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Checklist for launching new content

When we produce a new piece of premium content for our content marketing program, a lot goes into launching that content. The reason we create original content like our eBook, ROI guide and Blueprint is to generate leads as well as to reinforce our company as a thought leader in the world of marketing. To achieve these goals, the content needs to be broadly distributed and there are a number of channels to make that happen. Below is a checklist of all the items we produce to launch our content. Screen shots of each are below.

  • Collateral production: This involves formatting and branding the content
  • Landing page: Each content item is given its own page designed to optimize conversions. All ads will link back to this page and it will typically include a web form and email auto-responder to send a link to the content item
  • Google image ads: Google has standard sizes for the ads it can display on its network. You can see these ad specifications here. We create image ads for use with our remarketing and keyword/topics/interests campaigns
  • Google and Bing text ads: We will run text ads on both Google and Bing and we’ll create different variations of ad text for each. Both Google and Bing will test our ad variations and will favor ones that receive the most conversions.
  • LinkedIn ads: LinkedIn allows targeting by group membership so we take advantage of that ability to target people whose affiliation with a group implies their interest in a particular topic
  • Facebook ads: Facebook knows almost everything about its users so you can target with a lot of precision. With Facebook’s newly implemented conversion tracking (long a feature of Bing and Google but not currently LinkedIn) you can easily measure what is working
  • Twitter promoted tweet: With Twitter you can promote a tweet, an account or a trend. We will tweet about or content and then promote the tweet
  • Newsletter header: Our monthly newsletter header is always a prime spot to get a click so we use it to promote something every month
  • Circulation to VIPs: We always reach out to specific bloggers and other influencers like Microsoft CRM MVPs to try and get some posts, tweets or re-tweets

Collateral…

Landing Page…

Google image ads…

Google and Bing Text Ads…

LinkedIn Ads…

Facebook ads…

Twitter promoted tweet…

Newsletter Header…

 

 

About the Author:

mm
The ClickDimensions marketing team is committed to helping marketers using Microsoft Dynamics 365 achieve their goals.

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