Welcome to the next chapter of our six-part series on making your content marketing strategy come to life in HubSpot! So far we’ve covered setting goals, conducting keyword research, determining buyer personas, creating long- and short-form content, and linking it all together in HubSpot.
Building an opt-in email database takes time and patience, but the results are worth it in open and click rates, as well as the peace of mind that comes from knowing that you aren’t spamming people.
A full email database of interested people is worth gold. Given that your new pillar page is full of amazing insights and recommendations, your email subscribers are going to want to know about it.
An email can be as simple as text saying, “We have this new resource,” or it can be a fancy HTML with CSS and pretty graphics (learn how to send an email in HubSpot). SmartBug often sees text emails perform better, so you should consider promoting the resource to your email list twice (spread out over a few weeks or a month), once in each format.
Social media is simply unavoidable at this point in the game. HubSpot makes it easy to post on your favorite channels: Facebook, LinkedIn, Twitter, Google+, and Instagram (learn how to post on social media in HubSpot). Your audience and the channel will dictate tone, length, and number of posts.
You could just promote the pillar page, but ideally you should promote the pillar page and all the blog posts over time. You never know what specific topic will interest someone at a specific time.
Pro Tip: Have someone proofread your posts before they go out.
Pro Tip 2: SmartBug recommends the 60/30/10 rule when it comes to social media posting: 60 percent of your posts should be sharing other people’s content; 30 percent should be sharing your own; and 10 percent can be conversion attempts (demo requests, product pitches, and so on).
Pro Tip 3: To keep your social media posts fresh, consider extracting snippets from your pillar page to serve as interesting social media posts (think: stats, quotes, and so on).
Pinterest, Snapchat, Reddit, etc. might be great places to post as well if your audience hangs out there. HubSpot doesn’t currently support these platforms, so you’ll need to do it old-school style.
Social Media Ads
If your social media blitz is going well, putting some advertising dollars behind it might be worthwhile. Facebook, Twitter, and LinkedIn all have advertising options; however, Twitter and LinkedIn may be prohibitively expensive for a small test project.
To that end, try out a couple of Facebook ads and see how they do. Facebook gives you many great targeting options, and you can start with nearly any size budget.
A news release is an easy win for links and traffic. SmartBug uses PR Newswire for news releases; there are many other wire distribution services, such as Businesswire, Marketwired, and PRWeb. Before you reach out to the media, take the time to prepare your electronic press kit.
To accurately attribute the traffic from the news source, make sure to create tracking URLs for every link in the release (which is usually two: one to the pillar page and one to your homepage).
It’s often been said that creating the content is just one part of the battle—at least as much attention must be paid to promoting it. So put as much effort in the promotion as you can muster to get the best “bang for your buck.”