It seems like a no-brainer to note that different types of content require different marketing strategies. The challenge comes when we have to get specific about what techniques work best for one or another type of content. In this post, Ill cover some key strategies for marketing what I call big content " major publications such as e-books, guides and survey reports, as well as long form video, photography and other visual pieces.
Content Creation, Super Sized!
To me, Big Content is the stuff that you spend considerable time (and sometimes money) to create. Content that you can repurpose in multiple ways over a period of months or even years. One common type of big content is the eBook. Usually eBooks are primers, basic guides to a particular subject or idea. They offer a way for you to collect the expertise of everyone in your company and showcase it to prospective customers and business partners.
To make it even easier for you, Ive written a handy guide to developing eBooks, which you can download for free here: The eBook for eBooks: An Essential Guide.
So, imagine that you have used my guide to write an excellent eBook of your own. Or you spent some time writing a White paper, or a indepth case study…Now you naturally want to get this content into the hands (or desktops) of current and potential customers.
Here are Six Great Ways to Market Your New Big Content
1) Engage Influencers. Release the eBook in advance to a short list of people who are influential in your industry. Invite them to comment on the usefulness of the eBook and ask if they have suggestions for improvements prior to release. Get permission to use complimentary quotes in your marketing copy. Where influencers go, others follow.
2) Create a video promo. Make it short; about one minute. This can be a simple head shot of the author giving a few key points about the books content or offering The Top Three Reasons You Need This eBook. Put it on YouTube, your website and the sites of friendly business partners. Create video snippets for Instagram (15 seconds) and Vine (6 seconds).
3) Cross promote on social media. Do this for the video, as well as the eBook itself. Feature it on your companys Facebook page and spend a couple of hundred dollars to boost the post. This will get your eBook in front of thousands of Facebook users for a very modest cost per capita. Link to the YouTube video from your page on Google+. Tweet facts from the eBook with links back to your web page and YouTube.
4) Get some publicity. Depending on the topic of the eBook, you may be able to generate some media coverage for it. If the subject happens to be in the news at the time you release the eBook " a guide to the current hot topic of net neutrality, for instance " you are more likely to attract this type of earned media. Dont try for the big, national media. Contact local outlets instead. They are more likely to be interested, plus they probably cover the area where your customers live.
5) Offer a free webinar. Webinars arent hard to produce and they are a great way to connect with current and potential clients. You need a relevant email list, an attractive e-invitation, and a service provider. Heres a comparative chart of good webinar services. Your eBook should already contain attractive graphics so feature these along with comments from the author. Give participants a chance to ask questions.
6) Coordinate with a conference. Another good idea is to link the release of your eBook to an industry conference or other real-time event. Offer to give a free workshop on the eBook topic, rent a booth in the exhibition hall, host an evening reception or take advantage of some other sponsorship opportunity offered by the conference organizers.
If your content is about a topic that changes over time, consider issuing annual updates. This gives you a chance to repurpose the core content by adding a few new graphics and a section on developments since the last edition. You may also find that one of the chapters in the eBook can be expanded into its own big content item. The goal is to take advantage of as many low-cost or free channels as possible.