A quick recap of the first part of the article I posted earlier this week: Content marketing is a cheap, fast and effective marketing strategy as your budgets start to shrink - although I would argue that it should be a part of your strategy in any scenario. And it can also serve as a pre-qualification tool if you tailor your content to be relevant to prospect needs at certain spots of the buying cycle. So let's move on to practicality and some examples of how you can actually use this through various channels.
Since I used a whitepaper example earlier in Part 1 let's continue with that as our content creation starting point. Oh, and I'm also make some basic assumptions here, not the least of which is that your whitepaper has a certain level of quality. So now we're ready to distribute:
Post it to your Website. This should be your starting point, your Website should be the hub of your online marketing. Also as we go through this keep in mind that you should be getting something for your premium content. Make prospects register and provide some information to you before they can download your assets, they're getting value in return.
Reap the SEO benefits. The number one thing you can do to increase your SEO is to constantly create new, relevant content. Getting that content out into other places and then linking back to your site helps your cause immensely.
Use it in an SEM campaign. Create an ad with a specific call to action to download your FREE whitepaper. Remember that landing pages are important here, to pay off the ad and provide an next stop click to the form from the ad creative.
Post to collateral distribution sites. Some of these are free and some have guaranteed lead programs, regardless they are a good way to get your content in the hands of target audiences. A lot of these sites are vertical, or catering specifically to IT or marketing audiences. As a side note on the pay per lead program, these guys are dealing right now, don't be afraid to bargain down your CPL.
Seriously, Web 2.0 works. Leverage social marketing to get your content out in blogs, forums and social networks. Take an interesting or controversial point in your whitepaper and tweet about it, or update your Facebook, LinkedIn or myspace status'...with links of course. Start the conversation on a relevant blog or forum, even consider commenting on your competitor's blog. Also I know we're focused on a whitepaper in this example, but don't forget the rich media and bookmarking sites like YouTube, Flickr, Slideshare, Authorstream, Stumbleupon and Digg. Yes, this can be a huge time suck, but applications like ping.fm can help distribute these from a single interface.
Email. Include it as a download in your next prospect email or customer newsletter. Keeping your opt-ins fresh with new content makes you look like you're a thought leader as well as putting you in the evoked set come shopping time.
PR. If it's relevant have your PR team pitch it to media and/or analysts. They should be able to take the nugget and run with it. This obviously isn't right for everything, but definitely consider it in the mix.
You get the idea. The list is endless, but I hope this gives you some programs to think about, a place to start, and a general direction to go after that. Remember this is about experimentation and most of these are free or very low cost allowing you to save some green.
How can I locate pay per click affiliates who want to make money online? There are many different ways to locate marketing affiliates. You can run a search engine query, of course, and there are networking pages devoted to locating marketing affiliates. There is also existing software which can quickly perform an internet search to find affiliates.
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