you are connecting with the wrong audience. Either way, this information can help inform your next interactions.
They enjoyed your content, shared with their network, or had positive feedback: Great, you’ve identified the right professionals and your content speaks to them. In this scenario, they may naturally share with their networks and improve your reach—if they don’t share, you can ask them why and what needs to change to fulfill their expectations.
Since visual content is designed to be understood quickly, you’re not typically asking for a significant time investment from…
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