Content Marketing on a Shoestring Budget: Distribution
Here’s part two of of our recap of the webinar “Direct Marketing on a Shoestring Budget, Part 2: Content Marketing.” In the last post, I covered Carolyn Goodman’s tips for generating outstanding content; you can check that out here. Part two recaps Cyndie Shaffstall’s portion of the webinar, concerning low-cost marketing and promotional strategies for getting your content out there. As promised, there will be puppies.
Content is like a basket of puppies – if you don’t promote the heck out of the basket, few people will ever get to see how adorable the puppies are.
No matter how big or small your marketing campaign is, always make sure you’ve covered the most basic technicalities of content promotion. These include elements such as:
Professional design and brand consistency
Social sharing buttons on all content
Lots of graphics
If an elephant can put something this good together, so can you! And you even have fingers to work with!
Extend your reach by creating multiple formats, and by repurposing one piece of content into several different formats that can be promoted across multiple channels. There are many templates available for repurposing, so you don’t have to do all the heavy lifting on your own, design-wise, and the more formats you can create, the farther reach you will achieve for a single piece of content. So be on the lookout for opportunities to repurpose!
Let’s say you create a case study. Here’s a non-exhaustive list of ways you can repurpose it.
Turn it into a PDF presentation and post it on SlideShare. You can tag that presentation with keywords, and SlideShare is partnered with LinkedIn, so you can reach out to that platform as well.
Hold a webcast, using the case study’s content as a basis, and reference it in other webcasts.
Convert it into a video and post it to your organization’s website, YouTube, and other video networks.
Repurpose the video narration as a podcast that you can publish to iTunes.
Create an infographic to highlight key points. This is great for social sharing, Pinterest, SlideShare, and your organization’s resource center.
There are many more ways you can use a single piece of content – use your imagination!
In a world where a Corgi can be a lobster, anything is possible.
Think inbound marketing. A growing percentage of leads generated come from inbound-marketing sources. Inbound marketing is a great way for people to interact with your content and to increase their trust in your organization. Here are some ways you can improve it:
Make sure your website has targeted landing pages.
Squeeze all your pages for gated content.
Again, put social sharing buttons on all content.
Make your document a source for reference, not just an interesting piece of writing.
For search engine optimization, cite and link sources, and list keywords.
Make sure your website includes a glossary so that visitors can click on unfamiliar phrases and be redirected to an explanatory page on your website
Use remarketing/retargeting in inbound marketing through the following:
Your organization’s blog, which should include keyword-rich content from your blog
Press releases. These can often be promoted by PR distribution services, which usually have free or inexpensive options and different levels depending on the visibility you want.
Syndication services, which have great analytics and can find customers you’d never have run into on your own. Some services are expensive, while others are subscriptions.
Offer content to partners.
Share content socially! Use Twitter, Facebook, LinkedIn and LinkedIn groups, Google +, and any other social media sites you like. On Facebook and Twitter, be sure to use relevant hashtags. “Ooh, #thingsmydoghaseaten is trending! I’ll be Twitter famous in no time!”
You can also use social ads (sponsored Tumblr posts, Facebook ads, promoted Tweets), but be careful, because not only are they pricey, they can also be very annoying.
Use search-engine ads on sites like Google and Bing. Be very careful with title tags, meta descriptions, and keywords—don’t lead on site visitors.
Send outbound messaging through email, newsletters, and direct mail.
Engage industry experts such as bloggers and editors. This adds credibility and helps you with SEO.
Ask for and post reviews; provide links to online review points, and mention good reviews in marketing efforts. Be willing to make changes and improve from critique in reviews.
Beef up your email signature line with links to a white paper, a case study, or some other type of content that people can see at the bottom of each of your emails.
Engage individually with clients, and distribute content at live events.
Essentially, the marketing aspect of content marketing is all about promoting your content in as many different formats and across as many channels as you can. With creativity and good original content, you’ll never have to worry about becoming this guy.