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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