You know you have amazing #content, but how do you drive trafficto it? How do you amplify its reach?
I interviewed several top B2B marketers to see how they’re doing it, and learned it starts before the content is created and doesn’t end when you hit “publish.”
1. Be your #content’s PR team
The sheer amount of content getting shared online is one of the biggest distribution hurdles marketers face. As Perri Robinson, head of #marketing at Meltwater, says, “No matter how good (your content) is, it matters how you are distributing it.”
2. Advertise your best #content
If you’ve got the budget, the fastest way to drive instant traffic to your #content is more likely through paid social media, from promoted posts on Twitter to ads on Facebook. For the biggest effect, you need to spend wisely.
3. Own an industry topic
David Fallarme, head of marketing at HubSpot, advocates doubling down on a singular topic. Which topic? “Let your personas drive your target ‘topic clusters’ based on search volume estimates and competitiveness of those clusters,” he says.
4. Curate into multiple formats
A blog article is good. But using the same research and insight included in the blog article in other formats offers more opportunities for your audience to see and engage with your #content.
Video is a good example of this. Repurpose your highest performing blog #content into high-quality videos. Post them to channels like YouTube, optimizing for relevant keywords to ensure maximum exposure.
5. Trigger your #content
#Marketing automationoffers another way to get your content into the hands of your audience.
Triggering could happen through dynamic #content modules on your site, promoting #content to those who need it the most, or through emails, tailoring content to people who have expressed an interest or to a persona or industry sub-segment.
Grow your #content’s reach
As you expand your view of how to get more from your #content – and how to get more people to see or view your content – think about your content as an agency does its clients. What can you do to make sure your client gets the recognition it deserves from the right audiences?
Your solution can involve thinking more about how to use public relations and advertising, but it also can include identifying a topic to own, automating triggers, and using the content in multiple formats.

---

Send in a voice message: https://anchor.fm/aleph-global-scrum-team/message