Marketing digital content requires a focus on how to leverage it effectively across channels including social media where it can help engage the target audience to learn and want to act on it. Using best practices to market digital content is critical to ensure that marketing investments reach their full potential. This presentation provides best practices from over 13 years of experience at Ventana Research.

1. © 2015 Ventana Research1 © 2015 Ventana Research
Ten Best Practices in
Marketing
Digital Content
@ventanaresearch In/ventanareseachventanaresearch.com

2. © 2015 Ventana Research2 © 2015 Ventana Research2
Digital Marketing Success is Essential

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Digital Marketing Imperatives
• Pressure to generate leads
and drive sales.
• Improve value and results in
content marketing.
• Utilize Social Media to expand
reach.
• Increase conversion of
marketing methods.
• Increased marketing spend
demand ROI.
• Ensure every marketing
channel has positive impact.

4. © 2015 Ventana Research4 © 2015 Ventana Research4
Guidance in Marketing Content
• Develop persona and message framework for content promotions.
• Assemble landing page with key messages to motivate download.
• Use meta-tags in content and landing pages for SEO.
• Develop and use graphics for cross-channel promotion.
• Extract and use text from content to promote download on website
and across social media channels.
• Plan continuous cross channel promotions in areas like this:
- Website
- SEO / Social Ad-Placement
- Social Media (Twitter, Facebook, LinkedIn, Google+)
- Email marketing (prospect and customer)
• Prepare and use content for inside sales.
• Leverage content at events and tradeshows.

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Make Content Registration Simple
Best Practice #1
Build a landing page with a simple download form. Long registration forms discourage download.

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Promotion Should be Relevant to Reader
Best Practice #2
Provide a high level view of what will be learned from this content through key messages.

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Use Twitter to Entice Content Download
Best Practice #3
Use social media to promote content and use hashtags to expand your reach to non-followers.

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Use Variety of Messages in Social Media
Best Practice #4
Utilize a variety of messages across social media channels to spark interest and entice download.

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Use Questions to Entice Content Download
Best Practice #5
Challenge audience to see if they know something to get them to click and download.

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Leverage Website to Promote Content
Best Practice #6
Use home page with graphic and messages to promote key content as part of communications.

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Promote on SlideShare to Gain New Leads
Best Practice #7
Build account and upload your content to connect with a broader audience.

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Cross-Promote Content Using Social Media
Best Practice #8
Build straightforward graphics for social media that can be easily seen for cross-promotion.

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Table of Content
• Section Headings
• Heading A
• Heading B
• Heading C
• Headings Translated to Promotional Text
• Learn <Insert Heading A>
• How to <Insert Heading B>
• Why <Insert Heading C>
Promote Using Content Outline
Best Practice #9

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Leverage Research Facts in Promotion
• Heading A
• Research finds 33% of companies have ABC?
• Heading B
• Over half (55%) of organizations that use XYZ gain
improvement – are you?
• Heading C
• Over two thirds (68%) use XYZ. Do you?
Market Content through Research Facts
Best Practice #10

15. © 2015 Ventana Research15 © 2015 Ventana Research15
Content Marketing Best Practice Steps
• Develop campaigns that engage
the audience.
• Use effective graphics to increase
conversion.
• Utilize SEO, meta tags and
keywords for marketing content.
• Operate campaigns to promote
routinely across channels.
• Use sections, statistics and
quotes to promote it effectively.
• Leverage 3rd party perspective in
marketing of content.
• Perform routine assessment
and take action to improve.

16. © 2015 Ventana Research16 © 2015 Ventana Research16
Trusted Leader in Digital Marketing
Research and advisory services firm focused on
applications and technology across industries.
Focus on business and IT audience to provide
advice and guidance on technology.
Provide market research to create fact-based
insights and perspectives to buyers.
Trusted provider of digital content with largest
portfolio for driving awareness and education.
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18. © 2015 Ventana Research18 © 2015 Ventana Research
Ten Best Practices in
Marketing
Digital Content
@ventanaresearch In/ventanareseachventanaresearch.com