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4 Ways to Promote Content for Increased Engagement

Inbound marketing, the strategy of attracting prospects through content, social media, search engine optimization, etc., has taken over the B2B world and for good reason: inbound marketing costs 61% less than traditional advertising and produces 54% more leads than outbound marketing.

Your customers and prospects want to engage with quality content that inspires, educates and entertains them. They don’t want to be targeted with disruptive and annoying advertisements. 

There’s just one problem with this picture…

Businesses are investing more in content marketing (creating valuable content to guide buyers through the customer journey) by publishing content for their audience, from blog posts, to whitepapers, webinars, ebooks, newsletter, and more. Since the bar has been raised, creating more content isn’t enough. In order to get your content seen by your intended audience, you need to differentiate your brand and rise above the noise by offering value.

The New 80/20 Rule

Out with the old and in with the new! As an early adopter of inbound marketing, you might have spent 80% of your time creating content and 20% of your time promoting it. This formula has now been flipped in order to increase engagement - you now need to spend 20% of your time creating compelling and interesting content, and 80% of your time promoting it.

Becoming more strategic in your content promotion requires taking a fresh look at how you communicate with your audience to ensure you are providing not only the right content, but that it’s in the right place, at the right time. Here are four ways you can promote your content to increase engagement:

1. Promote Content Across Your Website

Your whitepapers and ebooks don’t have to be hidden away and confined to your resources page. Give them the visibility they deserve by promoting them all across your website. Consider a compelling call-out or white paper offering on your home page, about us page or contact us page. 

2. Promote Content in Your Email Signature

Did you know that the average office worker sends or receives 121 emails a day, according to a report by the Radicati Group? By encouraging employees to promote content in their email signature, you can take advantage of this under-utilized channel and increase the visibility of your content.

While you can be scrappy and just add these to your footer or signature yourself, there are also solutions, like Sigstr and Exclaimer, that allow you to quickly change the content of email signature as needed depending on the recipient. This way, you can offer a tailored experience and different content to employees, customers, prospects.

3. Use Ad Re-targeting

Many marketers are running retargeting campaigns to re-engage prospects who previously visited their website and drive them back to complete an action like starting a free trial or requesting a demo. It’s extremely effective because you’re only investing in qualified leads who are interested in your product or services. However, don’t be a marketer that misses the opportunity to use retargeting to drive traffic to gated content, which you can track conversions from to prove the ROI.

MailChimp, an affordable and easy to use email marketing platform now offers ad re-targeting.

4. Pin It to Your Twitter Profile

Last but not least, pinning a tweet to your Twitter profile is a quick (and free) way to increase the visibility of your content. While other social platforms like Facebook offer similar features, Twitter Pins are shown by default at the top of your profile page no matter how old they are. Here are the steps:

  1. Open up Twitter Profile Page.
  2. Choose Tweet you would like to Pin.
  3. Click on the three dots.
  4. Select “Pin to your profile page”.

Click here to read the full article on Strong Content.com.


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