In today’s B2B marketing world, things are moving fast.
Tweets fly through streams …
Buyers mass-delete emails …
And your last blog post was yesterday’s news.
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If you want customers to see your message, you can’t schedule a few tweets and hope for the best.
Since it’s the end of the year, you’re likely planning your 2015 editorial calendar. This is also the ideal time to plan your 2015 content promotional strategy. Here are three tips that will help you systematize your content promotion, so you can get your content in front of a wider audience.
1. Re-evaluate your promotional channels
Review your 2014 content analytics and determine what worked and what didn’t work. Here are some questions that you can ask:
- What are you doing now that you’d like to improve in 2015?
- Are you wasting money on expensive ads that your customers never click?
- Do your customers expect to interact with you on their mobile devices?
- Where do your customers hang out?
- Has your audience moved from one social network to another?
- What new channels will matter to your customers in 2015?
Once you have a list of channels that will drive the most engagement, add them to your promotional calendar. Whenever you plan a new piece of content, decide how you will promote it or repurpose it across these channels.
