There’s nothing more frustrating than working on a project that never sees the light of day. Sadly, many marketers know that feeling all too well. A marketing team may spend weeks developing an eBook or a series of blogs, only for that content to fall into obscurity online almost immediately. In many ways, the internet has actually made it harder to promote your branded material to the outside world, since the competition is so plentiful and fierce. Don’t worry too much, though. There are methods you can use to bolster your content-promotion efforts. And we’ll help you get started by offering three ways you can begin to maximize the impact of your marketing content today:
- Create a “Content Network”
Most companies have maintained some form of professional blog for months –– if not years already. While that’s definitely a good thing, a vast majority of those businesses don’t use their catalogue of old blogs in the right way. Any time you write a piece of content, you should look for ways to link it and connect it to blogs, articles, or web pages you’ve already created. Building pillar pages is one great way to consolidate existing content into a more accessible form. But even if you don’t pursue that particular strategy, always make it a point to link common content on your site.
- Add Video
There’s nothing wrong with writing a 700-word blog post about your company’s most complicated product or service. In fact, high quality leads love thorough, informative posts. On the other hand, the average consumer is unlikely to stop and take notice of your content unless you make an effort to reach them through video. Though marketers have long been aware of the power of video, many content creators are hesitant to incorporate it into their own strategy. Perhaps they’re afraid they lack the skills to complete a video project. Or they might be worried their business isn’t “interesting” enough and the work won’t translate to video. The truth is though, it doesn’t take a genius to make effective video content, and every professional blog can be bolstered by the addition of a short, engaging video.
- Track Your Performance
It may sound silly, but many marketers never bother to truly measure their content’s performance. Indeed, figuring out which blog posts, ads, and other content generated clicks, likes, shares, and even sales calls is crucial to boosting old marketing material as well as forming new strategies. Even if you don’t have time to collect and research the relevant data yourself, know that you can collaborate with a company like Advocado that will condense the information and provide you with a clear, user-friendly guide to build better content. It’s important to keep in mind that sometimes the best way forward is to take a step back and examine the past.
