- To add value for the reader
- To deepen your relationship with them
- To help drive the key metrics for those earlier pieces
The B2B Content Marketing WorkbookNotice the little clues in there? “source = pdf”, “medium = pdf” and “campaign = manifesto”. That tells Neil and his underpaid daleks exactly where this click came from — via the Google Analytics dashboard and in the emails we get whenever someone fills out a CM Workbook download form. Note: we don’t use a form for the Holy Trinity so it’s a bit trickier to measure success. We should have used a ‘Thank you for downloading the Holy Trinity’ page back when we published it, but we were babes in the analytical woods back then. (Note to self: must go back and do this). So looking just at the Content Marketing Workbook, did the cross promotion work? You bet your B2B arse it did:
- We had 87 downloads of the Content Marketing Workbook in the last ten days (including the weekend). That’s about four times what we’d expect if we had done no cross-promotion at all (The Workbook has been a big hit but, with zero promotion, downloads were down to a trickle).
- Of the 87 downloads, 70 came directly from the link in the B2B Marketing Manifesto. Neil tells me that’s about 80% of the downloads.
- Actively cross-promote – every new piece of content is an opportunity to promote other pieces — don’t miss it!
- Make it relevant – don’t plug everything, plug the stuff that helps the reader drill down further on a given point
- Use trackable URLs – so you know exactly where the download spikes are coming from
- Do a Further Resources section – a great place to share your work (and the work of other good people); We didn’t do this for the Manifesto (for some good reasons), but we did it for the Content Marketing Workbook. It adds value and drives downloads.
- Measure your success – and let people know about it; we B2B marketers need to dust off our trumpets
- Go back and sprinkle links – just because a piece of content is already published, doesn’t mean you can’t revise it to cross-promote more recent work.
- Think about what this reader needs from you at this moment – it’s called ‘mapping content to the purchase journey’ but our jargon alarm goes off whenever we say this and the neighbours are starting to complain.
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