10 innovative ideas to promote your premium content
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In order to help turn website visitors into leads, you need to get them to download something. Here are ten things you can do to promote your premium content when you publish it.
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10 innovative ideas to promote your premium content
- 1. Innovative Ideas to Promote Your Premium Content
- 2. 1
- 3. 1 Every time you create a new piece of premium content, send out an email to your current clients, prospects, and internal team. Don’t pitch… your goal should be to simply to let them know you have a great new resource.
- 4. 2 More info: The Essential Guide to Internet Marketing
- 5. 2 Sometimes you’ll want to create more than a landing page for your premium content. We call those micro-sites, and they’re great for bringing buzz to a campaign.
- 6. 3 More info: The Essential Guide to Internet Marketing
- 7. 3 Create a slideshow and upload it to SlideShare. SlideShare is both a platform for turning presentations into web content and a social media platform itself.
- 8. 4 More info: The Essential Guide to Internet Marketing
- 9. 4 Optimize your landing page. Make sure your keyword is in the title, meta description, and at least once in the text of the landing page.
- 10. 5 More info: The Essential Guide to Internet Marketing
- 11. 5 Test your landing pages! When you test, be sure to change only one thing (long form vs. short form, red button vs. green button) because if you change too much, you won’t learn anything.
- 12. 6 More info: The Essential Guide to Internet Marketing
- 13. 6 Create a free or paid press release to get attention from people outside your sphere. Target people who will be interested in your offer.
- 14. 7 More info: The Essential Guide to Internet Marketing
- 15. 7 Find relevant LinkedIn groups and participate in the conversations. Find out where your target persona is, and answer questions. DO NOT PITCH.
- 16. 8 More info: The Essential Guide to Internet Marketing
- 17. 8 Consider Facebook ads. They’re cheap, and everyone (even your target persona) spends time on Facebook.
- 18. 9 More info: The Essential Guide to Internet Marketing
- 19. 9 Add a call-to-action to your home page. Not only will you have relevant blog posts that will lead people to download content, you’ll also want eye-catching banner or sidebar ads.
- 20. 10 More info: The Essential Guide to Internet Marketing
- 21. 10 Guest post or comment on other blogs. When you’re commenting, use the landing page where your premium content is housed instead of your regular home page.
- 22. Interested in learning more? Download The Essential Guide to Internet Marketing at LeadG2.com
Notas do Editor
- Kathleen: Thanks Brian…. This is my absolute favorite part of the presentation and of content marketing. The promotions part of a content strategy. Face it.. Without promoting your content… hardly anyone will ever see it and if hardly anyone will ever see it ….. you won’t generate many leads…. And that’s Bad…. Really bad! So without further a due… 10 innovative ways to promote your content {click}
- Kathleen: Email is your friend.. It truly is. Email is one of the best communication devices that we have today. After creating a new piece of premium content, send out an email to your current clients, prospects and internal team. MAKE SURE TO NOT SELL though… your goal should be to educate and simply to let them know you have a GREAT NEW RESOURCE FOR THEM!
- Kathleen: Email is your friend.. It truly is. Email is one of the best communication devices that we have today. After creating a new piece of premium content, send out an email to your current clients, prospects and internal team. MAKE SURE TO NOT SELL though… your goal should be to educate and simply to let them know you have a GREAT NEW RESOURCE FOR THEM!
- Brian: If you have something that’s REALLY important for your prospects and you think it has HUGE potential to generate leads or reach a new persona… create more than a landing page for this premium content campaign. Create a multi page (3 – 5) website that can help to better explain the content offer and provide several call to actions for the prospects to contact you. It’s like a SUPER landing page. (if this is out of your comfort zone… ask your Inbound Marketing Consultant for help) {click}
- Brian: If you have something that’s REALLY important for your prospects and you think it has HUGE potential to generate leads or reach a new persona… create more than a landing page for this premium content campaign. Create a multi page (3 – 5) website that can help to better explain the content offer and provide several call to actions for the prospects to contact you. It’s like a SUPER landing page. (if this is out of your comfort zone… ask your Inbound Marketing Consultant for help) {click}
- Kathleen: The third idea is to Create a slideshow and upload it to slideshare, with a link to your premium content at the end. SlideShare allows users to easily upload and share presentations, infographics, documents, videos, PDFs, and webinars. The best part about Slideshare is that it’s not just a platform, it’s a community of people looking for the information you’re providing and chances are… there are more people visiting slideshare at any given time then YOUR website… {click}
- Kathleen: The third idea is to Create a slideshow and upload it to slideshare, with a link to your premium content at the end. SlideShare allows users to easily upload and share presentations, infographics, documents, videos, PDFs, and webinars. The best part about Slideshare is that it’s not just a platform, it’s a community of people looking for the information you’re providing and chances are… there are more people visiting slideshare at any given time then YOUR website… {click}
- Brian: Optimize your landing page. Fill out every tab when you’re creating a landing page in HubSpot, and make sure you’re using keywords. Right now, there’s not an SEO helper for landing pages like there is for blog posts, so include your keyword in the title of the landing page, the URL, the meta description, and at least once on the page itself. {click}
- Brian: Optimize your landing page. Fill out every tab when you’re creating a landing page in HubSpot, and make sure you’re using keywords. Right now, there’s not an SEO helper for landing pages like there is for blog posts, so include your keyword in the title of the landing page, the URL, the meta description, and at least once on the page itself. {click}
- Kathleen:Test your landing pages to see which version will convert best. Make sure your landing pages test something very specific. For example, long form verses short form, or a red button verses a green button. If you make too many changes, you won’t learn anything about what your target persona prefers. This is an option for HubSpot’s enterprise-level customers, but right now, they’re letting people try enterprise for 30 days at no cost. For more information, go to http://bit.ly/tryenterprise. Contact your consultant to find out more about how to do this. {click}
