The document discusses strategies for effectively promoting content after publication, including SEO optimization, email blasts, and social media posts. It highlights 'assignment selling,' which utilizes educational content to address prospects' concerns and prepare them for sales meetings, encouraging collaboration between sales and content teams. Additionally, it outlines how to track assignment selling content and provides resources for further learning.

1. How to Put Content to
Work Immediately After
Publishing
KEVIN PHILLIPS | @IMPACTBND

2. KEVIN PHILLIPS
• I work at IMPACT
• Lead Content Trainer
• Have trained over 100 content
managers
• I once grew a website’s traffic
~16,000%
• I love blog articles that get
results

3. KEVIN PHILLIPS
• I work at IMPACT
• Lead Content Consultant
• Have trained over 100 content
managers
• I once grew a website’s traffic
~16,000%
• I love blog articles that get
results
• I have 3 amazingly insane kids

4. After publishing an article,
how do you get it in front
of your audience?

5. How to get your content in front of your
audience?
• SEO optimization

6. How to get your content in front of your
audience?
• SEO optimization
• Email blast

7. How to get your content in front of your
audience?
• SEO optimization
• Email blast
• Organic social post

8. How to get your content in front of your
audience?
• SEO optimization
• Email blast
• Organic social post
• Paid social post

9. How to get your content in front of your
audience?
• SEO optimization
• Email blast
• Organic social post
• Paid social post
• Guest post

10. How to get your content in front of your
audience?
• SEO optimization
• Email blast
• Organic social post
• Paid social post
• Guest post
• Backlink requests

11. But is there a better, faster,
more efficient way?

12. Assignment Selling

13. Assignment selling is the process of intentionally using educational content you
have created about your products and services to resolve the major concerns and
answer the burning questions of prospects so they are much more prepared for a
sales appointment.
What is Assignment Selling?

15. How to get the most out of
assignment selling

16. It starts with participation
from sales and subject matter
experts

17. Why Enlist Sales & SMEs to Participate in
Content Creation Process?
• Marketing and Brand Team often in charge of content
calendar
• Sales understands the most pressing questions prospects
ask
• Sales and SMEs know the products and services better than
anyone else.
• Sales answers these questions Every. Single. Day.
• Anticipate prospect questions by answering them ahead of
time.

18. How sales & SMEs can
participate

19. How sales & SMEs can participate
• Ask sales to identify the “80% questions”

20. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content

21. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
• Have them write, create outlines, or be available for interviews

22. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
• Have them write, create outlines, or be available for interviews
• Create repository of content

23. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
• Have them write, create outlines, or be available for interviews
• Create repository of content
• Have sales pro-actively send content to prospects ahead of
sales calls

24. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
• Have them write, create outlines, or be available for interviews
• Create repository of content
• Have sales pro-actively send content to prospects ahead of
sales calls
• Use content to follow up with prospects

25. How to keep track of
Assignment Selling Content

26. How to keep track of Assignment Selling
Content
• Spreadsheet

28. How to keep track of Assignment Selling
Content
• Spreadsheet
• Learning Center

30. How to keep track of Assignment Selling
Content
• Spreadsheets
• Learning Center
• Pillar Content

32. How to keep track of Assignment Selling
Content
• Spreadsheets
• Learning Center
• Pillar Content
• Downloadable Guides

34. How sales can use content in
their sales process

35. How to keep track of Assignment Selling
Content
• Pro-active

37. How to keep track of Assignment Selling
Content
• Pro-active
• Re-active

39. Want to learn more about Assignment
Selling?
● What is Assignment Selling: https://www.impactbnd.com/blog/what-is-assignment-selling
● 5 common assignment selling mistakes:
https://www.impactbnd.com/blog/common-mistakes-with-assignment-selling
● 5 real-life examples of assignment selling:
https://www.impactbnd.com/blog/examples-of-assignment-selling
● Assignment selling: Interview with a salesman:
https://www.impactbnd.com/blog/assignment-selling-interview
● Making a sales call in the age of assignment selling:
https://www.impactbnd.com/blog/making-a-sales-call-in-the-age-of-assignment-selling
● How Assignment Selling has made me a better salesperson:
https://www.impactbnd.com/blog/assignment-selling-better-salesperson
● Assignment Selling Spreadsheet
https://docs.google.com/spreadsheets/d/1_g1HzZ2vElvgEi0gzkONKOxgH1slzkOh9r7-YTyJW-k/edit#gid=337497823