#84: [ModMarketing] 4 Ways to Promote AEC Marketing Content
Your AEC firm can have the greatest piece of content in the world, but it doesn’t matter if your ideal client doesn’t see it. It’s not enough to just hit that publish button on the blog post or YouTube video, if you’re not promoting it. You want your content to drive your marketing goals, and because of this you need to be proactive with your content promotional tactics.
It’s not like Field of Dreams, where if you build it, they will come. You can’t just publish your marketing content and hope that your ideal client will come to read or view it. You should have a promotional plan, or at least identify ways to promote each piece of marketing content you create for your AEC firm.
And, in this episode, I share four ways – common and not-so-common –tactics you can use to promote your marketing content. Here are a few highlights from the episode:
- An inactive, but powerful promotional tactic – SEO
- The most overlooked, very effective promotional tactic – email marketing
- Often the go-to tactic, and often confused as a content marketing strategy – social media
- And, lastly, another sometimes overlooked strategy – live events
- Action steps to help you plan over 6 months of promotions
Creating Great Marketing Content Simply Isn’t Enough
Thinking about content promotion while developing your marketing content is a great way to make sure that content performs well and meets your campaign goals. The content promotion plan should list the ways in which the content will be promoted including SEO, social media, email marketing, and live events.
Live Event Content Promotion Examples
Below are two different content promotion ideas from live presentations. The first example is showing a specific podcast episode that takes the key points from the slide even further. The second screenshot is from the end of a presentation. The QR takes the viewer to a specific landing page that contains the presentation slides, workbook, and presenter contact information.
Turn Insight Into Action
Follow these steps to create over half of a year’s content promotions using your existing marketing content.
1. Identify the last 5 pieces of marketing content you’ve created.
2. Brainstorm 5-7 different ways you can promote each of those 5 pieces of content. Remember you can promote them using SEO strategies, email marketing campaigns, social media, and at live events.
3. If you come up with 7 ways to promote the 5 pieces of content, you’ll end up with 35 different promotional tactics!
4. Now, add all of those promotional instances to your content calendar. If you add just one promotional piece per week, you’ll have over 35 weeks of content or nearly 9 months!
Rate, Review & Subscribe on Apple Podcasts
“I love Lindsay and Marketers Take Flight.” <– If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — fly through the proposal turbulence and have their careers take off. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!
Also, if you haven’t done so already, follow the podcast. I add secret bonus episodes to the feed often, if you’re not following, there’s a good chance you’ll miss out. Follow now!
