You’ve written a great article. You can’t just post it and hope for the best . Use these key distribution tips to bring new eyes to your work, even on older posts and get those leads.
- Track who is reading your content
- Podcasts, videos and infographics; those types of content need to be on your website
- Market research, webinars and white papers, put a registration gate in front of it.
- The goal of all this tracking and registration, is to generate leads that your sales team can follow up with and hopefully sell your products to.
Once you have great content, what do you do with it?
The first thing you do with it, is put it on your corporate website. Make sure that you have a page where your resources are, where you can put all of your content in one spot, so that your audience can find it really easily. There are also a lot of content syndication channels available to you in order for you to reach your audience.
So what are you looking for in a great destination?
You need a place where your target buyer persona is going to look for content. You also need to be thinking about social media channels: Twitter, LinkedIn and Facebook, if you’re targeting a consumer audience. Wherever your audience is, wherever your customers are participating in the conversation, your content needs to be there.
Once you figure out where your distribution channels are going to be, you need to make sure that there is registration required to access that content. By putting registration in front of content, you’re able to see exactly who is looking at your content. You went through all this effort to create this great content, you might as well know who the people are that are reading it. You’re able to do this, not only with third-party websites, but with your own website. The benefit of setting things like this up on your own website, is that you’re really able to control the experience. You can put registration in front of whichever types of assets you want to.
So, for the kind of content that folks are used to registering for, market research, webinars and white papers, put a registration gate in front of it. Make sure that your syndication partners do the same, because then you’re able to cut the data on the folks registering for it. For the types of content that folks aren’t used to registering for, things like podcasts and videos and infographics; those types of content need to be on your website. With the sophisticated marketing automation tools that exist today, if you pop an applet on your website using one of those tools, you’re able to track all the activity: Who’s coming to your site, who’s looking at that stuff even without registration form. The goal of all this tracking and registration, is to generate leads that your sales team can follow up with and hopefully sell your products to.
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