Editor’s note: You may have missed this article when CMI published it last year. We’re sharing it now because promotion of your content – and practical steps to do so – are always needed.
Marketers often pour their efforts, resources, and budgets into developing an e-book only to move on once the landing page is live. Your e-book could be the next game-changing, Content Marketing Award-winning, produce-into-a-major-motion-picture piece, but without promotion, nobody will click, download, read, or even see it.
Promoting an e-book goes beyond creating a landing page, tweeting a link, and emailing it to your customers. Those are the staple moves, much like serving turkey and dressing at Thanksgiving dinner.
Great e-book promotion touches all phases of the sales funnel and requires involvement from multiple teams within your organization. A collaborative, planned approach to e-book promotion not only generates leads, but it also catches the eyes of your best prospects.
Here’s a look:
Top-of-funnel promotion
Your top-of-funnel efforts likely cast a wide net. You know some information about this audience so you can target accurately, but you don’t know them as well as you know your best customer. Therefore, this is the place to slice and dice your promotion the most. People digest content in different ways. The more you chop it up and share it, the more e-book buzz you’ll create.
Try these tactics, making sure that the e-book always is the call to action:
- Turn each chapter into a blog post on your corporate blog.
- Record someone from your team reading the e-book and launch it as an audio book.
- Run a webinar with the author, featured thought leaders, or brands.
- Create an infographic with the e-book’s tips, tricks, or quotes.
- Tweet with quotes, stats, or tips from the e-book.
- Host a Twitter chat on the topic.
- Post snaps and Instagram stories with featured quotes or tips.
- Contact influencers and ask them to share it (give them an exclusive sneak preview for even more exposure or buzz).
- Write a guest blog post for sites covering the topic.
- Include the e-book in two or three places on your website, such as the home page, resources section,…
