Here are some ideas both paid and unpaid for getting the word out.
- Content syndication – this is where you pay a third party publisher to promote your content, usually for a fixed price per lead. Before embarking on this or any other paid promotional opportunity be sure to have a good understanding of what you can afford to pay for a lead (more on measuring ROI in an upcoming blog post).
- Paid search – use relevant content as offers in your paid search programs, driving respondents to an optimized landing page for lead capture.
- Online advertising – content offers can be used in targeted banner advertising campaigns using ad networks or through deals with individual publishers. Most ads are placed on a CPM (cost per 1,000 impressions) basis, but some publishers offer CPC (cost per click) or CPL (cost per lead) pricing models. This can be a good way to kick off awareness of a piece, but you have to understand the metrics behind the pricing models to determine if this is a wise spend.
- Social media – let your social media contacts know about your new content (this includes traditional media and the blogosphere of influencers that you follow). Post on your Blog site, tweet, and post to your LinkedIn groups. Make sure that your employees post a link to the content on their LinkedIn page, and promote in relevant groups and on your company’s LinkedIn page.
- Comment fodder – as you do your rounds of the bloggers that you follow, be sure to mention and link to your content where relevant using the comment functionality.
- Promote on your Web site – this seems obvious, but most companies don’t do a good job of promoting their content on their own Web property. Maximize the piece’s exposure by promoting it with links or banners on all relevant pages.
- Social sharing – add social sharing icons to your content to encourage sharing. Eccolo media found in their 2011 B2B Technology Collateral Survey, that adding social sharing icons actually changed people’s perception of the content in a positive way.
- Non-paid channels – look for channels where you can upload your content, and don’t stick with just one site per channel. Upload your photos or images, videos, presentations, podcasts on all relevant sites and make sure you tag them with your keywords to facilitate search.
There are many other tools and channels for getting the word out about your content, including those mentioned in this Mashable article by Shane Snow.
In the next post in this series we’ll cover how to figure out if your content marketing is working.