Promoting your content
Posted: Sat Dec 28, 2024 11:00 am
Why is content activation critical to success?
Content marketing is not just about creating the content, it’s also what you do with it that matters. Consider for a moment that in most B2B organisations around 60 to 70% of all marketing content is never used by its sales reps.
That means if you want to squeeze the most value out of your content, you have to ‘activate’ to ensure those who would find it useful – both inside and outside the organisation – are made aware of its existence.
Having a content activation plan in place enables you to maximise use of your content by bringing it to the attention of your marketplace through multiple channels.
Email marketing
Email nurture campaigns are one way to do this – over 90% of B2B marketers list of brazil cell phone numbers use email to distribute content. Customised email campaigns, based on audience data and behavioural analytics, will introduce prospects to your content in a more informed and useful way, meaning they are more likely to either request or be open to receiving more.
Marketing automation
The use of marketing automation systems like Hubspot, Pardot or Marketo also help ensure content doesn’t stay locked away in silos, by seamlessly serving your prospects with the optimal piece of content when they need it. Using such marketing technology will also give you a range of valuable KPIs that remove any guesswork when evaluating what is or isn’t working with your content. This will help focus valuable time and resources on developing content that makes an impact.
Social media
Social media will increase the reach of your content too, helping amplify your message and creating new opportunities for audience engagement. With a clear strategy in place, you can then use influencer marketing to turn your social media followers from passive observers and occasional engagers into brand evangelists.
Paid promotional channels
With the effectiveness of organic search across social media platforms being called into question, more B2B marketers are now using paid promotional channels such as paid social media, search engine advertising, native advertising, digital outreach and programmatic display to extend their reach.
Using digital PR to extend your influence
Content marketing is not just about creating the content, it’s also what you do with it that matters. Consider for a moment that in most B2B organisations around 60 to 70% of all marketing content is never used by its sales reps.
That means if you want to squeeze the most value out of your content, you have to ‘activate’ to ensure those who would find it useful – both inside and outside the organisation – are made aware of its existence.
Having a content activation plan in place enables you to maximise use of your content by bringing it to the attention of your marketplace through multiple channels.
Email marketing
Email nurture campaigns are one way to do this – over 90% of B2B marketers list of brazil cell phone numbers use email to distribute content. Customised email campaigns, based on audience data and behavioural analytics, will introduce prospects to your content in a more informed and useful way, meaning they are more likely to either request or be open to receiving more.
Marketing automation
The use of marketing automation systems like Hubspot, Pardot or Marketo also help ensure content doesn’t stay locked away in silos, by seamlessly serving your prospects with the optimal piece of content when they need it. Using such marketing technology will also give you a range of valuable KPIs that remove any guesswork when evaluating what is or isn’t working with your content. This will help focus valuable time and resources on developing content that makes an impact.
Social media
Social media will increase the reach of your content too, helping amplify your message and creating new opportunities for audience engagement. With a clear strategy in place, you can then use influencer marketing to turn your social media followers from passive observers and occasional engagers into brand evangelists.
Paid promotional channels
With the effectiveness of organic search across social media platforms being called into question, more B2B marketers are now using paid promotional channels such as paid social media, search engine advertising, native advertising, digital outreach and programmatic display to extend their reach.
Using digital PR to extend your influence