It strikes me as odd how many science and technology companies create a piece of content, send out a few tweets about it and then stop.
And sometimes they don’t even tweet about it! They just chuck the piece of content up on their website and leave it at that.
Content buried on your website with no obvious way of viewing it doesn’t do you any good.
Unfortunately, this happens all the time and the companies who do this are leaving a lot of exposure and revenue on the table.
But this isn’t for you.
For each piece of content and copy you create, you need to have a plan in place to get this content in front of as many potential customers as possible.
That said, most science marketers wonder how best to promote their marketing communications.
White paper writer Gordon Graham suggests that you promote larger pieces of content such as white papers and customer success stories like a product launch.
That’s right. Promote your marketing communications like a product launch. Now, you won’t be dealing with the same budget, so throwing a free cocktail party at a trade-show or industry event is probably a bad idea.
But most forms of social media and advertising will work well.
This means re-purposing, promoting and syndicating every marketing communication piece you have. So think 10 to 1. Think of creating 10 pieces of content for each story.
For example, a white paper could be made into a series of 4 blog posts, one for each main section of the paper.
That same white paper could be made into a slide deck and uploaded to SlideShare.
That slide deck could form the basis for a webinar.
The abstract of the white paper could be sent around in your newsletter, with a strong call to action to download the rest of it.
Key phrases from the white paper could be tweeted at specific intervals throughout the week.
You get the point.
Content that’s highly leveraged is one of the key pillars of effective science marketing, along with strong technical copy and good storytelling.
These various aspects form a solid system that helps to put your lead generation on automatic. If you have content syndicated and leveraged in various forms working for you day and night, profit and sales become a lot less unpredictable.
So… give some thought to how you can best leverage your existing content and communications, and how you can repurpose any new content for added mileage.
All the best,