If your company is contributing content to online publications, you’re not only raising brand awareness, but also tapping into brand-new audiences.
But after your content goes live, what are you really getting out of it? Sure, you can argue impressive social shares and impressions, but what about the ROI your CMO is begging for?
The Content Marketing Institute recently reported that only 21 percent of marketers believe they’re successful at tracking their content ROI. Content marketing can impact your brand in many ways, and by putting each piece of content to work across your company, you’ll start to see true ROI from these efforts.
Here’s how four key departments can help stretch your content ROI:
This one might sound like a no-brainer, but you should never simply share a piece of content once after it’s published and call it a day. You should be continuously sharing it on company social media profiles as well as your company leaders’ accounts.
How often should you share that content? Well, it depends on the audience, but after testing a few strategies, we discovered that the sweet spot is roughly three times during the first week of publishing, once a week after that for a month, then once a month if the post is high-converting. Whew, that’s a lot of sharing! To help organize your distribution efforts, check out our free custom content promotion template.
Remember to share at different times and days of the week and diversify the type of social posts you’re pushing out (you don’t want to be a robot account). To keep things fresh, consider linking to the headline of the article, posing a question that entices the audience to read more, posting a quote along with that person’s Twitter handle, or pulling out an engaging statistic mentioned in the article.
Above all, remember to strategically add hashtags (two to three max) that are relevant to the article and include the Twitter handle of any influencer or company mentioned.
Visit LinkedIn groups, Quora, or your favorite niche industry site to comment on buzzing industry conversations. You want these posts coming from the author’s account to avoid looking spammy. That said, also be intentional with your comment. If it doesn’t add value or spark an engaging conversation, you’ll likely get the boot. Forum managers can spot promotion in a heartbeat, so contribute to the conversation instead of just dropping a link.
If you contribute to an external publication, you can also republish that article on LinkedIn using your personal account or your company blog. As long as you include a link back to the original source to avoid duplicate content, repurposing can boost exposure and generate qualified leads.
Our CEO, Kelsey Meyer repurposed her article on shrinking the sales cycle on LinkedIn and generated an additional 848 views and 13 leads because of her content.
Paid content distribution falls under three main categories: paid search, paid social media, and content distribution. Each platform has its own costs and benefits. Remember that every audience is different, so focus on the paid distribution platform that works best for your company.
Your sales team can use content prior to sales conversations to educate leads — making the sales calls more productive. Encourage your sales team to send over links to relevant published content. This will prime prospects for more effective and meaningful calls and close the sales loop at the same time.
Having a bank of published content on hand will allow your sales team to easily access your published content rather than pore over article after article in search of the perfect post for each unique sales situation.
Your sales team can also break down barriers by utilizing published content to help answer objections during sales conversations. When planning your content strategy, aim to publish content that answers common objections your salespeople hear. This way, they can talk through the objections during the sales conversation and direct the lead to an article with even more information on the subject.
We recommend utilizing an email marketing campaign that references relevant published content to help nurture leads throughout the sales process. Optimize your lead nurturing campaign based on where leads are in the sales funnel to deliver relevant content rather than fill up their inboxes.
You already have a band of powerful brand advocates who can help promote and comment on your content — your team members. Rallying the team around your content is a great way to extend the reach of your content marketing, share your company’s message on a human level, strengthen your company culture, and instill your company values across the board.
Your HR department can teach future employees about your company culture and values by linking to a few relevant articles in a job posting. And as a bonus, if they bring up the content during the interview process, you’ll know they took the time to do their research and are invested in the company.
As you continue to grow your staff, published content lends itself to the training process. Send new hires relevant content so they can get to know the company leaders and how the company positions itself. They’ll better understand how the company operates and feel more confident — at no extra cost to you.
The leaders authoring company content likely have email conversations with people who would benefit from reading their content. Spruce up their email signatures to include a link to your favorite post or your most recent and/or most engaging article. This boosts organic visibility without being pushy.
Update your social media accounts, such as Twitter and LinkedIn, to include a list of the publications you contribute to. This will direct prospects to check out your work and naturally increase your credibility in your space.
Spark a conversation with people in your network by sharing your published content with them via email. For instance, if you publish an article in a niche publication, send a friendly email to connections who are in your industry or would find it valuable for overcoming a similar barrier. You’ll increase views and network at the same time.
Putting your published content to work across your entire company is the best way to enhance ROI and ensure your investment pays off in the long run.
What’s your favorite way to maximize your published content after it goes live? I’d love to hear your tips and tricks in the comments below!
To help you keep track of everything mentioned in this article, we put together a simple interactive checklist of tips for maximizing your content.