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Carolyn Edgecomb

By Carolyn Edgecomb

Oct 14, 2013


Content Marketing
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Content Marketing

3 Ways to Promote Your Content for Greater Reach

Carolyn Edgecomb

By Carolyn Edgecomb

Oct 14, 2013

3 Ways to Promote Your Content for Greater Reach


3 Ways to Promote Your Content for Greater ReachDo you have an upcoming event or webinar, or are you about to release your best offer as of date? Where do you turn? How can you expand the reach of your offer?

The buck doesn't stop after social media. That shouldn't be the only promotional tool you have in your back pocket.

Everyone uses social media to blast out promotional posts.

Are yours getting lost in the mumbo jumbo and clutter of social media? If so, don't give up.

There are other avenues that can be utilized. Your overall problem could lie in exhausting your existing channels of traffic.

Here are 3 other ways that you can promote your content to obtain a greater reach than just posting the content on your social media profiles.

 3 (Other) Ways to Promote Your Content Besides Social Media

Leverage Evangelists

One thing marketers and companies can truly rely on are brand evangelists. They can provide you with some serious leverage; helping you expand your reach, promoting your product / service and offers.

Where do you find these so-called brand evangelists? Often times they're standing right before your eyes. The process shouldn't be daunting or complicated.

Most evangelists tend to be your customers, but often times they're people who will never buy from you. They're influential thought leaders that you've developed relationships with. Brand evangelists are individuals that have found something worthwhile in your brand.

Don't be afraid to email them. Ask them to share your content. If you're creating remarkable content, how could the resist? It's important to keep in touch with them. Whether you're engaging with them on social media or sending them an email, keep them engaged and motivated.

Identify C0-Marketing Opportunities

This isn't something that's taking the marketing world by storm. Co-marketing is an industry buzzword that has been around the block once or twice. However, its recently been gaining significant traction helping companies build connections and relationships with their industry big wigs.

Here is a great definition by Marketo; "Co-marketing is the process of aligning your company’s interests, resources and marketing muscle with other like-minded companies to accomplish much more than you might on your own.

Now, co-marketing isn't about finding the biggest company with the most number of brand loyalists. Instead it's about finding companies that are complimentary to yours; brands that are some what related to continue building your brand reputation and expanding your reach.

The whole focus of co-marketing shouldn't be about how XYZ can help you reach XYZ. It should be a mutual relationship. Keep this quote by Robert Kirby in mind, "The mark of a true professional is giving more than you get."

Here are a few examples to help you inspire a co-marketing opportunity within your industry:

    1. Hershey's chocolate, Honey Maid Graham Crackers and Kraft Jet Puffed Marshmallows. Together they are the perfect addition to a camping trip or an evening around a fire pit with your friends and family. You cannot just buy one. You won't leave the store without picking up the rest.

    1. HubSpot's collaborative ABC's of Inbound Marketing ebook. The ebook covers 26 inbound marketing subjects that are written by 26 marketing professionals. It's a way for those 26 companies to collaborate and expand the reach of that offer.

    1. Collaborative webinar. Work with another agency or company to develop a webinar that will be beneficial to both audiences. A great example is John Bonini (our Marketing Director) is collaborating with HubSpotter Mark Kilens to talk about The Art of Inbound Storytelling.

A great benefit of co-marketing is the ability to reach a new market and audience. Posting your content on social media will reach your fans and followers. But through this relationship form of marketing, that other company can help expand your reach my blasting your content to their followers.

It's a simple way to double your marketing results.

Co-marketing doesn't just have to revolve around publishing an ebook; it can include blog articles, infographics, videos and webinars. Let your imagination and creativity run free.

Now that you know what co-marketing entails, you might be wondering how you can get started. Don't just go right up to Hershey's or CBS and expect them to jump right on board. You might want to follow a process. Start off by developing a list of companies that you would want to work with and reach out to them. Just remember it needs to be a value added relationship.

Open New Traffic Channels

How can you bring more traffic to your website? You're already publishing blog articles three times a day, actively engaging on social media and creating premium content. Don't give up just yet.

Consider looking outside of the box. What's something that will leverage someone else's audience? I'll give you a few seconds to think it over ... guest blogging!

Guest blogging isn't just a way for you to build links, but it's an excellent tactic for building your credibility and community. Expand your reach.

Leverage guest blogging as an outlet for industry thought leaders to publish content on your blog and vice versa. I'm not saying that this is going to be easy. It might take some effort. But in the long haul, you will have the ability to build relationships and connections with even more people.

Here's a tip, don't just create any old article. Put some thought into it. It should be some of your best work. The company that you decide to guest blog for is also important. Ensure that your values and ideas are the same as that company's. If they aren't, you won't reach your overall goal to attract prospects.

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