8 WAYS TO PROMOTE

A CONTENT PIECE

PRESENTED BY: MICHAEL REYNOLDS

• President / CEO of SpinWeb

• Cellist

• Sushi connoisseur

• Tennis player

• Marketing/tech nerd

• www.spinweb.net

• @michaelreynolds

MICHAEL REYNOLDS

SpinRadio - Digital Marketing Podcast

SPINWEB.NET/RADIO

• Create a great content piece.

• “Launch” content piece.

• Wait for leads to roll in.

• Wait some more.

• Try again with another piece.

• Wait for leads to roll in…

• Give up in despair while boss declares

“content marketing doesn’t work!”

• Drown sorrows in adult beverages.

Content Lifecycle

Market Content Like Marketing a Product or Service

Add It to Your Website

• Start with home page - front and center.

• Place in sidebars.

• Use CTAs at end of blog posts.

• Use on confirmation pages and thank you

pages.

• Choose one content piece per month/

week/quarter and promote throughout

website.

Website CTAs

Email Your Audience

• General content pieces sent to entire list.

• Specialized content sent to segmented list.

• Use personality - don’t be boring!

Segment Your List

Social Media (Organic & Paid)

• Create unique posts directly in each

platform (Facebook, LinkedIn, etc.).

• Tag partners and co-authors.

• Use beautiful photo imagery.

• Use compelling copy, show personality.

• Schedule for multiple posts and create

different versions each time for variety.

Organic Social

• Amplify using Saved Audiences focused on

personas (articles and non-gated content).

• Run conversion campaigns and track lead

acquisition costs (gated content and

webinars).

• Run Lead Ads for higher conversion rates.

• Retarget using Custom Audiences.

• Run evergreen campaigns.

Paid Social

Team Member's Personal Social Media

• Make social media part of your company

culture.

• Connect team social accounts to your

marketing automation tool (HubSpot, etc.)

• Share new content pieces with sales team to

use in their meeting and communication.

Make it a Standard

Pay-Per-Click Search Advertising

• Conduct keyword research to find targeted

search phrases.

• Run campaigns amplifying content.

• Track conversions in AdWords.

• Retarget traffic using Facebook.

Amplify Using PPC

Partner Collaboration

COMMON SENSE GUIDE TO

COPYRIGHT ONLINE

THIS IS AN ADVERTISEMENT Services may be performed by others.

• Co-author content pieces.

• Agree to cross-promote to email lists.

• Cross-promote and tag on social media.

• Document agreement in writing.

Partner with Influencers

Repurpose and Cross-Promote

• Turn ebooks into webinars and offer

download as a supplement.

• Summarize in a podcast episode.

• Write teaser as a blog post.

Give Content New Life

Public Speaking

• Promote your flagship content piece before

every presentation.

• Include CTA at the end for gated content.

• Give special offer to attendees (something

other people don’t get).

• Offer downloads face to face via mobile.

Add CTA to Presentations

Make a Habit of Promoting Content Continuously

8 WAYS TO PROMOTE

A CONTENT PIECE

PRESENTED BY: MICHAEL REYNOLDS