Now that we’ve discussed the Top 10 Types of Inbound Marketing Content, it’s time to cover the next step: Promoting it. If you have content and no one reads it, does it really exist? That, my friend, is the true question of modern marketing, especially if you’re a small business owner who just spent a couple hours before bed every night for the past couple weeks writing the best, most informative Whitepaper or eBook the world has ever seen. And then…
How do you get the word out to the world that you have added something extremely valuable to the world and people need to read it?
Promoting Inbound Marketing Content
1. Social Media:
The best way to promote your content is to share it with your social media networks. But not all social media channels were created equal, and your content doesn’t belong on all of them. People have become immune to advertisements in all shapes and sizes. So, if you start posting articles about the solutions of your B2B services on Facebook, your “friends” will ignore you and all of your annoying posts. Here are some important details to remember:
- Facebook gets more visitors that YouTube
- Use LinkedIn for Professionals and Past Customers
- Share the link with your employees and ask them to share with their social media networks
- Posts with videos get shared 1200% more than posts without video
- Photos are essential to promote sharing
2. On-Site CTA:
Using your website to promote other content on your site is often an overlooked element of promoting your website. Strategically placing a CTA (Call to Action) on blog posts and other pages will enhance the likelihood that a visitor to your site will click and visit another page. This is a great way for you to promote Whitepapers, Webinars, or eBooks and continue pushing visitors through the buying process.
3. Landing Page:
A landing page is the gatekeeper to premium content. It is a form that requires a visitor to supply contact information to receive free, premium content, such as webinars, eBooks, and Whitepapers. All of your links on social media shouldn’t lead to landing pages because then your followers will stop clicking on your links knowing that you simply want their contact information. But having some content behind a landing page tells customers that certain content is more valuable. However, any landing page won’t do. Targeted, structured landing pages are different based on the content you are providing customers. Plus, don’t forget to consider what stage of the Buyer’s Journey your customer is at. A lead filling out a form for an eBook is likely much earlier in the Buyer’s Journey than someone filling out the form for a Whitepaper. Keep this in mind when you’re constructing your form.
4. Pay Per Click Ads:
Some people cannot believe how inbound marketing employs paid advertising. They think the whole point of inbound marketing is to avoid advertising and to try providing solutions to problems. However, done right, PPC (Pay Per Click) Ads can be a valuable addition to your inbound marketing because it is another way to get your brand in front of potential leads. PPC ads are targeted to specific keywords relevant to your products or services. Having a PPC ad bring a visitor to a landing page is a great way to analyze how your ad is working and how successful your landing page is based on the analytics for each.
5. Guest Blogging:
Writing a guest blog is an important way to build relationships with similar, non-competing companies, and their visitors. One of the things you can blog about is a topic similar to the specific piece of content you are trying to promote. For example, if you just posted your eBook, “The Beginner’s Guide to Selling Baby Mobiles Online” you could write a guest blog, “The Top 10 Baby Mobile Characters of 2016”. That way, you are posting something similar to your eBook (or other content you are trying to promote) and are still targeting the same stage of the Buyer’s Journey. Then, at the end of the blog, most sites will allow you a short bio with a photo where you can link to your eBook’s landing page.
6. Link Building:
This is probably one of the most difficult pieces of the inbound marketing puzzle because it is the most time-consuming and long-term aspect of an already time-consuming and long-term process. Pamela Vaughan of Hubspot posted a great article in 2011 about the best link-building tactics that are just as relevant today as they were five years ago. In essence, a strong link-building campaign combines most of the topics mentioned throughout this post while specifically using them to obtain links to your targeted content. All of these inbound links will give your site more authority, which means you will rank higher on Google, improving the visibility of your site.
7. Public Relations:
At times, an overlooked tactic is good ole PR. Make sure to send news releases to local papers that have a strong website and to other distribution channels that can post and share updates about your company. This will not only promote your company as a whole, but also the specific piece of content you are promoting. Again, with the increase in links to your site, this will also have an SEO benefit.
Promoting Your Content
Lindsay Thibeault, Inbound Professor at Hubspot, says to “spend as much time on content promotion as you do with creating the piece of content.” And no, that doesn’t mean you should try to write faster so you have to spend less time promoting your content. Instead, focus on writing the most relevant content to your industry. The great thing about content on the web is that it doesn’t have a shelf life. That means you don’t have a specific time-limit on how long you can promote your content for. A well-written eBook can be promoted for six months, a year, or even longer.
Next, I’ll show you the Top 10 Metrics to Measure to see how successful your content and promotion were.
Create Your Story, Promote It, and Perfect Your Strategy
How to Choose a Digital Marketing Agency
Benefits of Inbound Marketing for Small Businesses
SEO vs. SEM
What is Inbound Marketing?
What is a Landing Page?
SEO and Optimized Content
Inbound Marketing Services
Social Media Marketing
Generate more leads through properly structured content. Copyright Mike D. O’Brien 2016