Writing blogs, articles, infographics and other inbound marketing content can take a lot of time and effort. You can spend hours creating and designing this content, but that’s only the first step in the process of attracting new people to your brand. The step in the inbound marketing methodology that’s often overlooked is promotion. That’s why we’ve outlined four ways to promote your inbound marketing content:
- Social Media. Social media is the obvious place to promote your content. But don’t just stop with one post. Social feeds move fast, so the life of your posts are becoming shorter and shorter—especially on channels like Twitter. Oftentimes, we’ll schedule five to 10 tweets for one blog post over the course of six weeks. Use tools like HubSpot’s Social Publishing tool to not only schedule posts, but to analyze how your audience is engaging with the content to determine how frequently you should be promoting your content.
- Paid Media. If you have a great piece of content that you want to ensure gets seen, using paid media to amplify it might be a good route. For a relatively small investment, you can increase the reach of your content tenfold. Putting a few dollars behind your social posts is a good test, but there are also other platforms like Google AdWords and native distribution like Outbrain and Nativo. Choosing the right channel/platform will depend on your content and your campaign goals, so do a little planning around what makes the most sense for you.
- Content Syndication. When done well, syndication can be a very effective tactic to increase your reach online. It’s the process of pushing your blog, video or other content out onto third-party websites. The content “lives” on your own site, and then you give others permission to publish a copy on their sites. This essentially allows you to reach other people’s audiences, so it’s important to only syndicate to sites that are relevant to your business.
- Sales Enablement. Even though the buyer’s journey is happening more and more online, for most B2B brands the sales team still serves a critical role in closing new business. As marketers, it’s important for us to communicate to the sales team that we have this great content that may help move a lead down the funnel. Asking your sales team to subscribe to your blog is a place to start, but also take a look at your CRM to see if you can incorporate some relevant content and/or resources for your internal teams to use when talking with or emailing a lead.
Without a thoughtful approach, you’re basically leaving it up to chance that your target audience will find it. If you’ve put that much effort into creating the content, let’s make sure we get it in front of the right people.
Before you launch your next inbound marketing campaign, be sure to check out our easy-to-use checklist.