Over the last few days, we have talked about what content marketing is and how we create it. But where, pray tell, does all of this content go once we’re done? It has to get in front of the right eyes and be seen by folks who would be interested in our stuff, right? But how do we do that?
This would be the “marketing” part of content marketing. Without a solid plan to get our content seen, we’re really sunk. Our content just sits and wait to be seen… and will remain all dressed up with nowhere to go if we don’t come up with a marketing plan for it. How many times have you heard a friend or peer whine about their book, new line of bath products or consulting services not selling? More often than not, it isn’t because the products stink but because they aren’t getting out there and getting seen. The same holds true for content. Luckily, our content marketing plans can be easy and immediate. For blogs and articles, social media is a great way to promote content. Sites like Facebook, Twitter and LinkedIn thrive on fresh content and juicy information. Our rule of thumb around these parts is the minute you publish it, promote it on social media. Use your corporate pages to really sell your fresh content and drive traffic. People might love your brand but wouldn’t think to check it every day. Therefore, it’s your job to make sure you use your social channels to get those posts in your follower’s newsfeeds.
For things like infographics and excerpts from ebooks, other popular blogs can really be helpful. Just like you, other bloggers are forever looking for new content, and these items can really fill the void. Make a short list of bloggers who talk about your industry and then send them emails with proposals. The worst they can say is “no,” but the best that can happen is thousands of new looks at your amazing content. Studies, white papers and digital catalogues can be promoted with digital press releases using the same philosophy for traditional press.
The avenues for original content are as numerous as the varieties of content themselves and there is no limit on how many you can try — so we say try them all! The empowering nature of content marketing lies much in the fact that small business owners can decide where their content goes and how it gets there. There is truly no limit to where your original, great-looking and fascinating-to-read content will end up.
That’s what we have to say about content marketing, dear readers. Now it’s your turn. Use our comments section to sound off about your own favorite content marketing techniques, tips and tales!
Note: Our Five Things You Might Have Missed will be back next week!