Promoting Published Content to Extend Brand Reach

by Anthony Galasso

Todays news cycle allows for instant coverage. Gone are the days of the monthly magazine and daily newspaper as the primary providers of written coverage; instead, hourly blogs and web news updates distribute real-time content at an almost conversational pace. This evolution in content publishing has sped up the lifecycle of news, allowing for additional media and information to cross readers eyes. Therefore, companies benefiting from positive editorial coverage cant just rest assured and assume their publicity will drive sales. Instead, they now face the challenge of maximizing the effectiveness and availability of their published brand messaging.

To do so, company personnel must learn to recognize and make better use of the opportunities editorial coverage provides them. Simultaneously, they need to utilize new and ever-changing methods to drive prospective customers, employees and partners to their news, and motivate them to take action as potential sales targets.

New, creative marketing communications tactics have been developed to harness todays technology, integrating social-media channels with the intent to effectively grow business. These techniques, ranging from developing custom applications for social media campaigns to launching unique v-mail, landing page and information-capture programs, allow companies to make sure their message isnt just seen, but acted upon.

Custom Social Media Applications

To promote news and content via social media, many companies have designed custom applications for their corporate Facebook accounts. While large consumer brands such as Starbucks offer coupons and discounts to fans through Facebook and Twitter, the B2B landscape offers a niche to provide key content through social-media campaigns. Combining creative imagery with engaging content, custom applications can be designed as a tab on a company Facebook page. As the page gains new fans, they can use the application, submitting their name and e-mail to gain access to newsletters, video and additional content. At the same time, LinkedIn, Twitter and other social-media platforms can be leveraged to promote the launch of the new application, maximizing efforts to deliver content.

Of course, incentive always helps motivate potential customers. It is highly recommended to provide substantial information to customers in return for their attention. Educational materials, such as a new white paper, free Webinar access, sell sheets or PowerPoint presentations, have proven effective. This provides value to B2B social-media memberships, serving as a prime opportunity to package branded and published content, or drive readers to publications websites to read articles.

Key tip: When developing custom applications, make sure theyre mobile-enabled where applicable. More than 100-million people actively use Facebook from their mobile device each month.

V-mail

High-bandwidth technologies and the ability to produce professional videos at an affordable cost have made v-mails an effective marketing tool. Using either a custom, purchased or rented e-mail list, v-mail minimizes e-mail copy, instead bringing readers to a two-to-four minute video. A crisply scripted, concise v-mail can combine entertainment with effective content delivery to motivate readers to take action. As always, companies are competing for the attention of readers and customers, a long or poorly written v-mail can lose a customers interest. Therefore, it is critical to provide newsworthy content with a clearly defined call to action.

In the B2B landscape, video blogs, new product launches, sales presentations and new plant tours have all been effectively utilized to deliver brand messaging to prospective customers. At the same time, this tool can highlight published content, bringing to light the subject or key points from recent editorial coverage. Companies can even simply link to articles underneath a video, driving customers to their own website for additional information.

Key tip: Dont forget to leverage these videos. Create a corporate YouTube channel to make it easy for customers, bloggers and editors to view, link to and embed them on their own websites.

Microsites and Landing Pages

V-mails can also be linked to and housed under a separate URL, custom designed as either a landing page or fully integrated microsite. A landing page or microsite should provide an easy-to-navigate and distinct signup area that allows new users to trade their contact information for content. As with custom social-media applications, this tactic not only generates leads, but collects them for marketing efforts. Customers can provide as little information as their name and e-mail address to gain access to product and technology demos, or to speak with company experts. Again, published content has a clear home here, adding a credible third-party resource to the page.

Key tip: Align your microsites color scheme to your brands website or make it as similar to your product packaging as possible to reaffirm brand identity.

More than ever before, companies must work harder to get content in front of current and potential customers. Doing this correctly can help motivate prospects to act, such as by reaching out for further information or directly to a sales team. Customer-first methods must be developed that easily put your customers and prospects in touch with information that promotes sales.

Anthony Galasso is a public-relations account supervisor for Compass|SGW. He has promoted products and launches of digestive, immune, sports-nutrition and heart-health ingredients, among others. He is well-versed in the social-media landscape, having run and participated in LinkedIn, Facebook, Twitter and blog-driven campaigns. Contact him at (973)263-5296 or [email protected] .