- Kathleen:Test your landing pages to see which version will convert best. Make sure your landing pages test something very specific. For example, long form verses short form, or a red button verses a green button. If you make too many changes, you won’t learn anything about what your target persona prefers. This is an option for HubSpot’s enterprise-level customers, but right now, they’re letting people try enterprise for 30 days at no cost. For more information, go to http://bit.ly/tryenterprise. Contact your consultant to find out more about how to do this. {click}
- Brian: Create a press release via PR Web or one of the free press release sites about your new premium content to drum up interest from people who are outside your usual network. Make sure your press release is targeted – remember, you don’t’ have to appeal to everyone. You just have to appeal to the people who are most likely to be interested in your offer. {click}
- Brian: Create a press release via PR Web or one of the free press release sites about your new premium content to drum up interest from people who are outside your usual network. Make sure your press release is targeted – remember, you don’t’ have to appeal to everyone. You just have to appeal to the people who are most likely to be interested in your offer. {click}
- Kathleen: Find relevant LinkedIn Groups, and participate in conversations. You won’t find much ROI from simply joining a bunch of groups and plastering them with links, but you could ask a question that your premium content could answer in a group that looks like it contains your target persona, and if people respond to that question, you could link to your ebook. BETTER YET, find someone else asking a question that you could answer and connect with them to your answer. {click}
- Kathleen: Find relevant LinkedIn Groups, and participate in conversations. You won’t find much ROI from simply joining a bunch of groups and plastering them with links, but you could ask a question that your premium content could answer in a group that looks like it contains your target persona, and if people respond to that question, you could link to your ebook. BETTER YET, find someone else asking a question that you could answer and connect with them to your answer. {click}
- Brian: Consider Facebook Ads to promote your content. Your target persona might not be as active on facebook as they are on linkedin, but they’re on Facebook. Hey, everybody is on facebook, right? There are two things that separate facebook ads from your other options: HYPER targeting and cost. You can show your message to exactly the people who need to see it, for very little money. It’s important to note here that facebook ADS perform better than facebook SPONSORED POSTS. It’s also important to note…. Start slow by setting up small, measurable tests to see what works and what doesn’t… this is a great way to dip your toe into facebook marketing without spending a fortune. Your consultant can help you set up your first campaign. {click}
- Brian: Consider Facebook Ads to promote your content. Your target persona might not be as active on facebook as they are on linkedin, but they’re on Facebook. Hey, everybody is on facebook, right? There are two things that separate facebook ads from your other options: HYPER targeting and cost. You can show your message to exactly the people who need to see it, for very little money. It’s important to note here that facebook ADS perform better than facebook SPONSORED POSTS. It’s also important to note…. Start slow by setting up small, measurable tests to see what works and what doesn’t… this is a great way to dip your toe into facebook marketing without spending a fortune. Your consultant can help you set up your first campaign. {click}
- Kathleen: Add a call-to-action to your homepage. Not only will you have relevant blog posts that culminate naturally in the downloading of your premium content, but you’ll want eye-catching sidebar calls-to-action as well as banner ads on your website. {click}
- Kathleen: Add a call-to-action to your homepage. Not only will you have relevant blog posts that culminate naturally in the downloading of your premium content, but you’ll want eye-catching sidebar calls-to-action as well as banner ads on your website. {click}
- Brian: Guest post or comment on other blogs– talk about something you discuss in your ebook on another blog in your industry … learn who else is blogging in your space and see what others are saying! Who is targeting the same people you are (but isn’t a competitor)? Maybe you can help each other out. We do this all the time – it’s a great way to bring more eyes to our own premium content. Just remember……. Don’t sell… help…. If you comment on other blogs trying to sell ….. you will look like a shmuck and be wasting your time. Your consultant can help you research ideas for comparable blogs and places to be active.
- Brian: Guest post or comment on other blogs– talk about something you discuss in your ebook on another blog in your industry … learn who else is blogging in your space and see what others are saying! Who is targeting the same people you are (but isn’t a competitor)? Maybe you can help each other out. We do this all the time – it’s a great way to bring more eyes to our own premium content. Just remember……. Don’t sell… help…. If you comment on other blogs trying to sell ….. you will look like a shmuck and be wasting your time. Your consultant can help you research ideas for comparable blogs and places to be active.
- Brian: Let’s see if we have any questions from the audience… Kathleen: We have one question….. But it’s a 3 part one…. “It’s sooo much easier to create PDFs vs video…. But we know video is something we should be doing…. How good does the production quality of a video need to be in order to use it? Also…. How long should videos be that you use for premium content …. And last but not least….. How do you generate leads from a video? Brian: Great question… or with the three part format… great QUESTIONS! I would say that video needs to be professional (so no shaky video, use a tripod, have professional branding / graphics) but that doesn’t mean it has to be movie quality. It CAN look a little low budget but it shouldn’t look like it was filmed in a garage. We can help you with producing video if that’s a challenge for you.. Most of the videos are 2 – 3 minutes if used for promotional purposes but if trying to generate leads and educate 10 – 20 minutes might be good (like a recorded webinar or interview). Generating leads…. Well, if hosted on YouTube you can embed links etc or during the video you can reference a specific landing page. Another way is to “gate” the video… that means someone has to provide their email address and information in order to watch the video. You really need to make sure you monitor your conversion rates if you are doing that though because if you are not getting anyone to watch the video because they have to provide their email address you might be missing out on sharing some great content and should reconsider gating it and finding another way to capture leads from it. Again, talk to your inbound marketing consultant about that… {click}