How To Promote and Leverage Your Content Marketing

Posted on September 28, 2012


"Content Marketing" Strategy B2B Marketing "Lead Generation" "Joe Chernov" Kinvey

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One thing I love about social media is connecting with like-minded digital marketers. Having the opportunity to meet them in real life is even more fun. Joe Chernov is one such like-mind marketer. Even in the few years I have known him he has become one of the true thought-leaders – a much abused phrase, but well and truly-deserved here – in content marketing.

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“Content marketing is much more than the content. Content is only one piece of content marketing. A lot of people look at content marketing as you produce something great, you publish it, and the world applauds. But it just doesn’t work that way. Even remarkable content needs a little push.” – Joe Chernov

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When I caught up with Joe during one of his trips to San Francisco he had several thoughts about how midsized business can give their new digital asset greater staying power. Joe’s comments include:

  • Content marketing is much more than the content. Content is only one piece of content marketing. A lot of people look at content marketing as you produce something great, you publish it, and the world applauds. But it just doesn’t work that way. Even remarkable content needs a little push.
  • These days getting media coverage for midsized companies is difficult. However, Joe has seen significantly more coverage by target media sources with well-thought-out digital assets than traditional product announcements ever are able to achieve.
  • He sees that new digital assets have a 10x amount of coverage if public relations staff and agency are deeply involved with the publishing planning and launch.
  • When planning to publish a new digital asset you need to remember that the content is only one piece of content marketing. You must look at it holistically. You need the content itself, a distribution channel, and the venues to live on.
    • Create content that is shareable and share-worthy.
    • Look at distribution options in creative ways that extends the life of that content as long as possible.
    • Choose the venues for the content is to live on that allow you to maximize the its utility and exposure. For Joe that’s usually the corporate blog and SlideShare.
  • Besides publishing the digital asset on the company’s website, he also hosts it on SlideShare. He finds that when a SlideShare embed code is included when the team sends information to bloggers and reporters about a new digital asset, that they are significantly more likely to share that digital asset in their articles and posts than if that same asset was hosted only on the corporate website.

Watch The Video Here

Interviewed:

Joe Chernov
Vice President, Marketing
Kinvey

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet.

About Steve Farnsworth @Steveology

Social media, communications, and content marketing for technology companies. Strategy and implementation that generate leads, builds customer loyalty and word-of-mouth buzz. Contact 650-331-0594 to increase your market position and sales.

 
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