Whether you are an identity firm creating case studies, an Inland Empire West firm creating testimonials, or some other type of firm, creation of the content is only half the battle.
You still have to get the content into the hands of your end customers. “If you build it, they will come” is movie fiction.
Here are six ways to get your created content to a place where your end customers can see it and use it. Perhaps you can use one or more of these methods to distribute your important content.
Method one: titles
Unless you have some bizarre reason to obfuscate the content by choosing an innocuous title such as “About THAT Reuters article,” you need to start by choosing the appropriate title that will induce your target audience to read your content.
For example, I want to be recognized as a biometric content marketing expert, so I created a page with that very title.
And continuously publicized it (including in this post).
As a result, that page is now the first non-sponsored search term on several services, even for similar searches. I surveyed three search engines; here are incognito search results from two of these search engines for the words “biometric marketing expert” (without the word “content”).
Method two: tags
I intentionally saved the third set of search results to display here, since DuckDuckGo not only hit on my post, but on my collection of all posts tagged with “biometric content marketing expert.”
As another example, to date I have written over a dozen posts about case studies, all of which can be accessed via the link https://bredemarket.com/tag/case-study/.
Of course, I could step up my tagging work.
I have never bothered to create a tag “testimonial,” so I still have to do that, starting with this post. (I’ll slowly work my way back through the other posts so that testimonial seekers can find that content also.)
Method three: words
Remember the post “About THAT Reuters article” that I referenced earlier? As I said, I had a specific reason for choosing that vanilla title.
I could have entitled the post “Former IDEMIA employee weighs in on Advent’s possible sale of the company.” That would have got some clicks, to be sure.
But it would have misled the reader, because the reader would have gotten the idea that I have some expertise in corporate acquisitions, and an abillity to predict them.From https://bredemarket.com/2022/02/08/about-that-reuters-article/
But despite the boring title, this post is one of my most popular posts of 2022. Why? Because even though the title is obfuscating, the content of the post itself can’t help but use some words such as Advent, IDEMIA, IPO, Reuters, and Thales. And people found the post because it included words which interested them.
(So much for obfuscation.)
Method four: landing pages/doors
Often you don’t land exactly at the content, but instead land at another page that directs you to the content. Because I subscribe to Jay Clouse’s “Creative Companion” newsletter, I get to read his articles before the general LinkedIn public sees them. Unless there’s an editorial change, this week’s LinkedIn article will include the following:
…the majority of my subscriber growth today doesn’t come through my front door, it comes from the dozens of side doors that I’ve created.Jay Clouse Sunday 3/13/2022 email, “How to grow an email newsletter.”
(UPDATE 3/16: You can read the LinkedIn version of Jay’s post here.)
I don’t necessarily count on my readers immediately landing at the “correct” page. If I write compellingly enough, they could arrive at that page from somewhere else.
For example, I have a page called “Bredemarket and proposal services” that talks about…(drumroll)…Bredemarket’s proposal services. But there are over three dozen pages on the Bredemarket website that link to that page.
So if someone is REALLY interested in a topic, and if the content link uses text that is something better than “such responses,” the person will get to the desired content and I can help the person.
Which reminds me, I need to include my call to action. Normally I stick this at the end of a post, but let’s put it in the middle of the post just for fun. If I can help your company create content or give you some ideas on how to distribute the content:
- Send me an email at firstname.lastname@example.org.
- Or go to calendly.com/bredemarket to book a meeting with me.
- Or go to bredemarket.com/contact/ to use my contact form.
Method five: email
I could probably do better at this one, but I do perform SOME email marketing.
For example, after I wrote my post about Alaska HB389 and its foreign ownership clause, I took the time to email it to some of my contacts whose companies are directly affected by the bill. I’ve also emailed people when I want to promote some of my various Bredemarket services.
After a year and a half in business, I have discovered that my hundreds of contacts do NOT religiously read the Bredemarket blog daily (although I do have hundreds of subscribers: click the link at the bottom of this post if you would like to join the blog subscription list). So there are times when I use email to highlight items of interest to a particular person.
But only if they’re interested. No need for Microsoft Power BI contacts to learn what happens if a driver’s license production company is only 94% U.S. owned. They probably don’t care.
Method six: social media channels
I am a little better at social media content distribution than I am at email marketing. But again, it’s important to distribute the content to the correct social media channel.
Over the weekend, I wrote two nearly identical posts that were targeted to two separate markets.
The post that was targeted to local Inland Empire West companies was reshared in my LinkedIn group Bredemarket Local Firm Services.
The post that was targeted to identity/biometric companies was reshared in my LinkedIn group Bredemarket Identity Firm Services.
So the content of interest to the locals was shared on the local page, and the content of interest to the identity companies was shared on the identity page.
And that applies to ALL of the methods listed above. Emailing content to the right people. Linking from related content. Using the right words, tags, and titles.
All of these techniques, plus all of the other techniques that this post failed to mention, serve the purpose of getting the created content into the hands of the people who can benefit from it.
If I can help you with this, or with creating the content in the first place…oh, I already included the call to action between Methods 4 and 5. No need to be redundantly repetitive.