May 26, 2015
By Tony Adragna
Social media websites are great tools for promoting content offers that your company has created. Websites like Facebook, Twitter, and LinkedIn provide avenues to reach your targeted buyer's personas. However, a trap that you should not fall into is only promoting your content offers via social media.
There are several other ways to promote the content that you have created and generate the most buzz and traffic about it. This blog post will highlight four other ways you should be promoting your content offers beyond social media.
One of the most prominent ways to promote your content offer outside of social media is through email. An email optimized for your personas should be sent out to an internal database of contacts promoting your new content offer. You may have to create more than one email. For example, if you have three personas and all of benefit from your offer differently, you should create emails with different text outlining the benefits for each.
As you create new content offers, be sure to test things like:
The tests can be done for each personas. While sending out a promotional email when your content offer first launches is great, it is also great to offer it as an additional resource in a lead nurturing campaign, where appropriate.
Sending out a news release on your new content offer is a great way to publicize your message and create some momentum for your new piece of content. Advantages of news releases are:
While sending out a news release for every blog post you create doesn't make sense, creating news releases for valuable content offers is a great way to promote beyond social media.
Once your new piece of content has been created, you should design an aesthetically-pleasing call to action to promote your content offer. You can place the call to action:
Pay per click advertising, or PPC, is another avenue to explore for promoting your content offer. In short, pay per click advertising means that you pay a certain dollar amount for every click that comes from your ad on popular search engines. There is a definite strategy behind PPC that involves proper keyword research, proper ad copy, and a landing page that is effective at converting. If you can combine those three components, PPC can be a viable way to promote your content offer outside of social.
As it was mentioned above, social media is a great avenue to promote content offers, but it should not be the only way that you are promoting. By using the five methods listed above, your content will get ample promotion and have the most opportunity to generate positive traffic.
About the author
Tony Adragna was formerly an Associate Consultant for SmartBug Media. Using his project management and digital marketing background, Tony helps implement their inbound marketing strategies. Read more articles by Tony Adragna.
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