Ideas for promoting content is one of the perennial questions we get from our followers. So we’re sharing a totally new, seven-step plan that will help your content be seen while enabling you to crush your marketing goals. Here we go:
Pillar pages are receiving more attention these days and with good reason. Topic cluster content marketing addresses people’s ever-shifting search habits and the ever-changing search engine algorithms to keep up with their needs.
The combination of overview pillar content, in-depth cluster content, and robust hyperlinking provides the kind of information architecture that could improve your ranking on the first page of search engine results pages (SERPs):
Check out our recent article, Pillar Pages: What To Do Next To Get Found On Google, for more.
Gated content is any type of content that people can only consume after they exchange their information to get access.
Companies are using gated content to improve their insight into their customers’ behavior, get relevant measurables for analytics and email list segmentation, and increase lead generation and eventually sales.
Read 5 Ways Gated Content Improves Your Lead Quality for tips on getting the most from your gated content.
The statistics for video marketing effectiveness are über-encouraging:
It’s why you should create multiple videos if you have multiple things to teach related to your pillar content. When producing any of them, it’s important to optimize the video for the following:
Search results – Incorporate relevant keywords in your video title, meta-description, and tags to give it the greatest chance of showing up in search results.
Mobile watching - Statistics show viewing video on a mobile device rises by 100% every year.
Each social platform you choose – Do include a strong call to action to persuade your audience to do exactly what you want them to do.
Our recent article, Five Ways To Promote Your Videos, offers more information to help get your videos seen and help you achieve your marketing goals.
Producing your pillar page is just the first step. Marketing it strategically on social media can improve your results for interacting with current and potential customers, developing brand loyalty, and growing your business:
With the explosion of mobile usage and mobile apps, social media is growing in terms of its reach and impact and companies are continuing to include social media in their marketing strategies. Sharing content on social media is one of our 5 Tips For Successful Content Marketing. Click on the article to learn more.
People often wonder about the effectiveness of email marketing. But these numbers on people’s email habits don’t lie:
To get six ways to immediately improve your email marketing strategy and send better emails, check out our recent article now.
Drip marketing campaigns are different from other database marketing campaigns in that the timing of the messages follows a predetermined, often automated schedule and the messages are sent, or “dripped,” based on the recipient’s resulting actions. They enable you to stay in touch with people and nurture your relationship based on how often they visit your site, whether they opened your previous emails, when they sign up for gated content, and other behaviors. Drip messages can also be personalized.
The most commonly used form of drip marketing is for your emails; however, create drip campaigns for your social media posts and include a campaign just for the videos you produce, over the course of three months. Here’s why:
If you’re looking for ideas for your drip marketing campaigns, check out our article, Twelve Killer Ideas For Lead Nurturing Campaigns And Tips For Creating Them.
To track the effectiveness of your pillar page and content measure and track the following metrics:
You can monitor metrics using Google Analytics and use other tools to map activities back to contacts and customers in your marketing and sales software. If you're using HubSpot, the Content Strategy tool can help you plan, track, and optimize your pillar content.
If you also want to track the overall effectiveness of your website, review our recent article, 7 Metrics Every Successful Website Should Be Crushing.
If you need help with how to promote your content or with any of the seven steps outlined in this article, connect with 11outof11. Request a complimentary call with an 11outof11 expert. Contact us to learn more.